Professor Christina Goulding - Keele University
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Professor Christina Goulding

"The Tribal Consumer"

Tuesday 28th May, 6pm Westminster Theatre, Chancellor's Building 

Over the last twenty years Consumer Culture Theory has emerged as a sub-discipline within the broader field of Consumer behaviour. This position requires a more critical view of the consumer and a move from an individual psychological analysis of  behaviour  to one grounded in the social lived experience of consumers. This lecture will discuss the emergence of the 'tribal consumer' and will draw on research conducted into such consumer tribes as 'clubbers' and 'Goths'. It will also raise questions about the ethics of adopting the tribal framework in the wider commercial sense.

Christina Goulding's research interests lie in two areas. The first is consumer behaviour from a critical perspective. Much of her work has been concerned with developing an understanding of the consumption/identity link in relation to cultural and tribal consumption. Her current research is focused on the  body, strategies for resisting the market place and non-conformist consumption. The second area of interest is the application and development of qualitative research methodologies and in particular grounded theory. She has published her work in numerous leading journals and is the author of a book on grounded theory and co-author of 'Critical Marketing: Defining the Field'. She is on the editorial review board for European Journal of Marketing, Journal of Consumer Behaviour, Consumption Markets and Culture, Marketing Theory and Journal of Place Management.

This lecture is free and open to all. If you'd like to attend please confirm your attendance by contacting the events team via email to: events@keele.ac.uk