PUBLICATIONS
Social Issues in Marketing
My research focuses on social issues in marketing such as (1) ethical consumerism and sustainability marketing, (2) diversity, equity, and inclusion in marketing and the media, (3) mental health services, (4) the social impact of new technologies, and (5) customer journeys in the attention economy. I have also written about (6) crafting qualitative research.
1. Ethical Consumerism and Sustainability Marketing
This series of articles is based on my dissertation research—an ethnography of the U.S. ethical consumerism movement (c. 2005-2010).
2. Diversity, Equity, and Inclusion in Marketing and the Media
This series of articles examines the representation of diversity in marketing and the media through the lens of intersectionality (c. 2010-2020).
3. Mental Health Services
This series of articles is based on an ethnography of the U.S. mental health services industry (c. 2010-2015).
4. The Social Impact of New Technologies
This series of articles puts current debates about new technologies in historical context.
5. Customer Journeys in the Attention Economy
This series of articles is based on case studies of the world's "stickiest" brands (e.g., CrossFit, Pokémon Go, Tinder; c. 2016-Present).
6. Crafting Qualitative Research
This series of articles is an attempt to document what I've learned from my mentors, coauthors, and reviewers.
My research focuses on social issues in marketing such as (1) ethical consumerism and sustainability marketing, (2) diversity, equity, and inclusion in marketing and the media, (3) mental health services, (4) the social impact of new technologies, and (5) customer journeys in the attention economy. I have also written about (6) crafting qualitative research.
1. Ethical Consumerism and Sustainability Marketing
This series of articles is based on my dissertation research—an ethnography of the U.S. 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 the representation of diversity in marketing and the media through the lens of intersectionality (c. 2010-2020).
- 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
3. 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, in press, "Service Conversation: Advisory, Relational and Transformative Approaches," Journal of Services Marketing. Permalink
4. The Social Impact of New Technologies
This series of articles puts current debates about new technologies in historical context.
- 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
5. Customer Journeys in the Attention Economy
This series of articles is based on case studies of the world's "stickiest" brands (e.g., CrossFit, Pokémon Go, Tinder; c. 2016-Present).
- 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
6. Crafting Qualitative Research
This series of articles is an attempt to document what I've learned from my 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