CCSC Seminar with Prof Paul Baines and Dr Ning Baines (Leicester School of Business)

12.00 – 13.00

'The persuasiveness of guilt appeals over time: Pathways to delayed compliance', Prof Paul Baines 

Abstract: 

In this seminar, Prof Baines will review how past research on guilt-elicitation in marketing has failed to examine how the communications' effects might persist over time, when there is a gap between advertising at time 1 and the time of choice consideration at time 2. His co-authored study explores the processes leading to delayed compliance through guilt-based communications. Guilt elicitation enhances transportation into the message, driving message compliance through the effect of transportation. Transportation explains the effects recorded several days after campaign exposure. The influence of transportation is mediated by two pathways: increases in anticipated guilt and perceived consumer effectiveness. The message type moderates the relevance of different pathways in explaining persuasiveness. Appeals delivered through a text and image message (rather than text only) are more effective in driving compliance and shape reactions via guilt anticipation. The study raises important implications for research on the use of guilt appeals and the design of more effective messages based on this emotion.

 https://www.sciencedirect.com/science/article/pii/S0148296318301589

13.00 – 14.00: 

'Situational challenges faced by disabled entrepreneurs: A situationalist perspective', Dr Ning Baines and Prof Paul Baines  

Abstract: 

In this seminar, Dr Baines will provide an overview of a recent research project which attracted internal University of Leicester funding both to identify challenges that disabled entrepreneurs presently face in their entrepreneurial journeys from the perspective of the ecosystem in which they are operating and simultaneously use these insights to develop a continuing professional development programme to meet their needs and develop their capabilities.

Biographies

Paul Baines is Professor of Political Marketing. Deputy Dean (Strategic Projects), and Director of Executive Education at the University of Leicester School of Business, and a Visiting Professor at Cranfield and Aston Universities. He is (co)author/(co)editor of 100+ published journal articles, book chapters and books including in inter alia the Journal of the American Statistical Association, the European Journal of Marketing, Journal of Business Research, and International Journal of Management Reviews. Recently, he co-edited the SAGE Handbook of Propaganda (SAGE Publications, 2020, with Nicholas ‘Shaughnessy & Nancy Snow) and co-authored the best-selling Marketing 6E (by Oxford University Press, 2022) and Fundamentals of Marketing 2E (OUP, 2021). Over the last 27 years, Paul’s research has focused on political marketing and propaganda. He is a Fellow of the Market Research Society, and a member of the Academy of Marketing, Market Research Council, ESOMAR, and Academy of Marketing. He holds bachelors, masters and doctoral degrees from the University of Manchester, a Postgraduate Certificate in Higher Education from Middlesex University and an MSc in applied statistics from Lancaster University. He was named an Insight250 Legend in 2023, a list of the top 250 experts in market research worldwide, developed by mTab/ESOMAR.

Ning Baines is Lecturer in Marketing at the University of Leicester School of Business. Previously she was an adjunct lecturer at Birkbeck, UCL, Queen Mary and LSE. She holds a Bachelors degree in English Literature (Chulalongkorn University), Masters degrees in Marketing (Middlesex) and e-business and innovation (Birkbeck, University of London) and PhD in innovation management (Birkbeck, University of London). Ning is a late-career academic, having previously worked in the financial services sector for Standard Chartered Bank, before shifting to educational and cultural marketing for the British Council in Thailand for many years, largely in education promotion, and also in education marketing and market research in the UK for UCL and INTO  University Partnerships. She researches particularly on the topic of university-industry collaboration in journals such as the British Journal of Management, Regional Studies, Journal of Technology Transfer, and Journal of Knowledge Management. She is an external assessor for the Advanced Certificate in Market and Social Research at the Market Research Society (MRS).