Dr James Cronin


Research Interests

James is a lecturer with the Department of Marketing at Lancaster University Management School and is Deputy Director of the LUMS Centre for Consumption Insights. His principal research interests are in the sociological aspects of consumer behaviour, health and wellbeing. James is also interested in issues related to people's day to day encounters with the marketplace including their grocery shopping and their parasocial relationships with celebrities and celebrity brands. Much of his research focuses on how social structures and interactions between people shape their consumption experiences and objectives. In order to explore these theoretical areas, James has used a wide variety of qualitative research methods.

His work has appeared in international peer-reviewed journals including Sociology of Health & Illness, European Journal of Marketing, Marketing Theory, Journal of Marketing Management and Consumption, Markets & Culture.

  • James was awarded the prize for 'Best Competitive Paper Award' at the 2016 Consumer Culture Theory Conference in Lille, France.
  • James' work was given an honourable mention for excellence at the 2017 Interpretive Consumer Research Workshop in Stockholm Business School, Sweden.

Charismatic authority and the YouTuber: unpacking the new cults of personality
Cocker, H.L., Cronin, J.M. 1/12/2017 In: Marketing Theory. 17, 4, p. 455-472. 18 p.
Journal article

Bodysnatching in the marketplace: Market-focused health activism and compelling narratives of dys-appearance
Cronin, J.M., Hopkinson, G.C. 20/11/2017 In: Marketing Theory.
Journal article

Mapping the Extended Frontiers of Escapism: Binge-watching and Hyperdiegetic Exploration
Jones, S., Cronin, J.M., Piacentini, M.G. 8/09/2017 In: Journal of Marketing Management.
Journal article

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.
Journal article

"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.
Journal article

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.
Journal article

Problematizing the need for warm proximity:: a note on the interpretive potential and social interventionism of watching documentary film
Cronin, J., Hopkinson, G. 2015
Conference paper

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.
Journal article

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.
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

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.
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

"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

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

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

  • Centre for Consumption Insights
  • Networks, Knowledge and Strategy


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