Professor Agnes Nairn

Professor Agnes Nairn

Professor Agnes Nairn
Professor in Marketing

Howard House, Queen's Avenue, Bristol
(See a map)

Telephone Number (0117) 42 84648

Department of Management


Agnes Nairn is Professor of Marketing in the Department of Management, School of Economics, Finance and Management.  She began in Bristol in 2017 after two years as Dean of Hult International Business School in London.  She pursued a portfolio career between 2006 and 2015 dividing her time between policy consultancy and a post as Professor of Marketing at EMLyon Business School in France.

Her research focuses on the relationship between the commercial world and young people's wellbeing and draws on psychology, sociology, culture theory and neuroscience with methodologies ranging from experiments to filmed ethnography.

Agnes's research has been published in a range of international journals but she seeks above all to contribute to social policy and debate.  She has been invited to join over 30 international multistakeholder projects with public, private and third sector organistions ranging from UNICEF, UN and the Brazilian Justice Ministry to Unilever, Coca-Cola and Public Health England.  Work with David Cameron's Strategy Unit led directly to the banning of child peer-to-peer marketing whilst her 2007 work for the National Consumer Council is now used on the GCSE Home Economics curriculum.

Her most recent policy work was for the Economist Intelligence Unit: a cost-benefit analysis of banning child-directed advertising in Brazil and she is currently Specialist Adviser to the House of Lords Communication Committee's Inquiry into the Advertising Industry.

Agnes is a frequent media commentator on issues relating to children and marketing and has appeared on most major TV and radio stations in UK.  She has delivered over 60 keynote speeches around the world including a TEDx talk in Ghent.  Her audiences have been rich and varied from secondary schools in the Highland of Scotland to NGO conference in Rome, Industry Associations in London, research groups around Europe and USA and governments in UK, France, USA and Brazil.  She has written a popular book Consumer Kids with Ed Mayo, Secretary General of Co-operative UK and appeared in two documentary films: Starsuckers and Project Wildthing.



