Researchers widely acknowledged that consumers are often influenced by others when making decisions (see, for example, Belk, 1995; Goulding, Shankar, & Canniford, 2013; Smith & Moschis, 1985). Nevertheless, many empirical researchers only consider the individual when describing how we behave as consumers. This is true for cognitivist scholars such as the tradition established by Fishbein and Ajzen (1972) as well as the behaviourist tradition (Ehrenberg, Goodhardt, & Barwise, 1990; Foxall, 1992). Even Bandura’s (1977) social learning theory explains how individuals learn from others in a social context.


Nevertheless, research recognised that socialisation is an ongoing process of learning through interaction with others (Ekström, 2006; Moschis, 1987). Individuals learn from others, but the process that takes place is interactional.


My ongoing research seeks to capture the socialisation and interaction between consumers in close relationships to build theories that widen our understanding of negotiated consumer decisions.

Personal Research Statement 

My research interest is in consumer socialisation; especially the influence of technology, culture and society on learning outcomes and behaviour. My research is consumer focused but draws on social learning theory, as well as theories from sociology and anthropology.

Research Focus