Dr Carolyn Wilson-Nash

Lecturer in Marketing & Retail

Marketing & Retail University of Stirling, Stirling, FK9 4LA

Dr Carolyn Wilson-Nash

Share a link

About me

About me

Dr Carolyn Wilson-Nash joined the University of Stirling in January 2018. Prior to that she studied at Durham University to complete a Marketing MA in 2009 and PhD in 2014. Her PhD thesis focused on the motivations of repetitive technology use by older consumers and led her to undertake a KTP in the adoption of digital technology by NHS patients. The KTP was based at the University of Salford in collaboration with Dynamic Health Systems. In 2016, Dr Wilson-Nash returned to Durham University Business School as a research associate, to work on a further Innovate UK funded project, which was in collaboration with IBM, P&G and Kantar. The project explored consumer behaviour related to brand and product switching in FMCGs.

She is currently working on research projects relating to consumers experiencing vulnerability in services, technology use in care homes, and social media use by older people.

Research

Dr Wilson-Nash's overarching focus is on the nuances of technology consumption, predominantly within services. She has explored technology consumption by a range of consumers including older people, younger people, care home residents, and patients with long term conditions or in palliative care. She has investigated the consumption of different technologies such as artificial intelligence, digital technology, social media, webpages, and mobile applications. She is interested in how technology influences the welfare of the user, using theoretical insights from motivating operations, technology paradoxes, service captivity and the customer journey.

Outputs (20)

Outputs

Conference Proceeding

Wilson-Nash C & Xiao S (2019) From F.O.M.O. to Changxin: A Cross-cultural Exploration of Consumer Response to Newness in the Fast-moving Consumer Goods Industry. In: Academy of Marketing Conference 2019: 'When you tire of marketing you tire of life'. Academy of Marketing 52nd Annual Conference, Regent's University London, 02.07.2019-04.07.2019. Helensburgh: Academy of Marketing, p. 64. https://issuu.com/regentscollege/docs/academy_of_marketing_conference_pro

Conference Proceeding

Xiao S, Wilson C, Kureshi I, Theodoropoulos G, Esquejo N, Slassor M, Hindson A, Buckley E, Herbert R, Murphy P, Davis T & Heukaeufe E (2017) Why People Do Not Switch: Product Form Level Explanations for Incremental Innovative Product Adoption Behaviour. In: Proceedings of the Academy of Marketing 2017 Conference. 50th Academy of Marketing Conference, Hull, UK, 03.07.2017-06.07.2017. Helensburgh, Scotland: Academy of Marketing.

Conference Proceeding

Wilson C, Ormandy P, Vasilica C & Ali S (2016) E-Health Diaries for People at End-of-life: "A crutch to lean on". In: HIMS'16 : the 2016 International Conference on Health Informatics and Medical Systems, July 25-28, 2016, Monte Carlo Resort, Las Vegas, USA. International Conference of Health Informatics and Medical Systems HIMS'16, Las Vegas, 25.07.2016-28.07.2016, pp. 89-95. http://worldcomp-proceedings.com/proc/p2016/HIMS16_Contents.html

Teaching

Teaching

Dr Wilson-Nash's teaching interests include methods of inquiry, text analytics, consumer behaviour, and ethical marketing. She began teaching on the Global MBA at Durham University Business School in 2011. Since moving to the University of Stirling, she has become director of the Undergraduate Retail Marketing Programme. She is also responsible for the Undergraduate Dissertation and Socially Responsible Marketing modules, and Text Analytics for Marketing on the Postgraduate Programme.

Dr Wilson-Nash is has taught internationally at EBS University of Business and Law in Germany and Singapore Institute of Management. She has received an honorary mention in the RATE awards for innovation in blended learning.