PUBLICATIONS

SOCIAL ISSUES IN THE MARKETPLACE

My research focuses on social issues in the marketing profession (e.g., diversity in the media, mental health services, changing moralities, and technology addiction). I have also written about the craft of qualitative research.
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Where are the Women over 40? An Intersectional Approach to Analyzing Diversity in Marketing and the Media

  1. 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
  2. Gopaldas, Ahir (2013), "Intersectionality 101," Journal of Public Policy and Marketing, 32 (Special Issue), 90-94. Permalink
  3. Gopaldas, Ahir and Glenna DeRoy (2015), "An Intersectional Approach to Diversity Research," Consumption, Markets, and Culture, 18 (4), 333-364. Permalink
  4. 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​

The Good, the Bad, and the Complicated: New Moralities, Immoralities, and Moral Ambiguities in the Marketplace

  1. Gopaldas, Ahir (2014a), "Marketplace Sentiments," Journal of Consumer Research, 41 (4), 995-1014. Permalink​​
  2. 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
  3. Gopaldas, Ahir (2015), "Creating Firm, Customer, and Societal Value: Toward a Theory of Positive Marketing," Journal of Business Research, 68 (12), 2446-2451. Permalink
  4. 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
  5. ​Belk, Russell, Mariam Humayun, and Ahir Gopaldas (forthcoming), “Artificial Life,” Journal of Macromarketing. Permalink

WTF is a Life Coach!? The Consumerization of Mental Health from Psychoanalysis to Personal Coaching

  1. ​Gopaldas, Ahir (2016b), "Therapy," Consumption, Markets, and Culture, 19 (3), 264-268. Permalink​​

Never-Ending Adventures: Customer Journey Design in the Hypercompetitive Attention Economy

  1. 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

The Great Big Qualitative Research Bake-Off: From Half-Baked Ideas to Fully Baked Publications

  1. Gopaldas, Ahir (2016a), "A Front-to-Back Guide to Writing a Qualitative Research Article," Qualitative Market Research, 19 (1), 115-121. Permalink
  2. 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
  3. 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
  4. 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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