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The Emancipatory Potential of Retailscapes: A Strategic Framework
for Allyship with Stigmatized Consumers

Location: Moore Annexe Building, Room Mx34-B

Track Co-chairs

Track Members

Iana Castro, Professor of Marketing, San Diego State University

Iana Castro is Professor of Marketing at San Diego State University and a consumer behavior  and retailing expert. Her research explores how factors in retail and service settings impact consumer emotions, evaluations, preferences and choices. She cofounded BrightSide Produce, a full-service produce distribution service with a sustainable distribution model that delivers fresh fruits and vegetables to underserved communities. Her research has been published in numerous outlets, including Journal of Marketing, Journal of Business Research, and European Journal of Marketing, offering valuable insights for businesses and marketers regarding their retailing efforts in order to maximize consumer well-being and firm outcomes. 

Dhruv Grewal, Toyota Chair in Commerce and Electronic Business and a Professor of Marketing, Babson College

Dhruv Grewal is the Toyota Chair in Commerce and Electronic Business and a Professor of Marketing at Babson College. His research and teaching interests focus on direct marketing and e-commerce, marketing research, the broad areas of value-based marketing strategies, services and retailing, and pricing. He has published over 150 journal articles in Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of Retailing, Journal of Consumer Psychology, Journal of Applied Psychology, and Journal of the Academy of Marketing Science, as well as many other journals. He was co-editor of Journal of Retailing (2001-2007).

Mariella Zavala, Assistant Professor of Marketing at Gonzaga University

Mariella Zavala is an Assistant Professor of Marketing at Gonzaga University. Her research interests include consumer experience in built environments, retail design, social media, and sociocultural aspects of consumer behavior. Mariella’s research investigates how consumers manage normative social relations as marketplaces represent, contradict, and challenge the social order that can be found within other places in consumer culture such as the home, the city, workplaces, and marginalized consumption sites. Her research examines different dimensions of place, including the spatial configuration, diverse publics, and temporal frames.

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