My main research focus is in consumer behavior, specifically how digital marketing and social media can promote healthier behaviors such as reducing meat consumption 🥩. This focus is supported by an interest in the Service-Dominant Logic of Marketing. This novel paradigm lends itself to bridge gaps between otherwise relatively isolated areas in the business and management sciences and can aid in the transdisciplinary production of knowledge.
PhD University of Hawai’i at Manoa, Honolulu. Marketing / International Management, 2014.
MA University of Bielefeld, Germany. International Marketing and Communication (Diplom Kaufmann FH), 2005. Minor: Computer Science.
BA University of Valenciennes, France. International Management, 2003.
The Perfect Match in the Hospitality Industry
The boutique concept is intimate, luxurious and exclusive, rich in aesthetics and innovative design; it enables unforgettable identity connections. In this collaborative research project with Franklin Velasco, Eva M. Guerra Leal, and César Sepúlveda, we delve into boutique concepts and how different types of advertising can create a greater sense of place for customers. The findings are published in the article “Elevating the boutique appeal: generating a sense of place in luxury hospitality through virtual tours,” available in the journal Consumer Behavior in Tourism and Hospitality. A summary of managerial recommendations is available at EGADE Ideas.
Project REMAP to Reduce the Marketing Power of Cigarettes
“REmoviendo el poder del MArketing de los cigarrillos para Proteger la salud de los adolescentes en América Latina”
The Consumption Gender Scale featured in Ekos Negocios
My article “When Sex Is not Enough: Are Gendered Consumption Market Segments Relevant?”, was published in the Ecuadorian Business Magazine Ekos Negocios. It is about the marketing of gender-neutral products and explores the Consumption Gender Scale (CGS). This psychological scale provides a finer taxonomy for organizations to use in segmenting their target market based on consumption-relevant gender rather than biological sex. The updated scale is based on research conducted by Qimei Chen, Shirley Rodgers, William D. Wells, and myself, published in the Journal of Consumer Marketing.
DALL-E and Deep Dream Covers for my Publications
Catching up with Denny Luan in Honolulu
During his visit to Hawaii, one of the founders of science-crowdfunding-platform experiment.com, Denny Luan, was kind enough to take the time to catch up with me at Brue Coffee Bar. “I want science research to be open & shared publicly” - Hawaii Pacific experimenter. Follow experiment.com on Twitter
Community Outreach: Derelict Fishing Gear’s Economic Impact on Esmeraldas’ Artisanal Fisheries
The direct economic impact of losing fishing equipment includes several costs, however, there are more severe consequences that are linked to indirect economic impacts such as the loss of income of the species that appear due to “ghost fishing”. In addition, the mortality of the target species increases and its sustainability is affected and has long-term negative aspects in the fishery. The project seeks to encourage sustainable fishing operations as well as eliminate the practice of abandoned fishing at sites in the Esmeraldas region. General Objective: Improve outreach efforts with local artisanal fisheries with the aim of promoting sustainable fishing operations following the “macromarketing approach to tourism planning in emerging destinations” (Chen, Scott and Pierre, 2014). Watch the video summary.
Ecuador’s Online Retailer visits E-Commerce Class
Thanks for the baseball caps! The YaEstá online store chatted with the E-commerce class (MAK0440). Diego Crespo told students about the opportunities for e-commerce in Ecuador and some of the challenges that companies have to overcome.
Just keep scrolling: Insights for Consumers and Producers of Social Media with Strained Attention Spans.
If an important event is not posted on social media and then liked by a critical mass of your friends, can you be sure it really happened?
Easy Loving: Understanding Affect in Social Media. reviews the marketing literature to offer advice to advertisers and marketing practitioners on how to successfully navigate the social media landscape. Read the Spanish summary version of the chapter
Refereed Journal Articles
“The taste of compassion: Influencing meat attitudes with interhuman and interspecies moral appeals.” Attila Pohlmann (2022). Appetite, Vol. 168, 105654, Special issue on The Psychology of Meat Eating and Vegetarianism. https://doi.org/10.1016/j.appet.2021.105654
“Paragons of sustainability: transforming luxury markets through value-in-impact. Insights from an Ecuadorian artisan chocolate case study.” Attila Pohlmann, Diego Grijalva, Fabrizio Noboa, Johanna Andrango (2022). Journal of Research in Marketing and Entrepreneurship, Vol. 25, No. 1, pp. 103-126. https://doi.org/10.1108/JRME-01-2022-0009
“Elevating the boutique appeal: generating a sense of place in luxury hospitality through virtual tours.” Attila Pohlmann, Franklin Velasco, Eva M. Guerra Leal, Cesar J. Sepulveda (2022). Consumer Behavior in Tourism and Hospitality. (ahead of print) https://doi.org/10.1108/CBTH-05-2022-0121
“No Man is an Island: The Sustainability Awareness Effect of Geography on Hedonic Fashion Consumption and Connection with Nature–Evidence from Galápagos and Hawaiʻi.” Attila Pohlmann (2021). Critical Studies in Men’s Fashion, Vol. 8.1-2, pp. 205-221, Special issue on Sustainable Fashion Consumption. https://doi.org/10.1386/csmf_00041_1
