Kristina Bäckström

Kristina Bäckström

Senior lecturer

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Personal profile


Research interests
My research interests are within the fields of marketing and consumer culture studies. I am particularly interested in consumers’ experiences and practices within retail contexts.

Research projects
In my dissertation I examine consumers’ leisure shopping activities as subjectively experienced and practiced and as situated in their wider sociocultural context. Inspired by the phenomenological tradition, I delve into microsociological issues of how and why consumers experience shopping a meaningful leisure-time pursuit. I explore the plethora of meanings that consumers ascribe to leisure shopping and devote particular concern to the multifaceted and dynamic nature of this form of consumption. Informed by a sociocultural approach, I move beyond simplistic notions of shopping as either laborious (economic) or enjoyable (recreational) and examine the shifts, tensions and contrasting elements of shopping. In addition, I also devote attention to the ways in which retail store environments contribute in forming the meanings, experiences and practices that consumers shopping activities embrace.


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