Professor Jonathan Schroeder

BA (Psychology) Michigan, MA, PhD (Social Psychology) Berkeley

Professor of Marketing

Telephone: (01392) 262537

Profile

Jonathan Schroeder is Chair of Marketing and Director of Research for the Department of Management at the University of Exeter Business School. Before moving to Exeter in 2004, he was Professor of Marketing at the Royal Institute of Technology (KTH) in Stockholm. His BA is from the University of Michigan and his MA and PhD is from the University of California, Berkeley. He has held visiting appointments at Wesleyan University (Center for the Humanities, 1997-8), Gothenburg University (Centre for Consumer Science, 2006), University of Auckland (Centre for Digital Enterprise, 2007), Indian School of Business (2007), and Bocconi University in Milan (Program in Fashion, Experience, and Design, 2001 – ). Schroeder has published widely on branding, communication, consumer research, and marketing aesthetics. He is the author of Visual Consumption (Routledge, 2002) and co-editor of Brand Culture (Routledge, 2006). He is editor in chief of Consumption Markets & Culture. He is a lively media commentator and a frequent speaker at conferences, executive programmes, industry symposiums, and universities.

Research Interests

Aesthetics
Brand Culture
Consumer Behaviour
Ethics
Identity
Marketing Communication
Visual Issues in Management and Marketing

Taught Modules

Administrative Responsibilities

Director of Research, Department of Management
Member, Information Society Network
Steering Committee, Exeter Interdisciplinary Institute
Management Committee, Centre for Intermedia

External Positions

Visiting Professor, Indian School of Business, Hyderabad, 2007
Malmsten Visiting Professor, Center for Consumer Science, Gothenburg University, 2006
Visiting Professor, Bocconi University, Milan
Editor, Consumption Markets and Culture
Member, Editorial Board, European Journal of Marketing
Member, Editorial Board, Marketing Theory
Member, Editorial Board, Advertising and Society Review
Member, Editorial Board, International Journal of Indian Culture and Business Management
Member, Editorial Board, Journal of Business Research
Member, Editorial Board, Journal of Historical Research in Marketing
Member, Editorial Board, Innovative Marketing
Member, Editorial Board, Critical Studies in Fashion and Beauty
Member, Manuscript Review Board, Journal of Macromarketing
Co-founder, ESRC funded International Network of Visual Studies in Organizations
Research Associate, Centre for Advanced Study of Leadership, Stockholm
Research Affiliate, European Centre for Art and Management, Stockholm
Associate Member, Centre for Consumption Studies, Dublin City University
Research Fellow, Centre on Digital Enterprise, University of Auckland, 2007

