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Dr Dianne Dean BA, PhD

Professor of Consumption Values and Practices


Dianne joined Sheffield Business School in 2018 from the University of Hull. Her work is interdisciplinary in nature focusing on the intersection between consumption and politics and transformative consumer research.

She has published widely in the Journal of Business Ethics, Journal of Business Research, European Journal of Marketing, Journal of Marketing Management and the Journal of Political Marketing.

She has guest edited special editions for the Journal of Business Ethics, Journal of Marketing Management and has been the European Review editor of the Journal of Political Marketing.

She has worked in academia for nearly 25 years teaching and researching in the areas of consumer behavioural in particular Consumer Culture Theory. As my undergraduate degree and PhD were in the areas of politics and my work in industry was in consumer research, my work is naturally interdisciplinary. My research focuses on political marketing, political branding, persuasion and propaganda. More recently I have broadened my research interests into the area of transformative consumer research particular elderly care, food practices, diabetes and health apps.

I teach consumer behaviour, research methods and Contemporary Issues in Marketing and Business. I have supervised to completion 22 PhDs, and acted as external examiner for 6 PhDs in the UK, Europe, and Australia.

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