Professor James Fitchett

Professor of Marketing and Consumer ResearchJames Fitchett

Contact details

  • Tel: +44 (0)116 223 1218
  • Email:
  • Office: Room 0.09, Mallard House, Brookfield
  • Office hours: Friday 10.00 am - 12:00 noon or by appointment (please email)

Personal details

I have held positions in marketing at the University of Stirling, University of Exeter, and Nottingham University Business School before joining the University of Leicester School of Management in 2004. I'm also one of the University's plagiarism officers. I co-edited the Journal of Consumer Behaviour (2006-2010) and am currently associate editor for Marketing Theory.

Speaker presentations and keynote addresses

  • Consumer Culture Theory Roundtable, Royal Holloway University of London, September 2013
  • In the family way: bringing a mother-daughter (matrilineal) perspective to retail innovation and consumer culture, (with Dr Andrea Davies) University of Liverpool, February 2014
  • Keynote: Marketing and Ideology, Royal Holloway University of London, March 2011
  • Our Hero in History: Critical Marketing Research for an Ideology of the Consumer (with Dr Andrea Davies) Bournemouth Media School, Emerging Consumer Cultures Research Group. September 2010.
  • Discourse and Consumer Research: An Unfinished Project (with Dr Ai Ling Lai) Research presentation at School of Business and Economics, University of Exeter, January 2011
  • Teaching

    Administrative responsibilities

    • Head of Division - Marketing


    Markets are complex entities and marketing management is a core aspect of the way that markets form and operate.

    My research is part of a growing movement that aims to examine the nature of markets and marketing and their consequences in terms of business practices and performance, as well as broader social, political and cultural consequences.

    My current research focuses in on critical readings of marketing management and consumer research. I have recently been involved with collaborative projects examining the history and theory of emotion and consumption, relationship marketing, and consumer enchantment. I tend to apply qualitative and interpretive methodologies with much of my current research adopting a discourse analytical approach.



    Fitchett, J.A. and & Davies, A. (eds.) (2013) Consumer Research Methods, Sage: London

    Ellis, N.; Fitchett, J.; Higgins, M.; Jack, G.; Lim, M; Saren, M. & Tadajewski, M. (2010) Marketing: A Critical Textbook. London: Sage.


    Fitchett, J.A (2014) Foreword to Consumer Credit Trends, An Analysis of Trends in Consumer Mortgage, Credit Card and Other Borrowing 1990 – 2013, Verum Research.

    Book chapters

    Patsiaouras, G., and Fitchett, J.A, (2013) Veblen and Darwin: tracing the intellectual roots of evolutionism in consumer research. in Expanding Disciplinary Space: On the Potential of Critical Marketing. Edited by Douglas Brownlie, Paul Hewer, Mark Tadajewski. Routledge – Key Issues in Marketing-Management. pp. 240.


    Patsiaouras, G., Fitchett, J.A. and Saren, M. (2014) Boris Artzybasheff and the art of anthropomorphic marketing in early American consumer culture, Journal of Marketing Management, 30, (1–2), 117–137.

    Ostergaard, P., Fitchett, J.A. and Jantzen C. (2013) A critique of the ontology of consumer enchantment, Journal of Consumer Behaviour, 12(5) 337–344.

    Ostergaard, P. and Fitchett, J.A. (2012) ‘Relationship Marketing and the Order of Simulation’, Marketing Theory 12(3), 233-249.

    Patsiaouras, G. and Fitchett, J.A. (2012) ‘The evolution of conspicuous consumption’, Journal of Historical Research in Marketing 4(1), 154 – 176

    Jantzen, C, Fitchett, J.A. Østergaard, P, and Vetner, M. (2012) ‘“Just for fun?” The emotional regime of experiential consumption’, Marketing Theory 12(2),137-154

    Patsiaouras, G., and Fitchett, J.A, (2012) The evolution of conspicuous consumption. Journal of Historical Research in Marketing. 4(1), pp. 154-176

    Fitchett, J.A (2011) Marketing Education is a Critical Project, In: Alan Bradshaw and Mark Tadajewski, Macromarketing Roundtable Commentary--The Export of Marketing Education, Journal of Macromarketing, 31(3), 316-317.