Selected Publications

Puntoni, S, Schroeder, JE and Ritson, M, ‘Meaning Matters: Polysemy in Advertising’, Journal of Advertising, (forthcoming).
Schroeder, JE (2010) ‘Style and Strategy: Snapshot Aesthetics in Brand Culture’. in Imagining Business, C. McLean, P. Quattrone, F-R. Puyou, and N. Thrift (eds.), London: Routledge.
Patterson, M. and Schroeder, JE Borderlines: Skins, Tattoos, and Consumer Culture Theory, Marketing Theory, forthcoming.
Schroeder, JE (2010) ‘Value Creation and the Visual Consumer’. in Changing Consumer Roles, Karin Ekström and Kay Glans eds, London: Routledge.
Campbell, N and Schroeder, JE (2010), ‘Visual Culture’, Encyclopedia of Consumer Culture, Dale Southerton, ed. Thousand Oaks, CA, CQ Press/Sage.
Schroeder, JE and Fillis, I (2010), ‘Aesthetic Leadership’, Research Handbook on Political and Civic Leadership, Richard Couto, ed. London, Sage.
Schroeder, JE (2010), ‘Visual Consumption: The Way I See It’, Consumer Behaviour, Michael Solomon, Gary Bamossy, Søren Askegaard and Margaret Hogg, 4th Ed., Prentice-Hall, 547-548.
Buchanan-Oliver, M, Cruz, A. and Schroeder, JE (2009), ‘Shaping the Body and Technology: Discursive Implications for the Strategic Communication of Technological Brands’, European Journal of Marketing.
Schroeder, JE and Borgerson, JL (2009), ‘Packaging Paradise: Organizing Representations of Hawaii,’ Against the Grain: Advances in Postcolonial Organization Studies, A. Prasad (ed.).
Schroeder, JE (2009), ‘Review Essay – Experiential Consumption’, Tourism Geographies, 11, pp. 419-425.
Rice, D, Schroeder, JE, et al. (2009), ‘What Did You Just Call Me? European and American Ratings of the Valence of Ethnophaulisms (Ethnic Labels)’, Journal of Language and Social Psychology.
Schroeder, JE, (2009), ‘The Artist in Brand Culture’, Marketing the Arts: A Fresh Approach, Daragh O’Reilly and Finola Kerrigan (eds.), Routledge.
Schroeder, JE (2009), ‘Brand Culture’, Concise Encyclopedia of Sociology, Oxford, Blackwell.
Schroeder, JE (2009), ‘The Cultural Codes of Branding’, Marketing Theory, 9, pp. 123-126.
Borgerson, J, Schroeder, JE, Escudero, M and Magnusson, F (2009), ‘Corporate Communication, Ethics, and Operational Identity: A Case Study of Benetton’, Business Ethics – A European Review, 18, pp. 209-223.
Peñaloza, L and Schroeder, JE (2008), Editorial, Consumption Markets and Culture, 11, pp. 169-172.
Schroeder, JE (2008), ‘Brand Culture: Trade Marks, Marketing and Consumption’, Trade Marks and Brands: An Interdisciplinary Critique, L. Bently, J. Davis and J. Ginsburg (eds.), Cambridge, Cambridge University Press.
Borgerson, JL and Schroeder, JE (2008), ‘Building an Ethics of Visual Representation: Contesting Epistemic Closure in Marketing Communication’, Cutting-edge Issues in Business Ethics: Continental Challenges to Tradition, M. Painter-Morland and P. H. Werhane (eds.), New York, Springer-Verlag.
Borgerson, J L and Schroeder, JE (2008), ‘The Pleasures of the Used Text: Buying, Selling and Savouring Collectible Books’, European Advances in Consumer Research, Duluth, MN, Association for Consumer Research.
Zwick, D, Schroeder, J and Denegri-Knott, J (2008), ‘Unintended Politics of Investing: The Social Pedagogy of Wall Street’, Voters or Consumers: Imagining the contemporary electorate, Lilleker, D and Scullion, R (eds.), Newcastle, UK, Cambridge Scholars Publishing, pp. 12-34.
Zwick, D, Denegri-Knott, J and Schroeder, JE (2007), ‘Stock Trading as Political Activism? The Social Pedagogy of Wall Street’, Journal of Consumer Policy, 30, 3, pp. 177-199.
Schroeder, JE (2007), ‘Images in Brand Culture’, Go Figure: New Directions in Advertising Rhetoric, Phillips, BJ and McQuarrie, E (eds.), Armonk, NY, M.E.Sharpe.
Schroeder, JE (2007), ‘Researching Visual Consumption’, Advances in Consumer Research, Duluth, MN: Association for Consumer Research.
Schroeder, JE and Dobers, P (2007), ‘Imagining Identity: Technology and the Body in Marketing Communications’, Advances in Consumer Research.
Schroeder, JE (2007), ‘Kunst, Marken und Konsum’ [Arts, Brands and Consumption], The Aesthetic Urge, Markowski, M (ed), The Aesthetics Academy, Köln.
Schroeder, JE (2007). ‘Aesthetic Leadership’, Key Concepts in Leadership Studies, Gosling, J and Marturano, A (eds.), London: Routledge.
