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"Thomas, Kevin D."
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Assessing the Societal Impact of Research: The Relational Engagement Approach
Marketing and policy researchers aiming to increase the societal impact of their scholarship should engage directly with relevant stakeholders. For maximum societal effect, this engagement needs to occur both within the research process and throughout the complex process of knowledge transfer. The authors propose that a relational engagement approach to research impact complements and builds on traditional approaches. Traditional approaches to impact employ bibliometric measures and focus on the creation and use of journal articles by scholarly audiences, an important but incomplete part of the academic process. The authors recommend expanding the strategies and measures of impact to include process assessments for specific stakeholders across the entire course of impact, from the creation, awareness, and use of knowledge to societal impact. This relational engagement approach involves the cocreation of research with audiences beyond academia. The authors hope to begin a dialogue on the strategies researchers can use to increase the potential societal benefits of their research.
Journal Article
Osteopathic manipulative treatment for concussions and postconcussive syndrome in athletes: a literature review
Concussions are the most common type of traumatic brain injury (TBI) and can often occur in athletes. These injuries have many deleterious acute symptoms and can lead to the development of postconcussive syndrome (PCS). Osteopathic manipulative treatment (OMT) is a treatment option that may benefit patients with concussions and PCS.
The objective of this review is to determine whether OMT can improve symptoms associated with concussions and PCS in athletes.
A comprehensive literature review was conducted between August 2021 and March 2022 by two authors (Z.K.L. and K.D.T.) who searched the literature utilizing PubMed, Google Scholar, and Cochrane Library. Articles reviewed included case reports, case studies, randomized control trials, meta-analyses, and peer-reviewed journal articles. Search terms included concussion, postconcussive symptoms, osteopathic manipulative medicine, and manipulation. To be included into this study, articles must have included OMT from an osteopathic physician or manipulative techniques by nonosteopathic providers for patients with a concussion or PCS, and the insulting injury must have occurred in an athletic setting. No disagreements occurred between authors about what studies to include. However, we were prepared to come to a unanimous decision through discussion among the authors. A narrative synthesis was performed. No other data analyses were conducted in this study.
Included in this review were nine articles including randomized control trials, retrospective review, case series, longitudinal, retrospective studies, and case reports. The literature shows the positive effects of OMT and manipulative techniques on symptom resolution after a concussion. However, most of the literature is qualitative rather than quantitative in nature, lacking in randomized control trials.
There is a scarcity of high-quality studies evaluating the effectiveness of OMT on concussions and PCS. More research is needed to understand the degree of benefit for this treatment option.
Journal Article
Operationalizing Critical Race Theory in the Marketplace
Race is integral to the functioning and ideological underpinnings of marketplace actions yet remains undertheorized in marketing. To understand and transform the insidious ways in which race operates, the authors examine its impact in marketplaces and how these effects are shaped by intersecting forms of systemic oppression. They introduce critical race theory (CRT) to the marketing community as a useful framework for understanding consumers, consumption, and contemporary marketplaces. They outline critical theory traditions as utilized in marketing and specify the particular role of CRT as a lens through which scholars can understand marketplace dynamics. The authors delineate key CRT tenets and how they may shape the way scholars conduct research, teach, and influence practice in the marketing discipline. To clearly highlight CRT’s overall potential as a robust analytical tool in marketplace studies, the authors elaborate on the application of artificial intelligence to consumption markets. This analysis demonstrates how CRT can support an enhanced understanding of the role of race in markets and lead to a more equitable version of the marketplace than what currently exists. Beyond mere procedural modifications, applying CRT to marketplace studies mandates a paradigm shift in how marketplace equity is understood and practiced.
Journal Article
Restricted Visions of Multiracial Identity in Advertising
Mixed-race representations have become increasingly evident in marketing communications through the use of celebrity spokespersons like Misty Copeland and Halle Berry. This study explores the sociocultural ramifications of the ways in which marketers represent multiracial identity. Through an interdisciplinary review of pertinent literature, the authors create a theoretical framework for understanding the limitations of visual representations. A temporal model for discerning visual representations of the multiracial identity emerged by combining critical discourse analysis (CDA) techniques to investigate multiracial advertising depictions in eight popular U.S. magazines with interviews of multiracial women and advertising professionals. Findings suggest that marketers use mixed-race representations as cultural currency by mythologizing mixed-race bodies as the new beauty standard and as representing a racial bridge, physically and culturally tailored to ameliorate perceived racial divides. While visual representations in marketing communication have served to legitimatize and normalize mixed-race identity, these images generally ignore mundane consumption practices, obscure the relationships and processes that bring about multiracial bodies, and are devoid of sociopolitical context. The authors offer a framework through which scholars can systematically analyze the sociocultural significance of a wide range of identity coordinates utilized in advertisements and other forms of marketing communication.
