10th ANPAD Marketing Conference
EMA 2024

Consumer behavior studies how people choose, purchase, use and dispose of products, services, ideas and experiences in order to satisfy their needs and desires. Due to its very nature, Consumer Behavior is always current as it reflects new and updated forms of consumption. With the emergence of new technologies, channel configurations and digital platforms, the sheer number of factors influencing consumption decisions has dramatically increased. Consequently, so did the demand for research analyzing antecedents and consequences of consumer behavior. Studies within this theme explain buyer behavior and its implications to marketing strategy and public policy. They also discuss different perspectives, including social and cultural dimensions, as well as individual differences. This theme accepts theoretical and empirical research, from surveys, correlational methods, experiments and exploratory methods. They also include, but are not limited to, studies on motivation, personality, attention, perception, information search, decision-making process, affect, attitude change and formation, and the behavioral consequences of individual differences.

This theme receives accepts interdisciplinary works regarding the application of scientific methods for transforming data into analytical marketing knowledge. Decisions based on market data are intrinsically linked to the theories of the area, ranging from the preparation and analysis of data in an easy and agile way in the market context, monitoring and management of models to optimize decision making, as well as the automation of decisions and the business impact analysis in the market which, with scientific and technological advances, has become increasingly competitive. In this sense, the theme Data Science, Artificial Intelligence and Marketing Analytics receives works with the following analytical applications: Big Data, Supervised and Unsupervised Machine Learning, Clustering, Factorial Analysis and Correspondence Analysis, Artificial Intelligence, Deep Learning, Neural Networks, Univariate and Multivariate Time Series involving applications in various market fields, such as service, retail, entrepreneurial marketing, etc. The works must be organized according to the following thematic  topics: (a) the relationship between marketing strategies and performance metrics; (b) the man-machine relationship in marketing contexts, such as sales, consumer behavior, etc; (c) effectiveness of recommendation systems; (d) the ethical limits and discussions regarding the data protection and use in scientific and market research; (e) theoretical essays that provide discussion about the application of different scientific methods in Data Science, Artificial Intelligence and Marketing Analytics.

The "Culture and Consumption" track includes discussions integrated with the theoretical perspective of Consumer Culture Theory (CCT), an interdisciplinary research tradition that has contributed to the knowledge of consumer culture (in all its heterogeneous manifestations) and generated empirically grounded findings and theoretical innovations relevant to a broad audience from the social science disciplines, the public policy arena, and the business sectors. In this sense, the track includes studies or essays that seek to explore consumption - discourses, meanings, socio-materiality, influences, practices - from a multidisciplinary approach. It articulates areas of knowledge such as Anthropology, Philosophy, Sociology, History, Linguistics and Social Communication. As examples, we can mention the investigations that seek to understand consumption and issues related to gender, aesthetics, regionalities, construction and maintenance of social identity, cultural and social differences, urban tribes, different types of consumer collectivities, networks, anti-consumption and resistance, nostalgia and memory related to consumption and consumer behavior.

This track aims to broaden the interconnection between the field of marketing and the notion of market. Prevailing in discussions in the field of marketing until 1960, this interconnection has resurfaced in light of the recognition of the role that the market - its production and its dynamics - has in marketing theorization and practice. The interest in the subject involves researchers initially connected with the sociocultural perspectives of consumption, industrial marketing and macromarketing, as well as sociology and economic anthropology. The ontological perspective that shapes market studies ranges from structuralist conceptions of the market, Practice Theory, culture, and Systems Theory to flat ontologies such as the Actor-Network Theory. Thus, it includes studies that address the 'market' - from the most different theoretical and methodological perspectives - as a central element. It involves studies connected with emerging perspectives in the description of markets, such as constructivist market studies, market as a practice, exercise of agency and market modeling, dynamic market systems, among others. It also includes market studies from different levels of analysis (macro, meso and micro), notions of aggregated marketing systems, institutions and institutional processes involving markets and the intersectionality involving markets and society. As examples, possible discussions on this track involve, among others, the description of the dynamics that shape a given market, market formatting, analysis of alternative markets, conflicts and the role of different actors in market constitution, structure, regulation and institutionalization of markets, processes of commodification, cultural, sociological, historical and anthropological explanations for markets.

