And May the Odds Be Always in Your Favour: What "The Hunger Games"-Trilogy Can Teach Us about Today's Marketing Academia

Wohlfeil, Markus (2014) And May the Odds Be Always in Your Favour: What "The Hunger Games"-Trilogy Can Teach Us about Today's Marketing Academia. In: Proceedings of the 2014 Academy of Marketing Annual Conference. Academy of Marketing Annual Conference . Academy of Marketing UK, GBR, on USB.

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Abstract

Some consumer researchers suggested in the 1980s that fictional novels and artworks would tell us more about consumer behaviour, life and the human condition than scientific papers in our top-tier journals. Following in their tradition, this critical paper argues that “The Hunger Games”-trilogy provides a perfect mirror for The Publishing Games that haunt marketing academia in recent years. Just like the Hunger Games are the means by which the Capitol’s ruling elite subdues Panem’s wider population, the Publishing Games seem to reinforce the dominance of what an established scholarly elite perceives to be the appropriate marketing thought and methodology – perhaps to the detriment of innovation, creativity and broader impact within marketing academia. This paper suggests that marketing scholars have the choice: Either to sacrifice your integrity and play the game or to subvert the system. Perhaps a new consumer behaviour odyssey is needed to rekindle a new way of thinking…

Item Type: Book Section
Uncontrolled Keywords: the hunger games,marketing academia,the academic "publishing games",academic integrity
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Pure Connector
Date Deposited: 04 Jul 2014 13:20
Last Modified: 06 Nov 2020 01:56
URI: https://ueaeprints.uea.ac.uk/id/eprint/48660
DOI:

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