Carolan Research Forum 2020
Carolan Marketing Research Forum - Universidad ORT Uruguay - 2021

Marco teórico

El pensamiento de la Dra. Geraldine Fennell se basa en una premisa poderosa: no vender lo que uno fabrica, sino lo que los clientes quieren comprar.

Sobre esa idea central, la Dra. Fennell desarrolló varias líneas de investigación, entre ellas un modelo para comprender y clasificar los deseos de los clientes de manera de contribuir al mejor diseño de marcas y productos.

Su pensamiento y sus investigaciones están disponibles en los siguientes artículos:

1975 - Motivation research revisited

1975 - What is a situation? A motivational paradigm

1978 - Consumers' perceptions of the product-use situation

1979 - Attention engagement

1980 - Attitude, motivation, and marketing or, where do the attributes come from?

1980 - The situation

1982 - Terms v. concepts: Market segmentation, brand positioning and other aspects of the academic-practitioner gap

1982 - The unit to be classified: persons vs. behaviours

1983 - Persuasion: Planning for behavioral change in business and nonbusiness contexts

1985 - Finally, let's model marketing communications

1985 - Persuasion: Marketing as behavioral science in business and nonbusiness contexts

1985 - Things of Heaven and Earth: Phenomenology, marketing, and consumer research

1986 - Extending the thinkable: Consumer research for marketing practice

1987 - Is selling marketing? The academic-practitioner gap revisited

1987 - Prolegomenon: Marketing, ethics, and quality-of-life

1987 - A radical agenda for marketing science: Represent the marketing concept!

1987 - Reculer pour mieux sauter or, why consumer psychologists need a general model of action

1988 - Action as counterchange: Identifying antecedents of the domain and goal of action

1988 - Marketing: In loco parentis?

1988 - Reclaiming form utility for marketing: The human side of the person-technology interface

1995 - Globalization issues: The myth of prepackaged solutions


International business cases: Is marketing missing?

The thinking of Geraldine Fennell: A compilation and organization of quotes


Fennell, G., Allenby, G. M., Yang, S., & Edwards, Y. (2003). The effectiveness of demographic and psychographic variables for explaining brand and product category use. Quantitative Marketing and Economics, 1(2), 223-244.

Fennell, Geraldine, Saegert, Joel and Gilbride, Tim (2002), “Responding to Wants: Do Ad Effects Studies Measure the Right People?” In J. Edell and R.C. Goodstein (Eds), Proceedings of the Society for Consumer Psychology. Washington, D.C.: Society for Consumer Psychology (Division 23), American Psychological Association, p. 142-154.”

Fennell, Geraldine (1986). Fennell, G. (1986). Behavioral Influence and Change: Peripheral Versus Fundamental.

Fennell, Geraldine (1984). Narayana, C. L., & Markin, R. J. (1975). Consumer behavior and product performance: An alternative conceptualization. The Journal of Marketing, 1-6.

Fennell, Geraldine, Susan Weber (1984). Fennell, G., & Weber, S. (1984). Avoiding Sex Role Stereotypes in Advertising: What Questions Should We Ask?. ACR North American Advances.

Fennell, Geraldine (1987). Fennell, G. (1987). Basic Science For Marketing: The Route To a Managerially Relevant Marketing Science. In AMA Winter Educators’ Conference (p. 336). American Marketing Association.