The theme Theory, Epistemology and Research Methods in Marketing is already offered as an option for submitting papers to EnANPAD for many years. One of its main contributions is to be an opportunity for the submission of articles that discuss and reflects at the same time the essence of the academic marketing area, as the proposals of new suggestions of theories, models and methodologies that should be explored by the marketing area in future articles. Studies that explore both the development and application of new qualitative and quantitative research methods in marketing and contributions to the development of theory and epistemology in marketing. Includes studies regarding new methodological applications in marketing studies, such as the development and of new scales, theoretical models, models of prediction and simulation. It also covers methodological and epistemological discussions about qualitative and quantitative methods in marketing. It includes studies that seek to understand the marketing phenomena associated with different global and Brazilian realities, integrating theoretical and methodological contributions from other management areas. Includes discussions of epistemological applied to the construction of Theories in Marketing. This is a theme that already exists in the marketing division and allows not only testing or proposing methodological and theoretical innovations and improvements, but also a reflection on the current production and trends of marketing research conducted in the national and international context. All types of studies involving qualitative and quantitative data analysis, literature reviews, bibliometric studies and theoretical and conceptual essays are welcome.

This research track relates marketing strategies and activities as inputs and marketing performance as the main output (s). By inputs we refer to the entire marketing effort of marketing strategies, the 4p´s: product / service, price, market, and promotion. By output variables of performance response we refer at the consumer mindset level (brand equity, perceived quality, satisfaction, attitudinal loyalty) (sales, market share, profitability), accounting and financial (costs, profits, margins, leverage, return to market) or consumer behavior (acquisition, retention, word of mouth, customer lifetime value, share of wallet).. The research theme is theoretically grounded on the productivity chain and marketing performance results. It therefore includes studies on concepts, models, and theories about relationships between companies, customers, and other parties involved in value delivery and performance development. For these reasons, this is a transversal research topic, whose main objective is to understand the effect and return of marketing activities on performance measures. Hence, the subject receives studies of diverse methodological inspirations, such as surveys, experimental or econometric modeling applied to marketing data and several analytical techniques to understand the resulting impact of marketing at firm, company (or retail) or product-brand or consumer levels. Finally, it may also include systematic literature reviews (bibliometric reviews or meta-analytic studies) which the main purpose is to explain the determinants of market performance variables at their different levels.

This theme is motivated by the emergence of service-based business models, made possible by new communication and information technologies, new market regulations and new forms of social interaction. This theme focuses on the theoretical evolution and methodological revitalization of the marketing discipline associated with the evolution of service-dominated logic (LDS) and services based on artificial intelligence (AI). This combination promotes an emerging service science based on service systems, whose innovation, marketing and management profit from this new theoretical framework. The theme receives research in LDS, ranging from issues related to value propositions, resource integration processes, current institutional logics, as well as studies involving aspects related to service science, such as the articulation between organizational and human understandings and new environments of business. Thus, the theme includes research related to services, such as innovation, ecosystems, technology and management, digital services, especially artificial intelligence applications, co-creation and value destruction, transformative services and other related subjects.

Brands are a valuable asset for organizations; often representing a source of competitive advantage by their potential to bestow value to products and services; differentiate marketing offers from the competition; generating loyalty and superior results for organizations. The present scenario of technological acceleration and digitalization of the company-consumer relationships; the growing environmental and social challenges, the appearance of startups that challenge traditional models; the exponential growth of communication and information technologies all indicate up-and-coming investigation venues for threats and opportunities in consumer-brand relationships.

Studies about consumer-brand relationships stand out for being published in top journals related to Brand Management and top journals in Marketing; Consumer Behavior, and Communication. They encompass different theoretical approaches, such as a more utilitarian perspective in which customers aim to maximize the utility of their brand relationships to approaches that investigate symbolical and emotional ties that generate gratification to customers. This track also studies how meaning creation is related to individual brand interaction, brand communities’ dynamics, or a cultural approach to the phenomena.

