University of Bath School of Management University of Bath School of Management

Professor Avi Shankar

Professor Avi Shankar

telephone +44 (0) 1225 385265
email Professor Avi Shankar


Leading Refereed Journal Papers
Other Outputs

Related links

Centre for Research in Advertising and Consumption (CRiAC)

Job Title:

Professor of Consumer Research

Affiliated Research Centre:

Centre for Research in Advertising and Consumption (CRiAC)


Marketing, Business & Society

Key Research Interests:

Consumer research; Consumer Culture Theory

Research Interests

My research interests are varied but can be subsumed within three broad categories. First I am interested in social and cultural theory inspired critiques of technologies of marketing - advertising, branding, consumer culture etc. Second I am interested in innovative research methodologies that allow us to capture the lived experience of life in a consumer culture. Finally I am interested in empirical studies of how people negotiate, interact and make sense of marketplace cultures and their place/space(s) in it.


Jump to:
Leading Refereed Journals Papers | Books | Other Outputs

Leading Refereed Journal Papers

Canniford, R. & Shankar, A. 2013. Purifying Practices: How Consumers Assemble Romantic Experiences of Nature. Journal of Consumer Research, 39(5): 1051-1069, DOI: 10.1086/667202.

Goulding, C., Shankar, A. & Canniford, R. 2013. Learning to be Tribal: Facilitating the Formation of Consumer Tribes. European Journal of Marketing, 47(5/6): 813-832, DOI: 10.1108/03090561311306886.

Naidoo, R., Shankar, A. & Veer, E. 2011. The Consumerist Turn in Higher Education: Policy Aspirations and Outcomes. Journal of Marketing Management, 27(11/12): 1142-1162, DOI: 10.1080/0267257X.2011.609135.

Goulding, C. & Shankar, A. 2011. Club Culture: Neo-Tribalism and Ritualized Behavior. Annals of Tourism Research, 38(4): 1435-1543.

Veer, E. & Shankar, A. 2011. Forgive me, Father, for I do not give full justification for my sins: How religious consumers justify the acquisition of material wealth. Journal of Marketing Management, 27(5/6): 547-560, DOI: 10.1080/0267257X.2010.517707.

Nuttall, P., Shankar, A. & Beverland, M. 2011. Mapping the unarticulated potential of qualitative research: Stepping out of the shadow of quantitative studies. Journal of Advertising Research, 51(1): 153-166.

Evans, A., Riley, S. & Shankar, A. 2010. Postfeminist Heterotopias: NegotiatingSafe and Seedy in the Ann Summers Sex Shop Space. European Journal of Women’s Studies, 17(3): 211-229, DOI:10.1177/1350506810368817.

Evans, A., Riley, S. & Shankar, A. 2010. Technologies of Sexiness: Theorizing Women’s Engagement in the Sexualization of Culture. Feminism & Psychology, 20(1): 114-131, DOI: 10.1177/0959353509351854.

Shankar, A. 2009. Reframing Critical Marketing. Journal of Marketing Management, 25(7/8): 681-696, DOI: 10.1362/026725709X471569.

Goulding, C., Shankar, A., Elliott, R. & Canniford, R. 2009. The market place management of illicit pleasure. Journal of Consumer Research, 35(5): 759-771, DOI: 10.1086/592946.

Shankar, A., Elliott, R. & Fitchett, J. 2009. Consumption, identity and narratives of socialization. Marketing Theory, 9(1): 75-94, DOI: 10.1177/1470593108100062.

► older publications

Shankar, A., Whittaker, J. & Fitchett, J. 2006. Heaven knows I’m miserable now. Marketing Theory, 6(4): 485-505, DOI: 10.1177/1470593106069933.

Shankar, A., Cherrier, H. & Canniford, R. 2006. Consumer empowerment: A Foucauldian interpretation. European Journal of Marketing, 40(9/10): 1013-1030, DOI: 10.1108/03090560610680989.

Goulding, C. & Shankar, A. 2004. Age is just a number: ‘rave’ culture and the cognitively young ‘thirty something. European Journal of Marketing, 38(5/6): 641-658, DOI: 10.1108/03090560410529268.

Goulding, C., Shankar, A. & Elliott, R. 2002. Working weeks, rave weekends: identity fragmentation and the emergence of new communities. Consumption, Markets and Culture, 5(4): 261-284, DOI: 10.1080/1025386022000001406.

Shankar, A. & Fitchett, J. 2002. Having, being & consumption. Journal of Marketing Management, 18(5/6): 501-516, DOI: 10.1362/0267257022683721.

Shankar, A. & Goulding, C. 2001. Interpretive consumer research: two more contributions to theory and practice, qualitative market Research. An International Journal, 4(1): 7-16, DOI: 10.1108/13522750110364523.

Shankar, A. & Patterson, M. 2001. Interpreting the past, writing the future . Journal of Marketing Management, 17(5/6): 481-501, DOI: 10.1362/026725701323366890.

Shankar, A., Elliott, R. & Goulding, C. 2001. Understanding Consumption: Contributions from a Narrative Perspective. Journal of Marketing Management, 17(3/4): 429-453, DOI: 10.1362/0267257012652096.

Shankar, A. 2000. Lost in music? Subjective personal introspection and popular music consumption. Qualitative Market Research: An International Journal, 3(1): 27-37, DOI: 10.1108/13522750010310442.

Shankar, A. 1999. Advertising’s Imbroglio. Journal of Marketing Communications, 5(1): 1-17, DOI: 10.1080/135272699345707.

Shankar, A. & Horton, B. 1999. Ambient media: Advertising’s new media opportunity? International Journal of Advertising, 18(3): 305-322, DOI: N/A.

Nancarrow, C., Moskvin, A. & Shankar, A. 1996. Bridging the great divide: The transfer of techniques. Marketing Intelligence & Planning, 14(6): 27-37, DOI: N/A.


Cova, B., Kozinets, R. V. & Shankar, A. (Eds.). 2007. Consumer Tribes. Oxford: Elsevier Butterworth Heinemann.

Saren, M., Maclaran, P., Goulding C., Elliott, R., Shankar A., & Catterall, M. (Eds.). 2007. Critical marketing: Defining the field. Oxford: Elsevier Butterworth Heinemann.

Other Outputs

Saren, M., Maclaren, P., Goulding, C., Elliott. R., Shankar, A. & Catterall, M. 2007. Critical Marketing: Defining the Field. In M. Saren, P. Maclaren, C. Goulding, R. Elliott, A. Shankar, and M. Catterall. 2007. Critical marketing: Defining the field, Oxford: Elsevier Butterworth Heinemann.

Canniford, R. & Shankar, A. 2007. Marketing the Savage: Appropriating Tribal Tropes. In B. Cova, R. V. Kozinets, and A. Shankar (Eds.), Consumer tribes, Oxford: Elsevier Butterworth Heinemann.

Cova, B., Kozinets, R. V. & Shankar, A. 2007. Tribes Inc. In B. Cova, R. V. Kozinets and A. Shankar (Eds.), Consumer tribes, Oxford: Elsevier Butterworth Heinemann.

Shankar, A. 2006. Book Groups: A Male Outsider Perspective. In S. Brown (Eds.), Consuming books. London: Routledge.