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Journal ArticleDOI

Revisiting the fairness paradigm in India: Synthesis of literature and application of the self-concept theory

11 Feb 2019-Society and Business Review (Emerald Publishing Limited)-Vol. 14, Iss: 1, pp 31-42
TL;DR: In this paper, the applicability of the theory of self-concept in understanding the fairness paradigm has been examined in the context of Indian corporates using effective marketing strategies to cover up the potential health hazards of fairness creams.
Abstract: The paper answers three research questions: How does the extant literature explain fairness and whiteness? What Indian standards of beauty were historically, and how are they currently? What is the applicability of the theory of self-concept in understanding the fairness paradigm?,A rigorous review of extant literature on fairness followed by consolidation of the literature under relevant self-concept theory for understanding the historical perspective of fairness in India as compared to global standards.,Clear defined themes on actual, ideal and social self-concept emerged from the study. The study also revealed: how Indian corporates are using effective marketing strategies to cover up the potential health hazards of fairness creams.,Marketers can use the study to understand how fairness products influence individual’s self-concept. Media houses and Government agencies can also get insight on how beauty has been valorized in the Indian mindset.,This paper identifies the deceptive and misrepresentation of attainable beauty standards claimed by the fairness and whiteness products.,This is the first study done to integrate the findings of fairness studies with self-concept theory and derive useful insights from it.
Citations
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Journal ArticleDOI
TL;DR: The Body Esteem Scale for Adults and Adolescents (BESAA) as mentioned in this paper has been adapted and validated among urban Indian adolescents in English, using exploratory factor analysis.

10 citations

Journal ArticleDOI
TL;DR: In this article, the authors examined the effect of brand anthropomorphism determinants on the chance of increasing customers' loving behavior for the hypermarket brand in a hypermarket environment.
Abstract: This article aims to examine the effect of brand anthropomorphism determinants on the chance of increasing customers’ loving behaviour for the hypermarket brand. For this purpose, the five determin...

4 citations


Additional excerpts

  • ...Rehman (2019) mentioned three types of self-concept....

    [...]

Journal ArticleDOI
TL;DR: In this paper, a structured questionnaire was used to elicit feedback from 275 female respondents using the convenience sampling method, and structural equation modelling and hypotheses tests were conducted to validate the model after verifying the scale items' reliability and validity.

4 citations

01 Jan 2007

2 citations

References
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Journal ArticleDOI
M. Joseph Sirgy1
TL;DR: The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse as mentioned in this paper, and the authors of this paper critically review selfconcept theory and research in consumer behaviour and provide recommendations for future research.
Abstract: The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This paper critically reviews self-concept theory and research in consumer behavior and provides recommendations for future research.

3,085 citations

Posted Content
TL;DR: In this paper, the authors trace the origins of whiteness as property in the parallel systems of domination of Black and Native American peoples out of which were created racially contingent forms of property and property rights.
Abstract: Issues regarding race and racial identity as well as questions pertaining to property rights and ownership have been prominent in much public discourse in the United States. In this article, Professor Harris contributes to this discussion by positing that racial identity and property are deeply interrelated concepts. Professor Harris examines how whiteness, initially constructed as a form of racial identity, evolved into a form of property, historically and presently acknowledged and protected in American law. Professor Harris traces the origins of whiteness as property in the parallel systems of domination of Black and Native American peoples out of which were created racially contingent forms of property and property rights. Following the period of slavery and conquest, whiteness became the basis of racialized privilege - a type of status in which white racial identity provided the basis for allocating societal benefits both private and public in character. These arrangements were ratified and legitimated in law as a type of status property. Even as legal segregation was overturned, whiteness as property continued to serve as a barrier to effective change as the system of racial classification operated to protect entrenched power. Next, Professor Harris examines how the concept of whiteness as property persists in current perceptions of racial identity, in the law's misperception of group identity and in the Court's reasoning and decisions in the arena of affirmative action. Professor Harris concludes by arguing that distortions in affirmative action doctrine can only be addressed by confronting and exposing the property interest in whiteness and by acknowledging the distributive justification and function of affirmative action as central to that task.

