Kristina BäckströmSenior Lecturer
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.
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.
Recent research outputs
Research output: Chapter in Book/Report/Conference proceeding › Book chapter