Dr Shelagh Ferguson, Staff profiles, Department of Marketing

BA(H-W) MA(Lincoln UK) PhD(Otago) DipM(UK)

Senior Lecturer

Room 4.07a Otago Business School
Tel +64 3 479 8452
Email shelagh.ferguson@otago.ac.nz

Shelagh has taught and researched in the areas of marketing and tourism since 1996. In 2002 she joined the Marketing Department, after moving to New Zealand from the UK for a better quality of life and to undertake a doctorate. Her thesis investigated consumer narratives of commercial adventure experiences in relation to Generation Y, aspirations of 'cool' and identity creation.

Shelagh's current research focuses on bringing the everyday fabric of our lives into sharp perspective to challenge and critically review our collective and individual marketplace practices. If we can see clearly how and why we act as we do in the marketplace then we collectively and individually can make informed decisions regarding our agency and be smarter consumers for the benefit of ourselves and society. She applies this approach to the contexts of tobacco control and gendered marketing. Other interests centre on nuanced understanding of consumer experience utilising interpretive, ethnographic and videographic research methods.

My publications include the Journal of Business Research, Journal of Marketing Management, European Journal of Marketing, Consumption, Markets & Culture, Marketing Theory, Annals of Tourism Research, Qualitative Marketing Research and Tobacco Control.

When away from the University, I can be found on the top of the nearest mountain on either skis, crampons or mountain bike, accompanied by her trusty dog.

Teaching responsibilities

Shelagh's current teaching responsibilities include:

MART 201 Integrated Marketing Communications
MART 329 Consumer Behaviour

Office hours

Monday and Wednesday 2–3pm

Publications

Gurrieri, L., Prothero, A., Bettany, S., Dobscha, S., Drenten, J., Ferguson, S., … Tuncay Zayer, L. (2024). Feminist academic organizations: Challenging sexism through collective mobilizing across research, support, and advocacy. Gender, Work & Organization, 31, 2158-2179. doi: 10.1111/gwao.12912 Journal - Research Article

Edirisingha, P., Aitken, R., & Ferguson, S. (2022). Setting up home: The role of domestic materiality in extended family identity formation. Journal of Business Research, 147, 1-15. doi: 10.1016/j.jbusres.2022.03.049 Journal - Research Article

Dobele, A. R., Ferguson, S., Hartman, A. E., & Schuster, L. (2022). Gender equity in the marketing academy: From performative to institutional allyship. Australasian Marketing Journal, 30(3), 185-194. doi: 10.1177/18393349211062269 Journal - Research Article

Dobscha, S., GENMAC, including Ferguson, S. (2021). Connecting DEI to explicit and implicit gendered workplace discrimination, harassment, and assault: A commentary on 2019 Marketing Climate Survey. Marketing Letters, 32, 341-347. doi: 10.1007/s11002-021-09588-2 Journal - Research Other

Teah, G., Hoek, J., Blank, M.-L., & Ferguson, S. (2021). Exploring young adults' psycho-social experiences of ENDS use: A qualitative systematic review. Proceedings of the Society for Research on Nicotine & Tobacco (SRNT) 27th Annual Meeting. (pp. 224). Retrieved from https://www.srnt.org Conference Contribution - Published proceedings: Abstract

2024

Journal - Research Article

2022

Journal - Research Article

2021

Journal - Research Article

Martin, D. M., Ferguson, S., Hoek, J., & Hinder, C. (2021). Gender violence: Marketplace violence and symbolic violence in social movements. Journal of Marketing Management, 37(1-2), 68-83. doi: 10.1080/0267257X.2020.1854330

Ferguson, S., Brace-Govan, J., & Welsh, B. (2021). Complex contradictions in a contemporary idealised feminine body project. Journal of Marketing Management, 37(3-4), 188-215. doi: 10.1080/0267257X.2020.1721553

Journal - Research Other

Conference Contribution - Published proceedings: Abstract

2020

Journal - Research Article

Ferguson, S., Brace-Govan, J., Hoek, J., & Mulconroy, M. (2020). Managing smokefree momentum: Young RYO smokers’ responses to tobacco endgame strategies. Journal of Macromarketing, 40(2), 250-265. doi: 10.1177/0276146720920674