    Lim, M. and Fitchett, J.A. (2011) Agency, Objects and the Dead: Can Consumer Culture, In: Alan Bradshaw, Chris Hackley, and Pauline Maclaran (eds.) European Advances in Consumer Research, Volume 9, 611

    Fitchett, J.A. and Caruana, R.  (2011) An Anxiety of Absence and Agency: The Legitimacy of Textual Analysis in Consumer Research, In: Alan Bradshaw, Chris Hackley, and Pauline Maclaran (eds.) European Advances in Consumer Research, Volume 9, 50-51.

    Patsiaouras, G. and Fitchett, J.A. (2011) The Wolf of Wall Street: Re-imagining Veblen for the 21st Century, In: Alan Bradshaw, Chris Hackley, and Pauline Maclaran (eds.) European Advances in Consumer Research, Volume 9, 214-218.

    Davies, A.J. and Fitchett, J.A. (2010), Material Man Is Not An Island: Coping With Cultural Fracture‟, Journal of Marketing Management 26(11-12), 1145-1160.

    Patsiaouras, G. and Fitchett, J.A. (2009), Rethinking Veblen‟s Contribution to Consumer Research: A Phenomenological Enquiry into the Perception of Prestige By Middle-Income British Consumers, Finanza, Marketing E Produzione, (Finance, Marketing & Production), 4 (December), 24-47.

    Patsiaouras, G. and Fitchett, J.A. (2009), Veblen and Darwin: Tracing the intellectual roots of evolutionism in consumer research‟, Journal of Marketing Management 2(7-8), 729-744.

    De Cock, C., Fitchett, J.A. and Volkmann, C. (2009), Myths of a Near Past: Envisioning Finance Capitalism anno 2007, Ephemera: Theory and Politics in Organisation 9(1), 8-25.

    Shankar, A., Elliott, R. and Fitchett, J.A. (2009), Identity, Consumption and Narratives of Socialization, Marketing Theory, 9(1), 75–94.

    Caruana, R, Crane A. and Fitchett, J.A. (2008) Paradoxes of Consumer Independence: A Critical Discourse Analysis of The Independent Traveller, Marketing Theory, Vol. 8, No. 3, 253-272.

    Fitchett, J.A. and Lim, M. (2008) Consumer Experiences in the "House of the Future": An Enquiry into Surveillance-Based Consumer Research Techniques. Consumption, Markets and Culture, Vol. 11, No. 2. 137-150.

    Moufahim, M., Humphreys, M., Mitussis, D., and Fitchett, J.A. (2007) Interpreting discourse: a critical discourse analysis of the marketing of an extreme right party, Journal of Marketing Management, 23, 5-6, 537-558.

    Shankar, A., Whittaker, J. and Fitchett, J.A. (2006) Heaven knows I'm miserable now. Marketing Theory, Vol. 6, No. 4, 485-505.

    Gillott, M, Holland, R. Riffat, S. and Fitchett, J.A. (2006) Post-Occupancy Evaluation of Space Use in a Dwelling Using RFID Tracking, Architectural Engineering and Design Management, Vol. 2, 273ñ288.

    Fitchett, James A (2005) "Consumers as Stakeholders: Prospects for Democracy in Marketing theory", Business Ethics: A European Review , 14(1), 14-27.

    Davies, Andrea and James A Fitchett (2005) Beyond Incommensurability? Empirical Expansion on Diversity in Research. European Journal of Marketing , 39(3/4), 272-293.

    De Cock, Christian, James A Fitchett and Christina Volkmann (2005) "Making History of E-Commerce: Print Advertising and the New Economy", British Journal of Management 16, 37-49.

    Fitchett, James A. (2004) "The Fantasies, Orders and Roles of Sadistic Consumption: Game Shows and the Service Encounter", Consumption, Markets and Culture 7(4), 285-306.

    Davies, Andrea J. and James A. Fitchett (2004), "Crossing Culture": A Multi-method Enquiry Into Consumer Behaviour and the Experience of Cultural Transition, Journal of Consumer Behaviour: An International Review , 3(4), 315-330.

    Fitchett, James A. (2002), "Marketing Sadism: Super Cannes and Consumer Culture", Marketing Theory , 2 (3), 309-322.

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