Book
Alemany Oliver, M., and Belk, R. W. (Eds.)(2021), Like A Child Would Do: An Interdisciplinary Approach to Childlikeness in Past and Current Societies, Montreal: Universitas Press.
Adult childlikeness is familiar to everyone. However, childlikeness remains a little-studied and catchall concept whose more or less ameliorative or pejorative meaning can vary considerably depending on time and place, but also on disciplines. Like A Child Would Do: An Interdisciplinary Approach to Childlikeness in Past and Current Societies attempts to pierce this conceptual fog. Navigating between classical Chinese fiction, Shakespearean characters, the arts, consumer society, psychoanalysis, evolutionary theories, interactions with computers at work, toy play, or law courts, this book provides a better understanding of the concept and highlights its continuing negotiation given its capacity to symbolize the character of our societies, notably our role and degree of freedom within these roles .
Publications
Lunardo, R., Alemany Oliver, M., and Shepherd, S. (2023), “How Believing in Brand Conspiracies Shapes Relationships with Brands,” Journal of Business Research, 159 (April), https://doi.org/10.1016/j.jbusres.2023.113729
Kramarczyk, J., and Alemany Oliver, M. (2022), “Accumulative vs. Appreciative Expressions of Materialism: Revising Materialism in Light of Polish Simplifiers and New Materialism,” Journal of Busines Ethics, 175 (4), 701–719.
Alemany Oliver, M. (2022), “Navigating Between the Plots: A Narratological and Ethical Analysis of Business-Related Conspiracy Theories (BrCTs),” Journal of Business Ethics, 175 (2), 265–288.
Alemany Oliver, M. (2020), “Conducting Ethical Research in Marketing,” in The SAGE Handbook of Marketing Ethics, L. Eagle, S. Dahl, P. De Pelsmacker, and C.R. Taylor (eds.), Los Angeles: SAGE, chapter 5.
Alemany Oliver, M. (2020), “Le Facteur X : L’Expérience de Marque BtoB,” in BtoB & Digital, P. Malaval and J-P. Crenn (eds.), Toulouse: VUCA, 85-92.
Rinallo, D., and Alemany Oliver, M. (2019), “The Marketing and Consumption of Spirituality and Religion,” Introduction to the Special Issue, Journal of Management, Spirituality & Religion, 16 (1), 1-5.
Alemany Oliver, M. (2018), “L’enfant intérieur, un concept marketing universel? Exploration du concept aux Etats-Unis et en France,” Management International, 23(1), 56-67.
Alemany Oliver, M. (2017), “Consumer-Brand Relationships in Conspiratorial Narratives,” in NA – Advances in Consumer Research Volume 45, ed. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer
Research, Pages: 496-497.
Alemany Oliver, M. (2017), “Generation M: Young Muslims Changing the World,” book review, European Journal of Marketing, 51 (9/10), 1768-70.
Alemany Oliver, M. (2016), “Consumer Neoteny: An Evolutionary Perspective on Childlike Behavior in Consumer Society,” Evolutionary Psychology, 14 (3), 1-11.
Alemany Oliver, M., and Vayre, J-S. (2015), “Big Data and the Future of Knowledge Production in Marketing Research: Ethics, Digital Traces, and Abductive Reasoning,” Journal of Marketing Analytics, 3 (March), 5-13.
Alemany Oliver, M. (2015), “Rejuvenated Territories of Adulthood,” in NA – Advances in Consumer Research Volume 43, ed. Kristin Diehl and Carolyn Yoon, Duluth, MN: Association for Consumer Research, 654-55.
Alemany Oliver, M. (2015), “Is Play the Work of Consumers? The Inner Child’s Influence on Adult Consumers,” in AMA Educators Proceedings Volume 26, ed. Tom Brown and Vanitha Swaminathan, Chicago, IL: American Marketing Association, C-29.
Alemany Oliver, M., and Vayre, J-S. (2015), “Is ‘The Bigger the Better’ Always True? Big Data and Knowledge Production in Marketing,” in AMA Educators Proceedings Volume 26, ed. Tom Brown and Vanitha Swaminathan, Chicago, IL: American Marketing Association, C-17.
Alemany Oliver, M. (2013), “‘Wait…Was I Supposed to Grow Up?’ Consumers’ Adventures in Wonderland,” in NA – Advances in Consumer Research Volume 41, ed. Simona Botti, and Aparna Labroo, Duluth, MN: Association for Consumer Research, 441-42.
Mainstream media – articles and interviews
Alemany Oliver, M. (2022), “Le galimatias du complot,” Les Dossiers du Canard Enchaîné: Infos et Usage de Faux, Avril.
Alemany Oliver, M. (2020), “‘Hold-up’ : les huit personnages clés qui font une bonne théorie du complot,” The Conversation France, November 17. Republished in Slate, l’Est Républicain, Forum Eco…
Alemany Oliver, M. (2020), “‘Hold-up’ : un professeur toulousain décrypte les mécanismes complotistes du documentaire polémique,” La Dépêche du Midi, November 26.
