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. 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.
Publications
Bublitz, M. G., Catlin, J., Jones, A. C., Lteif, L., & Peracchio, L. A. (2023). Plant Power: SEEDing our Future with Plant-Based Eating. Journal of Consumer Psychology, 33, 167–196.
Ukanwa, K., Jones, A. C., & Turner, B. L. (equal authorship; 2022). School Choice Increases Racial Segregation Even When Parents Do Not Care About Race. Proceedings of the National Academy of Sciences of the United States of America, 119(35), e2117979119. In press.
Ordabayeva, N., Lisjak, M., & Jones, A. C. (2021, February). How Social Perceptions Influence Consumption for Self, for Others, and Within the Broader System. Current Opinion in Psychology, 43, 30–35.
Jones, A. C., Durante, K. M., & Griskevicius, V. (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.
Working Papers
Jones, A. C., Durante, K. M., & Labroo, A. System Confidence Links Goal-Congruent Behavior and Subjective SES. Six studies completed. Preparing for the Journal of Consumer Research.
Jones, A. C., Turner, B. L., & Ukanwa, K. (equal authorship). Marketing Counter-Status Services to Ascribed High- and Low-Status Consumers. Five studies completed. Reject and Resubmit at the Journal of Marketing.
De La Rosa, W., …, Jones, A. C., .... Increasing Interest in Claiming a Tax credit: Evidence from Two Large-scale Field Experiments Among Lower-Income People. Reject and Resubmit at Marketing Science.
Jones, A. C., Ordabayeva, N., & Vaidyanathan, R. The Benevolence Backlash: How Donation Advocates’ Socioeconomic Status Can Undermine Donations. Four studies completed. Preparing for the Journal of Consumer Psychology.
Selected Work In Progress
Jones, A. C., & Mas, E. (equal authorship). System Confidence Increases Financial Optimism within Chance-Based Gambling. Three studies completed. Targeting the Journal of Consumer Research.
Jones, A. C., Laran J., Durante, K. M., Hill S. E., Bradshaw, H. It (Used to) Takes a Village: System Confidence Influences Parent's Product Preferences. Two studies completed. Targeting the Journal of Consumer Research.