Ferguson, S., Brace-Govan, J., & Martin, D. M. (2020). Gender status bias and the marketplace. Journal of Business Research, 107, 211-221. doi: 10.1016/j.jbusres.2018.11.047

Journal - Research Other

Ferguson, S., Smith, J., & Hoek, J. (2020). An analysis of tobacco placement in Youtube cartoon series The Big Lez Show [Brief report]. Nicotine & Tobacco Research, 22(4), 580-582. doi: 10.1093/ntr/ntz051

2019

Conference Contribution - Published proceedings: Full paper

Ferguson, S., Smith, J., & Hoek, J. (2019). Going viral? Tobacco placement in YouTube. In J. E. Richard & D. Kadirov (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Winds of Change. (pp. 1189-1192). Retrieved from https://confer.nz/anzmac2019

Ferguson, S., Brace-Govan, J., & Welsh, B. (2019). Exploring and theorising problematic idealised female bodies. In J. E. Richard & D. Kadirov (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Winds of Change. (pp. 421-424). Retrieved from https://confer.nz/anzmac2019

2018

Journal - Research Article

Ferguson, S. (2018). “I just don’t feel like myself anymore”: Putting the patient’s voice into integrated care. European Journal of Marketing, 52(11), 2207-2213. doi: 10.1108/EJM-12-2016-0825

Edirisingha, P. A., Aitken, R., & Ferguson, S. (2018). Bridging family boundaries: Mediating postmodern complexity in urban Sinhalese Sri Lankan families. Consumption Markets & Culture, 21(4), 373-395. doi: 10.1080/10253866.2018.1462172

Conference Contribution - Verbal presentation and other Conference outputs

Ferguson, S. (2018, November). Flying beneath the radar of suspicion: Tobacco placement in YouTube cartoon series "The Big Lez Show". Verbal presentation at the Smokefree 2025 Research Symposium, Wellington, New Zealand.

Other Research Output

Ferguson, S. (2018, May). DIY grass roots media as a ventriloquist's dummy for Big Tobacco: The reincarnation of the Marlboro Man in the digital age. Department of Marketing, University of Otago, Dunedin, New Zealand. [Department Seminar].

2017

Journal - Research Article

Edirisingha, P. A., Abarashi, J., Ferguson, S., & Aitken, R. (2017). From “participant” to “friend”: The role of Facebook engagement in ethnographic research. Qualitative Market Research, 20(4), 416-434. doi: 10.1108/QMR-02-2016-0019

Hoek, J., Ferguson, S., Court, E., & Gallopel-Morvan, K. (2017). Qualitative exploration of young adult RYO smokers' practices. Tobacco Control, 26(5), 563-568. doi: 10.1136/tobaccocontrol-2016-053168

Conference Contribution - Published proceedings: Abstract

Ferguson, S. (2017). Investigating health related identity transformations. Proceedings of the 15th World Congress on Public Health. Retrieved from https://wcph2017.entegyapp.com/Page/28/1204/26/2213

Hoek, J., Ferguson, S., & Banks, C. (2017). Exploring mods users' psycho-social experiences of vaping. Proceedings of the 15th World Congress on Public Health. Retrieved from https://wcph2017.entegyapp.com/Page/28/801/26/2212

Ferguson, S., Hoek, J., & Mulconroy, M. (2017). An experience based typology of young RYO smokers. Proceedings of the 15th World Congress on Public Health. Retrieved from https://wcph2017.entegyapp.com/Page/28/778/26/2212

Ferguson, S., Martin, D., & Hoek, J. (2017). Smokefree messages and LGBA smokers: An example of neglect. In B. Wooliscroft & A. Ganglmair-Wooliscroft (Eds.), Proceedings of the Macromarketing Conference: Macromarketing Systems' Contributions to Society: Past, Present and Potential. (pp. 213-215). Dunedin, New Zealand: Macromarketing Society and the Marketing Department, University of Otago. [Abstract]

