Respect in the Marketplace

Abstract

ABSTRACT is important, ignored, and poorly defined in marketing circles. One would expect respect to play significant role in relationship marketing because we know that it is important in interpersonal relationships; especially close ones (Frei and Shaver 2002). Even though marketers express concern about relationships, we have virtually ignored respect in the academic marketing literature (e.g., Winsted 2000). When it is mentioned, authors use the term colloquially, as if everyone shares their understanding. It is without conceptual development. We suggest that marketing and consumer scholars need to work on conceptualising respect in the marketing context. In this essay, we build case for caring about respect in the marketplace. We explore what respect is, why it is important and what we need to do to build new marketplace based on respect. I'm not concerned with your liking or disliking me...All I ask is that you respect me as human being. Jackie Robinson. is important, ignored, and poorly defined in marketing circles. Even though marketers express concern about relationships, they have virtually ignored respect. In this essay, we build case for caring about respect in the marketplace. We explore what respect is, why it is important and what marketers and consumers need to do to build new marketplace based on respect. Why we should care about respect We should care about respect because it is fundamental to our experience of both social relations and self (Sennett 2003; Harre 1980). People in most cultures desire and demand respect as it enhances their personal well-being (Middleton 2004). Everyone wants to be taken seriously. Considering the prevalence of consumption and marketplace interactions in today's society, we need to learn more about respect. What is respect? is complex. There seem to be two aspects to respect: connection and consideration. First, respect requires connection (Dillon 2003). The Oxford English Dictionary calls respect a relation of one person or thing to another; to have relation to, to refer (Oxford English Dictionary 1989). Consideration is the second aspect of respect. involves a responsive relation ... in which the subject responds to the object from certain perspective in some appropriate way, (Dillon 2003 p. 3). Showing respect is part of this consideration element. It could manifest as discrimination, partiality, deference, or displayed esteem (Oxford English Dictionary 1989). To respect someone implies that one considers them and feels, thinks, or acts in certain appropriate ways. There seem to be at least two different kinds of respect: recognition and appraisal respect (Darwall, 1977; Dillon, 2003). Recognition respect is disposition to weigh appropriately some feature or fact in one's deliberations solely because it is fact (Darwall 1977 p. 39). For instance, one could take into account the value of human dignity and act appropriately towards people simply because they are people. This includes expressing unconditional acceptance and acknowledgement. Thus, consequences are part of the deliberation regarding how one should act. Appraisal respect is positive evaluation of an object's merits (Darwall 1977). In this sense, it is as if the object earns or deserves the respect. It implies no other response than the evaluation, which could be felt as admiration or esteem. For instance, one could respect musician's or an athlete's talents. One can also admire one object more than another object (e.g., one musician more than another). But, this does not imply appropriate ways of acting. Why respect is important to marketing Kevin Roberts, CEO of Worldwide, Saatchi & Saatchi, believes that, Respect is the foundation of successful business (2004 p. 60). He reasons that customers base respect on the company's performance, reputation, and trust. grows out of performance as consumers judge every interaction and touch point. …