Cookies

We use cookies to ensure that we give you the best experience on our website. You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Our People

Dr Gretchen Larsen

BCom (Hons), MCom, PhD, PGCHEP

Associate Professor in Marketing

Dr Gretchen Larsen is a Senior Lecturer in Marketing. Prior to joining Durham, Gretchen was a Lecturer at King's College London, where she was the Director of the MSc International Marketing. She has also worked at the University of Bradford and the University of Otago (New Zealand), and held visiting posts at EADA (Spain) and LKEAM (Poland).

Biography

Dr Gretchen Larsen is a Senior Lecturer in Marketing. Prior to joining Durham, Gretchen was a Lecturer at King's College London, where she was the Director of the MSc International Marketing. She has also worked at the University of Bradford and the University of Otago (New Zealand), and held visiting posts at EADA (Spain) and LKEAM (Poland).

Gretchen’s research is located within interpretive and critical consumer research, at the intersection of consumption, markets and the arts. In particular, she seeks to understand how the position of the consumer in a socio-cultural world is constructed, performed, interpreted and questioned through the arts. This research examines the importance of arts and music consumption in helping consumers make sense of their world, and how those involved in producing and distributing arts (marketers, artists, policy makers) can ensure that these benefits are delivered. Her early research investigated the symbolic consumption of music, and subsequent research has looked at the role of the market in producing utopian spaces at music festivals and how music contributes to the experience of escape while running. Gretchen’s current work is on the cultural representations and significance of a particularly unique kind of music consumer, the music groupie.

Gretchen also studies the problems consumers face as a result of inherent economic, political and geographical structures. Earlier work investigated the problems that rural consumers in New Zealand encounter as a result of their, often great, physical distance from the market, and presented a set of recommendations for New Zealand consumer policy. More recently, in line with an increasing social and academic critical awareness of the consequences of living in a consumer society, Gretchen has reassessed consumer rights through a justice based framework, and has been examining prevailing and countervailing logics of growth in consumption theory and practice.

Gretchen is one of the founding co-editors of Arts Marketing: An International Journal and has guest edited special issues on arts marketing topics in Marketing Intelligence and Planning, the International Journal of Culture, Tourism and Hospitality Research and the Journal of Customer Behaviour.

Research Interests

  • Consumption and Consumer Research
  • Arts Marketing and Consumption
  • The Consumer Interest and Consumerism
  • Critical Marketing

Research Groups

Publications

    Authored book

  • O’Reilly, D., Larsen, G. & Kubacki, K. (2013). Music, Markets and Consumption. Oxford: Goodfellows Publishers Ltd.
  • Chapter in book

  • Larsen, G. (2019). Consumption of Music. In The Blackwell Encyclopedia of Sociology, 2nd edition. John Wiley.
  • Larsen, G & Patterson, M (2018). Consumer Identity Projects. In SAGE Handbook of Consumer Culture. SAGE. 194 - 213.
  • Larsen, G. & Kerrigan, F. (2018). Critical Arts Marketing.. In The Routledge Companion to Critical Marketing. Tadajewski, M., Higgins, M., Denegri-Knott, J. & Varman, R. Abingdon, Oxon New York, NY: Routledge. 135-152.
  • Larsen, G. (2015). Johnny Lynch: Organising and Playing a Boutique Festival. In Organising Music: Theory, Practice, Performance. Beech, N. & Gilmore, C. Cambridge: Cambridge University Press. Forthcoming.
  • Larsen, G. (2014). Arts Consumption. In The Routledge Companion to Arts Marketing. O’Reilly, D., Rentschler, R. & Kirchner, T. Abingdon, Oxon: Routledge. 183-193.
  • O’Reilly, D., Larsen, G. & Kubacki, K. (2014). Marketing Live Music. In Coughing and Clapping: Investigating Audience Experience. Burland, K. & Pitts, S. London: Ashgate/SEMPRE. Forthcoming.
  • Larsen, G. & Lawson, R. (2013). Consumer Rights: An Assessment of Justice. In New Directions in Critical Marketing Studies. Tadajewski, M. & Cluley, R. Los Angeles, California: SAGE publications Ltd. 2.
  • Larsen, G., Lawson, R. & Todd, S. (2012). The Symbolic Consumption of Music. In New Horizons in Arts, Heritage, Nonprofit and Social Marketing. Bennett, R., Kerrigan, F. & O’Reilly, D. London: Routledge.
  • Larsen, G. & Hussels, S. (2011). The Significance of Commercial Music Festivals. In Handbook on the Economics of Leisure. Cameron, S. Cheltenham: Edward Elgar Publishing. 250-270.
  • Larsen, G. & Lawson, R. (2010). Evolving Perspectives on Music Consumption. In Marketing the Arts: A Fresh Approach. O’Reilly, D. & Kerrigan, F. London: Routledge. 190-204.
  • Larsen, G. & George, V. (2006). The Social Construction of Destination Image – A New Zealand Film Example. In Creating Images and the Psychology of Marketing Communications. Kahle, L. & Kim, C.-H. New Jersey: Lawrence Erlbaum Associates. 117-139.
  • Lawson, R. & Larsen, G. (1999). Consumer Affairs in New Zealand. In Consumer Affairs in Remote Areas [Queensland (Australia) and New Zealand]. Fischer, W.C. & Lawson, R. Department of Marketing, University of Otago, New Zealand. 87-104.
  • Lawson, R. & Larsen, G. (1999). Consumer Affairs Survey and Results. In Consumer Affairs in Remote Areas [Queensland (Australia) and New Zealand]. Fischer, W.C. & Lawson, R. Department of Marketing, University of Otago, New Zealand. 105-127.
  • Journal Article

