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Home > Staff Profiles > Professor Margaret Hogg

Professor Margaret Hogg

MA (Hons) Politics and Modern History (Edinburgh), MA (Business Analysis) (Lancaster), PhD (Manchester)

Chair

Department

Marketing

Professional Role

Head of the Department of Marketing.

Current Teaching

MSc Advanced Marketing Management 402: Qualitative Research Skills ; doctoral supervision (full-time and part-time).

Research Interests

My principal research interests lie in the field of Consumer Behaviour. In my research I focus on the relationship between identity, self and consumption. My research topics include:

Consumption and the undesired self:

This topic evolved from my doctoral work into constellations and anti-constellations; and I have researched different aspects of the negative and undesired self in collaboration with Dr. Emma Banister (MBS). Dr Emma Banister, Dr Mandy Dixon and I have examined the undesired self and consumption within the context of new mothers, under the aegis of a French-funded ANR [Agence Nationale de la Recherche]/Paris XII project New Approaches to Consumer Resistance [NACRE]. This research spans the disciplinary areas of social psychology and the sociology of consumption.

Empty nest women:

This collaborative project with Professor Pauline Maclaran (Royal Holloway College, University of London) and Professor Carolyn F.Curasi (Georgia State University, Atlanta, Georgia, USA) examined women’s identity projects in relation to the role transitions in their changing experience of motherhood and family work; and also explored the relationship between consumption and production in the enactment of motherhood, within the context of empty nest households. This project drew heavily on sociology of the family; feminist sociology and social psychology literature.

The relationship between mixed emotions and approach and avoidance conflicts in consumer behaviour:

In collaboration with Dr Elfriede Penz (Wirtschaftsuniversitaet, Vienna, Austria), I examined the impact of mixed emotions on approach-avoidance conflicts. These conflicts have attracted significant attention in psychology but rather less research in consumer behaviour, except for some studies in retail environments. Our aim was to identify the inter-relationships between mixed emotions and firstly, the key features of products and services; secondly, the influential characteristics of the retail situations; and thirdly, the personal disposition (e.g. attitudes to risk) of consumers.

Disadvantaged and vulnerable consumers:

Dr Maria Piacentini, Dr Sally Hibbert (Nottingham) and I examined disadvantaged young people's transition to adulthood. We investigatied these consumers' experiences in the market place in obtaining essential products and services such as accommodation, utilities and foodstuffs (i.e. Maslow's basic needs). This research helped us to identify those aspects of their consumption lives that result in experiences of powerlessness or lack of control within their social environments; and informed policy making about how to ease young adults' transition to independent living.Other research projects which fall under the themes of Identity, Self and Consumption have included:

The Association for Consumer Research is the major academic forum in my area of research, and I have been an active member of the ACR for the last twenty years, attending the American and European conferences. I am also a member of EMAC (European Marketing Academy); BAM (British Academy of Management); AM (Academy of Marketing); and the Social History Society.

Profile

I joined Lancaster University Management School in May 2004 after eight years at Manchester School of Management (UMIST) [now Manchester Business School] where I had taught consumer behaviour at undergraduate and postgraduate levels; and had been MSc (Marketing) Programme Director. Before that, I had spent eight years at University College Salford, lecturing in Business Policy, Strategy and Marketing. I completed my PhD in 1995 at Manchester Business School (in consumer behaviour and retailing) via part-time study funded by University College Salford. At the beginning of my career I spent six years in marketing with K Shoes, Kendal.

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