James Cronin

James Cronin is a Professor of Marketing and Consumer Culture Studies at the Department of Marketing at Lancaster University Management School. His research interests are in the sociological aspects of consumer behaviour, markets, and culture.

His research explores the problems that popular trends, markets, and marketing often conceal, and he has written extensively on how consumption intersects with ideology, fantasy, and community. He is also interested in issues that pertain to consumers' engagement with social media and the formation of online and virtual communities.