Revisit: GMC 2016


Update from the Marketing and Anthropology track and JBR special issue, Hong Kong, 21-24 Jul 2016; Deadline 15 Mar

The Marketing Anthropology Research (MAR) track for the 2016 Global Marketing Conference has extended its deadline for accepting manuscripts and long abstracts until March 15, 2016. The best papers presented in ‘Marketing Anthropology Research (MAR): Artifacts/Closet digs, Field Experiments, and Direct Observation of Marketing and/or Customer Interactions and Other behaviors’ track of 2016 GMC at Hong Kong will be invited for a review to be considered for published in a special edition of the Journal of Business Research. Guest Editors: Profs. Drew Martin, University of Hawaii at Hilo, and Prof. Arch G. Woodside, Boston College,

Call for Papers: 2016 Global Marketing Conference & Special Issue of Journal of Business Research

Marketing anthropology research (MAR): artifacts/closet digs, field experiments, and direct observation of marketing and/or customer interactions and other behaviors

Extended manuscript submission deadline: March 15, 2016

The 2016 Global Marketing Conference (GMC) will be held in Hong Kong, on July 21– 24, 2016. This year’s conference theme is, “Bridging Asia and the World: Global Platform for Interface between Marketing and Management.” For more information about the 2016 GMC, please visit the following web site ( A special Conference track on Marketing and Anthropology offers an exciting opportunity to answer calls for research that puts consumers back into the research process (e.g., Denzin, 2001).

Marketing Anthropology Research (MAR) offers a unique vantage point for contributing to the discipline of marketing research. MAR embraces adherence to several central propositions including the following viewpoints. Advances in theory in the field of marketing research require accurate and deep explication of naturally occurring thinking, assessments, communications, and behavior of consumers (see Woodside and Martin, 2015). MAR recognizes the severe limits in asking questions and encourages advancement of methods beyond scaled response metrics. MAR researchers are historically and locally situated within the phenomena studied. They recognize that research methods are not neutral in their effects on theory creation and testing. Consumer research joins the research and researched (see Denzin, 2001 ). Rather than adopting a net effects standard on the influence of individual independent variables, MAR researchers more often embrace a gestalt recipe perspective – both in crafting and testing theory. MAR researchers are bricoleur, piecing together data from multiple sources.

The literature identifies at least five branches of MAR. Interpretive Consumer Culture Theory (CCT) research recognizes consumer culture derives from a social arrangement between lived culture and social resources. CCT examines issues relating to relationships among consumers’ individual and collective identities in areas including product symbolism, rituals, and consumer product/brand stories (e.g., Arnold and Thompson, 2005; Arsel and Thompson, 2011). Unobtrusive field experiences are a second branch of MAR. This branch posits that controlled experiments and actual behavior often differ significantly (Levitt, List, and Reiley, 2010). Field studies collect data in-situ that examines people as while they are in the act of being consumers to better understand their decision making processes and motivations (Ariely and Simmons, 2003; Lee and Ariely, 2006). Even less obtrusive is participant observation research. This third MAR branch views the researcher(s) as watching and interpreting consumer behavior.

Observation research assumes people would act differently if they realized that someone was studying their behavior. Data rely on etic interpretations of consumer behavior (Belk, Sherry, and Wallendorf, 1988; Bowen, 2002). Participatory Action Research (PAR) represents the fourth MAR branch. PAR assumes consumer involvement in the research process helps to improve their overall welfare. This approach assumes the study group’s active participation increases trust and improves information quality (see Whyte, 1989). Social change issues such as purchasing affordable health insurance) offer fertile ground for using PAR in consumer research (Ozanne and Saatcioglu, 2008). In-situ long interviews represents MAR’s fifth research branch. Respondents sharing narratives of their experiences provide rich data because the information most accessible if collected as stored in the mind (see Schank, 2000). Unstructured or semi-structured long interviews (McCracken, 1988) helps to release information that is often stored unconsciously (Zaltman, 2003). These thick descriptions provide deep insights on actual thinking, evaluations, and behavior of consumers (Martin, 2010; Woodside, 2010).

All submissions, reviewing and notification will be conducted electronically through e-mail. If you do not receive confirmation of your submission within seven days, please contact the track chairs. Please submit manuscripts in an MS WORD document in Times New Roman 12-font. Submissions should have page numbers and be limited to 20 pages of text in length. References and citations should follow the Journal of Business Research style. Please place all tables and figures at the end of the manuscript (following the references). The manuscripts title page should include the corresponding author’s name, affiliation, mailing address, telephone number, and email address. Names and contact information for other authors should be included as well. Submissions will be evaluated by a double-blind review process. Information identifying the submission authors should only be listed on the title page. ONLY selected GMC conference papers from research reports presented at the 201 6 Global Marketing Conference in Hong Kong will be considered for a special edition of the Journal of Business Research on Marketing Anthropology Research.

Conference submissions should be sent to both track chairs/guest editors. Authors may contact the track chairs with inquiries relating to the issue.

  • Professor Drew Martin, University of Hawaii at Hilo, 200 West Kawili Street, Hilo, Hawaii 96720-4091, USA,, Tel: +1 -808-974-7553, Fax: +1 -808- 974-7685
  • Professor Arch Woodside, Boston College, 140 Commonwealth Avenue, Chestnut Hill, MA 02467, USA,, Tel: +1 -617-552-3069, Fax: +1-617-552-6677.


Ariely, D., & Simonson, I. (2003). Buying, bidding, playing, or competing? Value assessment and decision dynamics in online auctions. Journal of Consumer Psychology, 13(1/2), 113-123.

Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal ofConsumer Research, 31(4), 868-882.

Arsel, Z., & Thompson, C. J. (2011). Demythologizing consumption practices: How consumers protect their field-dependent identity investments from devaluing marketplace myths. Journal of Consumer Research, 37(5), 791 -806.

Belk, R. W., Sherry Jr, J. F., & Wallendorf, M. (1988). A naturalistic inquiry into buyer and seller behavior at a swap meet. Journal of Consumer Research, 14(4), 449-470.

Bowen, D. (2002). Research through participant observation in tourism: A creative solution to the measurement of consumer satisfaction/dissatisfaction (CS/D) among tourists. Journal of Travel Research, 41(1), 4-14.

Denzin, N. K. (2001). The seventh moment: Qualitative inquiry and the practices of a more radical consumer research. Journal of Consumer Research, 28(2), 324-330.

Lee, L., & Ariely, D. (2006). Shopping goals, goal concreteness, and conditional promotions. Journal of Consumer Research, 33(1), 60-70.

Levitt, S. D., List, J. A., & Reiley, D. H. (2010). What happens in the field stays in the field: Exploring whether professionals play minimax in laboratory experiments. Econometrica, 78(4), 1413-1434.

McCracken, G. (1988). The long interview (Vol. 13). Thousand Oaks, CA: Sage.

Martin, D. (2010). Uncovering unconscious memories and myths for understanding international tourism behavior. Journal of Business Research, 63(4), 372-383.

Ozanne, J. L., & Saatcioglu, B. (2008). Participatory action research. Journal of Consumer Research, 35(3), 423-439.

Schank, R. (2000). Tell me a story. Evanston, IL: Northwestern University Press.

Woodside, A.G. (2010). Case study research: Theory, methods, and practice. Bingley, UK: Emerald.
Woodside, A.G., & Martin, D. (2015). The tourist gaze 4.0: Introducing the special issue on uncovering non-conscious meanings and motivations in the stories tourists tell of trip and destination experiences. International Journal of Tourism Anthropology, 4(1), 1-12.

Whyte, W. F. (1989). Advancing scientific knowledge through participatory action research. Sociological Forum, 4(3), 367-385.

Zaltman, G. (2003). How customers think: Essential insights into the mind of the markets. Boston: Harvard Business School Press.