This paper explores how haunting operates across three interlinked dimensions—material, social, and discursive—to reveal systemic exclusions within marketing and consumer culture. Haunting is not a metaphor but a method of attending to occluded labours, erased identities, and silenced knowledges. Materially, the market is haunted by a mismatch between commodity fetishism and reification, where the conditions of labour are masked, giving rise to spectres of estranged workers and forgotten social relations. Socially, haunting emerges through exclusion—structural conditions that deny vast populations their place as market subjects or participants, erasing communities and histories. Discursively, spectres arise from absences created through power-laden knowledge production, where dominant ideologies manage discourse to suppress dissent and innovation. The archive, shaped by institutional bias, excludes alternative knowledges and the very marketers whose practices disrupt orthodoxy. Marketers thus act as both architects of market worlds and figures subject to disappearance. Attending to these hauntings demands ethical engagement and reflexivity, challenging researchers to confront what has been structurally erased and to imagine more inclusive market futures. Markets, as designed spaces, must be reimagined as sites of justice, not just exchange.

This paper introduces spectrality as a conceptual lens for understanding how unresolved histories, affective residues, and absent presences shape contemporary consumption. Drawing on cultural theory, memory studies, and Consumer Culture Theory, it argues that hauntings—material, spatial, and symbolic—are constitutive features of market life rather than anomalies. Through analyses of object biographies, disposal rituals, inhabited spaces, and institutional structures, the paper reveals how consumers navigate spectral tensions in everyday practices. It distinguishes between spirits (domesticated pasts) and spectres (unsettled contradictions), showing how both animate consumer behaviour, brand narratives, and market design. This spectral perspective challenges dominant consumer research frameworks by foregrounding absence, ambiguity, and non-linearity in consumer experience. Ultimately, the paper provides critical and managerial insights into how memory, value, and identity are continually negotiated through the presence of what has been repressed, discarded, or forgotten. Spectrality offers a powerful framework for rethinking consumption as haunted, affectively charged, and historically embedded.

This study revisits the Structure–Conduct–Performance (SCP) paradigm through an empirics-first lens, integrating inductive and abductive reasoning to explore how market structures shape firm behaviour and societal outcomes. Using data from the World Economic Forum, IMF, and World Happiness Report across 2010–2016, a Dynamic Bayesian Network models the probabilistic interdependencies among competition intensity, firm ethics, customer orientation, marketing intensity, GDP per capita, and life satisfaction. The findings reveal counterintuitive patterns: ethical conduct peaks in moderately competitive, cost-based markets, while marketing intensity is strongest in concentrated oligopolies. High customer orientation with low ethics and low marketing effort best predicts perceived firm quality—signalling rising consumer cynicism toward marketing. Wealth and firm quality show weak or negative associations with life satisfaction, underscoring a disconnect between economic prosperity and well-being. The study advances SCP by formalizing abductive inference within dynamic, data-driven marketing systems, enriching both theory and policy relevance.

This conceptual paper develops a phenomenological account of prosumption to examine how sustainability is enacted in everyday life under deep mediatization. Moving beyond rationalist or behaviourist models, it highlights how attention, skill, affect, and design converge in mundane practices of care, resistance, and meaning-making. Prosumers—simultaneously consumers and producers—navigate tensions between market imperatives and ethical commitments. Sustainability is reframed not as policy or abstract goal but as an existential practice of dwelling, emphasizing relational, sensuous, and embodied experience. Drawing on Ritzer and critical theory, the paper shows that deep mediatization blurs traditional distinctions between production and consumption, as platform logics transform engagement—from social media participation to domestic repair—into simultaneous acts of creation and consumption. In doing so, prosumers become cultural intermediaries, shaping tastes, ethics, and the legitimacy of sustainability. By “guarding the lines” of personal and communal life, they enact reflexive, participatory, and ethical forms of resistance, offering a framework to reconceptualize sustainability in contemporary consumer culture.

