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.


Contact Information

Toucan Insights B.V.

Langestraat 30 B

1015 AL - Amsterdam, NL

(+31) 10 316 7676

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