Dr Andrea Davies

Associate Professor in Marketing and Consumer ResearchAndrea Davies

Contact details

  • Tel: +44 (0)116 223 1437
  • Email: a.davies@le.ac.uk
  • Office: Room 529C, Level 5, Ken Edwards Building
  • Office hours: Thursday 1:00 pm - 2:00 pm

Personal details

I joined the School in September 2004, having previously worked at Exeter University as a Lecturer and the Director of MSc Marketing and Finance from 1999-2004 and at the University of Edinburgh as a lecturer from 1996-1999. I also taught at University of St. Andrews and Lancaster University.

I hold a PhD from the Open University, an MA in European Cultural Policy and Administration from Warwick University  and a first class degree in Management Science (Marketing) from Lancaster University.

I acted as co-editor for the Journal of Consumer Behaviour from 2006-2009, have been an external examiner at Nottingham Business School since 2009, and was external examiner for Bournemouth School of Media from 2005-2008.

Teaching

  • Consumer behaviour (undergraduate and postgraduate)
  • Marketing research
  • Principles of marketing
  • Postgraduate dissertation lectures

Administrative responsibilities

  • MSc Marketing Programme Leader (full time semester two)
  • Chair of Research Ethics Committee

Research

My research interests focus on contemporary and historical aspects of consumers and consumption. Recent publications attend to identity performance, motherhood and consumption, persuasion knowledge in advertising, consumer research methodology, and cross-cultural consumer behaviour.  My research employs qualitative and quantitative techniques and has been published in Journal of Macro Marketing, Consumption, Markets and  Culture, Marketing European Journal of Marketing, Journal of Marketing Management, Advances in Consumer Research, and Journal of Consumer Behaviour.

Grants/awards

  • Evolution of Brand Consciousness: Retail Change and Intergenerational Factors
  • ESRC end of award report for RES-000-22-0863 (August 2007). Spend: £40,230.
  • Supervision

  • Consumption and consumers
  • Consumer history
  • Consumer vulnerability
  • Ambivalence
  • Families
  • Motherhood
  • Older consumers
  • Identity and performance
  • Brand communities
  • Cross-cultural consumption
  • Research methodologies, with specific interest in oral history
  • I'm happy to supervise students who wish to operationalise either quantitative or qualitative methods and am currently supervising two full time students and one part time student.

    Publications

    Davies, A. Fitchett J.A. (2010), ‘Material man is not an island: coping with cultural fracture’, Journal of Marketing Management, Vol  26 (Issue 11-12), p 1145-1160.

    The Voice Group (forthcoming 2010), ‘Motherhood, Marketization, and Consumer Vulnerability’, Journal of Macromarketing, Vol 30, Issue 4, p 384-397.

    The Voice Group (forthcoming 2010), ‘Buying into Motherhood? Problematic consumption and ambivalence in transitional phases’, Consumption, Markets and Culture, Vol 13, Issue 4, p 373 – 397.

    Davies, A et al (2009), ‘The involved ostrich: mother’s perception of father’s participation in the transition to parenthood’, Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 254-260. ISSN 0098-9258.

    The Voice Group (2008), "Reflections on Collaboration in Interpretive Consumer Research”, Qualitative Market Research: An International Journal, Vol 11, Issue 2, p147-165.

    Hibbert, S., Smith, A., Davies, A and Ireland, F.(2007) ‘Guilt Appeal: Persuasion Knowledge and Charitable Giving, Psychology and Marketing,  Vol 24, Issue 8, 723-742.

    Davies, A J. (2006) ‘Too many cooks spoil the broth?: Mothers' authority on food and feeding’, Advertising & Society Review, Vol 7, Issue 4.

    Davies, AJ. and R. Elliott (2006) ‘Evolution of the Empowered Consumer’, European Journal of Marketing, Vol 40, Issue 9/10 pp. 1106-1121.