2,825 citations

Book
01 Jan 2014
TL;DR: The Future of Competition (HBS B O O K R E V I E W S) as discussed by the authors is a very human record of the journey made not only by Prahalad, his colleagues, students, and colleagues at the University of Michigan and elsewhere, but also by the poor whose stories represent the case material included in Parts II and III of this exemplary volume.
Abstract: What, if anything, can capitalism do for the poorest people in the world? Or, are the poor by definition to be excluded from the ambit of the free enterprise system? Can there be such a thing as ‘inclusive capitalism?’ It is in an attempt to answer questions such as these that C K Prahalad began to wonder if there were other solutions (than those that had already been attempted by both governmental and non-governmental bodies) to the persistence of poverty in the modern world. When Prahalad began to work on this problem in 1996, it appeared that poverty was here to stay and that it could, at best, be alleviated by aid agencies. These interventions, however, ran the risk of depriving the very poor of their dignity since they were often no more than subtle forms of alms giving. The only real, sustainable, long-term solution seemed to be ‘the idea of large-scale entrepreneurship,’ but this was easier said than done. When Prahalad and Stuart Hart began to pitch the idea that consumers who lived at the bottom of the economic pyramid should be treated as ‘individuals’ who could be brought into the picture as ‘co-creators’ to solve their own economic problems, they were treated with disbelief by the academic community. The traditional idea that the poor will always be ‘wards of the state’ was hard to shake-off. The embryonic form of this book was a working paper by Prahalad and Hart in 1997. Though the paper did not immediately find a publisher, it managed to influence managers in several multinational firms to at least set up a venture fund to explore opportunities at the bottom of the pyramid (BOP). Prahalad later collaborated with Allen Hammond to take this idea further. So, by the time these ideas were published in influential academic journals in 2002, they had already made a mark. The discussion had moved from whether, in fact, there was a market at the bottom of the pyramid to how firms could get there. This book is a very human record of the journey made not only by Prahalad, his colleagues, students, and fellow workers at the University of Michigan and elsewhere, but, more importantly, by the poor whose stories represent the case material included in Parts II and III of this exemplary volume. Not only does the book begin with a theoretical framework, it also develops ideas that Prahalad and Venkat Ramaswamy had co-created in their book, The Future of Competition (HBS B O O K R E V I E W S

2,535 citations

Journal ArticleDOI
TL;DR: The findings support the notion that exposure to media images depicting the thin-ideal body is related to body image concerns for women.
Abstract: Research suggests that exposure to mass media depicting the thin-ideal body may be linked to body image disturbance in women. This meta-analysis examined experimental and correlational studies testing the links between media exposure to women's body dissatisfaction, internalization of the thin ideal, and eating behaviors and beliefs with a sample of 77 studies that yielded 141 effect sizes. The mean effect sizes were small to moderate (ds = -.28, -.39, and -.30, respectively). Effects for some outcome variables were moderated by publication year and study design. The findings support the notion that exposure to media images depicting the thin-ideal body is related to body image concerns for women.

1,666 citations

Journal ArticleDOI
TL;DR: In this paper, the authors argue that marketplace mythologies are tailored to the competitive characteristics and exigencies of specific market structures, providing meanings and metaphors that serve multiple ideological agendas, and illustrate this conceptualization by analyzing mythic narratives that circulate in the natural health marketplace.
Abstract: While drawing from general cultural myths, marketplace mythologies are tailored to the competitive characteristics and exigencies of specific market structures, providing meanings and metaphors that serve multiple ideological agendas. I illustrate this conceptualization by analyzing mythic narratives that circulate in the natural health marketplace. I propose that a nexus of institutional, competitive, and sociocultural conditions that engender different ideological uses of this marketplace mythology by two types of stakeholders: advertisers of herbal remedies and consumers seeking alternatives to their medical identities. I discuss the implications of this theorization for future analyses of consumer mythologies and for theoretical debates over whether consumers can become emancipated from the ideological influences exerted by the capitalist marketplace.

444 citations