ESTHER UDUEHI
Culture and Power
JCR (2025)
JCR (2024)
Intersectionality in Consumer Research
JM (2025)
Also commentary by Giana Eckhardt and Praveen Kopalle
Synthetic Diversity and Consumer Response
2nd Round Revision, JCP
Consumer Oppression Management
Preparing for submission
Stigma and Identity
JM (2025)
Consumer Vulnerability and Intersectionality
JPPM (2026)
Dangers of Inclusion Research as Low-Hanging Fruit or Forbidden Fruit
JPPM (2026)
Identity Translation and the
Precision-Scalability Paradox
Preparing for resubmission, JM
Demographics-First Approach for Experimental Research
In progress
Publications
Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers
Journal of Marketing (2025)
with Julian Saint Clair and Rowena Crabbe
A framework for intersectionality in marketing, featuring definition, research design roadmap, and agenda — with evidence of its benefits for understanding lived experiences at overlapping identity intersections.
Commentary on "Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers"
Journal of Marketing (2025)
Invited Commentary by Giana M. Eckhardt and Praveen Kopalle
Award Recognition:
2025 Journal of Marketing Shelby D. Hunt / Harold H. Maynard Award
2024 UW GBC Open Access Grant
When Diversity Backfires: The Asymmetric Role of Multicultural Marketing on Brand Perception
Journal of Consumer Research (2025)
with Julian Saint Clair, Mitch Hamilton, Americus Reed II
Explores how brand characteristics shape reactions to multicultural marketing campaigns, identifying a "sellout effect" for marginalized-focused brands and providing mitigation strategies.
Award Recognition:
2020 ACR Best Working Paper Award
The Minority Ownership Awareness Effect: When Promoting Minority Ownership Increases Brand Evaluations
Journal of Marketing (2025)
with Aaron Barnes
Five experiments and analysis of 27,000+ Google reviews reveal that minority ownership awareness invokes an underdog effect, especially effective during product failures, with boundary conditions in social dominance orientation and not wanting to perceive oneself as discriminatory.
Award Recognition:
2025 Bradford-Osborne Finalist
2023-2025 UW Foster Inclusion Award Fellowship
Culture for Sale: Unpacking Consumer Perceptions of Cultural Appropriation
Journal of Consumer Research (2024)
with Jason Lin, Nicole Kim, Anat Keinan
This work experimentally unpacks consumer perceptions of cultural appropriation and its impact on brand attitudes and purchase interest through developing and validating a scale and demonstrating how historical power imbalance determines when cultural use becomes appropriative.
Award Recognition:
2025 Journal of Consumer Research Ferber Award Honorable Mention
Conceptualizing Firms’ Responses to Inclusionary Forces in the Marketplace
Marketing Theory (2026)
with Elena Elkanova and others
A conceptual model of how firms make sense of and respond to inclusionary pressures in historically exclusionary markets, identifying four patterns: segregation, stealth, compliant, and transformative inclusion.