    Davies, A and JA.Fitchett, (2005) ‘Beyond Incommensurability? An Empirical Expansion on Diversity in Research’, European Journal of Marketing, Vol 39, Issue 3/4, p 272-293.

    Davies A and JA Fitchett (2004), “Crossing Culture”: A Multi-method Enquiry Into Consumer Behaviour and the Experience of Cultural Transition,’ Journal of Consumer Behaviour: An International Review, Vol 3, Issue 4, p 315-330.

    Davies, A., J.A. Fitchett, and A. Shankar (2003) ‘An Ethnoconsumerist Enquiry Into International Consumer Behaviour, in Darach Turley and Stephen Brown (eds.) European Advances in Consumer Research Vol 6, Provo, UT : Association for Consumer Research, p 102-107.

    Chen, L., A. Davies and R. Elliott (2002), “Limits to Ludic Gaps: Gender & Identity in a Different Cultural Context”, in . Ramizwick and Tu Ping eds. ,Asia Pacific Advances in Consumer Research Volume 5; Valdosta, GA : Association for Consumer Research, p 323-328.

    Davies A.J. and J.A  Fitchett, (2001) ‘Interpretivist and Positivist Insights into Museum Consumption: An Empirical Enquiry into Paradigm Compatibility’, in Andrea Groppel-Klein and Franz-Rudolf Esch (eds) European Advances in Consumer Research, Vol 5,  Valdosta, GA: Association for Consumer Research, p 234-239.

    *The Voice Group:  This is a research collaborative consisting of 7 researchers in 5 countries.  To represent our methodological position, practice and experiences of research collaboration the research team now publish under a joint name rather than a list of authors.  The authors who make up the collaborative in alphabetical order include: Andrea Davies (University of Leicester), Susan Dobscha (Bentley College), Susi Geiger (University College Dublin), Stephanie O’Donohoe (University of Edinburgh), Lisa O’Malley (University of Limerick), Andrea Prothero (University College Dublin), Elin Brandi Sørensen (University of Southern Denmark), Thyra Uth Thomsen (Copenhagen Business School).

    Published book chapters

    Davies, A et al (2009), ‘The involved ostrich: mother’s perception of father’s participation in the transition to parenthood’, Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, p 254-260.

    Elliott, R. and Davies, A. (2006) ‘Using Oral History Methods in Consumer Research’, in Belk, R.W. (ed). Handbook of qualitative research methods in marketing, Northampton, MA:Edward Elgar Publishing Ltd, ISBN 1845421000, pp. 244-254.

    Elliott, R. and Davies, A. (2005) ‘Symbolic Brands and Authenticity of Identity Performance’ in J. Schroeder and M. Salzer-Morling (eds.) Brand Culture. London: Routledge. ISBN 0415355990, pp. 155-171.

    Davies Andrea,  Dobscha Susan, Geiger Susi, O’Donohoe Stephanie, O’Malley Lisa, Prothero Andrea,  Sørensen Elin Brandi,  Thomsen Thyra Uth, (2006), “Hall of Mirrors: Methodological Choices for Mothers Researching Mothers” in  Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh : Association for Consumer.

    Chen, Lola, Andrea Davies and Richard Elliott (2002) “Gender and Identity Play on the Net Raising Men for Fun?”, in Gender and Consumer Behaviour Advances in Consumer Research Volume 6.

    O’Reilly, Niaomh, Andrea Davies and Richard Elliott (2002) “When Smallville met Metropolis: Learning to Shop in an Unfamiliar Environment”, Gender and Consumer Behaviour Advances in Consumer Research Volume 6.

    Conference papers/presentations

    Davies A. and R. Elliott (2007), ‘The Long View: Using Oral History Methods in Cross-Generational Research’, Association of Consumer Research Conference working paper, 25-28 Oct 2007 Memphis.

    Davies, Andrea and R.H. Elliott, R.H. (2007) Serving herself : evolution of brand consciousness and an empowered consumer in the UK, CHORD and ABH Conference ‘Business Links : trade, distribution and networks’, University of Wolverhampton, 29th-30th June 2007.

