MA (Lincolnshire & Humberside Univ, Britain), PGDip (The Chartered Institute of Marketing, Maidenhead, England), BA (Herriot Watt), PhD (Otago)
Room Otago Business School 4.33
Tel +64 3 479 8452
Email shelagh.ferguson@otago.ac.nz
I have taught and researched in the areas of marketing and tourism since 1996. In 2002 I joined the Marketing Department, after moving to New Zealand from the UK for a better quality of life and to undertake a doctorate. My thesis investigated consumer narratives of commercial adventure experiences in relation to Generation Y, aspirations of 'cool' and identity creation.
My 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. I apply 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 my trusty dog.
Teaching responsibilities
Shelagh’s current teaching responsibilities include:
Office Hours
On RSL Semester 1 2020
Publications
Ferguson, S., Brace-Govan, J., & Welsh, B. (2020). Complex contradictions in a contemporary idealised feminine body project. Journal of Marketing Management. Advance online publication. doi: 10.1080/0267257X.2020.1721553
Ferguson, S., Smith, J., & Hoek, J. (2019). An analysis of tobacco placement in Youtube cartoon series The Big Lez Show. Nicotine & Tobacco Research. Advance online publication. doi: 10.1093/ntr/ntz051
Ferguson, S., Brace-Govan, J., & Martin, D. M. (2018). Gender status bias and the marketplace. Journal of Business Research. Advance online publication. doi: 10.1016/j.jbusres.2018.11.047
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
Ferguson, S. (2018). “I just don’t feel like myself anymore”: Putting the patient’s voice into integrated care. European Journal of Marketing. Advance online publication. doi: 10.1108/EJM-12-2016-0825
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.
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.
Journal - Research Article
Ferguson, S., Brace-Govan, J., & Welsh, B. (2020). Complex contradictions in a contemporary idealised feminine body project. Journal of Marketing Management. Advance online publication. doi: 10.1080/0267257X.2020.1721553
Ferguson, S., Smith, J., & Hoek, J. (2019). An analysis of tobacco placement in Youtube cartoon series The Big Lez Show. Nicotine & Tobacco Research. Advance online publication. doi: 10.1093/ntr/ntz051
Ferguson, S., Brace-Govan, J., & Martin, D. M. (2018). Gender status bias and the marketplace. Journal of Business Research. Advance online publication. doi: 10.1016/j.jbusres.2018.11.047
Ferguson, S. (2018). “I just don’t feel like myself anymore”: Putting the patient’s voice into integrated care. European Journal of Marketing. Advance online publication. 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
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
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
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
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
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/
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
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
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
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
Ferguson, S. (2011). Quest for a story. International Journal of Culture, Tourism & Hospitality Research, 5(4), 354-363. doi: 10.1108/17506181111174637
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
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]
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]
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]
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
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]
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]
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]
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: 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
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
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., 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/
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]
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. (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]
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]
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]
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
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]
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
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]
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]
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 - 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.
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.
