Dr James Cronin


Research Interests

My principal research interests are in the sociological aspects of consumer behaviour, health and wellbeing. My research explores how social structures shape consumption through their impact on the resources, abilities, and perspectives that people bring to their consumption experiences. I have often looked at food and alcohol as units of analysis for my work. At the individual level, my research deals with patterns of attachment between people and ingestible consumption objects based on the consumer’s structural classification (e.g. gender, obese, non-obese) and with structured variation in the personal meanings of various types of consumption. At the level of the community, my research focuses on the social symbolic, or linking, value of various products and experiences. At the broadest level, my research addresses socially concerning issues such as obesogenic environments or deviant practices through a Consumer Culture Theory (CCT) lens, a research strategy recently branded as part of the Transformative Consumer Research (TCR) movement. In order to explore these theoretical questions appropriately, I have used a wide variety of qualitative research methods including various forms of interview, ethnography, netnography and visual methods.

The bigger society: considering lived consumption experiences in managing social change around obesity
Cronin, J., McCarthy, M., Brennan, M., McCarthy, S. 2015 In: European Journal of Marketing.
Journal article

Creeping edgework: carnivalesque consumption and the social experience of health risk
Cronin, J., McCarthy, M., Collins, A. 2014 In: Sociology of Health and Illness. 36, 8
Journal article

Paradox, performance and food: managing difference in the construction of femininity
Cronin, J., McCarthy, M., Newcombe, M., McCarthy, S. 2014 In: Consumption, Markets and Culture. 17, 4, p. 367-391. 25 p.
Journal article

Money, mavens, time, and price search: modelling the joint creation of utilitarian and hedonic value in grocery shopping
Collins, A., Kavanagh, E., Cronin, J., George, R. 2014 In: Journal of Marketing Management. 30, 7-8, p. 719-746. 28 p.
Journal article

Covert distinction: how hipsters practice food-based resistance strategies in the production of identity
Cronin, J., McCarthy, M., Collins, A. 2013 In: Consumption, Markets and Culture.
Journal article

Choose your Poison: Dysfunctional food-related behaviours and the experience of health risk across two communities of consumption
Cronin, J. 2012
Conference paper

"Eat like a man": a social constructionist analysis of the role of food in men’s lives
Newcombe, M., McCarthy, M., Cronin, J., McCarthy, S. 2012 In: Appetite. 59, 2, p. 391-398. 8 p.
Journal article

Preventing Game Over: a study of the situated food choice influences within the videogames subculture
Cronin, J., McCarthy, M. 2011 In: Journal of Social Marketing. 1, 2, p. 133-153. 21 p.
Journal article