Marketing Research Community Seminar: Marketing Neurodiversity for well-being

Title: Marketing #neurodiversity for well-being

16 March 2022, 11:00-12:00
NUBS 2.13/Zoom

Guest Speaker: Dr Josephine Go Jefferies

Dr Josephine Go Jefferies is a Senior Lecturer in Marketing at NUBS. She will present her paper: ‘Marketing #neurodiversity for well-being,’ co-authored with Dr Wasim Ahmed, Senior Lecturer, Stirling Business School. The paper will be published in a special issue of the Journal of Consumer Marketing on the Marketplace and Mental Wellbeing. The paper takes a critical view of traditional segmentation approaches as unethical because they have evolved to systematically marginalize and exclude disadvantaged consumers from markets, adversely affecting their wellbeing. The paper argues that bottom-up segmentation that focuses on the concerns of stigmatized consumers can assist marketers to shape more inclusive markets. The paper draws on an exploratory study of Twitter conversations about neurodiversity, a term which refers to neurodevelopmental disorders like ADHD, dyslexia, Asperger’s and autism spectrum disorder.

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