Dr Christiana Tsaousi

Lecturer in Marketing and ConsumptionChristiana Tsaousi

Contact details

  • Tel: +44 (0)116 294 4690
  • Email: ct195@le.ac.uk
  • Office: Room 405A, Level 4, Ken Edwards Building
  • 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.

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.

Moreover, I am currently the Principal Investigator of a contracted research titled ‘Wellbeing in the accounting profession: Measuring and understanding the reluctance to seek help’, which is commissioned by the Chartered Accountants Benevolent Association (CABA) with the aim to explore the willingness and non-willingness of the members and student members of the Institute of Chartered Accountants in England and Wales to use the support offered by CABA. This is an 18 month long project, planned to end in January 2019. My specific focus in this research is how wellbeing services are promoted to and perceived by the members and in what ways these can be improved in order to increase awareness and engagement with beneficiaries in the future.


I am the module leader for the specialist module Consumers, Brands and Communications of the newly launched MSc Marketing and also the module leader for the Undergraduate core module Consumer Research.

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.

Administrative responsibilities

I am Deputy Director of Undergraduate Studies and Programme Leader of the BA Marketing.


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, gender and identity focusing on the experiences of consumers in that process. 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.

In that respect 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.

Current PhD students:

  • Connie K.Y. Mak: “Exploring cultural capital for identity project in senior Asian executives.” (Distance Learning)

Completed supervision of PhD Thesis

  • Khulod Alqutub: “Weight management practices among Saudi women: techniques of the body, dieting and exercise”


Tsaousi C. (forthcoming) "That's funny... you don't look like a lecturer! Dress and professional identity of female academics". Studies in Higher Education.

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. First published February 14, 2014.

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. First published November 26, 2015.

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

'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
University Road



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