Hoek, J., Ferguson, S., Court, E., & Gallopel-Morvan, K. (2017). How do young adult roll-your-own smokers manage negative stereotypes? Proceedings of the 23rd Society for Research on Nicotine & Tobacco (SRNT) Annual Meeting. (pp. 45). Retrieved from http://www.srnt.org/

Conference Contribution - Verbal presentation and other Conference outputs

Ferguson, S., Brace-Govan, J., & Martin, D. (2017, October). Marketplace resources and gender: A standpoint analysis of status bias, cultural stereotypes and the production of positional inequalities. Verbal presentation at the North American Conference of the Association for Consumer Research (ACR), San Diego, USA.

2016

Journal - Research Article

Ngo, D. Y. J., Thomson, W. M., Nolan, A., & Ferguson, S. (2016). The lived experience of Sjogren's Syndrome. BMC Oral Health, 16, 7. doi: 10.1186/s12903-016-0165-4

Conference Contribution - Published proceedings: Full paper

Seyedmehdi, S. A., Gnoth, J., & Ferguson, S. (2016). Flirting with destinations: A new perspective on the process of place bonding. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 1054-1061). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Full Paper]

Conference Contribution - Published proceedings: Abstract

Edirisingha, P., Abarashi, J., Ferguson, S., & Aitken, R. (2016). Becoming friends: The role of Facebook in ethnographic research. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 229). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Abstract]

Abarashi, J., Ferguson, S., & Knight, J. (2016). Lending special possessions: Tension negotiation in gift exchange relations. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 227). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Abstract]

Hoek, J., Ferguson, S., Court, E., & Gallopel-Morvan, K. (2016). An exploration of ritualistic practices among young adult RYO smokers. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 96). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Abstract]

Conference Contribution - Verbal presentation and other Conference outputs

Ferguson, S. (2016, October). Stigma and social identity among mods users. Verbal presentation at the ASPIRE Workshop, Wellington, New Zealand.

2015

Journal - Research Article

Ferguson, S., & Veer, E. (2015). 3-2-1 bungy: A typology of performance styles. Annals of Tourism Research, 55, 61-76. doi: 10.1016/j.annals.2015.08.009

Edirisingha, P. A., Ferguson, S., & Aitken, R. (2015). From "me" to "we": Negotiating new family identity through meal consumption in Asian cultures. Qualitative Market Research, 18(4), 477-496. doi: 10.1108/QMR-09-2014-0086

2014

Chapter in Book - Research

Edirisingha, P., Aitken, R., & Ferguson, S. (2014). Adapting ethnography: An example of emerging relationships, building trust, and exploring complex consumer landscapes. In J. W. Schouten, D. M. Martin & R. Belk (Eds.), Consumer culture theory. (pp. 191-215). Bingley, UK: Emerald.

Ferguson, S., & Bourke, A. (2014). 'Living the brand': The evangelical experiences of seasonal snowsport workers. In S. McCabe (Ed.), Routledge handbook of tourism marketing. (pp. 435-446). Abingdon, UK: Routledge.

Journal - Research Article

Avis, M., Forbes, S., & Ferguson, S. (2014). The brand personality of rocks: A critical evaluation of a brand personality scale. Marketing Theory, 14(4), 451-475. doi: 10.1177/1470593113512323

Conference Contribution - Published proceedings: Full paper

Abarashi, J., Ferguson, S., & Knight, J. (2014). New perspectives on democratisation in the luxury market: The engagement of consumers in marketplace meanings. In S. Rundle-Thiele, K. Kubacki & D. Arli (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference: Agents of Change. (pp. 1358-1364). ANZMAC. [Full Paper]

Conference Contribution - Published proceedings: Abstract

Ferguson, S., Farley, T., Wung, G. C., Yau, C., Tan, S., Davenport, E., & Crump, R. (2014). Videographic expression within consumer culture theory. In S. Rundle-Thiele, K. Kubacki & D. Arli (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference: Agents of Change. (pp. 1389). ANZMAC. [Abstract]

