Unintended Consequences of Marketing

Although unintended consequences of marketing can be both positive and negative in nature, the marketing literature primarily focuses on positive marketing outcomes and pays less attention to negative unanticipated effects of marketing. Meanwhile, negative unintended consequences can occur through the entire marketing supply chain and can span across macro, micro, and internal or firm environments. This article defines unintended marketing consequences, demonstrates their variety by drawing on multiple examples, and briefly summarizes how unintended consequences of marketing can be proactively addressed and eliminated.

Business · Political science · Unintended consequences · Variety (cybernetics) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Marketing · Securities Regulation and Market Practices

• The Theory of Moral Sentiments

  Adam Smith•The Two Narratives of Political…•2010

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• The Unanticipated Consequences of Purposive Social Action

  Robert Κ Merton, Robert K Merton•American Sociological Review•1936

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• The unintended consequences of the culture of consumption

  Ronald A Fullerton, Girish Punj•Consumption Markets & Culture•1998

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