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Professor Margaret Hogg


Margaret Hogg

Charles Carter Building



Tel: +44 1524 510767

Office Hours:

By prior appointment

PhD supervision

I am interested in supervising doctoral students from the consumer behaviour field, particularly with an orientation towards qualitative-based approaches to research, for instance as found in Consumer Culture Theory. My specific research interests are in the intersections between identity, self and consumption, and in extending theory-building in this area via a variety of empirical contexts (e.g. new mothers; empty nest women; families; children and adolescent consumers; acculturation and cultural contexts).


I joined Lancaster University Management School in May 2004 after eight years at Manchester School of Management (UMIST) [now Alliance Manchester Business School] where I had taught consumer behaviour at undergraduate and postgraduate levels; and had been MSc (Marketing) Programme Director. Before that, I had spent eight years at University College Salford, lecturing in Business Policy, Strategy and Marketing. I completed my PhD in 1995 at Manchester Business School (in consumer behaviour and retailing) via part-time study funded by University College Salford. At the beginning of my career I spent six years in marketing with K Shoes, Kendal.

Research Interests

My principal research interests lie in the field of Consumer Behaviour. In my research I focus on the relationship between identity, self and consumption. My research topics include:

Consumption and the undesired self:

This topic evolved from my doctoral work into constellations and anti-constellations; and I have researched different aspects of the negative and undesired self in collaboration with Dr. Emma Banister (Alliance Manchester Business School). Dr Emma Banister, Dr Mandy Dixon and I have examined the undesired self and consumption within the context of new mothers, under the aegis of a French-funded ANR [Agence Nationale de la Recherche]/Paris XII project New Approaches to Consumer Resistance [NACRE]. This research spans the disciplinary areas of social psychology and the sociology of consumption.

Empty nest women:

This collaborative project with Professor Pauline Maclaran, Dr. Andreas Chatzidakis (both of Royal Holloway College, University of London) and Professor Carolyn F.Curasi (Georgia State University, Atlanta, Georgia, USA) examined women’s identity projects in relation to the role transitions in their changing experience of motherhood and family work; and also explored the relationship between consumption and production in the enactment of motherhood, within the context of empty nest households. This project drew heavily on sociology of the family; feminist sociology and social psychology literature.

The relationship between mixed emotions and approach and avoidance conflicts in consumer behaviour:

In collaboration with Dr Elfriede Penz (Wirtschaftsuniversitaet, Vienna, Austria), I examined the impact of mixed emotions on approach-avoidance conflicts. These conflicts have attracted significant attention in psychology but rather less research in consumer behaviour, except for some studies in retail environments. Our aim was to identify the inter-relationships between mixed emotions and firstly, the key features of products and services; secondly, the influential characteristics of the retail situations; and thirdly, the personal disposition (e.g. attitudes to risk) of consumers.

Disadvantaged and vulnerable consumers:

Dr Maria Piacentini, Dr Sally Hibbert (Nottingham) and I examined disadvantaged young people's transition to adulthood. We investigatied these consumers' experiences in the market place in obtaining essential products and services such as accommodation, utilities and foodstuffs (i.e. Maslow's basic needs). This research helped us to identify those aspects of their consumption lives that result in experiences of powerlessness or lack of control within their social environments; and informed policy making about how to ease young adults' transition to independent living.Other research projects which fall under the themes of Identity, Self and Consumption have included:

The Association for Consumer Research is the major academic forum in my area of research, and I have been an active member of the ACR for the last twenty years, attending the American and European conferences. I am also a member of CCT (Consumer Culture Theory); EMAC (European Marketing Academy); and the Social History Society.


MA (Hons) Politics and Modern History (Edinburgh), MA (Business Analysis) (Lancaster), PhD (Manchester), PGCE (Manchester/Bolton)

Current Teaching

MSc Advanced Marketing Management 402: Qualitative Research Skills ; doctoral supervision (full-time and part-time).

Research Grants

Dr Teresa Davis (Sydney University) was awarded $5000 AUD (approx £2686) under the University of Sydney Research Collaboration Visit Scheme to sponsor my three week research visit to the University of Sydney Business School (Feb/March 2020) awarded: October 2019.

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