Eric Arnould 2017-06-28T13:42:28+00:00

Eric Arnould

Dr. Eric Arnould is Adjunct Professor at EMLYON France and Visiting Professor of Marketing at the Aalto University Business School. He briefly held a social science Chair in the Danish Institute for Advanced Studies (DIAS). He has been on faculty at four European universities and several in the US. He has pursued a career in applied social science since 1973, receiving a PhD in anthropology from the University of Arizona in 1982. Aalto University awarded him an honorary doctorate in 2016.

Early ethnographic research in West Africa inspired his approach to contemporary market mediated society. Eric’s research on consumer culture, cultural marketing strategy, qualitative research methods, services marketing, and development appears in many major social science and managerial periodicals and books. Current interests include collective consumer creativity, human branding, sustainable business practice, visual representations, and digital mobility.  He is at work on a collective text on consumer culture theory.

Selected Publications

Arnould, E., Cayla, J. and Dion, D. (2017) Fetish, magic, marketing, Anthropology Today, 33(2), 28-32.

Dion, D. and Arnould, E. (2016) Persona-fied brands: managing branded persons through persona, Journal of Marketing Management, 32, 121-148.

Cayla, J. and Arnould, E. (2015) Consumer Fetish: Commercial Ethnography and the Sovereign Consumer, Organization Studies, 36(10), 1-26.

Hartmann, B., Wiertz, C. and Arnould, E. (2015) Exploring Consumptive Moments of Value-Creating Practice in Online Community, Psychology & Marketing, 32(3), 319-340.