Andre Maciel

Assistant Professor in Marketing
HLH 335 L
P.O. Box 880492
Lincoln, NE 68588-0492
(402) 472-0660
Andre Maciel Photo
Ph D, University of Arizona, 2015.
Major: Marketing
Supporting Areas of Emphasis: Sociology
Dissertation Title: The Role of Aestheticized Markets in Contemporary Formations of Social Class and Gender

MA, University of Rennes I, 2006.
Major: Marketing

B.Sc., Federal University of Rio Grande do Sul (UFRGS), 2003.
Major: Business Management
Areas of Expertise
  • Consumer Behavior
  • Branding
  • Assistant Professor, 2016
Vita - July, 2020
Fall 2020 Office Hours

Virtual Office Hours, 2:30 - 3:30P, M W | | Working remotely other days of the week


Dr. Andre F. Maciel earned his Ph.D. from the Eller College of Management at the University of Arizona in 2015. Prior to his appointment at UNL, he was a lecturer at the University of Arizona. He also spent 10 years in private firms, including Dell in Brazil and Orange in France. His broad areas of research interest include consumer culture and the sociology of markets.

Maciel’s research has appeared in the Journal of Consumer Research and the Journal of Marketing, two top academic journals in the field of marketing. He received the 2017 Sidney J. Levy award for best dissertation-based paper in the field of consumer culture. In addition, his work on taste and consumers has appeared in two peer-reviewed volumes and won "Best Special Session" award at the 2016 Consumer Culture Conference Theory Conference in Lille, France. Before his Ph.D., Maciel also wrote the book, An Intuitive Approach to Marketing through Inter-Personal Relationships (original title: A Fila Anda, Mas Não Empurra Que é Pior: Uma Abordagem de Marketing Sobre Relacionamentos Amorosos).

Research Interest

Consumer culture, consumer identity, and cultural change

Sociology of markets, market evolution

Published In

Journal of Consumer Research

Journal of Marketing

Refereed Publications

Maciel, A. F., Fischer, E. M. (forthcoming). Collaborative Market Driving: How Peer Firms Can Develop Markets Through Collective Action. Journal of Marketing.

Maciel, A. F., Wallendorf, M. (2017). Taste Engineering: An Extended Model of Consumer Competence Constitution. Journal of Consumer Research, 43 (5): 726-746.



Undergraduate Courses

Marketing Communication Strategy (MRKT 347) - Role of communication in the marketing process. Integration of advertising, personal selling, sales promotion, packaging, public relations, as well as their social, economic, and legal impact. Emphasis on influence of marketing communication on consumer information processing and decision making processes and determination and evaluation of marketing communication opportunities, objectives, messages, and effort.

Consumer Behavior (MRKT 443) - Application of behavioral science theories, concepts, methods, and research findings to the understanding and prediction of consumer behavior as the basis of decision making by marketing managers.

Teaching Interests

Consumer Behavior

Marketing Communication Strategy



Emerging Scholar Award, College of Business, University of Nebraska-Lincoln. (2019)

Sidney J. Levy Award, Consumer Culture Theory (CCT) Conference. (July 2017).

Best Special Session, Consumer Culture Theory Conference, Lille, France. (2016).

AMA Sheth Doctoral Consortium Fellow, London Business School, American Marketing Association. 2015).

Outstanding Marketing Doctoral Student, University of Arizona. (2013).

Master's Program full funding, European Commision of Education. (2005).

Best Undergraduate Business Student, UFRGS, Brazil. (2003)