Therefore, the proposed track-theme reunites studies about phenomena related to the following subthemes: client-based brand equity; identity, positioning and brand reputation; brand architecture and branding strategies; brand equity impacts in the marketing mix; integrated and digital brand communication; social responsibility, activism, and brand advocacy; perspectives of consumer-brand relationship studies (e.g., autoconnection; community, engagement, brand love, and brand hate); models and variables utilized in the explanation and prevision of consumer-brand relationships (e.g., personality, justice, authenticity, hypocrisy, value, satisfaction, commitment, trust, and loyalty).

The theme “Marketing and Society” is located in the field of macromarketing, a field that is part of the non-interactive-non-economic perspective of marketing schools, which emerged from the 1960s onwards. Supporters of this field are dedicated to defending an approach system for marketing to improve social welfare strategies and policies. In this sense, the theme has as its main proposal to debate the various aspects related to the effects of marketing on society, having as a guiding principle to analyze both the positive aspects and the dysfunctions and problems inherent in this relationship. Thus, studies that articulate ethics in marketing, conscious consumption, collaborative consumption, resistance to consumption, consumerism, sustainability in marketing, subjective quality of life and personal well-being, positive and/or negative externalities of marketing activities and challenges and dilemmas of consumer relations and the market.
This theme also includes studies based on the proposal of Transformative Consumer Research and Transformative Service Research, in which the figure of vulnerable consumers becomes central, but which also lead to the emergence of other issues such as hunger, obesity, food policy , citizenship and consumption, modern slavery, refugees, deviant paths of consumption, gender and intersectionality, narratives and stigmatization are also welcome. With regard to onto-epistemological choices, different perspectives and currents, as well as empirical and essayistic works are appropriate for the theme.

Consumption is often considered the dominant form of meaning production and reproduction in our society. As such, consumption opens possibilities for human interactions between people, objects and institutions. The importance of consumption in the investigation of themes related to social relations is undeniable and even inescapable. Given such importance, it is of utmost importance to recognize that if consumption opens doors and proposes relational possibilities, it also limits or even eliminates possibilities depending on which actors are involved in the consumption process. Going further, relations mediated by goods, services and experiences have both emancipatory and enslaving potential. Therefore, to look at consumption phenomena from a critical perspective is to shed light on the less visible side of consumption phenomena, those to which Nason (1989) referred to as unanticipated indirect effects (eg, discrimination, security threats, health, destruction of resources). The critical perspective allows us to account for power relations and domination between different actors in markets that, from a positive point of view, are naturalized, pass as invisible. We use the word "emancipation" to emphasize works that have as object these relations of imbalance, domination, or naturalization, and aim to produce knowledge that somehow leads to the liberation of the consumer of these forms of domain, either by proposing forms of social action that allow this emancipation of the consumer, either by describing them, analyzing them theoretically, or critically pointing their limits. Therefore, the following keywords are welcome on this topic: Critical marketing; Decoloniality and postcolonialism; Consumerism; Gender issues; Consciousness and consumption; Oppression and domination in consumption; Ideologies, consumption and markets; Consumer resistance; Consumption as political action; Consumer pedagogy; Activism; Consumption and identities spoiled and stigmatized. Works in the early stages of development are welcome.

