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.

Durham University

Research & business

View Profile

Dr Gretchen Larsen, BCom (Hons), MCom, PhD, PGCHEP

Associate Professor in Marketing in the Business School
Telephone: +44 (0) 191 33 49425

Contact Dr Gretchen Larsen (email at gretchen.larsen@durham.ac.uk)

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.

Mini 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).

Research Groups

Business School

Research Interests

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

Publications

Supervises