Harmeling: Exploring the role of morality in consumerism

Colleen Harmeling is the Dr. Persis E. Rockwood Associate Professor of Marketing in the Dr. Persis E. Rockwood School of Marketing at FSU's College of Business.
charmeling@business.fsu.edu

Researcher Colleen Harmeling declares in a video circulated by the American Marketing Association that our spending decisions “signal to ourselves and others our own moral self-understanding.” She adds in the video – “The Role of Consumer Morality in Driving Inclusive Growth” – that this concept has gone largely overlooked in marketing research.

Harmeling, the Dr. Persis E. Rockwood Associate Professor of Marketing and winner of the AMA’s 2023 Erin Anderson Award for emerging female marketing scholars and mentors, continues her novel exploration of morality, with research emphasis also on healthcare decision-making, relationship dynamics, customer experience design and relationship recovery.

One working paper studies morality and consumption, and another examines consumer trust within digital environments.

She truly makes her work personal.

“I often say, ‘Your best papers are the ones where we learn more about you, your world and your role in it,’” she says. “You’re motivated to study for understanding, not for publication.”

Recent publications or presentations:

Mende, M., M. L. Scott, V. O. Ubal, C. M. K. Hassler, C. M. Harmeling and R. W. Palmatier (2023): Personalized Communication as a Platform for Service Inclusion? Initial Insights Into Interpersonal and AI-Based Personalization for Stigmatized Consumers, Journal of Service Research, (3578), pp.1 http://dx.doi.org/10.1177/10946705231188676 [Google]

Bettencourt, L. A., Harmeling, C., Bhagwat-Rana, Y., & Houston, M. B. (2022). Consumer Job Journeys. Journal of Service Research, 25(3), 347-370. https://doi.org/10.1177/10946705211032501 

“The Modern Customer Experience: Morality and Our Digital Reality,” AMA/Sheth Foundation Consortium, BI Norwegian Business School, Oslo, Norway, 2023

“Morality and Consumption: New Paradigms for a New World,” Journal of Marketing Special Session, Winter AMA, Nashville, TN, 2023 

“Moralistic Tensions in Taboo-based Marketing: The Case of OkCupid's DTF Campaign,” in NA - Advances in Consumer Research, Denver, 2022