CSUB BPA Professor publishes book:
Dr. Jean West released her new book in October, coinciding with Domestic Violence Awareness Month: Misperceptions of Intimate Partner Violence in the 21st Century: Two Decades of Lies.
Jean Jaymes West, Ph.D. is a Professor of Marketing at California State University-Bakersfield, and former director of the MBA Program at this institution. She received her Ph.D. in Advertising & Marketing from The University of Wisconsin-Madison, in Madison, WI. Dr. West is a nationally recognized marketing educator and researcher with 20 years of experience teaching undergraduate and MBA courses at The University of Wisconsin-Madison, as well as two different California State University campuses, both in the San Francisco Bay Area and in Bakersfield, CA. In addition, Dr. West’s research in marketing and advertising pedagogy, innovative social marketing campaigns, consumer behavior, business ethics, and multicultural marketing education has appeared in numerous peer-reviewed academic journals and conference proceedings. Dr. West has also served as a reviewer for both marketing and communication textbooks and journals. Dr. West was awarded the Best Paper Award in Marketing for her research and presentation entitled, “Doing More Harm Than Good:
Examining Unintended Negative Effects of Social Marketing Campaigns Surrounding Intimate Partner Violence.” She is the chapter director for California State University, Bakersfield’s National Association of Women MBAs, as well as a member of the Marketing Educators’ Association (MEA) and the Marketing Management Association (MMA).
Public service advertising can be a powerful and effective tool for awareness and education in helping both the public and specific target audiences learn more about urgent health issues. Given the recognition intimate partner violence has gained in the last two decades as an urgent health problem around the world, this issue was selected to explore advertising's effect and potential to help a specific target audience. This research examined female survivors' impressions of domestic violence campaigns. A sample of 16 focus groups of approximately six women in two-hour sessions were conducted, at two different points in time over the past two decades. These focus groups included a fairly equal number of African-American, White, Asian, and Latino women in two different geographic areas of the country. Participants were asked to describe their opinions about a sampling of current domestic violence campaign material. A total of 33 hours of audio taped focus group sessions were transcribed, coded and analyzed using NVivo qualitative software.
Research findings suggest this segment of the public does not feel that key public service advertising campaigns are completely accurate in their representations and labeling of domestic violence. The women who participated expressed heightened negative emotional responses to specific elements of some of the advertising, suggesting the potential of some campaigns to exacerbate the problem for this target group. The purpose of this research was to formulate a base of information to create improved public service advertising for this segment of the public, as they are the group most severely affected by this issue. The key goal for an improved campaign, as suggested by the participants in this research, should be enhancing early identification, empowerment, and help-seeking behavior.