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Dr Sheila Malone

Formerly at Lancaster University

Sheila Malone

Office Hours:

Please email for an appointment.

PhD supervision

I am interested in supervising students with an interest in the following research topics:
•Consumer Behaviour and Ethical Consumption
•Emotions and Hedonic/Experiential Consumption Practices
•Services Dominant Logic and Customer Sphere
•Tourism Marketing and Ethical Practices
Transformative Consumer Research: sustainability and community wellbeing.

My Role

I joined the Department of Marketing at Lancaster University in September 2012 as a Lecturer in Marketing.  I previously held a range of fractional lecturing posts at Nottingham Business School, Nottingham University Business School and University of Leicester.  I am currently a member of the Academy of Marketing Science, the Academy of Marketing and a Fellow of the Higher Education Academy. Before commencing my academic journey, I worked in various roles across a range of services sector including: mobile communications, fashion and retail.  In particular, I worked with the UK's first sector specific Environmental Management Scheme (EMS) for Higher Education, which was funded by the Higher Education Funding Council for England (HEFCE) and the European Regional Development Fund (ERDF).

My research to date has been published in academic journals such as the Annals of Tourism Research, Tourism Management, Journal of Travel Research and Marketing Theory

I was the co-track chair for the 43rd Annual Macromarketing Conference (2018) steam titled: “Tourism, Sustainability and Community Wellbeing” track. 

I have offered commentaries based on my research expertise for Sky News (Feb, 2018) as well as the consumer affairs programme "You and Yours" on BBC Radio 4 (April, 2019). 

My work has received press attention cited in publications such as the Irish Times, Irish Independent, USA Northern California, Marketing Business Week, thedrum.com, Snappii, and Computer Weekly among others. 

Research overview

My principal research interests lie in the broader fields of Consumer Behaviour, Ethical Theory and Tourism Marketing. In particular, my research is based on the role emotion plays in consumers’ ethical decision-making processes and consumption practices in an experiential context. 

Research Interests

I completed my PhD at Nottingham University Business School in 2012 under the direction of Professor Andrew Smith (marketing) and Professor Scott McCabe (tourism marketing).  My PhD thesis explored the concept of emotion and its role in consumers’ ethical choice through the theoretical lens of Goldie’s (2009) phenomenological perspective of emotion. This perspective aims to understand emotional encounters, ‘what is felt’ or ‘what it feels like’, as part of an individual’s everyday life.  It concentrates on developing the subjective nature of emotional experiences.


Areas of interest include:

  • Consumer Behaviour
  • Hedonic Consumption 
  • Ethical Consumption 
  • Emotions
  • Services Marketing Theory
  • Tourism Marketing esp. Ethical/Responsible & Eco Tourism practices
  • Food Consumption
  • Qualitative Research Methods
  • Transformative Consumer Research: sustainability and community wellbeing.

Current Teaching

Winner of the Pilkington Teaching Award 2017 for the creative and effective use of technology to enhance flexible learning opportunities and an innovative approach to teaching.

My teaching responsibilities include:

  • MKTG 100 - Marketing Tutee (Supervision)
  • MTKG 100 200 300 Core Skills Course Director
  • MKTG 322 - Marketing of Services (Course Director)
  • MKTG 322 - Goenka Exam Moderators and Module Liaison (India)
  • MSc Advanced Marketing Management (Supervision)
  • MKTG 503 - MSc Marketing Consumers Module  (Course Director)

Research Grants


  • 2017  Erasmus+ Staff Mobility (£1235) to visit a partner institution for the purpose of research collaboration. 
  • 2013 Lancaster University Management School Pump-Priming Grant (£5,000).  Research Area: An investigation of ethical luxury services: a Tourism context
  • 2011 Universitas 21 (U21) Student Mobility Programme Fund (£1000) to establish new research partnerships with another U21 member institution. This is a highly competitive award, with only twelve awards made annually. As a student of the University of Nottingham, this award provided me with the opportunity to visit University College Dublin (UCD), a fellow U21 member institution.
  • 'Research Directorate Fund' (£1000) Nottingham University Business School to attend and present at the Association of American Geographers (AAG) Annual Conference "Managing Ethical Consumption in Tourism: Compromise and Tension", 24-28 February, New York (2012).
  • 'Graduate School Travel Prize' (£1300) at the University of Nottingham to attend and present at the 'Emotions in Marketing' track at the Academy of Marketing Science (AMS) 15th Biennial World Marketing Congress 2011 (WMC) 19-23 July, Reims France.
  • 'Chartered Institute of Marketing Charitable Trust’ (£1500) to attend the Academy of Marketing Conference (2010) Transformational Marketing 6-8 July, University of Coventry, UK.
  • European Social Research Council fund for 'Ethical Consumption in the UK and Europe (£600): New Challenges for Research, Policy and Practice' (2009) to attend and present at Kings College London - ‘Ethical Consumption Research Track’. 

Professional Role

Programme Director for the MSc Advanced Marketing Management

Seminar Series Co-ordinator (2013-2017)

Course Director MKTG322 Marketing of Services (UG)

Course Director MKTG503 Consumers (PG)

Course Director MKTG 100, 200, 300 Core Skills (Marketing Majors)


BBS (Galway Ireland), MSc (Nottingham), PhD (Nottingham), PGCAP (Lancaster)

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