    Davies Andrea,  Dobscha Susan, Geiger Susi, O’Donohoe Stephanie, O’Malley Lisa, Prothero Andrea,  Sørensen Elin Brandi,  Thomsen Thyra Uth (2007), ‘Special Session Paper: Guiding, chiding and providing?  Consumption and the Social Networks of Expectant Mothers’, European Association of Consumer Research Conference, Milan, July 2007.

    Davies A., Dobscha S., Geiger S., O'Donohoe S., O'Malley L., Prothero A., Sørenson E. and Thomsen T (2007, ‘The challenges of multiplicity in interpretive consumer research: Multiple members, multiple worldviews, multiple locations - one coherent research project’, 4th Workshop On Interpretive Consumer Research - Marseilles, 26-27 April 2007.

    Davies Andrea,  Dobscha Susan, Geiger Susi, O’Donohoe Stephanie, O’Malley Lisa, Prothero Andrea,  Sørensen Elin Brandi,  Thomsen Thyra Uth, (2006), “Hall of Mirrors: Methodological Choices for Mothers Researching Mothers” in Researching Motherhood: Experience, Empowerment and Embodiment, Special Session, Association of Consumer Research Gender Conference, Edinburgh: Scotland, June.

    Davies Andrea,  Dobscha Susan, Geiger Susi,  O’Donohoe Stephanie, O’Malley Lisa, Prothero Andrea,  Sørensen Elin Brandi,  Thomsen Thyra Uth, (2006), “The Making of A Mother:  What Role Does Consumption Play in Mothering Experiences and Identities?”, European Marketing Academy Conference, Athens: Greece, May.

    Davies Andrea,  Dobscha Susan, Geiger Susi, O’Donohoe Stephanie, O’Malley Lisa, Prothero Andrea,  Sørensen Elin Brandi,  Thomsen Thyra Uth, (2006), “What Role Does Consumption Play in the Motherhood Identity? Exploring the Motherhood Institution, Motherhood Ideals and Mothering Experiences”, Macromarketing Conference, Queenstown: New Zealand, June.

    Davies Andrea,  Dobscha Susan, Geiger Susi, O’Donohoe Stephanie, O’Malley Lisa, Prothero Andrea,  Sørensen Elin Brandi,  Thomsen Thyra Uth, (2006), Gucci, Gucci, Gucci: Motherhood and Marketing in the 21st Century, Academy of Marketing 2006.

    Davies A. and R. Elliott (2005), Old wives tales: using oral history in consumer research, EIASM Interpretive Consumer Research Conference, Copenhagen April 2005.

    Edwards, H. A. Davies and R. Elliott (2005), United we understand: Co-operative inquiry in consumer research, EIASM Interpretive Consumer Research Conference, Copenhagen April 2005.

    Storey, V. and A Davies (2005), The impact of parenthood on consumption: the new car buying experience, Academy of Marketing Conference, Dublin June 2005.

    Davies, Andrea, and Richard Elliott (2003) , “Serving Yourself: An Exploratory Oral History of Brand Consciousness and Retail Change 1918-1965”, EMAC, University of Strathclyde, May 2003.

    Davies, Andrea and James A. Fitchett (2000), “An Empirical Exposition of Paradigm Incommesurability in Consumer Research: Two Museum Studies Revisited”, Proceedings of the EIASM Interpretive Consumer Research Conference, Brussels, May 2000.

    David, Andrea (1999), "Active meaning-making in museums: the role of interpretative media mix environments on experiential consumption", Consuming Meaning, Consuming Markets Conference, University of Plymouth, Sociolofy Dept, Sept.

    Davies, Andrea (1997), "Experiential segmentation for actual and latent demand", Proceedings Academy of Marketing Conference, Manchester Metropolitan University, July, p1261-65.

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