I am an associate professor of marketing at the Schulich School of Business at York University. Building on a strong foundation in sociological theories and methods, I examine the role of culture in the design of markets and the customer experience. I also help companies connect with consumers through the Big Design Lab, a research-based think tank.
How can consumer researchers theorize change in markets? We discuss process theorization, genres of process-oriented consumer culture research, and assumptions about the nature of change in market and consumption systems.