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James Cronin supervises 3 postgraduate research students. If these students have produced research profiles, these are listed below:

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Dr James Cronin

Senior Lecturer

James Cronin

Charles Carter Building



Tel: +44 1524 510663

PhD supervision

I supervise PhD students in the broad areas of consumer culture theory (CCT), transformative consumer research (TCR), social marketing, critical marketing, and food studies. I am particularly receptive to students who demonstrate an appreciation for novel and interpretive approaches to research and share an interest in contemporary consumer experiences. I especially welcome work that centres on the micro-cultural experiences of consumers and the social influences that impact upon consumers' identities, relationships and/or well-being. My current doctoral students contend with a number of exciting conceptual issues that vary from consumer resistance to forms of escapist behaviour using a broad suite of qualitative methods. Their contexts of interest range from studying the functions that binge-watching TV series serve consumers to unpacking the role of digital detoxing practices in an increasingly digitalised world.

Research Interests

James is a Senior Lecturer with the Department of Marketing at Lancaster University Management School and is Deputy Director of the LUMS Centre for Consumption Insights. His principal research interests are in the sociological aspects of consumer behaviour including collective forms of consumption, consumer health and wellbeing, and readings of marketing informed by cultural theory. James is also interested in issues related to people's day to day encounters with the marketplace including their grocery shopping and their parasocial relationships with celebrities and celebrity brands. Much of his research focuses on how social structures, ideologies and interactions between people shape and ground their consumption experiences. In order to explore these theoretical areas, James has used a wide variety of qualitative research methods and explanatory concepts.

His work has appeared in international peer-reviewed journals including Sociology of Health & Illness, European Journal of Marketing, Marketing Theory, Journal of Marketing Management and Consumption, Markets & Culture.

  • James was awarded the prize for 'Best Competitive Paper Award' at the 2016 Consumer Culture Theory Conference in Lille, France.
  • James' work was given an honourable mention for excellence at the 2017 Interpretive Consumer Research Workshop in Stockholm Business School, Sweden. 

Additional Information


Recent Media Publications

Cronin, J. (2018), “A Quiet Place and Far Cry 5: popular media on the dangers of ‘speaking out’”, The Conversation, 12th April.

Cronin, J. (2017), "Back in time for Christmas dinner: the modern desire for a bygone age", The Conversation, 22nd December.

Cronin, J. (2017), “The shopping experience is out of date”, The Grocer, 23rd February.

Cronin, J. (2016), “Why novelty dining experiences are just another way of getting high”, The Conversation, 27th June.

Cronin, J. (2016), “How sauerkraut is leading a food revolution”, The Conversation, 15th June.

Cronin, J. (2016), “Nutripocalypse: The Nutrition Labelling Overload”, Huffington Post, 11th May.

Cronin, J. (2016), “Predicting a Sugar Tax Blowback”, Huffington Post, 19th April.


Provided expert commentary to the media

Current Teaching

James teaches at both undergraduate and postgraduate levels, specialising in brand management, brand strategy and issues pertaining to consumer culture. His teaching takes a critical and cultural approach to the brand-related activities of organisations and seeks to encourage a more mindful, socially-aware understanding of the role of brands in contemporary consumer culture. 

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