Biography

She is an Associate Professor in Marketing and Consumption with a range of overlapping research interests. With a particular focus on behavior change and intervention approaches for social change, she edited a book entitled 'Beyond Behavior Change' in 2016, which concentrated on interdisciplinary methods for behavior change.

Additionally, she spearheaded a seminar series funded by the ESRC under the same title. Her work delves into the role of marketing in addressing society's complex issues, emphasizing the application of 'social marketing' principles, strategies, and innovations. Specifically, she explores physical activity, engaging in various research endeavors to conceptualize novel theories and interpretations of physical activity and inactivity across different demographics, aiming to unveil pivotal insights for interventions.

Diverging from traditional social marketing approaches, she incorporates theories of practice into her work, investigating how a practice-based perspective can enrich social marketing initiatives. She contributes to Critical Social Marketing scholarship by scrutinizing social marketing and interventions, particularly examining the constraints, ethics, and ramifications of individualistic approaches to social change. She strives to integrate insights from social practice theory into public health interventions while also dissecting entrenched unsustainable practices, utilizing interpretive consumer research methods to theorize, elucidate, and identify opportunities for intervention and societal transformation.

Her additional research focuses on sports cultures of exclusion, notably within action sports, scrutinizing how these cultures are constructed and portrayed. She critically analyzes storytelling within marketing and media, exploring its consumption within sports consumption practices and its role in fostering exclusion, particularly evident in action sports like mountain biking.

Regarding PhD supervision, she welcomes proposals from prospective postgraduate researchers whose research aligns with her expertise. She expresses particular interest in projects related to active leisure, sports consumption, practice theoretical concepts in the context of social change and social marketing (across various domains such as sustainability), and initiatives aimed at mitigating inequalities in physical activity participation. Interested applicants are encouraged to reach out to her for further discussion.