Latest publications

  1. Rossi, R, Stylos, N & Nairn, A, 2019, ‘Content Analysis In Times Of Big Data And Sophisticated Machine Learning – A Systematic Review Of Methods To Analyse Text In Online Consumer Reviews.’. in: Academy of Marketing Conference 2019: 52nd Annual Conference Proceedings., London
  2. Nairn, A, 2018, ‘Legal, decent, honest, truthful…and trustworthy?’. in: John Mair, Richard Tait, Tor Clark, Neil Fowler, Raymond Snoddy (eds) Anti-Social Media. The Big Issues. Abramis
  3. Piacentini, MG, Dunnett, S, Hamilton, K, Banister, E, Gorge, H, Kaufman-Scarborough, C & Nairn, A, 2018, ‘Exploring the relations in relational engagement: Addressing barriers to transformative consumer research’. Journal of Business Research.
  4. Lowry, T, Chaplin, L, Nairn, A, Gentina, E, Zawadzka, A-M, Bakir, A, Couberghe, V, Hudders, L, Hua, L & Spotswood, F, 2017, ‘Conducting International Consumer Research with Children: Challenges and Potential Solutions’. in: Michael R Solomon, Tina M Lowrey (eds) The Routledge Companion to Consumer Behaviour. Routledge
  5. Spotswood, F & Nairn, A, 2016, ‘Children as vulnerable consumers: a first conceptualisation’. Journal of Marketing Management, vol 32., pp. 211-229
  6. Nairn, A & Hang, H, 2016, ‘Defend the Indefensible: Helping children cope with the implicit influence of online game advertising’. in: Patrick De Pelsmacker (eds) Advertising in New Formats and Media. Emerald, pp. 361-379
  7. Nairn, A & Spotswood, F, 2015, ‘“Obviously in the cool group they wear designer things”: A social practice theory perspective on children’s consumption’. European Journal of Marketing, vol 49., pp. 1460-1483
  8. Nairn, A, 2015, ‘Barbie’. in: Daniel Cook, Michael Ryan (eds) The Wiley-Blackwell Encyclopaedia of Consumption and Consumer Studies. Wiley-Blackwell
  9. Nairn, A, 2015, ‘Children as Vulnerable Consumers’. in: Kathy Hamilton, Susan Dunnett, Maria Piacentini (eds) Consumer Vulnerability: Conditions, contexts and characteristics. Routledge
  10. Shrum, LJ, Lowrey, TM, Pandelaere, M, Ruvio, AA, Gentina, E, Furchheim, P, Herbert, M, Hudders, L, Lens, I, Mandel, N, Nairn, A, Samper, A, Soscia, I & Steinfield, L, 2014, ‘Materialism: the good, the bad, and the ugly’. Journal of Marketing Management, vol 30., pp. 1858-1881
  11. Wicks, PG, Nairn, A & Griffin, C, 2014, ‘The role of commodified celebrities in children's moral development: The case of David Beckham’. in: Brands: Interdisciplinary Perspectives. Taylor & Francis Group, pp. 242-267
  12. Shrum, LJ, Wong, N, Arif, F, Chugani, SK, Gunz, A, Lowrey, TM, Nairn, A, Pandelaere, M, Ross, SM, Ruvio, A, Scott, K & Sundie, J, 2013, ‘Reconceptualizing materialism as identity goal pursuits: Functions, processes, and consequences’. Journal of Business Research, vol 66., pp. 1179-1185
  13. Hargreaves, DS, McVey, D, Nairn, A & Viner, RM, 2013, ‘Relative importance of individual and social factors in improving adolescent health’. Perspectives in Public Health, vol 133., pp. 122-131
  14. Nairn, A, 2013, ‘Arguments, Bullies and Feeling Poor: How Consumer Culture Affects Children's Relationships’. in: Exploiting Childhood. Jessica Kingley, pp. 34
  15. Nairn, A & Clarke, B, 2012, ‘Researching children: Are we getting it right? a discussion of ethics’. International Journal of Market Research, vol 54.
  16. Nairn, A, 2012, ‘Advertising and Child Wellbeing’. in: Asher Ben-Arieh, Ferran Casas, Ivar Frones, Jill E Korbin (eds) Handbook of Child Well-being: Theories, Methods and Policies in Global Perspective. Springer, Dordrecht, pp. 2031-2055
  17. Marion, G & Nairn, A, 2011, ‘"We make the shoes, you make the story" teenage girls' experiences of fashion: Bricolage, tactics and narrative identity’. Consumption, Markets and Culture, vol 14., pp. 29-56
  18. Bottomley, PA, Nairn, A, Kasser, T, Ferguson, YL & Ormrod, J, 2010, ‘Measuring childhood materialism: Refining and validating schor's consumer involvement scale’. Psychology and Marketing, vol 27., pp. 717-739
  19. Nairn, A, 2010, ‘Children and brands’. in: Understanding Children as Consumers. SAGE Publications Inc., pp. 96-114
  20. Heath, RG, Nairn, AC & Bottomley, PA, 2009, ‘How effective is creativity? emotive content in TV advertising does not increase attention’. Journal of Advertising Research, vol 49.
  21. Nairn, A, 2009, ‘The positive power of the reviewing process’. International Journal of Market Research, vol 51., pp. 149-151
  22. Nairn, A, 2009, ‘Research ethics in the virtual world’. International Journal of Market Research, vol 51., pp. 276-278
  23. Nairn, A, 2008, ‘“It does my head in … buy it, buy it, buy it!” The commercialisation of UK children's web sites’. Young Consumers, vol 9., pp. 239-253
  24. Nairn, A & Fine, C, 2008, ‘Who's messing with my mind? The implications of dual-process models for the ethics of advertising to children’. International Journal of Advertising, vol 27., pp. 447-470
  25. Nairn, A & Fine, C, 2008, ‘Not seeing the wood for the imaginary trees. Or, who's messing with our article? A reply to Ambler (2008)’. International Journal of Advertising, vol 27., pp. 896-908
  26. Nairn, A, Berthon, P & Money, A, 2007, ‘Learning from giants: Exploring, classifying and analysing existing knowledge on market research’. International Journal of Market Research, vol 49., pp. 257-274
  27. Heath, R, Brandt, D & Nairn, A, 2006, ‘Brand relationships: Strengthened by emotion, weakened by attention’. Journal of Advertising Research, vol 46., pp. 410-419
  28. Nairn, A, 2006, ‘Viewpoint: Commercialisation of childhood? the ethics of research with primary school children’. International Journal of Market Research, vol 48., pp. 113-114
  29. Nairn, A & Berthon, P, 2005, ‘Affecting adolescence: Scrutinizing the link between advertising and segmentation’. Business and Society, vol 44., pp. 318-345
  30. Heath, R & Nairn, A, 2005, ‘Measuring affective advertising: Implications of low attention processing on recall’. Journal of Advertising Research, vol 45., pp. 269-291
  31. Nairn, A, Ede, L & Naudé, P, 2004, ‘Multivariate statistics in industrial marketing management: A practitioner tool kit’. Industrial Marketing Management, vol 33., pp. 573-582
  32. Bottomley, P & Nairn, A, 2004, ‘Blinded by science: The managerial consequences of inadequately validated cluster analysis solutions’. International Journal of Market Research, vol 46.
  33. Nairn, A & Berthon, P, 2003, ‘Creating the Customer: The Influence of Advertising on Consumer Market Segments - Evidence and Ethics’. Journal of Business Ethics, vol 42., pp. 83-99
  34. Nairn, A & Bottomley, P, 2003, ‘Something approaching science? Cluster analysis procedures in the CRM era’. International Journal of Market Research, vol 45., pp. 241-261+269

Full publications list in the University of Bristol publications system

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