PUBLICATIONS
Marketing and Society
My research focuses on current issues in marketing such as sustainability-oriented marketing, representation in the media, best practices in mental health services, and the social impact of new technologies. I have also written about qualitative research methodologies.
1. Sustainability-Oriented Marketing
2. Representation in the Media
3. Best Practices in Mental Health Services
4. The Social Impact of New Technologies
5. Qualitative Research Methods
My research focuses on current issues in marketing such as sustainability-oriented marketing, representation in the media, best practices in mental health services, and the social impact of new technologies. I have also written about qualitative research methodologies.
1. Sustainability-Oriented Marketing
- 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. Representation in the Media
- 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. Best Practices in Mental Health Services
- 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
- 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. Qualitative Research Methods
- 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