Marketing Interactions

Market Interactions (MINT) mission is to be a hub for researchers passionate for studying complex and dynamic interactions in market, consumers, and society.

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MINT (Market Interactions) mission is to be a hub for researchers passionate for studying complex and dynamic interactions in market, consumers, and society. Our aim is to effectively and morally guide consumers, organisations, and institutions toward a sustainable future through the development of exploratory and quantitative market-relevant research.

Research themes

First, MINT researchers are interested in studying the relations among different stakeholders in marketing domain such as the online communities’ dynamics and the discussions generated in these contexts, the cross-class marketplace encounters, and the interactions among consumers, governments, and companies. For example, one piece of research in this domain explores how new middle-class consumers, who are facing the current economic crisis after having experienced more than a decade of expansion in consumption, put in place strategies that minimize the effects of the crisis and remain invested in consumer culture.

Secondly, MINT researchers focus on objects of stakeholders' interactions, namely brands, applications and interface design, but also waste, disposal, and common goods, such as public health and climate. For example, one of the papers published in this area examines sustainable consumption behavior in the context of the annual inorganic collection.

Thirdly, some MINT projects analyze the moral regulation of these interactions in both local and global environments: the emotions elicited in clients by marketing conducts, the ideological contestation, the anti-consumption practices, and the consumer resistance. For example, one work in progress examines the conditions in which corporate misconduct (in regard to climate change) causes outrage amongst consumers, consequenntly eliciting negative moral emotions. This study explores the capacity of said negative moral emotions, and to what extent they energise consumer decisions and action tendencies to retaliate against offending companies.

MINT scholars explore the marketing challenges generated by AI systems in terms of human creativity and business creativity with the idea to develop discussion around the implications of AI systems on customer engagement.

One of the MINT study aims to theorize the neoliberal governance failure of mobilizing consumers to take responsibility for properly managing their household waste. Preliminary analysis demonstrates that neoliberal waste governance leads consumers to keep waste in their homes by superimposing consumer waste responsibilities (i.e., eliminate waste to minimise contamination, recycle to help industrial growth; prevent waste to preserve the environment), heightening fear of loss of control, and providing waste pathways (infrastructures or networks to move waste) that are inflexible and sometimes destructive.

A MINT study examines advertising as a vehicle for compassion organizing in a crisis situation. Integrating what it is known about corporate advertising, particularly as a crisis communication strategy, with insights from organisational studies on the process of compassion organising, the study offers a strategic framework for brands to communicate and configure resources to navigate social crises.

A MINT study in collaboration with the University of Michigan explores the conditions in which corporate misconduct (in regard to health and climate change) causes outrage amongst consumers, consequently eliciting negative moral emotions. Moreover, it discusses the capacity of said negative moral emotions to energise consumer decisions and action tendencies to retaliate against “offending” companies.

MINT authors are studying the adaptation of five established religious schools to the marketisation —the entry of the market logic into a field originally insulated from it— of education in Brazil. This piece of research is conducted in collaboration with the Brazilian Jesuit Educational Network.

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