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Dr Ofer Dekel


My research work tells the story of the individual consumer.

Traditional marketing treats consumers as the outcome of structures, patterns and regularities. I would like to claim that this leads to marketing failure.

Instead, we need to focus on individual differences, learn how consumers move from one discourse to another and how they are negotiating their lives to suit their individual circumstances.

I promote: Mass Customisation, Visual Research, Participatory Research, Anti Essentialist Marketing.

  • About


    • 2014: PhD Anti-Essentialist Marketing: An Alternative View of Consumers' Identity, University of Manchester
    • 2002: MA Retail and Marketing Management, Manchester Metropolitan University
    • 1985: BA Behavioral Sciences, Other

  • Teaching

    Department of Management

    Sheffield Business School


  • Publications

    Book chapters

    Dempsey, E., Dekel, O., & Moorlock, E. (2017). Youth Subcultural Theory: Making Space for a New Perspective. In Gbadamosi, A. (Ed.) Young consumer behaviour. (1). London: Routledge


    Dekel, O. (2014). The Fluid Concept of Community.

    Dekel, O. (2014). Visual Research Methods.

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