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

Markus Wohlfeil

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

Markus Wohlfeil

Norwich Business School

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

24 Downloads (Pure)

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…

Original language	English
Title of host publication	Proceedings of the 2014 Academy of Marketing Annual Conference
Publisher	Academy of Marketing UK
Pages	on USB
Number of pages	6
Publication status	Published - 2014
Event	Academy of Marketing Annual Conference 2014 - Bournemouth, United Kingdom Duration: 7 Jul 2014 → 11 Jul 2014

Publication series

Name	Academy of Marketing Annual Conference

Conference

Conference	Academy of Marketing Annual Conference 2014
Country/Territory	United Kingdom
City	Bournemouth
Period	7/07/14 → 11/07/14

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

The Hunger Games
Marketing Academia
The Academic "Publishing Games"
Academic Integrity

Access to Document

And May the Odds Be Always in Your Favour - AM 2014Submitted manuscript, 89 KB

1 Chapter (peer-reviewed)
1 Paper

Morris B. Holbrook, Subjective Personal Introspection, and the Hunger Games: A Young Researcher’s Introspective Perspective
Wohlfeil, M., Mar 2015, Legends in Consumer Behavior: Morris B. Holbrook (Fifteen volume set): Volume 10: Qualitative Methods, Part III: Subjective Personal Introspection. Sheth, J., Holbrook, M. B. & Gould, S. J. (eds.). New York: Sage Publications, Vol. 10. (Legends in Consumer Behavior).
Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

Open Access
File
And May the Odds Be Always in Your Favour: 'The Hunger Games' as a Metaphor for Marketing Academia, Journal Rankings and the REF
Wohlfeil, M., 2013.
Research output: Contribution to conference › Paper › peer-review

File

Cite this

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

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{\textquoteright}s ruling elite subdues Panem{\textquoteright}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…",

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author = "Markus Wohlfeil",

year = "2014",

language = "English",

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Wohlfeil, M 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., 0371, Academy of Marketing Annual Conference, Academy of Marketing UK, pp. on USB, Academy of Marketing Annual Conference 2014, Bournemouth, United Kingdom, 7/07/14.

And May the Odds Be Always in Your Favour: What "The Hunger Games"-Trilogy Can Teach Us about Today's Marketing Academia. / Wohlfeil, Markus.
Proceedings of the 2014 Academy of Marketing Annual Conference. Academy of Marketing UK, 2014. p. on USB 0371 (Academy of Marketing Annual Conference).

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

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AB - 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…

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KW - Marketing Academia

KW - The Academic "Publishing Games"

KW - Academic Integrity

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

Abstract

Publication series

Conference

UN SDGs

Keywords

Access to Document

Research output

Morris B. Holbrook, Subjective Personal Introspection, and the Hunger Games: A Young Researcher’s Introspective Perspective

And May the Odds Be Always in Your Favour: 'The Hunger Games' as a Metaphor for Marketing Academia, Journal Rankings and the REF

Cite this