I am an associate professor within marketing and have a sociological, cultural, critical and idea-historical background and perspective in my research. My research domain is consumer culture theory (CCT) in which I try to understand larger shifts and social trends in society by looking at how we live, consume, produce and innovate at the global and local market, often with the theoretical lens of social distinction (status), gender theory and narrative or discourse analysis. This can for example be by exploring the globalization of western taste within the urban middle-class, the masculinization of taste within the foodie culture, how markets are created through consumer taste refinement, or the shift towards ethical (e.g. sustainability-related) and political consumption (e.g. buycot and boycot-related). After wrapping up my foodie culture research, in 2018 I start a three year research project on multicultural consumption and advertising together with two colleagues (Professor Sara Rosengren and Nina Åkestam) at Handelshögskolan i Stockholm.