Marketing Department (CBA)


Date of this Version



Journal of Macromarketing 32:2 (2012), pp. 230-231; doi: 10.1177/0276146711428613


Copyright © 2012 James W. Gentry. Published by Sage Publications on behalf of Macromarketing Society; Used by permission.


I listened to Freakonomics on audiotape borrowed from the library and liked it sufficiently to spring for the sequel SuperFreakonomics. The authors place great emphasis on the role of incentives in generating human behaviors. One does not need to read the first book in order to enjoy the second book, as the latter is just an extension of the first that focuses on new issues. I do recommend reading both books as they are thought provoking, which is my highest praise for scholarly communication in any form.

The strength of the book is that the problems facing society are covered from a very systematic, even macro, perspective. Though the authors claim that their analyses are micro in nature because of the focus on individuals and their responses to incentives, macromarketers will approve of the systematic consideration of issues undertaken. And, though you may discount the authors’ rationale at points, you will find the book quite thought provoking.

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