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.
Kramarczyk, J., and Alemany Oliver, M. (2020), “Accumulative vs. Appreciative Expressions of Materialism: Revising Materialism in Light of Polish Simplifiers and New Materialism,” Journal of Busines Ethics, https://doi.org/10.1007/s10551-020-04628-9
Abstract: At a time when it is critically important to preserve natural resources and reduce the amount of man-made pollution, this article explores other potentials for materialism in today’s market economies. Based on a two-year ethnography in Poland, we learn from simplifiers who denounce current materialism – while remaining inside the market – about what materialism could potentially become (or already is). Our study shows that materialism can take on other less studied but more eco-friendly expressions. In particular, we highlight an alternate expression of materialism, which we call “appreciative materialism” (in contrast to “accumulative materialism”). Appreciative materialism still ascribes a great deal of importance to objects in the lives of consumers but does so through the voluntary non-possession and/or non-accumulation of these objects, as well as a caring ethics that extends to non-humans. These findings call not only for the refinement of scales to measure materialism but also for a revision of the role of materialism in our lives.
Alemany Oliver, M. (2020), “Navigating Between the Plots: A Narratological and Ethical Analysis of Business-Related Conspiracy Theories (BrCTs),” Journal of Business Ethics, http://doi.org/10.1007/s10551-020-04612-3
Abstract: This paper introduces the concept of business-related conspiracy theories (BrCTs). Drawing on Aristotelian virtue ethics and undertaking a narratological and ethical analysis of 28 BrCTs found online, I emphasize that BrCTs are narratives with structures rooted in other latent macro- and meta-narratives, including centuries-old myths. In particular, I reconstruct the fictional world (diegesis) of BrCTs – one in which CSR and social contracts have failed – before identifying eight different types of actors as which people can morally situate themselves in their relationships with business. Finally, I elaborate on the actors’ performances and their use of external and legitimate forces to end the story. The paper concludes with a discussion of potential future research to help combat BrCTs, as well as a call for the critical study of political CSR.
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.
Résumé: Alors que certaines marques américaines et européennes communiquent sur le comportement enfantin du consommateur adulte et que la société de consommation prend quelquefois l’aspect d’un immense terrain de jeu, ce papier explore le concept d’enfant intérieur à travers une ethnographie du cosplay menée aux Etats-Unis et en France. Les résultats montrent une certaine homogénéité des comportements américains et français. Dès lors nous proposons aux entreprises présentes dans ces pays de prendre en compte l’importance du jeu dans l’expérience de consommation et plus particulièrement la préférence des consommateurs pour le jeu désorganisé et spontané.
The Inner Child, a Universal Marketing Concept? An Exploration of the Concept in the United States and France
Abstract: At a time when American and European brands communicate on childlike behavior in adult consumers, this paper explores the inner child concept through an ethnography of cosplay conducted in the US and France. Findings reveal a certain degree of homogeneity between American and French behaviors. We therefore suggest that companies who do business in these countries consider the critical role of play during consumption experiences and more particularly consumers’ preference for disorganized and spontaneous play.
¿ El niño interior, un concepto universal de marketing? Una exploración del concepto en los Estados Unidos y Francia
Resumen: En un momento en que las marcas estadounidenses y francesas valoran el comportamiento infantil en consumidores adultos y que la sociedad de consumo parece como un gran patio de recreo, este trabajo explora el concepto del niño interior mediante una etnografía realizada en los Estados Unidos y Francia. Las conclusiones de esta investigación muestran un cierto grado de homogeneidad entre los comportamientos estadounidenses y franceses. Por consiguiente, sugerimos a las empresas cuya actividad se desarrolla en estos países que tomen en consideración el papel fundamental del juego durante la experiencia de consumo y, más específicamente, la preferencia de los consumidores por el juego desordenado y espontáneo.
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.
Abstract: This research explores childlike consumer behavior from an evolutionary perspective. More specifically, it uses the concept of neoteny to show that the retention of ancestors’ juvenile characteristics is related to specific behaviors. The results of factor analyses conducted on a UK sample (n=499) and a French sample (n=292) 7 years later indicate four dimensions of childlike consumer behavior, namely, stimulus seeking, reality conflict, escapism, and control of aggression.
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.
Abstract: If Big Data has been widely discussed, only a few marketing researchers have actually paid attention to it. However the development of Big Data, even in the abstract, provides researchers with the opportunity to rethink our approach to gathering and applying knowledge. Many countries, companies and universities are investing millions of dollars in the development of Big Data. Some believe this era of data driven computational social science has the same potential as the emergence of cognitive science in the 1960s and should not be left to private companies or government agencies. Given the entrance of Big Data techniques to companies and the university setting, it is our role, as consumer researchers, to identify issues that are relevant to our field and to suggest a consumer research method adapted to Big Data. The first section of this article addresses ethical and epistemic issues to consider when conducting marketing research with Big Data. The second section suggests the use of abductive reasoning as a first step in the research process in order to bring context to consumers’ digital traces and make new theories emerge. Finally, we present the archetype-based analysis as an example of what researchers can do with Big Data when they adopt abductive, inductive and deductive approaches in the research process.
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.
Pizzi, G., Scarpi, D., and 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.