Navigating the Consumer Marketplace
Dr. Tandy Thomas is an Associate Professor of Marketing and Distinguished Faculty Fellow of Marketing at the Smith School of Business at Queen鈥檚 University. Her research interests explore the intersection of consumer culture theory and social psychology, looking at the interplay between consumers, their social contexts, and marketing activities. Her current projects explore perceptions of advertisements and how these are socially embedded, how consumption communities influence consumption practices, and how consumers navigate marketplace decision making.
In this episode, Dr. Thomas discusses the social elements of consumption and consumer behaviour along with their impact on the individual consumer and their relationships with marketers and retailers. She explores the complexities of these relationships through her work researching collective identities or communities, such as a running group. She also discusses her research into consumption products and how they are used in particular instances to better an individual鈥檚 life through a community setting, such as in a book club.
Please visit the 聽for more information about Dr. Thomas's research.
Navigating the Consumer Marketplace