Edirisingha, P., Aitken, R., & Ferguson, S. (2014). Re-visiting ambiguity: A framework to explore complex transformations. In S. Rundle-Thiele, K. Kubacki & D. Arli (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference: Agents of Change. (pp. 1381). ANZMAC. [Abstract]

Edirisingha, P., Aitken, R., & Ferguson, S. (2014). Spirit of sharing: The nature of sharing in Sri Lanka during new family formation. In S. Rundle-Thiele, K. Kubacki & D. Arli (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference: Agents of Change. (pp. 503). ANZMAC. [Abstract]

2013

Journal - Research Article

Tyrie, A., & Ferguson, S. (2013). Understanding value from arts sponsorship: A social exchange theory perspective. Arts Marketing, 3(2), 131-153. doi: 10.1108/AM-10-2012-0018

Turner, K., Ferguson, S., Craig, J., Jeffries, A., & Beaton, S. (2013). Gendered identity negotiations through food consumption. Young Consumers, 14(3), 280-288. doi: 10.1108/yc-02-2013-00342

Coats, A., & Ferguson, S. (2013). Rubbernecking or rejuvenation: Post earthquake perceptions and the implications for business practice in a dark tourism context. Journal of Research for Consumers, 23. Retrieved from http://www.jrconsumers.com/Consumer_Articles/issue_23/

Conference Contribution - Published proceedings: Full paper

Ferguson, S., & Metcalfe, C. (2013). Cultural lipstick: Cultural identity adventures in embodied consumption practice with the exotic other. Asia Pacific Advances in Consumer Research, 10, (pp. 202-210). [Full Paper]

2012

Journal - Research Article

Avis, M., Aitken, R., & Ferguson, S. (2012). Brand relationship and personality theory: Metaphor or consumer perceptual reality? Marketing Theory, 12(3), 311-331. doi: 10.1177/1470593112451396

Conference Contribution - Published proceedings: Abstract

Ferguson, S., & Metcalfe, C. (2012). Cultural lipstick: Cultural identity adventures in embodied consumption practice with the exotic other. Proceedings of the Asia Pacific Association for Consumer Research (ACR) Conference. (pp. 22). Retrieved from http://www.acrweb.org/nzacr/assets/program.pdf

Conference Contribution - Verbal presentation and other Conference outputs

Turner, K., Jeffries, A., Craig, J., Beaton, S., & Ferguson, S. (2012, August). The gendered consumption of food. Verbal presentation at the 7th Consumer Culture Theory Conference, Oxford, UK.

Buczkowski, A., Cunningham, E., McKenna, A., Somerville, R., & Ferguson, S. (2012, August). Dy(e)ing to fit in: Hair colour and identity. Verbal presentation at the 7th Consumer Culture Theory Conference, Oxford, UK.

2011

Journal - Research Article

Ferguson, S. (2011). Quest for a story. International Journal of Culture, Tourism & Hospitality Research, 5(4), 354-363. doi: 10.1108/17506181111174637

Ferguson, S. (2011). A global culture of cool? Generation Y and their perception of coolness. Young Consumers, 12(3), 265-275. doi: 10.1108/17473611111163313

2010

Conference Contribution - Published proceedings: Abstract

Ferguson, S., & Todd, S. (2010). Becoming a hero on holiday: Identity construction through the consumption of adventure. Proceedings of the Global Marketing Conference: Marketing in a Turbulent Environment. [CD-ROM], (pp. 1615-1616). [Abstract]

Conference Contribution - Verbal presentation and other Conference outputs

Polson, T., Leung, B., Sew Hoy, K., Knobloch, U., & Ferguson, S. (2010, June). The consumption of Halo 3. Verbal presentation at the Consumer Culture Theory Conference, Madison, WI.

Jackson, E., Bush, K., Jackson, R., & Ferguson, S. (2010, June). Perfume. Verbal presentation at the Consumer Culture Theory Conference, Madison, WI.