  • Patterson, M. & Larsen, G. (2019). Listening to Consumption: Towards a Sonic Turn in Consumer Research.. Marketing Theory 19(2): 105-127.
  • Obiegbu, J, Larsen, G & Ellis, N (2019). Experiential Brand Loyalty: Towards an Extended Conceptualization of Consumer Allegiance to Brands. Marketing Theory
  • Obiegbu, J, Larsen, G & Ellis, N (2019). The Critical Music Fan: The Role of Criticality in Collective Constructions of Brand Loyalty. Arts and the Market 9(1): 65-80.
  • Obiegbu, J., Larsen, G., Ellis, N. & O'Reilly, D. (2019). Co-constructing Loyalty in an Era of Digital Music Fandom: An Experiential- Discursive Perspective. European Journal of Marketing 53(3): 463-482.
  • Dean, H., Larsen, G., Ford, J. & Akram, M. (2019). Female Entrepreneurship and the Metanarrative of Economic Growth: A Critical Review of Underlying Assumptions.. International Journal of Management Reviews 21(1): 24-49.
  • Larsen, G. (2017). ‘It’s a man’s man’s man’s world’ Music groupies and the othering of women in the world of rock.. Organization 24(3): 397-417.
  • O’Reilly, D., Doherty, K., Carnegie, E. & Larsen, G. (2017). Cultural memory and the heritagisation of a music consumption community.. Arts and the Market 7(2): 174-190.
  • Kerrigan, F., Larsen, G., Hanratty, S. & Korta, K. (2014). “Gimme Shelter” Experiencing Pleasurable Escape Through the Musicalisation of Running. Marketing Theory 14(2): 147-166.
  • Chatzidakis, A., Larsen, G. & Bishop, S. (2014). Farewell to Consumerism: Countervailing Logics of Growth in Consumption. Ephemera: theory and politics in organization 14(4): 753-764.
  • Larsen, G., Patterson, M. & Markham, L. (2014). A Deviant Art: Tattoo-Related Stigma in an Era of Commodification.. Psychology and Marketing 31(8): 670-681.
  • Bendisch, F., Larsen, G. & Trueman, M. (2013). Fame and Fortune: A Conceptual Model of CEO Brands. European Journal of Marketing 47(3/4): 596-614.
  • Larsen, G. & Lawson, R. (2013). Consumer Rights: An Assessment of Justice. Journal of Business Ethics 112(3): 515-528.
  • Larsen, G. & Lawson, R. (2013). Consumer Rights: A Co-optation of the Contemporary Consumer Movement. Journal of Historical Research in Marketing 5(1): 97-114.
  • Dennis, N., Larsen, G. & Macaulay, M. (2011). Terraforming Arts Marketing. Arts Marketing: An International Journal 1(1): 5-10.
  • Larsen, G., Lawson, R. & Todd, S. (2010). The Symbolic Consumption of Music. Journal of Marketing Management 26(7-8): 671-685.
  • Larsen, G., Lawson, R. & Todd, S. (2009). The Consumption of Music as Self Representation in Social Interaction. Australasian Marketing Journal 17(3): 16-26.
  • Nikolaou, I., Bettany, S. & Larsen, G (2009). Brands and Consumption in Virtual Worlds. Journal of Virtual Worlds Research 2(5).
  • Tajeddini, K., Trueman, M. & Larsen, G. (2006). Examining the Effect of Market Orientation on Innovativeness. Journal of Marketing Management 22(5-6): 529-551.
  • Larsen, G., Lawson, R. & Fischer, W. (2002). Consumer Affairs in Rural New Zealand. Journal of Consumer Policy 25(2): 233-256.
  • Martin, B. & Larsen, G. (1999). Taming the Dragon: Key Success Factors for Trade with China. Marketing Intelligence & Planning 17(4): 202-208.

Contact Details

Associate Professor in Marketing
+44 191 3349425