Dr James CroninLecturer
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.
I joined the Department of Marketing at Lancaster University Management School in January 2013 as a Lecturer in Marketing and Consumer Behaviour. I previously worked as a post-doctoral researcher with the Department of Food Business & Development at University College Cork in Ireland where I studied the food environments and contexts of adult Irish consumers. Previous to this appointment I completed my PhD at University College Cork which explored the role of food in neo-tribal communities of consumption. I am a member of the Association for Consumer Research and an associate of the Irish Health Research Board Centre for Health and Diet Research.
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.
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
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.
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.
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.
"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.
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.
James Cronin supervises 1 research student in total. Those who have a profile on the University website are listed below: