Professor James Fitchett

Professor of Marketing and Consumer Research

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 am Head of the Department of Marketing, Innovation, Strategy and Operations (MISO). My research interests focus on marketing theory, cultural theory of markets and consumption, tourism and sustainability, the history of marketing thought, and the philosophy of marketing. I am an associate editor of Marketing Theory (Sage).


  • MN7010 Principles of Marketing
  • MN7404 Marketing Management
  • MN7042 Advanced issues in Marketing
  • MN7020 Marketing Dissertation (MSc Marketing)


Cronin, J. and Fitchett, J. (2020) Lunch of the last human: Nutritionally complete food and the fantasies of market-based progress, Marketing Theory, Published online 07 April.

Lindberg, F., Fitchett, J. and Martin, D. (2019) Investigating sustainable tourism heterogeneity: competing orders of worth among stakeholders of a Nordic destination, Journal of Sustainable Tourism, 27:8, 1277-1294.

Patsiaouras, G., Fitchett, J., and Davies, A. (2016) Beyond the couch: Psychoanalytic consumer character readings into narcissism and denial Marketing Theory 16(1) 57–73.

Davies, A. and Fitchett, J. (2015) In the family way: bringing a mother–daughter (matrilineal) perspective to retail innovation and consumer culture Environment and Planning A 47(3), 727 –743

Fitchett, J., Patsiaouras, G. and Davies, A. (2015) Myth and ideology in consumer culture theory, Marketing Theory 14(4) 495-506.

Fitchett, J. and Caruana, R. (2015) Exploring the role of discourse in marketing and consumer research, Journal of Consumer Behaviour 14(4), 1–12.

Østergaard, P., Hermansen, J. and Fitchett, J. (2015) Structures of brand and anti-brand meaning: A semiotic square analysis of reflexive consumption Journal of Brand Management 22(1) 60-77.

Patsiaouras, G., Fitchett, J. and Saren, M. (2015) The Marketplace of Life? An Exploratory Study of the Commercialization of Water Resources through the Lens of Macromarketing, Journal of Macromarketing 35(1), 23-35.

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.


Campbell, N., Desmond, J., Fitchett, J., Kavanagh, D., McDonagh, P., O’Driscoll, A. and Prothero, A. (eds.) (2014) Myth and the Market, UCD School of Business: Dublin.

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.

Book chapters

Fitchett, J. (2020) Dystopia. In: Bradshaw, A. and Hietanen, J. (eds.) The Dictionary of Coronavirus Culture. Repeater Books.

Martin, D., Lindberg, F. and Fitchett, J. (2019) Why Can’t They Behave? Theorizing Consumer Misbehavior as Regime Misfit between Neoliberal and Nordic Welfare Models: In: Askegaard, S. and Östberg, J. (Eds.) Nordic Consumer Culture: State, Market and Consumers Palgrave Macmillan, pp.71-94.

Fitchett, J. (2017) Why Bother with Nietzsche? In Askegaard, S. and Heilbrunn, B. (eds.) Canonical Authors in Consumption Theory London: Routledge, 26-29.

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.

Conference presentations

Fitchett, J. “CCT: Or fairy tale about when sociology went to Disneyland”, Special session: Disneyland Heteroglossia and Heterotopia, Consumer Culture Theory Conference, UCI Paul Merage School of Business California, July 2017.

Lambert, A., Fitchett, J. and Nölke, A. EIASM Interpretive Consumer Research Workshop, University of Stockholm, “Is there a future for Interpretive Consumer Research in the shadow of ‘silent’ majorities? The case of ‘Women Against Feminism’, May 2017.

Fitchett, J. and Davies A. EIASM Interpretive Consumer Research Workshop, University of Edinburgh (April 2015). The struggle for symbolic power in Interpretive Consumer Research EIASM Interpretive Consumer Research Workshop, University of Edinburgh, April 2015


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.

Speaker presentations and keynote addresses

“Imagining a Neoliberal Sociology: Myth and ideology in consumer culture theory”, University of Stockholm, 2016

“Marketing and Neoliberalism” Aalto University, Helsinki, May 2015

“Marketing and The New Nordic” Royal Holloway University of London Seminar Series, May 2015

“Ideology, Symbolic Power and Consumption” Université de Lille-SKEMA Business School, April 2015

“Marketing and the Neoliberal Sociology” University of Bath Seminar Series, February 2015

“Marketing Ideology and Consumer Culture Theory” University of Essex Seminar Series, February 2015

Consultancy and partnerships with business and media

I have over 10 years’ experience working with partners in the UK automotive industry on sales training initiatives, marketing development and consumer experience programmes. Partners include BMW UK, The Sytner Group, and Guy Salmon Land Rover. See ULSB Working In Partnership (2017) for more information.

Leicester Business Festival 2017:  Building customer relationships, delivering value and articulating benefits in the age of distance, November 2017

BBC Ideas: Why do we have so much stuff? (2019)

Research projects

Sustainability, Citizenship and Consumer Culture: Northern Insight, Collaborative Partnership with University of Nordland, Norway (funded by University of Norland, Norway), 2015 – 2018

Seminar Series (with Professor Mike Saren): Marketplace Exclusion: Representations, Resistances and Responses, Economic and Social Research Council (ESRC) Seminar 1: The In-Betweeners: Unrepresented Consumers in Marketing Theory and Practice, Stamford Court, University of Leicester, 2014.

The Costs of Culture Seminar (with Professor Carl Rhodes): funded by the Society for the Advancement of Management Studies, Developing the Management Studies Community Seminar Programme, University of Leicester, 14-15 May 2013

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