“Stumbling into Sustainability: The Effectual Marketing Approach of Ecuadorian Entrepreneurs to Reframe Masculinity and Accelerate the Adoption of Slow Fashion.” Attila Pohlmann and Rodrigo Muñoz Valencia (2021). Critical Studies in Men’s Fashion, Vol. 8.1-2, pp. 223-243, Special issue on Sustainable Fashion Consumption. https://doi.org/10.1386/csmf_00042_1
“Choice and Consumption of Animal or Plant-based Protein: Controlling Experimentally and Statistically for Sensory Stimulus Aspects and Food Choice Factors.” Attila Pohlmann (2021). MethodsX, Vol. 8, 101557. https://doi.org/10.1016/j.mex.2021.101557
“Replication dataset: the effect of compassion, biological sex, and gender identity threat on jerky choice.” Attila Pohlmann (2021), Data in Brief, Vol. 39, 107595. https://doi.org/10.1016/j.dib.2021.107595
“Lowering barriers to plant-based diets: The effect of human and non-human animal self-similarity on meat avoidance intent and sensory food satisfaction.” Attila Pohlmann (2021). Food Quality and Preference, Vol. 93-3, 104272. https://doi.org/10.1016/j.foodqual.2021.104272
“Intransigent compassion: Human and non-human animal self-similarity and meat avoidance intent dataset.” Attila Pohlmann (2021). Data in Brief, Vol. 38, 107318. https://doi.org/10.1016/j.dib.2021.107318
“Better than Sex: Further Development and Validation of the Consumption Gender Scale.” Attila Pohlmann and Qimei Chen (2020). Journal of Consumer Marketing, Vol. 37-3, pp. 329-340. https://doi.org/10.1108/JCM-05-2019-3214
“Reconciling Hyperconsumerism and Sustainability in the Island ecosystem: A Photo Essay of Men’s Street Fashion in Honolulu.” Attila Pohlmann (2019). Critical Studies in Men’s Fashion, Vol. 6.1-2, pp.179-189. https://doi.org/10.1386/csmf_00011_1
“Research Trajectories of Service-Dominant Logic: Emergent Themes of a Unifying Paradigm in Business and Management.” Attila Pohlmann and Valtteri Kaartemo (2017).Industrial Marketing Management, Vol. 63, pp. 53-68. https://doi.org/10.1016/j.indmarman.2017.01.001
“Consumers’ Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment.” Lead article. Yi He, Qimei Chen, Ruby P. Lee, Yonggui Wang, and Attila Pohlmann (2017). Journal of Interactive Marketing, Vol. 38, pp. 1-11. https://doi.org/10.1016/j.intmar.2016.11.001
“Honolulu Street Style.“ Malie Moran, Attila Pohlmann, and Andrew Reilly (2014). Intellect Ltd. Bristol, UK. “The glory of the book is its ample gallery of photos in situ: a young woman poses in front of a storefront, two friends stand side-by-side in a parking lot, a man in an orange tank top reclines at an outdoor art studio. The point is to capture Honolulu fashions in their natural habitat.” Laura Turner, Books & Culture
“Introduction to Consumer Food Choices.” Attila Pohlmann (2020) in Case Studies on Food Experiences in Marketing, Retail, and Events (Strategic Marketing Series), edited by Adrienne Steffen and Suanne Doppler, Elsevier, Amsterdam, NL. https://doi.org/10.1016/B978-0-12-817792-1.00002-2
“We have our style! - Optimizing Food Experiences in Personalized Catering Boutique Concepts.”Attila Pohlmann with Franklin Velasco and Mauricio Cepeda (2020) in Case Studies on Food Experiences in Marketing, Retail, and Events (Strategic Marketing Series), edited by Adrienne Steffen and Suanne Doppler, Elsevier, Amsterdam, NL. https://doi.org/10.1016/B978-0-12-817792-1.00012-5
“Easy Loving: Understanding Affect in Social Media.” Attila Pohlmann and Qimei Chen (2016) in Digital Advertising: Theory and Research (Advances in Consumer Psychology), 3 rd edition, co-edited by Drs. Shelly Rodgers and Esther Thorson, Routledge, Taylor & Francis Group, UK. https://doi.org/10.4324/9781315623252
“When Just Salad Won’t Do: Meat Avoiders’ Counterbalancing of Cultural Asceticism with Perceived Hedonism to Elevate Food Enjoyment” Attila Pohlmann. Presented at Eleventh International Conference on Food Studies, Aarhus 2021.
“The Conflict between Masculinity and Ethicality in Meat Consumption - and How to Resolve It: A Quantitative Study on Psychological Costs” Attila Pohlmann. Presented at Eleventh International Conference on Health, Wellness & Society, Paris 2021.
“Value-in-Impact - Exploring the Disciplinary Gap between Natural and Economic Ecosystems: Towards Sustainability in Fisheries Management” Attila Pohlmann. Presented at Seventeenth International Conference on Environmental, Cultural, Economic & Social Sustainability, Amsterdam 2021.
“Negotiating the Inherent Conflict of Hyperconsumption and Conservation on the Galápagos Islands through Dress.” Attila Pohlmann with Andrew Reilly and Rodrigo Muñoz Valencia. Research paper presented at FADC Fashion & Design Conference, Vigo 2020.
“Bridging the Disciplinary Gap between Natural and Economic Ecosystems for Sustainability in Fisheries Management” Attila Pohlmann. Presented at AMA Global Marketing SIG, Buenos Aires 2019.
“A Future Research Agenda for S-D Logic.” Valtteri Kaartemo and Attila Pohlmann, Abstract presented at Naples Forum on Service 2015.
“Barriers for Export and Strategies for Export Marketing Performance: A Qualitative Study in Hawaiʻi.” Youngjin Bahng, Attila Pohlmann, and Andrew Reilly. Presented at Global Marketing Conference, Seoul 2012.
“Ecosystems in Marketing or Marketing in Ecosystems: The Complex Holarchic Nature of Resource Integrators.” Attila Pohlmann. Abstract submitted to Forum on Markets and Marketing 2010.