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Fiona Spotswood is an Associate Professor in Marketing Consumption with expertise in social marketing, behavior change, and transformative consumer research. Her work primarily investigates the interplay between marketing and the lived experiences of individuals engaged in physical activity, exploring critical insights into how marketing shapes behaviors and informs social change. She has edited the book 'Beyond Behaviour Change', emphasizing interdisciplinary approaches to behavior change and the complexities inherent in marketing interventions. Spotswood's research is especially concerned with the representation of sporting cultures and their implications for inclusion and exclusion in consumption practices. Through various research projects, she delves into transformative marketing practices, particularly within the realm of active leisure and sports consumption. Her background includes a strong emphasis on employing social practice theory to illuminate and address ingrained practices that contribute to societal challenges, especially in public health contexts.
University of Bristol • Bristol, ENG
Leading research and teaching in Marketing Consumption, focusing on social marketing and behavior change.
Department of Physics research themes include Astrophysics, Materials and Devices, Particle Physics, and Quantum and Soft Matter.