Dr Xin Zhao

Senior Lecturer

Research Interests

I am interested in sociocultural aspects of brands and advertising, consumption rituals, gift exchange, communal consumption, digital consumption and social media, historic aspects of brands, politicized consumption, food consumption, luxury consumption, and the consumption of space. My approach is ethnographic. My previous work has been published in the Journal of Consumer Research, Journal of Retailing, Journal of Advertising, Journal of Advertising Research, Journal of Marcomarketing, Journal of Consumer Affair, and other outlets.

I am interested in supervising doctoral students in the above areas, especially topics related to Chinese consumer culture and consumption issues in other emerging economies.