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.
