Professor James Cronin

Professor in Marketing and Consumer Culture Studies

Research Interests

I am a Professor in Consumer Culture Studies with the Department of Marketing at Lancaster University Management School and Director of the LUMS Centre for Consumption Insights. My principal research focuses on the social and cultural aspects of consumer behaviour including collective and symbolic forms of consumption, marketplace ideologies, consumer escapism, and the cultural politics of marketing. I am also interested in consumer health & wellbeing, food cultures, and the parasocial relationships that consumers forge with celebrities and celebrity brands. Much of my current research activities focus on how social structures, ideologies, and interactions between people shape and ground their consumption experiences. In order to explore these areas, I have used a variety of qualitative research methods and explanatory concepts.

My work has appeared in international peer-reviewed journals including Sociology of Health & Illness, European Journal of Marketing, Marketing Theory, Journal of Marketing Management, Consumption, Markets & Culture, and Journal of Business Research. I recently co-edited a Special Issue for the Journal of Marketing Management entitled 'De-romanticising the market: advances in Consumer Culture Theory' (2022, Vol. 38 Iss 1-2).

Presently, I am involved as a co-investigator on the UKRI NERC-funded 'Plastic Packaging in People's Lives' (PPiPL) interdisciplinary project. The PPiPL project seeks to produce a critical, nuanced, and comprehensive overview of the ideological, socio-cultural, historical, and industrial conditions, circular supply chain logistics, and post-consumer pathways that contribute to the perceived legitimacy of plastic packaging materials in the UK. I draw from philosophy and cultural theory to approach plastic as a "passengerial" marketplace icon that furtively accompanies consumers on their various experiential journeys.

I regularly present my work at the Interpretive Consumer Research (ICR) Workshops and Consumer Culture Theory (CCT) conferences and won the Best Paper Award at the 2016 CCT conference in Lille, France.

CCI Roundtable Session on Subcultures of TikTok
Public Lecture/ Debate/Seminar

CCI Roundtable Session on Halloween: History, Lore, & Consumption (2022)
Public Lecture/ Debate/Seminar

Plastic Packaging in People’s Lives: Perspectives on the Consumer Attitude-Behaviour Gap
Oral presentation

Plastic Packaging in People’s Lives: Perspectives on the Consumer Attitude-Behaviour Gap
Invited talk

Plastic packaging in People's Lives (PPiPL): From farm to fork and beyond?
Invited talk

PPiPL: Valuing the afterlives of materials
Invited talk

Plastic Packaging in People’s Lives: Reflections on Engaged Academic Research
Invited talk

LUMS What Matters Now
Other

CCI Roundtable Session on Technoconsumption and Artificial Intelligence
Public Lecture/ Debate/Seminar

Morecambe Bay Curriculum
Oral presentation

CCI Roundtable Session on Halloween: History, Lore, & Consumption
Public Lecture/ Debate/Seminar

Responsibility and Plastic Packaging: Exploring the issues for the packaging supply chain
Participation in workshop, seminar, course

Standing Conference on Organizational Symbolism
Participation in conference -Mixed Audience

BSA Medical Sociology 50th Anniversary Conference
Participation in conference -Mixed Audience

13th Consumer Culture Theory Conference
Participation in conference -Mixed Audience

Keynote Speaker: "Producing compelling & noteworthy work for International Conferences"
Invited talk

Somatising Consumer Subjectivity
Invited talk

Rolling Back the Civilising Process
Invited talk

Health, Risk and Society (Journal)
Publication peer-review

EIASM 9th Workshop on Interpretive Consumer Research
Participation in workshop, seminar, course

Interpretive Consumer Research Conference
Participation in conference -Mixed Audience

Between the Screen and the Plate: Engaging with the Narratives That TV Food Documentaries use to “move” Consumers
Invited talk

Consumer Culture Theory Conference
Participation in conference -Mixed Audience

Macromarketing Conference
Participation in conference -Mixed Audience

11th Consumer Culture Theory Conference
Participation in conference -Mixed Audience

Consumption, Markets and Culture (Journal)
Editorial activity

Sociology of Health and Illness (Journal)
Publication peer-review

8th Workshop on Interpretive Consumer Research
Participation in workshop, seminar, course

Interpretive Consumer Research Conference
Participation in conference -Mixed Audience

Consumer Culture Theory Conference
Participation in conference -Mixed Audience

Consumer Culture Theory conference 2012
Participation in conference -Mixed Audience

Staff Awards: Highly Commended (Teaching)
Prize (including medals and awards)

LUMS Deans Awards: Teacher of the Year
Prize (including medals and awards)

Best Competitive Paper Award
Prize (including medals and awards)

  • Centre for Consumption Insights
  • Networks, Knowledge and Strategy