Ageing consumers’ identity construction through consumption and practices

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.