Research | Queen’s University Canada

Navigating the Consumer Marketplace

Navigating the Consumer Marketplace

How can belonging to a book club influence your buying habits? Dr. Tandy Thomas discusses the complex relationships between consumers, marketers, and retailers around the social elements of consumption and consumer behaviour.

Interviewee Name: 
Dr. Tandy Thomas
Navigating the Consumer Marketplace
Blind Date with Knowledge, Season 3, Episode 02
Interviewed by: 
Barry Kaplan
Air date on CFRC: 
October 2, 2019
Episode length: 
Academic areas: 

Dr. Tandy Thomas is an Associate Professor of Marketing and Distinguished Faculty Fellow of Marketing at the Smith School of Business at Queen’s University. Her research interests explore the intersection of consumer culture theory and social psychology, looking at the interplay between consumers, their social contexts, and marketing activities. Her current projects explore perceptions of advertisements and how these are socially embedded, how consumption communities influence consumption practices, and how consumers navigate marketplace decision making.

In this episode, Dr. Thomas discusses the social elements of consumption and consumer behaviour along with their impact on the individual consumer and their relationships with marketers and retailers. She explores the complexities of these relationships through her work researching collective identities or communities, such as a running group. She also discusses her research into consumption products and how they are used in particular instances to better an individual’s life through a community setting, such as in a book club.

Please visit the Smith School of Business for more information about Dr. Thomas's research.

Navigating the Consumer Marketplace

Season 3: Episode 02