Gretchen Larsen

Gretchen is an interpretive and critical consumer researcher, with expertise in the relationship between consumption, marketplace cultures, and arts and culture. Much of her research focuses on identity and its relationship to consumption, and more recently it has begun to address affective and embodied interactions with sonic phenomena in the marketplace. An increasingly important motivation for her work is to examine those consumers and areas of consumption that are under-represented or even excluded in consumer society and in consumer research.

Gretchen has published in several leading journals, including the European Journal of Marketing, Marketing Theory, the International Journal of Management Reviews, and Organization. She has also co-authored a book “Music, Marketing and Consumption” and has authored various book chapters. Gretchen has been instrumental in developing the field of arts marketing and consumption. For example, she was one of the founding co-editors of Arts Marketing: An International Journal and has guest-edited special issues on arts marketing topics in various academic journals.

Following a research-led approach to education, Gretchen specialises in teaching consumption and consumer culture, arts marketing, and marketing theory, although she has developed and delivered a broad range of marketing modules across all levels. She has so far supervised nine PhD students to completion. Potential students need to be interested in interpretive and critical approaches to marketing and consumer research.