Ahir Gopaldas
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PUBLICATIONS


Marketing and Society

My research focuses on social issues in marketing, including (1) ethical consumerism, sustainable marketing, and climate activism; (2) diversity, equity, and inclusion in marketing and the media; (3) best practices in mental health services; and (4) the social impact of new technologies. I have also written about (5) crafting qualitative research.
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1. Ethical Consumerism, Sustainable Marketing, and Climate Activism

This dissertation-based series of articles began with an ethnography of the US ethical consumerism movement (c. 2005-2010).

  • Gopaldas, Ahir (2014a), "Marketplace Sentiments," Journal of Consumer Research, 41 (4), 995-1014. Permalink​​
  • Gopaldas, Ahir (2014b), "Translating Anthropological Consumption Theories into Humanistic Marketing Practices," in Humanistic Marketing, editors Richard Varey and Michael Pirson, New York, NY: Palgrave Macmillan, 150-163. Permalink
  • Gopaldas, Ahir (2015), "Creating Firm, Customer, and Societal Value: Toward a Theory of Positive Marketing," Journal of Business Research, 68 (12), 2446-2451. Permalink

2. Diversity, Equity, and Inclusion in Marketing and the Media

This series of articles examines diversity in the media through the lens of intersectionality.

  • Gopaldas, Ahir and Eileen Fischer (2012), "Beyond Gender: Intersectionality, Culture, and Consumer Behavior," in Gender, Culture, and Consumer Behavior, editors Cele Otnes and Linda Zayer, New York, NY: Taylor & Francis Group, 393-410. Permalink
  • Gopaldas, Ahir (2013), "Intersectionality 101," Journal of Public Policy and Marketing, 32 (Special Issue), 90-94. Permalink
  • Gopaldas, Ahir and Glenna DeRoy (2015), "An Intersectional Approach to Diversity Research," Consumption, Markets, and Culture, 18 (4), 333-364. Permalink
  • Gopaldas, Ahir and Anton Siebert (2018), “Women over 40, Foreigners of Color, and Other Missing Persons in Globalizing Mediascapes: Understanding Marketing Images as Mirrors of Intersectionality,” Consumption, Markets, and Culture, 21 (4), 323-346. Permalink​
  • Gopaldas, Ahir and Susanna Molander (2020), "The Bad Boy Archetype as a Morally Ambiguous Complex of Juvenile Masculinities: The Conceptual Anatomy of a Marketplace Icon," Consumption, Markets & Culture, 23 (1), 81-93. Permalink​
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3. Best Practices in Mental Health Services

This series of articles is based on an ethnography of the U.S. mental health services industry (c. 2010-2015).

  • ​Gopaldas, Ahir (2016b), "Therapy," Consumption, Markets, and Culture, 19 (3), 264-268. Permalink​​
  • ​Gopaldas, Ahir, Marina Carnevale, Richard Kedzior, and Anton Siebert (2021), "Service Conversation: Advisory, Relational and Transformative Approaches," Journal of Services Marketing, 35 (8), 988-999. Permalink
  • Gopaldas, Ahir, Anton Siebert and Burcak Ertimur (2022), "Designing Servicescapes for Transformative Service Conversations: Lessons from Mental Health Services," Journal of Consumer Marketing, 39 (6), pp. 649-659. Permalink

4. The Social Impact of New Technologies

This series of articles is based on historical and comparative case studies of new technologies and new technology-mediated services.
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  • ​​​Belk, Russell, Mariam Humayun, and Ahir Gopaldas (2020), “Artificial Life,” Journal of Macromarketing. Permalink
  • ​Belk, Russell, Mariam Humayun, and Ahir Gopaldas (2020), “Consumer Reception of New Technologies,” International Journal of Business Anthropology. Permalink
  • Siebert, Anton, Ahir Gopaldas, Andrew Lindridge, and Cláudia Simões (2020), "Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals,"  Journal of Marketing, 84 (4): 45-66. Permalink | AMA Webinar on YouTube | Slides for Classroom Use
  • Gopaldas, Ahir and Siebert, Anton, “What You’re Getting Wrong About Customer Journeys,” Harvard Business Review, 100 (4), pp. 92-99. Permalink | The Customer Journey Matrix

5. Crafting Qualitative Research

This series of articles is an attempt to document what I've learned about crafting qualitative research from mentors, coauthors, and reviewers.

  • Gopaldas, Ahir (2016a), "A Front-to-Back Guide to Writing a Qualitative Research Article," Qualitative Market Research, 19 (1), 115-121. Permalink
  • Figueiredo, Bernardo, Ahir Gopaldas, and Eileen Fischer (2017), “The Construction of Qualitative Research Articles: A Conversation with Eileen Fischer,” Consumption, Markets, and Culture, 20 (4), 297-305. Permalink
  • Fischer, Eileen, Ahir Gopaldas, and Daiane Scaraboto (2017), “Why Papers Are Rejected and How to Get Yours Accepted: Advice on the Construction of Interpretive Consumer Research Articles,” Qualitative Market Research, 20 (1), 60-67. Permalink
  • Bajde, Domen and Ahir Gopaldas (2019), “What Makes a Good Paper? Analytic and Continental Ideals in Consumer Culture Theory,” Qualitative Market Research, 22 (3), 270-277. Permalink
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