This paper reconceptualises everyday life as a total field of social experience rather than a residual category defined by routine or banality. It advances a register-based framework distinguishing between the spectacular and the mundane as two modes through which everyday life is organised. While existing theory has privileged spectacle—visibility, rupture, and eventfulness—as the primary site of agency and organisation, this focus has obscured the continuous, unmarked practices through which social life is sustained. Drawing on and extending critiques of spectacle associated with Debord and subsequent cultural theory, the paper argues that capitalist organisation both colonises spectacle and relies on the defence of the mundane as analytically uninteresting. Attending to the mundane reveals a largely undertheorised register of organising that operates through repetition, tacit coordination, and disappearance rather than representation or declaration. By foregrounding mundane continuity alongside spectacular interruption, the paper offers a more durable account of organisation within everyday life.

Qualitative interviews are widely understood as co-constructed interactions, yet methodological guidance for conducting interviews often lags behind this epistemological recognition. While ethnomethodology has long examined how social order is produced through interaction, it has rarely been mobilised to inform interview practice itself, remaining largely confined to post-hoc analysis. This paper addresses this gap by advancing ethnomethodology as a sensibility for qualitative interviewing rather than as a standalone analytic method. Drawing on phenomenological life-story interviews, the paper demonstrates how attention to interactional order—through pacing, question design, narrative interjections, interruption, and restraint—shapes the kinds of accounts that become possible in interviews. By aligning interview epistemology with interview practice, ethnomethodological interviewing offers a way to access mundane, taken-for-granted practices without forcing premature reflexivity or moralisation. The paper contributes to qualitative inquiry by clarifying how ethnomethodological sensibilities can be enacted during interviews, enhancing methodological coherence across data generation and analysis.

Marketing has long secured its legitimacy through valuation, developing metrics such as brand equity, customer lifetime value, and shareholder value to render intangibles measurable. Yet this calculative strength has also produced a structural weakness: externalities are systematically minimised. Ecological costs, cultural harms, and social inequities are displaced, while positive spillovers such as customer surplus, trust, and cultural resonance remain underleveraged. This paper advances an integration of valuation and externalities, arguing that valuation work is the mechanism through which marketing can reduce harms and expand benefits. Drawing on exchange theory, branding, finance–marketing research, and service-dominant logic, we show that incorporating externalities into valuation is not optional but necessary for the discipline’s legitimacy. We propose a framework for theory, practice, and research in which valuation expands to include systemic consequences, positioning marketing as both a discipline of measurement and a steward of accountability.

Organizations increasingly require granular forecasts at the SKU, regional, or daily level, yet often possess only coarse aggregates. Existing disaggregation methods ensure consistency but fail to scale, while forecasting approaches scale but assume abundant high-frequency data. We introduce a framework that integrates scalable forecasting with movement-preserving disaggregation to generate coherent high-frequency forecasts from limited aggregates. Using real-world business data, we demonstrate improved accuracy, interpretability, and managerial usability compared with benchmarks. This study extends marketing science by positioning disaggregation as a core methodological challenge in large-scale forecasting.

We introduce relational disaggregation, a methodology that decomposes aggregate series while preserving structural dependencies across categories. Applying this framework to automotive finance portfolios, we combine analyst-guided indicators, Chow-Lin spline disaggregation, and structural reconciliation via simultaneous equations. This approach captures substitution and spillover effects across loan types, vehicle classes, and customer risk tiers, producing forecasts that are both accurate and relationally coherent. The framework extends disaggregation beyond mechanics to decision-oriented, structurally grounded marketing-finance analysis.

Our study contributes to understanding (re)ordering practices in the home when the order of the home is threatened. We use the context of the COVID-19 pandemic to explore how home routines evolve when hygiene concerns are elevated. Through phenomenological interviews of working professionals, we uncover shared household practices aimed at restoring the order of the home. Specifically, we find that members of the home use home reterritorialisation, consumables construction, and stabilisation strategies to arrive at an altered order of the home. Through this study, we find that the order of the home is intrinsically valued. When under threat, home routines evolve to restore the order of the home. We discuss the theoretical and practical implications of this research, and suggest avenues for further research related to the home.