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Journal of Medical Marketing

CALL FOR PAPERS

Special Issue On

Bridging Service Research and Health-Related Marketing:
Developing a Transformative Service Research Paradigm

Guest Editors:
Dr. Mark S. Rosenbaum, Northern Illinois University
Dr. Tanuja Singh, Northern Illinois University

Submission deadline: 1st April 2008

The Association of Consumer Research defines Transformative Consumer Research as "a movement within our association that seeks to encourage, support, and publicize research that benefits consumer welfare and quality of life for all beings affected by consumption across the world." By applying this definition to services, Transformative Service Research represents a paradigm that encourages, supports, and publicizes service-oriented research that benefits consumer and quality of life for all beings affected by service exchanges across the world.

This special issue of the Journal of Medical Marketing seeks empirical and original conceptual articles on Transformative Service topics. Some of these topics include:

• How do built commercial environments, or "servicescapes," influence consumer health and well-being?
• What is the relationship between servicescapes and a consumer’s "sense of place?"
• What is the impact of commercial third-places on consumer and service employee health?
• How does having a congruent place-identity in the commercial realm influence health?
• Does a commercial place attachment offer consumers the benefits of human attachment?
• Does Bowlby’s Attachment Theory apply to consumers in service domains?
• Does customer communication in online and commercial brand/product/retail communities influence human well-being?

The Center for Disease Control puts forward unique opportunities for service researchers, especially in the area of helping service providers implement public health initiatives. According to the CDC, previous efforts in health-related dissemination research have often assumed that interventions are transferred into any service setting without modification and that a unidirectional flow of information (e.g., publishing a guideline) is sufficient to achieve practice change. "Success" of the transfer has been largely assessed based on structural measures (such as counts of personnel or contacts) or patient outcome measures that do not specifically assess how the intervention was implemented or whether the implementation remained faithful to the original conceptualization and intent of the intervention. We need the field to develop a knowledge base about "how" health interventions are transported to real-world medical/health-related settings. Can we generate theory-driven studies to test conceptual frameworks around the implementation process that moves away from an exclusively "top-down" approach to a greater emphasis on the resources of local care settings and the needs of multiple stakeholders?

All papers will be subjected to double-blind peer review. Full notes for contributors can be found at:

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