This track welcomes theoretical and empirical studies focusing on topics related to retail management and marketing channels. Papers focusing on retail management and marketing channels may advance knowledge related to: different retail formats; definition of retail strategies; competitive advantages in retail; retail internationalization; retail at the base of the pyramid; challenges and advantages of multi-channel and omnichannel retail; digital transformation in retail; showrooming and its impacts; franchising formats, strategies and management; the impact of innovation and technology on retail; artificial intelligence, data science, and data privacy in the retail context; mobile shopping; e-tailing; experience, engagement and consumer behavior in retail; consumer trade-offs in the retail context; physical store location; store ambiance; sensory marketing applied to retail; assortment planning and retail inventory management; category management; dynamic pricing, pricing packages and retail pricing; retail logistics; retail operation; big data, metrics, CRM, and retail information systems; management of own brands; spatial density, social density and perception of crowding in retail; definition of the level of customer service; store design and layout; visual merchandising; management of people, and sales teams in retail; sustainable retail; ethical, legal, and corporate social responsibility issues. The track may also include research discussing relationships between retailers and other members of the supply chain; wholesale management and new configurations; roles of intermediaries in the marketing channel; power structures in marketing channels; building and maintaining relationships in the marketing channel; nature, consequences, sources, and resolution of conflicts in the channel; between others. The aim of the track is definitely to promote the critical debate and the advance of knowledge of the future, trends, and challenges of retail management and marketing channels, integrating different theoretical and methodological research perspectives.

Digital marketing and consumer behavior in the digital world are central marketing issues these days, both for academia and for business. Similarly, understanding how companies and consumers deal with innovations, developing or deciding to adopt them, gains more relevance according to the speed with which such innovations emerge in the information age. This theme contemplates works that explore digital marketing in any of its aspects (digital consumer behavior, digital social networks, e-commerce, digital advertising, mobile commerce, electronic word of mouth - eWOM, marketing via mobile devices, augmented reality, search engine marketing, virtual reality, games, metrics and digital data, big data, email marketing, electronic marketplaces, affiliate marketing, location-based marketing, blog marketing, digital influencers, 3D virtual worlds, digital platforms, digital offerings and new pricing rules on platforms, among others), as well as works that deal with the development, diffusion and adoption of innovations and new technologies (diffusion theories, decision making process, adoption and acceptance models of technologies - TAM, UTAUT and others, adoption rate, innovation attributes, development of innovations, opinion leadership, diffusion networks, change agents, consequences of innovations, among others). The theme is open to digital marketing and innovation studies that focus on consumer behavior as well as research that is focused on the perspective of companies regarding innovations or digital marketing activities, exploring the dynamics of digital platforms.

Topics connected to agribusiness and food have attracted continuous and consistent attention from researchers around the world, and after the occurrence of the COVID-19 Pandemic, the debate has expanded due to the pressing need to keep agri-food chains functioning, respecting the triad of health, safety, and sustainability. This track invites studies, theoretical essays, and research in the fields of strategy, marketing and consumer behavior that focus on agribusiness, food industry and retail, as well as foodservice and gastronomic tourism. It covers studies related to the analysis and propositions about the strategies developed by companies and public agents in the different agribusiness value chains. Sample topics may include studies that unveil and discuss the behavior of food consumers and the impact of their decisions on the development of the food industry, retail, foodservice, and gastronomic tourism. Other topics of interest are healthy eating, veganism, food safety, sustainability in food production, traceability, and food authenticity, in addition to those related to online communities that discuss food, veganism and gastronomy. 

The theme of behavioral economics questions the basic hypotheses of relationships with money, seeking to understand the individual decision-making process and financial decisions: how to save, invest or spend? In this sense, the main heuristics and biases (practical rules that guide the judgment and evaluation of individuals) and their influence on consumption decisions are studied.

These studies include cognitive, emotional, social, economic, and contextual factors in decision making. It is particularly interesting to address aspects that may lead individuals to situations of consumption vulnerability and financial vulnerability, as well as those likely to promote an increase in the general and financial well-being of the consumer. Understanding the dynamics of access to credit and generating insights to develop strategies that promote the population's financial well-being is a possible avenue for theoretical and managerial contributions.

From this perspective, the proposed theme expects to receive articles that explore different consumption contexts that investigate the financial decision-making process, considering the influence of individual and marketplace aspects. A 'financial decision' is understood to be any individual decision that comprises a financial transaction, be it consumption, savings, or investment. Possible topics include (but are not restricted to):

• Antecedents of financial well-being (objective and subjective variables).
• Dimensions of financial well-being.
• Financial education and financial literacy.
• Consumer decisions for personal finance (budget and personal and family planning, indebtedness, and over-indebtedness).
• Decisions for conscious consumption (consumerism, credit default, and impulsive purchases).
• Construction and validation of measurement measures, antecedents, and consequences of financial literacy.
• Behavioral and experimental finance.
• Sociocultural approaches to understanding consumer vulnerability and financial vulnerability.
• Critical situations that lead an individual to experience consumption vulnerability or financial vulnerability.
• Implications for public policy of studies on consumer vulnerability or financial vulnerability.

