Fiona Cheetham

6 Last checked 2 October 2020.

I joined the Business School in 2012 after ten years at the University of Salford, where I was Lecturer in Consumer Research and Marketing, and Course Leader for the MSc Marketing suite of courses. Prior to this I held academic posts at Keele University, where I completed my PhD, and the University of Hong Kong.

I am a qualitative researcher and employ ethnographic and multisensory research methods to contextualise consumption within wider relational networks, practices and discourses. My research focuses on a wide variety of topics (e.g. consumer collectables, human-animal relationships, green spaces and places, the sharing economy, food waste), and explores the ‘limits’ of consumer agency, and the socio-materiality of value, meanings and place. I present my research at international conferences and have published in a range of academic journals including Marketing Theory, Consumption, Markets and Culture, and the Journal of Consumer Behaviour.  I have co-authored a book entitled Inside the Compassionate Organization; Culture, Identity, and Image in an English Hospice (Oxford University Press, 2018), and contributed to an edited book entitled Narrating Objects, Collecting Stories (Routledge, 2012). I am on the editorial review board of the Journal of Consumer Behaviour.

My teaching focuses on consumer behaviour, consumer engagement and qualitative research methods. I am a Fellow of the Higher Education Academy (FHEA).

• Consumption and the Sharing Economy
• Disposal in consumer research
• Food waste practices
• Place, space and consumption
• Responsible consumption