Close menu


Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

The pseudoscientist ‘priest’: religiously selling nanotechnology

Dean, Andrew Kristoffer (2021) The pseudoscientist ‘priest’: religiously selling nanotechnology. Journal of Marketing Management, 37 (15-16). pp. 1550-1572. ISSN 0267-257X

Item Type: Article


Nanotechnology is the pinnacle of high technology, increasingly coveted by non-scientist buyers seeking science fiction rather than fact. This B2B ethnography deepens our understanding of scientist sellers rejecting orthodox technical sales talk, in order to guide culturally distant non-scientist buyers into more similar sense via religious pseudoscience (scientism). Although heretical, scientism is a powerful proselytising tool, enabling (pseudo)scientist sellers to reimagine themselves as powerful ‘priests’, while obligating buyers to have faith in their teachings, or face excommunication from the ‘church’ of nanotechnology. Within this sales-based ‘theocracy’, the metaphoric methodological ‘God’ Science is the ultimate form of validation, duplicitously manipulated, and overtly drawn on to facilitate the diffusion of poorly understood ‘salvific’ innovations, while supporting an apocryphal religion for high-technology sales.

The Pseudoscientist Priest.pdf - Accepted Version
Available under License Creative Commons Attribution.

Download (361kB) | Preview

More Information

Uncontrolled Keywords: B2B marketing, critical marketing, ethnography, product management, sensemaking, pseudoscientist priest
Depositing User: Andrew Dean


Item ID: 14958
Identification Number:
ISSN: 0267-257X
Official URL:

Users with ORCIDS

Catalogue record

Date Deposited: 04 Aug 2022 09:19
Last Modified: 17 Nov 2022 03:38