Emma is a Professor of Consumption and Society in the Marketing Group. Her research falls into the sub-disciplinary poles of Transformative Consumer Research (consumer research with the potential for societal impact) and Consumer Culture Theory (whereby consumption is explored from a social and cultural point of view).

She is currently co-investigator on a BA/Leverhulme project 'Exploring the transition to fatherhood: Shared Parental Leave and the experiences of new fathers' (with Ben Kerrane, Lancaster University Management School). She is also principle investigator on a research into practice project funded by ESRC IAA, partnered with Working Families and the Fatherhood Institute, and focused on the development of a video casebook which raises awareness of SPL and families' experiences (see www.workingfamilies.org.uk/shared-parental-leave-videos). 

See more about this work on our project website http://www.research.mbs.ac.uk/makingroomfordad/ or follow us on Twitter @RoomForDad

In addition to her major focus on families, fathers and gender equality, Emma is also engaged in research in the following areas:

• Motherhood and consumption (with Prof. Margaret Hogg, Lancaster University)
• Alcohol consumption, with a particular focus on young adult non-drinkers (with Prof. Maria Piacentini, Lancaster University and Dr Anthony Grimes, Manchester)
• Consumption experiences of army spouses (with Dr Helen Bruce, Lancaster University).