Dr James Cronin

Senior Lecturer

Research Interests

James is a Senior 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 including collective forms of consumption, consumer health and wellbeing, and readings of marketing informed by cultural theory. 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, ideologies and interactions between people shape and ground their consumption experiences. In order to explore these theoretical areas, James has used a wide variety of qualitative research methods and explanatory concepts.

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.

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

BSA Medical Sociology 50th Anniversary Conference
Participation in conference

13th Consumer Culture Theory Conference
Participation in conference

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

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

Macromarketing Conference
Participation in conference

11th Consumer Culture Theory Conference
Participation in conference

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

Consumer Culture Theory Conference
Participation in conference

Consumer Culture Theory conference 2012
Participation in conference

Best Competitive Paper Award
Prize (including medals and awards)

  • Centre for Consumption Insights
  • Networks, Knowledge and Strategy