Journal Article
Endlessly Creating Myself: Examining Marketplace Inclusion through the Lived Experience of Black and White Male Millennials
This study qualitatively examines the synergetic relationship between identity projects and the marketplace. The sample consisted of 20 men between the ages of 18 and 29 years; 10 self-identified as black, and 10 self-identified as white. Consumers must navigate multiple sites of identification that constantly shift in importance and involvement. To more closely reflect actual consumers, this study incorporated gender orientation, age, and race into an intersectional analysis. By taking a more “true-to-life” approach to consumption/identity research, this project unearths new knowledge that is proximate to the lived experience of consumers. While both white and black informants use the symbolic meaning of commodities as a mode of self-expression, key differences exist. Dominant discourse pertaining to white and black male identity appears to influence how informants perceive possibilities of self, which in turn affects marketplace interaction. The author concludes with a discussion of ways public policy can be used to remedy marketplace inequities.
Journal Article
The Stigma Turbine: A Theoretical Framework for Conceptualizing and Contextualizing Marketplace Stigma
Stigmas, or discredited personal attributes, emanate from social perceptions of physical characteristics, aspects of character, and \"tribal\" associations (e.g., race; Goffman 1963). Extant research has emphasized the perspective of the stigma target, with some scholars exploring how social institutions shape stigma. Yet the ways stakeholders within the sociocommercial sphere create, perpetuate, or resist stigma remain overlooked. The authors introduce and define marketplace stigma as the labeling, stereotyping, and devaluation by and of commercial stakeholders (consumers, companies and their employees, stockholders, and institutions) and their offerings (products, services, and experiences). The authors offer the Stigma Turbine as a unifying conceptual framework that locates marketplace stigma within the broader sociocultural context and illuminates its relationship to forces that exacerbate or blunt stigma. In unpacking the Stigma Turbine, the authors reveal the critical role that market stakeholders can play in (de)stigmatization, explore implications for marketing practice and public policy, and offer a research agenda to further understanding of marketplace stigma and stakeholder welfare.
Journal Article
Enacting anti-racist visualities through photo-dialogues on race in Paris
PurposeGrounded in experience of co-organizing a two-day photography-based workshop in Paris, this paper explores how photo-dialogues can facilitate anti-racist pedagogy and generative discussions about how race and racism function in marketplace contexts.Design/methodology/approachThis paper draws on the authors' involvement in a cross-national and cross-disciplinary team of scholars who worked with local community stakeholders—including activists, artists and practitioners—to discuss, theorize and photo-document issues regarding race and racism in the Parisian marketplace.FindingsThis paper contributes to the literature on visual culture studies and critical race studies as it demonstrates the potentials of photography combined with dialogue to challenge the White supremacy over archiving and visuality in the context of urban spaces. This new methodology is an opportunity to reflect on archetypes of visuality that depart from the traditional Parisian flâneur to be consistent with and reinforce anti-racist stances.Originality/valuePhotography and visual methods often play peripheral roles in anti-racist education across various disciplines and research areas, including critical marketplace studies. This paper expands understanding of the potentials of using photographic methods as part of critical and anti-racist work related to racial and racist dynamics, including issues regarding power, White supremacy and public space. It outlines the use of photographic dialogues in a context (Paris, France) where discussion of race is regularly societally discouraged. Thus, this work shifts the focus away from decontextualized research that regards race as an object, to specifically foreground understandings of racialized experiences and how the photographic gaze produces and is produced by racialized viewers.
Journal Article
Crossing Race and Markets: Introducing the Race in the Marketplace Research Network
Both research and practice reveal that race plays a key ideological role in the functioning of consumption markets worldwide. However, scholarship on race-related issues in the context of marketplaces has generally been limited, overlooked or marginalized in the marketing/consumer research discipline. However, the tangibility, reality, and brutality of racial dynamics are increasingly \"front-page news\" and marketing scholarship increasingly emphasizes issues of inclusion and exclusion. As a result, the absence of scholarship- and scholars- who prioritize impactful work on race in marketing presents a challenge to move the discipline towards more inclusive scholarship, employment, and pedagogy. A film explains impediments to scholarship at the intersection of race and markets by examining the evolution of the RIM Research Network (RIM). Developed in 2017, RIM is a response to the marginalized status of race-related scholarship and scholars in the marketing domain.
Conference Proceeding