This theme covers researches related to public marketing, marketing for higher education and for basic education, nonprofit marketing, green marketing, social marketing, religious marketing, health marketing, political marketing, other types of marketing related to public, educational and nonprofit sector; Topics of interest include services quality, public, educational and nonprofit marketing mix, branding, value co-creation, marketing strategies, relationship, attracting and retaining donors and volunteers, among other issues addressed from a public and/or nonprofit perspective. The theme of public marketing, educational marketing and non-profit marketing has been gaining space in the marketing literature due to the growing importance of marketing in non-commercial sectors. In particular, social and educational organizations expand their importance to society and, at the same time, competition for resources, such as donors and volunteers, grows. Public marketing, on the other hand, has shown relevance to show society the effectiveness of government actions, which are increasingly demanded by citizens. In this way, researchers can contribute to public, educational and non-profit organizations, given that, generally, the direct import of marketing knowledge for profit for the public, educational and non-profit sectors tends to be inappropriate, requiring the construction of specific marketing knowledge for the public, educational and non-profit sectors. Therefore, this theme seeks to stimulate the interest of Brazilian researchers to investigate public marketing, educational marketing and non-profit marketing, as well as their derivations (health, politics, ecological, among others)

Marketing Communications refers to the ways adopted by companies to convey messages about their brands, their products, and their services, directly or indirectly to customers, with the intention of promoting greater brand awareness and engaging consumers in the conversion funnel (awareness, interest, desire, intention, evaluation, and purchase).

The Marketing Communications theme will house theoretical and empirical papers about the use - focusing on advertisers - and effects - focusing on consumers - of marketing communication tools used by companies/brands. Including studies on Advertising, Sales Promotion, Events and Experiences (sponsorship), endorsement processes, Public Relations, Direct Marketing, Interactive Marketing, Word-of-Mouth, among others, accepting qualitative, quantitative and experimental approaches, in relation to the various existing communication channels, whether offline (TV, pay-tv, out-of-home etc.) or online (WhatsApp, e-mail marketing, digital social media, among others).

It is known that Marketing Communication is an essential strategic tool for the development of organizations, contributing to the company's ability to enhance its communication in order to cause greater impact and stand out in relation to its competitors. The theme gains even more relevance given the current context of the use of digital communication strategies added to traditional offline communication strategies.

This theme includes studies that articulate the adoption and dissemination of fashion and luxury as aesthetic manifestations of consumption behavior that seek the understanding of the dynamics of consumption in both a philosophical and a marketing approach. The aim is to analyze fashion and luxury consumption relations, whether they are between people, people and objects or between objects, and the context in which these relations take place, emphasizing the understanding of fashion consumption communities in contexts such as clothing, beauty, digital influencers, tattoos, activism, brands, luxury, virtual products, rites, collections, deviant behaviour, diversity, resistance, gender, fetishism, among others. Furthermore, the studies of fashion and luxury brand strategies, as resources of meaning construction between brands and society contribute with the fashion theory as a study of the behavior shared by a group in the same relation of time and space and with the understanding of luxury as a social construction not only of what is rare or exclusive but of what is not common or usual. To this end, this theme includes technological articles, studies and/or essays that seek to explore fashion, brands or luxury products and services (extension and stretching, national and global strategies, imitations and counterfeits), trend research, market expansion, social networks in the context of luxury and fashion, omnichannel and fashion, innovation and development of products and fashion collections, luxury artification, digital marketing and e-commerce in the context of fashion and luxury, new concepts in fashion and luxury retail, fashion and luxury consumer experience, usability of fashion and luxury websites. All strands of research methods are encouraged, whether qualitative or quantitative, with both interpretive and positivist approaches.