Mahsa Ghaffari

I am a senior lecturer in Marketing at university of Portsmouth. I got my PhD in Marketing from University of Bath and joined university of Portsmouth from 2015.

My research interests are around creativity in commercial settings, sustainability, cultural studies, and I am deeply passionate about exploring micro level changes (i.e. how individuals contribute to the structure of the society they are living in).

Another interest of mine is regarding socio-cultural conditions and the marketing practices especially in the globalised era where these might lead to social conflicts; for example, conspicuous consumption in Islamic states which is in contrary to the spirit of religious 'heroic' anti-consumerism.