Dr Christiana Tsaousi

Lecturer in Marketing and ConsumptionChristiana Tsaousi.jpg

Contact details

  • Tel: +44 (0)116 294 4690
  • Email: ct195@le.ac.uk
  • Office: BRK 1.15, Brookfield House, Brookfield
  • Office hours: By appointment only (please email)

Personal details

I joined the School of Business in 2011 after working as a Lecturer in Marketing at the Bournemouth University Business School in 2010.

I hold a BSc Economics from the University of Cyprus and an MSc Management from the University of Leicester, where I also completed my PhD on the Socio-cultural factors that affect women’s consumption of underwear. I am also a Fellow in Higher Education Academy.

I am an interpretive consumer researcher with interests around the discursive constructions of identity through consumption. I am particularly interested in the intersections of culture, media, sexuality, identity and gender, with consumers’ behaviour. I am drawing from various sociological and philosophical frameworks using the works of Pierre Bourdieu, Michel Foucault or more contemporary works such as that of Joanne Entwistle, Chris Shilling and Angela McRobbie.

My work on women’s consumption of underwear sheds light to sensitive issues about women, their bodies and consumption and in particular how underwear consumption is linked to constructions of femininity, sexuality and the body. The results of my research raised particular awareness within internet blogs and other discussion forums. I was also interviewed together with the curator of Victoria and Albert Museum, London, Edwina Ehrman and Sarah Shotton, Creative Director of Agent Provocateur in light of the V&A Exhibition “Undressed: A Brief History of Underwear” that ran from 16 April 2016 to 12 March 2017. The interview was published in the German newspaper “Welt am Sonntag”. Find the article here.

Contract Research

  • Principal Investigator (August 2019 – January 2020) for a 6-months contract research, commissioned by the Older People’s Commissioner for Wales for £20,000 which explored old people’s portrayal in the media. Research team: Dr Jenifer Cole-Wright and Dr Zafeirenia Brokalaki, University of Leicester.
  • Principal investigator (August 2017 – August 2019) for a contracted research project with title: "Wellbeing in the Accounting Profession". Responsible for the following five-member research team (University of Leicester): Dr George Kokkinidis, Dr Kenneth Weir, Dr Ulrike Marx, Mr Mark Burridge and Dr Konstantin Stoborod. This project was funded for 18 months with £106,235 by the Chartered Accountants Benevolent Association (CABA) to investigate the willingness and non-willingness of members of the Institute of Chartered Accountants in England and Wales (ICAEW) to use wellbeing services provided by CABA. In addition to the overall supervision of the research project, my contribution focused on the study and design of methods for the best promotion of CABA's wellbeing services.

See the research’s Impact Case: https://le.ac.uk/school-of-business/research/impact-case-studies/wellbeing-in-the-accounting-profession


Module leader for Consumer Behaviour (2nd BA Marketing)

Co-teaching for Research Methods for Marketing MSc Marketing

My teaching experience includes among other International Marketing, Introduction to Marketing, Research Methods, Marketing Communications and Contemporary issues in Marketing. My experience spans across undergraduate, postgraduate and post-experience (MBA) teaching.

Leadership roles

I am currently the Director of Student’s Engagement and Employability: I am responsible for developing and operationalising the School’s engagement strategy and employability strategy. The role includes chairing of the Student Engagement Group, overseeing the implementation of the School’s internal social media strategy. I also oversee the running of key strategic engagement and employability events to ensure consistency, quality and interaction with students to build a sense of community and support.


I have looked at different areas of consumer research: I have researched consumer experiences with mundane aspects of consumption, (e.g. the consumption of underwear); focused on dress and professional identity of female faculty by drawing on empirical data in order to give insights to ‘what it takes to dress to impress’ and how identities can be (re)constructed around the ‘professional project’ within the University workplace environment; and lately I am researching and writing about how breastfeeding is promoted in the UK and how the nuances this promotion and marketing create around breastfeeding contribute to the discourses of motherhood.


I am interested in supervising dissertations in the areas of consumption and discursive constructions of femininity, sexuality and the body; consumer culture and mundane forms of consumption; identity, fashion and dress; construction of identity and body through media.

Completed Doctoral Theses

  • Connie Mak: "Understanding Cultural Capital for Impression Management In Senior Executives", viva in November 2020
  • Khulod Alqutub: “Weight management practices among Saudi women: techniques of the body, dieting and exercise”, viva in November 2017

Current PhD supervision

  • Adele Howes: "Performance Gendered Services: A Post-Structuralist Feminist Exploration into the Construction of Gender Identity" (distance learning)
  • Kenji Inshihara: "Theoogy of Green Consumption and its Influence in the Market"

Higher Education Academy membership

I am currently a Fellow in HEA.


Tsaousi C. (2019) "That's funny... you don't look like a lecturer! Dress and professional identity of female academics". Studies in Higher Education. Vol. 45 (9), pp. 1809-1820.

Tsaousi C. (2016) "What underwear do I like?" Taste and (embodied) cultural capital in the consumption of women's underwear. Journal of Consumer Culture, Vol 16(2), pp. 467-492.

Tsaousi C. (2015) How to organise your body 101: Postfeminism and the (re)construction of the female body through How to Look Good Naked. Media, Culture and Society, Vol.39(2), pp.145-158.

Tsaousi C., Brewis J. (2013) Are you feeling special today? Underwear and the fashioning of female identity. Culture and Organization, 19 (1), pp. 1-21.

Latest conference presentations

'Wellbeing in the Accounting Profession: Reluctance of seeking help in performance cultures", paper presented at Give Us a Break! Fitness, Precarity and the 'Open' Future in Corporate Performance Cultures, International Critical Management Studies Conference, Open University, UK, 27-29 July 2019.

'Walking Towards an Embodied Work Identity’. Paper presented at the 9th Workshop on Interpretive Consumer Research, with Connie Kwan Yiu Mak (main presenter) and Andrea Davies. Stockholm, Sweden, 27-28th April, 2017.

“Motherhood revisited. Exploring the promotion of breastfeeding in the UK”. Paper presented at the 35th Standing Conference on Organizational Symbolism. Universita’ degli Studi di Roma La Sapienza, Rome, 10-13 July 2017.

“‘Managing’ the disabled body: Body image and disability in How to Look Good Naked” Paper presented at ‘Home’, 33rd Standing Conference on Organizational Symbolism. Nottingham Trent University, Nottingham, UK July 11-14, 2015.


YouTube: Watch Christiana explain her work regarding the consumption of women’s underwear.

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Contact Details

School of Business
University of Leicester
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