Conor Henderson

Conor Henderson is a Professor in the Department of Marketing and the Judy et Hugh Oliphant Research Scholar at the Lundquist College of Business, University of Oregon. He was a fellow-in-residence at CY Advanced Studies (CY AS), invited by ESSEC, where he delivered a guest lecture on November 16, 2021, exploring socio-political challenges in brand management.

His research investigates how societal issues such as economic inequality, racial bias, and political polarization influence consumer evaluations of brands. Using secondary data analysis and experimental methods, his work reveals that brand perception is significantly affected when brands engage with or are associated with politically charged content, influencers of different racial backgrounds in varying power positions, and contexts of high economic inequality.

The studies suggest a unifying theme: consumer sensitivity to how brands may implicitly endorse or legitimize power structures they oppose. This emerging area of research is highly relevant in today’s conscientious consumption landscape, where brands are increasingly expected to take social stands—yet face significant risks in doing so.

No scientific awards were mentioned in the provided text.

Conor Henderson advises students and leads research projects in marketing and consumer behavior, though specific advisees and grant details are not disclosed. His collaborative research involves interdisciplinary methods and institutional partnerships.

He is actively involved in research teams examining socio-political dynamics in marketing, though specific lab names or team structures are not provided in the source material.