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:
Gurrieri, L., Prothero, A., Bettany, S., Dobscha, S., Drenten, J., Ferguson, S., … Tuncay Zayer, L. (2022). Feminist academic organizations: Challenging sexism through collective mobilizing across research, support, and advocacy. Gender, Work & Organization. Advance online publication. 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
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
Journal - Research Article
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 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
Journal - Research Article
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
Journal - Research Other
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 Article
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
Conference Contribution - Published proceedings: Full paper
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
Conference Contribution - Published proceedings: Full paper
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.
Conference Contribution - Verbal presentation and other Conference outputs
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
Journal - Research Article
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
Journal - Research Article
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].
Other Research Output
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.
Conference Contribution - Verbal presentation and other Conference outputs
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
Journal - Research Article
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
Conference Contribution - Published proceedings: Abstract
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
Conference Contribution - Published proceedings: Abstract
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
Conference Contribution - Published proceedings: Abstract
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]
Conference Contribution - Published proceedings: 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 - Published proceedings: Abstract
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
Journal - Research Article
Ferguson, S. (2016, October). Stigma and social identity among mods users. Verbal presentation at the ASPIRE Workshop, Wellington, New Zealand.
Conference Contribution - Verbal presentation and other Conference outputs
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: Full paper
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]
Conference Contribution - Published proceedings: 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]
Conference Contribution - Published proceedings: 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 - Published proceedings: Abstract
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
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
Journal - Research Article
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
Journal - Research Article
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.
Chapter in Book - Research
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.
Chapter in Book - Research
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. 1478). ANZMAC. [Abstract]
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]
Conference Contribution - Published proceedings: 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]
Conference Contribution - Published proceedings: Abstract
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: Full paper
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]
Conference Contribution - Published proceedings: Abstract
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
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
Journal - Research Article
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]
Conference Contribution - Published proceedings: Full paper
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
Journal - Research Article
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/
Journal - Research Article
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.
Conference Contribution - Verbal presentation and other Conference outputs
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.
Conference Contribution - Verbal presentation and other Conference outputs
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 - Published proceedings: Abstract
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
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
Journal - Research Article
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
Journal - Research Article
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 - Published proceedings: Abstract
Jackson, E., Bush, K., Jackson, R., & Ferguson, S. (2010, June). Perfume. Verbal presentation at the Consumer Culture Theory Conference, Madison, WI.
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.
Conference Contribution - Verbal presentation and other Conference outputs
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
Conference Contribution - Published proceedings: Full paper
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
Conference Contribution - Published proceedings: Abstract
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]
Conference Contribution - Published proceedings: Full paper
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.
Journal - Research Article
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]
Conference Contribution - Published proceedings: Abstract
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: Full paper
Ferguson, S. (2006). Quest for a story Presented at the Association for Consumer Research Asia Pacific Conference [Video]. Retrieved from www.acrasia.org
Film/Video/CD Rom
Ferguson, S. W. (2005). The role of post consumption narrative: An exploration of identity and 'cool' (PhD). University of Otago, Dunedin, New Zealand. 228p.
Awarded Doctoral Degree
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]
Conference Contribution - Published proceedings: Abstract
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.
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.
Chapter in Book - Research
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]
Conference Contribution - Published proceedings: Abstract
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]
Conference Contribution - Published proceedings: 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]
Conference Contribution - Published proceedings: Full paper
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.
Awarded Masters Degree
