PUBLICATIONS

Social Issues in Consumer Markets

My research focuses on social issues in consumer markets, including diversity, mental health, morality, and technology. I have also written about the craft of qualitative research.

Research Interests

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​​

Sticky Experiences: Customer Journey Design in the Hyper-competitive 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

Qualitative Research: From Idea to Publication (With More Than a Few Rejection Letters Along the Way)

  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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