Professor Pauline Maclaran

Personal profile

Pauline Maclaran is Professor of Marketing & Consumer Research in the School of Management at Royal Holloway. She joined in September 2008, having moved from Keele University where she was Professor of Marketing. She is a Fellow of the Higher Education Academy. Prior to becoming an academic she worked in 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, Consumers and Brands and Digital Research Skills.

 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.  She co-chaired the ACR Gender, Marketing & Consumer Behavior Conference and the European ACR Conference. She has also co-organised two ESRC sponsored seminar series on Critical Marketing and Motherhoods, Markets and Consumption.  Recent publications include The Sage Handbook of Consumer Culture, as well as two co-authored books - Contemporary Issues in Marketing and Consumer Behaviour (Routledge) and Royal Fever: The British Monarchy in Consumer Culture (University of California Press). She was awarded a Lifetime Achievement Award by the Academy of Marketing in 2019.


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