Schroeder, JE (2007), ‘Fetishization’, International Encyclopedia of Communication, Wolfgang Donsbach (ed.), Oxford: Blackwell.
Schroeder, JE (2007), ‘Critical Marketing: Insights for Informed Research’, Critical Marketing: Defining the Field, Saren, M, Elliott, R, Maclaran, P, Goulding, C, Catterall, M and Shankar, A (eds.), London: Elsevier Butterworth Heinemann.
Schroeder, JE (2006), ‘Brand Culture’ and ‘Visual Consumption’, Encyclopedia of Sociology, George Ritzer (ed.), Oxford: Blackwell, pp. 351-353 and pp. 769-772.
Borgerson, J, Schroeder, JE, Blomberg, B and Thorssén, E (2006), ‘The Gay Family in the Ad: Consumer Responses to Non-traditional Families in Marketing Communications’, Journal of Marketing Management, 22, pp. 955-978.
Schroeder, JE (2006), ‘Aesthetics, Images and Vision’, Marketing Theory, 6, pp. 5-10.
Schroeder, JE (2006), ‘Aesthetics Awry: The Painter of Light™ and the Commodification of Artistic Values’, Consumption, Markets and Culture, 9,2, pp. 87-99.
Denegri-Knott, J, Zwick, D and Schroeder, JE (2006), ‘Mapping Consumer Power: An Integrative Framework for Marketing and Consumer Research’, European Journal of Marketing, 40, 9/10, pp. 950-971.
Schroeder, JE (2006), ‘Review Essay: Identity–Trademarks, Logotypes and Symbols’, Design Issues, 22, pp. 86-88.
Schroeder, JE (2006), ‘Critical Visual Analysis’, Handbook of Qualitative Methods in Marketing, Belk, R (ed), Aldershot, UK: Edward Elgar.
Borgerson, JL, Isla, B, Schroeder, JE and Thorssén, E (2006), ‘The Representation of Gay Families in Advertising: Consumer Responses to an Emergent Target Group’ European Advances in Consumer Research, Ekström, KM and Brembeck, H (eds.), vol. 7.
Giesler, M and Schroeder, JE (2006), ‘The Sounds of Consumption: Listening to the Musical Landscape’, Special Session Summary, European Advances in Consumer Research, Ekström, KM and Brembeck, H (eds.), vol. 7.
Borgerson, J and Schroeder, JE (2006), ‘The Pleasures of the Used Text: Revealing Traces of Consumption’, Consuming Books: The Marketing and Consumption of Literature, Brown, S (ed), London: Routledge, pp. 46-59.
Schroeder, JE (2005), ‘The Artist and the Brand’, European Journal of Marketing, 39, pp. 1291-1305.
Schroeder, JE (2005), ‘Researching Visual Consumption’, Advances in Consumer Research, Valdosta, GA: Association for Consumer Research.
Schroeder, JE (2005), ‘Art and Brand Management’, Advertising Express (India), 5, pp. 7-21.
Schroeder, JE and Borgerson, JL (2005), ‘An Ethics of Representation for International Marketing’, International Marketing Review, 22, pp. 578-600.
Schroeder, JE and Salzer-Mörling, M (eds.) (2005), Brand Culture, London: Routledge.
Borgerson, J and Schroeder, JE (2005), ‘Identity in Marketing Communications: An Ethics of Visual Representation’, Marketing Communication: New Approaches, Technologies, and Styles, Kimmel, AJ (ed), Oxford: Oxford University Press, pp. 256-277.
Schroeder, JE and McDonagh, P (2005), ‘The Logic of Pornography in Digital Camera Promotion’, Sex in Consumer Culture, Lambiase, J and Reichert, T (eds.), Mahwah, NJ: Lawrence Erlbaum Associates, pp. 221-245.
Schroeder, JE and Zwick, D (2004), ‘Mirrors of Masculinity: Representation and Identity in Marketing Communication’, Consumption Markets & Culture, 7, pp. 21-52.
Schroeder, JE (2004), ‘Visual Consumption in the Image Economy’, Elusive Consumption, Ekström, K and Brembeck, H (eds.) Oxford: Berg, pp. 229-244.
Schroeder, JE and Borgerson, J (2004), ‘Judith Butler, Gender Theorist: Philosophical and Phenomenological Insights into Marketing and Consumer Behavior’, 7th Association for Consumer Research conference on Gender, Marketing and Consumer Behavior proceedings, Thompson, CJ and Scott, LM (eds.).
Schroeder, JE and McDonagh, P (2004), ‘Visual Lifestyles: Sex, Technology and Marketing Representation in Digital Photography’, 7th Association for Consumer Research conference on Gender, Marketing and Consumer Behavior proceedings, Thompson, CJ and Scott, LM (eds.).
Schroeder, JE (2004), ‘Branding the Body: Skin and Consumer Communication’, European Advances in Consumer Research, 7, Turley, D and Brown, S (eds.), pp. 23-28.