Alemany Oliver, M. (2020), “‘C’est l’imbrication du vrai et du faux’: un professeur de la Toulouse Business School analyse le documentaire ‘Hold-up’,” France 3 Occitanie, November 24.
Conferences
Peyraud, A., Bertrandias, L., & Alemany Oliver, M. (2022), “Covid 19 as an eye-opener: tensions among the work of classical music actors to respond to an institutional crisis,” AMA Winter Conference, Las Vegas, USA, February.
Peyraud, A., Bertrandias, L., & Alemany Oliver, M. (2021), “Institutional crisis on the spotlight: how covid 19 reveals the tensions in the classical music market,” Congrès de l’Association Française de Marketing (AFM), Angers, France, May.
Elgaaied-Gambier, L., Alemany Oliver, M., & Hamdi-Kidar, L. (2021), “What is environmental anxiety and why should marketers pay closer attention to it ?” Congrès de l’Association Française de Marketing (AFM), Angers, France, May.
Elgaaïed-Gambier, L., Hamdi-Khidar, L., & Alemany Oliver, M. (2020), “Environmental anxiety: Towards a better understanding of the concept and its implications for marketing,” 49th EMAC Conference, Budapest, Hungary, May.
Pizzi, G., Scarpi, D., & Alemany Oliver, M. (2019), “Interpreting the Year-of-Establishment Effect: A Comparison between Qualitative Comparative Analysis and Mediation Models,” INFORMS Society for Marketing Science Conference (ISMS), Rome, Italy, June 20-22.
Alemany Oliver, M., & Kramarczyk, J. (2018), “An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity,” Association for Consumer Research North American Conference (ACR), Dallas, TX, October 11-14.
Alemany Oliver, M. (2017), “Consumer-Brand Relationships in Conspiratorial Narratives,” Association for Consumer Research North American Conference (ACR), San Diego, CA, October 26-29.
Alemany Oliver, M. (2017), “Consumer-Brand Relationships in Conspiratorial Digital Narratives,” GSOM Emerging Markets Conference, St Petersburg, Russia, October 5-7.
Alemany Oliver, M. (2016), “An Exploration of the Neotenous Characteristics of Childlike Consumer Behavior,” Society for Marketing Advances Annual Conference (SMA), Atlanta, GA, November 2-5.
Alemany Oliver, M. (2015), “Rejuvenated Territories of Adulthood,” Association for Consumer Research North American Conference (ACR), New-Orleans, LA, October 1-4.
Alemany Oliver, M., Venkatesh, A., & Roux E. (2015), “Redefining Adulthood in Consumer Research,” 8th Workshop on Interpretive Consumer Research, Edinburgh, UK, April 16-17.
Alemany Oliver, M. (2015), “Is Play the Work of Consumers? The Inner Child’s Influence on Adult Consumers,” American Marketing Association Winter Educator’s Conference (AMA), San Antonio, TX, February 13-15. (Awarded by the AMA and the Sheth Foundation).
Alemany Oliver, M., & Vayre, J-S. (2015), “Is ‘The Bigger the Better’ Always True? Big Data and Knowledge Production in Marketing,” American Marketing Association Winter Educator’s Conference (AMA), San Antonio, TX, February 13-15.
Alemany Oliver, M. (2014), “A Tale of Two Faces: A Story of the Inner Child’s Influence on Adult Consumer Behavior ,” 5th International Research Meeting in Business and Management, Nice, France, July 7-8.
Alemany Oliver, M. (2014), “Behind the Mask: The Inner Child’s Influence on the Construction of a Fantasy Map–or How Consumption Makes Cosplayers Give up any Search for the Territory,” Consumer Culture Theory Conference (CCT), Helsinki, Finland, June 26-29.
Alemany Oliver, M., & Roux, E. (2013), “Il Etait une Fois… L’Avènement de l’Homo Puer dans la Société de Consommation Postmoderne, ” 12èmes Journées Normandes de Recherche sur la Consommation (JNRC), Caen, France, November 28-29.
Alemany Oliver, M. (2013), “‘Wait…Was I Supposed to Grow Up?’ Consumers’ Adventures in Wonderland,” Association for Consumer Research North American Conference (ACR), Chicago, IL, October 3-6.
Alemany Oliver, M., Cambefort, M., Khenfer, J., & Nicod, L. (2012), “La Consommation Postmoderne et ses Paradoxes, ” Les Rencontres du Cercle des Economistes, Aix-en-Provence, France, July 6-8.
PhD Dissertation
Title: “A realistic interpretivist approach to childlikeness in consumer research : neoteny, play, reality, and the reterritorializing adulthood“
Jury: Prof. Russell W. Belk, Prof. Denis Darpy, Prof. Lisa Peñaloza; Prof. Elyette Roux (supervisor), and Prof. Bertrand Urien.
BRAND|AKA 