Dr Carolyn Wilson-Nash

Lecturer in Marketing & Retail

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

Dr Carolyn Wilson-Nash

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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.


Ageing & Society's Article of the Month
Awarded Article of Month in March 2018 by Ageing & Society.

RATE award 2022 (Honourable Mention)
University of Stirling
Awarded a RATE award in 2022 for Innovation in Blended Learning.

Santander Scholarship
Awarded a Santander Universities Research Grant in 2023.

Event / Presentation

#282 Older Adults and Tech with Carolyn Wilson-Nash
Featured on the UX Podcast in February 2022 talking about older people and technology paradoxes. The podcast is targeted at business professionals working in UX, it reaches listeners in 120 different countries and territories, is on streaming services such as Spotify, Soundcloud, and Google Podcast, and each episode is downloaded 10,000 times on average.

Dignity, Technology, and Human Values in Smart Technological Environments: From Design to the Lived Experience
Represented the Centre for Research into Information, Surveillance, and Privacy (CRISP) on a panel about “Dignity, Technology, and Human Values in Smart Technological Environments: From Design to the Lived Experience” at the Computers, Privacy and Data Protection (CPDP) conference in Brussels from 24th to 26th May 2023.

Older Consumers of Technology in an Ever-evolving Digital Society
Dublin City University
Gave a research seminar on “Older consumers of technology in an ever-evolving digital society” at the Irish Institute of Digital Business, Dublin City University on Wednesday 18th October 2023.

Seldom Heard Voices: Digital Exclusion of Older People
Gave a seminar on “Seldom Heard Voices: Digital exclusion of older people” at the Oxfordshire County Council Co-Production Week on 4th July 2023.

External Examiners and Validations

External Examiner
University of Glasgow
External examiner at the University of Glasgow on two postgraduate programmes (MBA Management Programmes and MSc Management Programmes).

MPhil Examiner
University of Cambridge
External examiner for an MPhil in Psychology (Smart Speaker Use and Psychological Well-Being Among Older Adults) at the University of Cambridge on 7th October 2020.

Professional qualification

Fellow of the Higher Education Academy
Higher Education Academy
Awarded Fellow of the HEA following completion of the Postgraduate Certification in Learning and Teaching in Higher Education in June 2020.


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 (24)


Project Report

Gibson G, Pavlopoulou I, Wilson-Nash C & McCabe L (2022) Evaluation of the 'Connecting Residents in Scotland's Care Homes' Programme. Scottish Government Technology Enabled Care programme and Digital Health and Care Innovation Centre (DHI). Stirling. https://tec.scot/programme-areas/digital-social-care/current-activities/connecting-residents-scotlands-care-homes-evaluation#:~:text=The%20evaluation%20of%20the%20'Connecting,with%20the%20Digital%20Health%20and

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



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 Postgraduate MSc 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 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.