2009

Conference Contribution - Published proceedings: Full paper

Ferguson, S., Thyne, M., & Aitken, R. (2009). ″I was suckered into buying by marketing again″: An insight into consumption diaries and their paradoxes. Proceedings of the 5th Workshop on Interpretive Consumer Research. Brussels, Belgium: EIASM. Retrieved from http://www.eiasm.org/frontoffice/event_announcement.asp?event_id=617

2008

Conference Contribution - Published proceedings: Abstract

Ferguson, S. (2008). Generation Y as community: Consuming 'cool' globally. Proceedings of the Consumer Culture Theory Conference. (pp. 38-39). Retrieved from http://www.suffolk.edu/business/21708.html

2007

Journal - Research Article

Davidson, L., McNeill, L., & Ferguson, S. (2007). Magazine communities: Brand community formation in magazine consumption. International Journal of Sociology & Social Policy, 27(5/6), 208-220.

Conference Contribution - Published proceedings: Full paper

Ferguson, S. (2007). Reflections upon the role of consumers' stories in consumer research. In M. Thyne, K. R. Deans & J. Gnoth (Eds.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 697-703). Dunedin, New Zealand: Department of Marketing, University of Otago. [Full Paper]

2006

Conference Contribution - Published proceedings: Full paper

Ferguson, S., & Todd, S. (2006). Videography: New kid on the research block or significant contribution to consumer research? European Advances in Consumer Research, 7, (pp. 317-321). [Full Paper]

Conference Contribution - Published proceedings: Abstract

Ferguson, S. (2006). Quest for a story. In M. C. Lees, G. Gregory & T. Davis (Eds.), Asia Pacific Advances in Consumer Research Conference (Vol. 7). 7, (pp. 425). ACR. [Abstract]

Film/Video/CD Rom

Ferguson, S. (2006). Quest for a story Presented at the Association for Consumer Research Asia Pacific Conference [Video]. Retrieved from www.acrasia.org

2005

Chapter in Book - Research

Ferguson, S., & Todd, S. (2005). Cool consumption: How do young people use adventure tourism? In P. Bramham & J. Caudwell (Eds.), Sport, active leisure and youth cultures. (pp. 43-54). Brighton, UK: Leisure Studies Association.

Ferguson, S., & Todd, S. (2005). Acquiring status through the consumption of adventure tourism. In C. Ryan, S. J. Page & M. Aicken (Eds.), Taking tourism to the limits: Issues, concepts and managerial perspectives. (pp. 149-154). Oxford, UK: Elsevier.

Conference Contribution - Published proceedings: Abstract

Ferguson, S., & Todd, S. (2005). Videography: 'New kid on the research block or significant contribution to consumer research. Proceedings of the European Association for Consumer Research. Europe: EACR. [Abstract]

Awarded Doctoral Degree

Ferguson, S. W. (2005). The role of post consumption narrative: An exploration of identity and 'cool' (PhD). University of Otago, Dunedin, New Zealand. 228p.

2004

Conference Contribution - Published proceedings: Abstract

Ferguson, S., & Todd, S. (2004). Cool consumption: How do young people use adventure tourism? In C. Aitchison (Ed.), Proceedings of Leisure Studies Association Conference: Active Leisure and Young People. Leeds, UK: Leeds Metropolitan University. [Abstract]

2003

Conference Contribution - Published proceedings: Full paper

Ferguson, S., & Todd, S. (2003). Acquiring status through the consumption of adventure tourism. In C. Ryan (Ed.), Proceedings of an International Interdisciplinary Conference in the Waikato 2003: Taking tourism to the limits. [CD-ROM], (pp. 113-123). Hamilton: University of Waikato. [Full Paper]

Ferguson, S., & Todd, S. (2003). Acquiring status through the consumption of adventure. In A. Farrell, N. Lee & I. Lings (Eds.), Proceedings of the Academy of Marketing Annual Conference 2003: A history of the next decade. [CD-ROM] UK: Niche Publications. [Full Paper]

1999

Awarded Masters Degree

Ferguson, S. (1999). An analysis of the compatability between current motivation and purchase behaviour marketing models applied to adventure tourism (Masters). University of Lincoln, Lincoln, UK.