PUBLICATIONS
Social Issues in Consumer Markets
My research focuses on social issues in consumer markets, including diversity, moralities, mental health, and new technologies. I have also written about the craft of qualitative research.
I. Intersectionality in the Media
II. Moralities, Immoralities, and Moral Ambiguities in the Marketplace
III. Mental Health, Human Potential, and the Marketization of Well-being
IV. New Consumer Technologies and Technology-Mediated Customer Experience Management
V. Conducting, Writing, and Publishing Qualitative Research
My research focuses on social issues in consumer markets, including diversity, moralities, mental health, and new technologies. I have also written about the craft of qualitative research.
I. Intersectionality 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
II. Moralities, Immoralities, and Moral Ambiguities in the Marketplace
- 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
- 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
III. Mental Health, Human Potential, and the Marketization of Well-being
IV. New Consumer Technologies and Technology-Mediated Customer Experience Management
- Belk, Russell, Mariam Humayun, and Ahir Gopaldas (forthcoming), “Artificial Life,” Journal of Macromarketing. Permalink
V. Conducting, Writing, and Publishing Qualitative Research
- 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