Dr James CroninLecturer
My principal research interests are in the sociological aspects of consumer behaviour, health and wellbeing. I am also interested in issues related to day to day encounters with the marketplace such as grocery shopping. Much of my research focuses on how social structures and interactions between people shape their consumption experiences and objectives. I am allied closely to contexts of the food industry and food environments so my work has typically drawn upon food and alcohol for analysis.
At the individual level, my research narrows in on the meanings people derive and interpret from ingestible consumption objects based on their lifetyle circumstances or structural classifications. At the level of the community, my research focuses on the social symbolic or linking value of various products, services and experiences. At the broadest level, my research addresses socially concerning issues such as obesogenic environments, market issues of social, environmental or ecological well-being or societally visible deviant practices through an interpretive lens. In order to explore these theoretical areas, I have used a wide variety of qualitative research 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.
PhD Supervision Interests
I am interested in supervising PhD students in the broad areas of consumer culture theory (CCT), transformative consumer research (TCR), social marketing, and food studies. I am particularly receptive to potential projects that touch on cultural or micro-cultural influences on food consumption, consumers' quality of life, consumers’ health-related behaviours and consumer resistance studies.
Charismatic authority and the YouTuber: unpacking the new cults of personality
Cocker, H.L., Cronin, J.M. 9/02/2017 In: Marketing Theory.
Deconstructing consumer discipline: how self-management is experienced in the marketplace
Cronin, J., McCarthy, M., Delaney, M. 11/2015 In: European Journal of Marketing. 49, 11-12, p. 1902-1922. 21 p.
"When people take action ...": mainstreaming malcontent and the role of the celebrity institutional entrepreneur
Hopkinson, G., Cronin, J. 10/2015 In: Journal of Marketing Management. 31, 13-14, p. 1383-1402. 19 p.
From store brands to store brandscapes: the emergence of a time and money saving heuristic
Collins, A., Cronin, J., Burt, S., George, R. 2015 In: European Journal of Marketing. 49, 5-6, p. 894-918. 25 p.
Problematizing the need for warm proximity:: a note on the interpretive potential and social interventionism of watching documentary film
Cronin, J., Hopkinson, G. 2015
Creeping edgework: carnivalesque consumption and the social experience of health risk
Cronin, J., McCarthy, M., Collins, A. 11/2014 In: Sociology of Health and Illness. 36, 8, p. 1125-1140. 16 p.
Paradox, performance and food: managing difference in the construction of femininity
Cronin, J., McCarthy, M., Newcombe, M., McCarthy, S. 2/01/2014 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.
The bigger society: considering lived consumption experiences in managing social change around obesity
Cronin, J., McCarthy, M., Brennan, M., McCarthy, S. 2014 In: European Journal of Marketing. 48, 9/10, p. 1558-1778. 21 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.