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Appears in Collections:Marketing and Retail Conference Papers and Proceedings
Peer Review Status: Refereed
Author(s): Wohlfeil, Markus
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Title: And May the Odds Be Always in Your Favour: What ‘The Hunger Games’ Can Teach Us about Today’s Marketing Academia
Editor(s): Robson, J
Doherty, AM
Sekhon, Y
Citation: Wohlfeil M (2014) And May the Odds Be Always in Your Favour: What ‘The Hunger Games’ Can Teach Us about Today’s Marketing Academia In: Robson J, Doherty AM, Sekhon Y (ed.) Proceedings of the Academy of Marketing (UK) Annual Conference 2014, Bournemouth: Academy of Marketing. Academy of Marketing Annual Conference 2014, 7.7.2014 - 10.7.2014, Bournemouth.
Issue Date: 2014
Conference Name: Academy of Marketing Annual Conference 2014
Conference Dates: 2014-07-07T00:00:00Z
Conference Location: Bournemouth
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 their 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…
Status: Author Version
Rights: Author retains copyright. Proper attribution of authorship and correct citation details should be given.

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