ST. BONAVENTURE, N.Y. — A paper presented by Dr. John J. Watson, professor of marketing in the School of Business at St. Bonaventure University, received a “Best Paper” award at the Fall International Conference of the Academy of Business Research, held Nov. 14 in Las Vegas, Nev.
Watson presented the paper with Nicholas P. Ryan, who studied under Watson at the University of Canterbury in New Zealand, where Watson was a member of the faculty from 1996 to 2008. Ryan now works for the Christchurch City Council in New Zealand.
Their paper, “When Relationships Sour: A Behavioral Analysis of the Impact of Unethical Firm Actions on the Consumer–Firm Relationship,” was voted best in the marketing track at the conference.
“Almost all of the theoretical efforts in the area of marketing ethics have concentrated on the manager’s viewpoint. In contrast, this article examines unethical firm behavior from the consumer’s perspective: describing the consumer’s evaluation and behavioral response to ethically questionable firm behavior,” said Watson. “Treating the consumer-firm dyad as a ‘relationship,’ this article investigates the relationship-serving biases consumers may use to resist negative information about the firms (or brands) with whom they associate.”
The Academy of Business Research is an international society of scholars and practitioners who exchange ideas and collaborate in a conference setting. The academy publishes three academic journals.
About the University: Inspired for more than 150 years by the Catholic Franciscan values of individual dignity, community inclusiveness, and service, St. Bonaventure University cultivates graduates who are confident and creative communicators, collaborative leaders and team members, and innovative problem solvers who are respectful of themselves, others, and the diverse world around them.