Schroeder, JE and Uusitalo L (2004), ‘Consuming Images: Media, Cultural Codes, and Representation’, European Advances in Consumer Research, 7, Turley, D and Brown, S (eds.), pp. 228-232.
Schroeder, JE (2004), ‘Book Review: The Art Firm: Aesthetic Management and Metaphysical Marketing from Wagner to Wilson’, by Pierre Guillet de Monthoux, Organization Studies, 25 (6), pp. 1052-1056.
Schroeder, JE (2003), ‘Visual Methodologies and Analysis’, Visual Anthropology, 16 (1), pp. 81-88.
Schroeder, JE (2003), ‘Consumption, Gender and Identity’, Consumption Markets & Culture, 6 (1), pp. 1-4.
Borgerson, JL and Schroeder, JE (2003), ‘The Lure of Paradise: Marketing the Ultimate Consumer Experience’, Time, Space and Place: the Rise of Retroscapes, Brown, S and Sherry, JF (eds.), New York: M.E. Sharpe, pp. 219-237.
Schroeder, JE and Borgerson, JL (2003), ‘Dark Desires: Fetishism, Representation, and Ontology in Contemporary Advertising’, Sex in Advertising: Perspectives on the Erotic Appeal, Reichert, T and Lambiase, J (eds.), Mahwah, NJ: Lawrence Erlbaum Associates, pp. 65-87.
Schroeder, JE (2003), ‘Building Brands: Architectural Expression in the Electronic Age’, Persuasive Imagery: A Consumer Response Perspective, Batra, R and Scott, L (eds.), Mahwah, NJ: Lawrence Erlbaum, pp. 349-382.
Schroeder, JE (2002), ‘The Production and Consumption of Images’, Finanza, Marketing E Produczione, 3, pp. 96-113.
Schroeder, JE and Borgerson, JL (2002), ‘Innovations in Information Technology: Insights into Consumer Culture from Italian Renaissance Art’, Consumption Markets & Culture, 5 (2), pp. 153-169.
Schroeder, J (2002), Visual Consumption, Interpretive Marketing Research London and New York: Routledge.
Borgerson, JL and Schroeder, JE (2002), ‘Ethical Issues of Global Marketing: Avoiding Bad Faith in Visual Representation’, European Journal of Marketing, 36 (5/6), pp. 570-594.
Schroeder, JE (2002), ‘Konstnären som varumärkesstrateg’, [The Artist as Brand Manager], Ledmotiv [Stockholm School of Economics Leadership Journal], 3, pp. 83-95.
Schroeder, JE (2002), ‘The Pictorial Urge: Fetishism in Visual Culture’, Power and Sensuality in Visual Culture, Granqvist, R (ed.). Umeå, Sweden: Umeå University, pp. 138-164.
Schroeder, JE (2002), ‘Doing Gender Research for a Wide Audience’, Proceedings of the 6th Association for Consumer Research conference on Gender, Marketing, and Consumer Behavior, Maclaren, P and Desbordes, E (eds.), Dublin, June.
Dholakia, N and Schroeder, JE (2001), ‘Disney: Delights and Doubts’, Journal of Research for Consumers, 1, 2, Available at: www.jrconsumers.com/
Schroeder, JE (2000), ‘The Consumer in Society: Utopian Visions Revisited’, Marketing Intelligence and Planning, 18, pp. 381-387.
Schroeder, J and Otnes, C (eds.) (2000), ‘Gender, Marketing and Consumer Behavior’, Proceedings of the 5th Association for Consumer Research sponsored conference, Urbana: University of Illinois printing service.
Schroeder, JE, Balazs, AL, Venkatesan, M and Anderson, BB (2001), ‘Time Perception and Age: A Cross-Cultural Perspective’, Time and Management, Caseby, D (ed.), Palermo: ISIDA, pp. 435-446.
Dobers, P and Schroeder, JE (2001), ‘Representing IT: Embodying the Electronic Economy’ [abstract], Proceedings of the Nordic Academy of Management conference, Uppsala, August.
Schroeder, J (2000), ‘Édouard Manet, Calvin Klein and the Strategic Use of Scandal’, Imagining Marketing: Art, Aesthetics, and the Avant-Garde, Brown, S and Patterson, A (eds.), London: Routledge, pp. 36-51.
Schroeder, JE and Maclaren, P (2000), ‘Gender in the Millennial Imagination’, Proceedings of the fifth Association for Consumer Research conference on Gender, Marketing, and Consumer Behavior, Schroeder, JE and Otnes, C (eds.), Chicago, June.
Schroeder, JE (2000), ‘Consuming Visual Culture’, 2nd Workshop on Interpretive Consumer Research, European Institute for Advanced Studies in Management, Beckmann, SC, Elliott, R and Friese, S (eds.), Brussels, 20 May, pp. 1-20.
Schroeder, JE and Zwick D (2000), ‘Consuming Masculinity: Advertising, The Gaze, and Male Bodies’, Advances in Consumer Research, vol. 27 [summary].

View my research on the Social Science Research Network: http://ssrn.com/author=348758