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University of Nebraska–Lincoln


Andre Maciel Photo

Andre Maciel

Assistant Professor of 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
Research Interests
  • Consumer and market culture
  • Social class and gender
  • Consumer agency
  • Assistant Professor, 2016
Vita Feb 2022
Summer 2022 Office Hours

Working remotely


Dr. Andre F. Maciel earned his Ph.D. from the Eller College of Management at the University of Arizona in 2015. He also spent 10 years in private firms, including Dell in Brazil and Orange in France. His broad areas of research 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. Additionally, he received research funding from the American Marketing Association Consumer Behavior Special Interest Group to study “Safe Spaces: How to Create and Maintain Inclusive Service Environments” in 2020.  

The college honored Maciel with the Emerging Scholar Award in 2019. He also received the 2017 Sidney J. Levy Award for the best dissertation-based paper in the field of consumer culture. In addition, his work won the "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). 

He earned his bachelor’s degree in business management from Federal University of Rio Grande do Sul in Brazil in 2003, a master’s degree in marketing from the University of Rennes I in France, and his Ph.D. in business from the University of Arizona in 2015.

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., Wallendorf, M. (2021). Space as a Resource in the Politics of Consumer. Journal of Consumer Research, 48(2), 309-332.

Maciel, A. F., Fischer, E. M. (2020) Collaborative Market Driving: How Peer Firms Can Develop Markets Through Collective Action. Journal of Marketing (5) 41-59.

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


Professional Service

Reviewer, Ad Hoc Reviewer, Journal of Consumer Research. (2017 - 2020).

Reviewer, Ad Hoc Reviewer, Consumption, Markets & Culture. (2016 - 2020).

Reviewer/Discussant, Conference Paper, 2019 AMA Winter Marketing Educators' Conference. (2019).

Session Chair, Consumer Culture Theory Conference, New Inquiries into Money, Markets, and Morals, Montreal, Quebec. (2019).

Reviewer, Ad Hoc Reviewer, Journal of Marketing Research. (2019).

Reviewer, Ad Hoc Reviewer, Journal of Marketing. (2018 - 2019).

Reviewer/Discussant, Conference Paper, 2018 AMA Winter Marketing Educators' Conference. (2018).

Chapter Reviewer, Handbook of Sharing Economy, eds, Fleura Bardhi. (2018).

Chapter Reviewer, Taste, Consumption and Markets: An Interdisciplinary Volume, eds. Z. Arsel and J. Bean. (2018).

Mentor, ACR Doctoral Symposium, San Diego, CA. (October 2017).

Reviewer/Discussant, Conference Paper, 2016 AMA Winter Marketing Educators' Conference. (2016).

Reviewer, Ad Hoc Reviewer, Journal of Consumer Research. (2013 - 2015).

Reviewer, Ad Hoc Reviewer, Journal of Contemporary Ethnography. (2013 - 2015).

Session Chair, Consumer Culture Theory Conference, "Community, Fandom, and Prosumption", Fayetteville, AR. (June 2015).

Reviewer/Discussant, Conference Paper, 2014 AMA Winter Marketing Educators' Conference. (2014).

Volunteer, 2013 Consumer Culture Theory Conference, Tucson, AZ. (2013).

Poster Session Reviewer, 2013 North American ACR Conference. (2013).

Poster Session Reviewer, 2011 Asian Pacific ACR Conference. (2011).

Volunteer, 2011 Consumer Culture Theory Conference, Evanston, IL. (2011).

Poster Session Reviewer, 2011 Consumer Culture Theory Conference. (2011).

Department Service

Reviewer, Second Year/Comprehensive Exam Paper Review. (August 2020).

Reviewer, Second Year/Comprehensive Exam Paper Review. (August 2017).

Liaison, Ph.D. Students/Faculty Liaison, Department of Marketing, University of Arizona. (2011 - 2013).

College Service

Committee Member, Scholarship, Honors, & Awards. (August 2019 - May 2022).

Committee Member, Inclusive Excellence Advisory Board. (October 2020 - May 2020).

University Service

Faculty Mentor, First Generation Program, University of Nebraska-Lincoln. (September 2018 - Present).

Public Service

Rotaract (Rotary International Youth Program for Leadership Development). (1998 - 2008).

Junior Achievement. (2007).


Faculty Research Award, Department of Marketing, College of Business, University of Nebraska-Lincoln, 2021

Nebraska Research Days Faculty Research and Creativity Slam Winner, University of Nebraska-Lincoln Office of Research and Economic Development, (November 2020).

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 Commission of Education, (2005).

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