The professor of the University of British Columbia, Darren Dahl - newly elected chief editor of the Journal of Consumer Research - is the next guest of the lecture programs Graduate Seminars 2014, promoted by the Brazilian School of Public and Business Administration (FGV/EBAPE).With the theme Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers' Desire for the Brand? Darren Dahl will discuss the relationship between social rejection and the desire of consumers for brands. He points out a research that shows, talking about retail, that there is a more positive perception of customers for brands that do not include them in the target audience.Coordinated this semester by Professor Eduardo Andrade, the Graduate Seminars aims to promote a discussion of ongoing research in management and related areas. The seminars are meant for all master's and doctorate degree students of the School and external researchers and doctorates.Please click here to view the list of upcoming speakers and topics that will be covered.