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Pauline Maclaran, PhD

Pauline Maclaran is Professor of Marketing & Consumer Research in the School of Management at Royal Holloway, University of London. She is a Member of the Chartered Institute of Marketing, the Academy of Marketing and the Association for Consumer Research, and a Fellow of the Higher Education Academy.


Pauline has also worked in the industry for many years, initially in marketing positions and then as a founder partner in her own business, a design and marketing consultancy. During this time she worked with a broad spectrum of public and private sector companies. Currently her main teaching areas are Consumer Behaviour and Contemporary Issues in Marketing & Consumer Research.


Her research interests focus on cultural aspects of contemporary consumption, and she adopts a critical perspective to analyze the ideological assumptions that underpin many marketing activities, particularly in relation to gender issues. Her work also explores socio-spatial aspects of consumption, including the utopian dimensions of fantasy retail environments, and how the built environment mediates social relationships.


In 2002 she co-chaired the ACR Gender, Marketing & Consumer Behavior Conference and in 2010 the European ACR Conference. She has also co-organised two ESRC sponsored seminar series on Critical Marketing and Motherhoods, Markets and Consumption. Also she has co-edited a book entitled Motherhoods, Markets and Consumption: The Making of Mothers in Contemporary Western Culture. Royal Fever: The British Monarchy in Consumer Culture (together with Professor Cele Otnes) was her latest book before her new release The SAGE Handbook of Consumer Culture.


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Pauline Maclaran
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