Dr. Aziza Caimile Jones
Assistant Marketing Professor at the Wisconsin School of Business
Jeffrey J. Diermeier Faculty Fellow
University of Wisconsin—Madison
"Now our fight is not with Judy King. Our fight is with a system that don’t give a damn about poor people and brown people and poor brown people."
-Tasty in Orange is the New Black
Research Agenda
This research agenda, "Marketing Toward Equity," unapologetically advances the United Nations' mission of addressing global inequality (learn more about the United Nation's 17 sustainability goals here). It provides theoretical and practical support for consumers, academics, businesses, and society by focusing on two key areas. First, it shows how an individual's marginalization shapes their decision-making. Second, it shows how overconfidence in social-economic systems can lead to suboptimal decisions.
Ultimately, this agenda provides unequivocal support that—despite growing resistance to equity-related ideas, research, and academic freedom in some countries around the world—understanding the joint influence of marginalization and system justification is societally beneficial. Indeed, this body of work reveals realities that an attempt to silence only strengthen.
Marketing Toward Equity
Marginalization Influences Choice
1) Racial Discrimination Increases the Perceived Value of Supplemental Education Products (Aziza C. Jones*, Broderick Turner, & Kalinda Ukanwa, reject and resubmit at the Journal of Marketing; one new study completed)
2) Closing the Racial Knowledge Gap Leads White Consumers to Consider Predominately Black Schools (Broderick Turner, Aziza C. Jones*, & Kalinda Ukanwa, 5 studies completed; targeting the Journal of Consumer Research)
3) Increasing Interest in Claiming a Tax Credit (Wendy De la Rosa…. Aziza C. Jones,…etc.,
reject and resubmit at Marketing Science)
A Little Bit of Both
7) System Confidence Increases the Value of Goal-Congruent Choices (Aziza C. Jones, Kristina M. Durante, & Aparna Labroo, 6 studies under review at the Journal of Consumer Research)
D) Aziza C. Jones*, Kristina M. Durante, & Vladas Griskevicius (2019). An Evolutionary Approach to Identity Research. In A. Reed II & M. Forehand (Eds.), The Handbook of Research on Identity Theory in Marketing (pp. 57–71). Edward Elgar Publishing
System Justification Influences Choice
4) Justified Luck: Why System Confidence Leads to Riskier Financial Choices (Aziza C. Jones* & Erick Mas, 5 studies completed; preparing for the Journal of Consumer Research)
5) Why Parenthood Affects Luxury Consumption (Aziza C. Jones, Kristina M. Durante, Juliano Laran, & Sarah E. Hill (4 studies completed; targeting the Journal of Marketing)
6) When System Confidence Undermines and Strengthens Donation Behavior (Aziza C. Jones, Nailya Ordabayeva, & Rajiv Vaidyanathan, 1 study completed; targeting the Journal of Marketing Research)
