Ageing consumers’ identity construction through consumption and practices

   Brunel Business School

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  Dr D Yen  Applications accepted all year round  Self-Funded PhD Students Only

About the Project

The PhD student will be required to conduct in-depth interviews with 30 ageing consumers over a period of 12 months, focusing on exploring and understanding how and what kind of consumption practices are being exercised and employed for the construction of their identity. In particular, focusing on how the concept of healthy ageing is evaluated and applied by ageing consumers, taking on a consumer-centric approach.

The PhD student would have already completed a relevant degree in the field of marketing, consumer behaviour and psychology and being awarded with merit or first, or have obtained an A grade for dissertation. The PhD students will need to be familiar with use Nvivo for qualitative data analysis and a good appetite for qualitative research.

Prior to application, the candidate is encouraged to email me a copy of his/her CV, together with a brief research proposal. The research proposal will need to include a brief introduction, a review of existing literature, wherein gaps are clearly identified, leading to the development of a couple of well-articulated research questions.

Business & Management (5)

Funding Notes

Brunel offers a number of funding options to research students that help cover the cost of their tuition fees, contribute to living expenses or both. See more information here: Recently the UK Government made available the Doctoral Student Loans of up to £25,000 for UK and EU students and there is some funding available through the Research Councils. Many of our international students benefit from funding provided by their governments or employers. Brunel alumni enjoy tuition fee discounts of 15%.)


Michelle Barnhart, Lisa Peñaloza, Who Are You Calling Old? Negotiating Old Age Identity in the Elderly Consumption Ensemble, Journal of Consumer Research, Volume 39, Issue 6, 1 April 2013, Pages 1133–1153,

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