Yasmin Sekhon

Yasmin Sekhon has published in a number of academic journals including International Journal of Market Research, Consumption, Markets and Culture Journal and the Academy of Science Review. She is on the editorial advisory board of International Journal of Market Research and is a reviewer for various other journals.

Her research interests include consumer behaviour and also the role of ethnicity and identity in a consumer context. Her most recent research is looking into materialism in a cultural context as well as consumption impacting individual and collective identity development.

Yasmin has won a number of bids including HEIF and ESRC, including projects as internal marketing and the recession and not for profit marketing. Yasmin is also senior examiner for the Chartered Institute of Marketing (CIM) at chartered post-graduate level as well as external examiner for other institutions. Previously Yasmin worked in industry in the marketing field and is still actively involved in a number of consumer consultancy related projects.

The importance of consumers, cultures and society

I am particularly interested in the study of consumption from a cross-cultural perspective.  My area of research has looked into immigrant communities and how culture, identity and ethnicity impacts consumption. The consumption of goods and services are increasingly becoming an integral part of individual and collective identities.  It is important that comparisons are made across cultures and in different perspectives to understand further the significance of consumption for the benefit of the individual, the organisation and policy makers.  As the latter will further enhance understanding of communication content and methods, the significance of possessions and how the consumption journey ultimately impacts short and longer term well being. 

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