Dr Ai-Ling Lai

Lecturer in Marketing

Contact Details

  • Tel: +44 (0) 116 252 5646
  • Email: al231@le.ac.uk
  • Office: Room 525, Level 5, Ken Edwards Building 
  • Office Hours: Please see timetable on office door

Biography

Prior to joining the School of Management in September 2009, Ai-Ling had previously been appointed as a Lecturer at the University of Gloucestershire and Bournemouth University Media School. During her appointment at Bournemouth University, she has also been involved in managing a range of research projects for business clients including Bournemouth International Airport and Bournemouth West Hampshire Water Company. Ai-Ling also worked for Comag Magazine Marketing, a third party distribution company responsible for the marketing and retailing of a range of titles including Cosmopolitan, Vogue, GQ and Men’s Health.

Research Interests

Ai-Ling is primarily interested in interpretive consumer research, which draws on cultural and sociological theories to challenge and to explore consumption and marketing issues. Currently, her research focuses on the topic of embodiment, mortality, self-identity and existential philosophy. Her PhD explores the concept of mortal embodiment, drawing on the philosophy of Heidegger and Merleau-Ponty to understand potential donor’s ambivalence towards organ donation. Recently, Ai-Ling broadens her research areas looking at Singlehood in the Marketplace as well as Understanding Embodiment in Spirituality.  Methodologically, Ai-Ling works within the interpretive tradition. In particular, her work follows a linguistic-based approach inspired by hermeneutics philosophy and discourse analysis.

Teaching

Marketing Research (MSc in Marketing)
International Marketing Communications (BA Management Studies)
Global Marketing and Consumer Culture (BA Management Studies)

Administrative Responsibilities

Admissions Tutor for BA Management Studies

Publications

Lai, A-L. (2010), “The Love Muscle: Commodification of the Heart as the Gift-Of-Life” in A. Bradshaw, C. Hackley & P. Maclaran (Eds.). European Advances in Consumer Research, London, Association for Consumer Research, Vol. 9.

Lai, A-L. (2010), “A Hermeneutic Appreciation of the Performative Role of Language in Consumer Research” in A. Bradshaw, C. Hackley & P. Maclaran (Eds.). European Advances in Consumer Research, London, Association for Consumer Research, Vol. 9.

Lai, A.L. & Dermody, J. (2009). Cannibal or Commodity Fetish: Body Parts As Material Interaction, in A.L. McGill & S. Shavitt (Eds.). Advances in Consumer Research, San Francisco, Association for Consumer Research, Vol. 36: 339-347.

Lai, A.L. & Dermody, J. (2009). The ‘Living Dead’: An Exploration of the Social Biographies of Donor-Cadavers as Intentional Objects, in A.L. McGill & S. Shavitt (Eds.). Advances in Consumer Research, San Francisco, Association for Consumer Research, Vol. 36: 177-180.

Lai, A.L., Dermody, J., & Hanmer-Lloyd, S. (2008). An Existential Analysis of Consumers as “Incarnated Beings”: A Merleau-Pontyian Perspective, in S. Borghini, M. A. Mcgrath & C. Otnes (Eds.). European Advances in Consumer Research, Milan, Association for Consumer Research, Vol. 8: 381-389.

Lai, A.L., Dermody, J., & Hanmer-Lloyd, S. (2007). Exploring Cadaveric Organ Donation: A 'Mortal Embodiment' Perspective. Journal of Marketing Management, Vol. 23(5-6): 557-585.

Lai, A.L., Dermody, J., and Hanmer-Lloyd, S. (2007). Shedding the Cocoon: A ‘Mortal Embodiment’ Perspective of Organ Donation in Supporting and Enhancing Life, in G. Fitzsimons & V. Morwitz (Eds.). Advances in Consumer Research, Orlando, Florida, Association for Consumer Research, Vol. 34: 167-174.

Lai, A.L., Dermody, J., and Hanmer-Lloyd, S. (2006). Embodying Mortality: Exploring Women’s Perceptions of Mortal Embodiment in Shaping Ambivalence towards Cadaveric Organ Donation, in K. M. Ekstrom & H. Brembeck (Eds.). European Advances in Consumer Research, Goteborg, Sweden, Association for Consumer Research, Vol. 7: 360-366.

Conference Proceedings
Lai, A-L. (2010), “Uncovering (Dis)embodied Meanings in the Gift-of-Life Organ Donation Advertising Campaign: A Hermeneutic Reading”, Proceedings of the Academy of Marketing Conference, University of Coventry, 6-8 July.

Lai, A.L. (2009). Exorcising the Cartesian Ghost: Embracing an Embodied Epistemology in Interpretive Consumer Research, in A. Caru, B. Cova and A. Shankar (Eds.). The 5th Workshop on Interpretive Consumer Research, Milan.

Awards and Other Activities
Best Paper Award (2010) sponsored by The Journal of Social Marketing, in Transformational Marketing Track at Academy of Marketing Conference: A Hermeneutic Reading of the Gift-of-Life Organ Donation Advertising Campaign, University of Coventry.

Innovation Partnership (2010) funded by European Regional Development Fund for £7,500 with local charity in the area of B2B market research and development (co-managed with Matthew Higgins & Nick Ellis).

Invited Workshop (2004), "Narratives of the Heart: Exploring Ambivalence in Organ Donation", Interdisciplinary Workshop on the Ethics and Economics of a Medical Crisis, University of St. Andrew, July 2010.

 

 

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