Dr Fiona M Spotswood


  • BS8 1SD

Personal profile

Research interests

I am an Associate Professor in Marketing and Consumption with a number of overlapping research interests. I have a particular interest in behaviour change and approaches to intervention for social change. I have edited a (2016) book entitled 'Beyond Behaviour Change' which focused on interdisciplinary approaches to behaviour change, and led a seminar series (funded by the ESRC) with the same title. My work in this stream explores the role of marketing in creating and solving society's wicked problems and I focus on applying 'social marketing' thinking, approaches and innovations to societal problems. Within this stream I am particularly interested in physical activity and am involved in a number of research projects exploring novel and innovative theorisations of physical activity and inactivity amongst different groups, with the purpose of identifying critical insights for interventions. Unusual amongst social marketing scholars, I tend to draw on theories of practice in my work and I am interested in exploring how a practice ontology can inform, shape and invigorate social marketing. I also contribute to Critical Social Marketing scholarship by interogating social marketing and intervention, particularly exploring the limitations, ethics and implications of individualist approaches and assumptions about social change. I am particularly interested in bringing insights from social practice theory into the public health intervention space but also explore ingrained practices known to be unsustainable, using interpretive consumer research approaches to theorise, illuminate and explore opportunities for intervention and socil change. My other research explores sports cultures of exclusion, particularly in action sport, paying particular attention to the way sporting cultures are written and represented. I am interested in critiquing and theorising how stories are told in marketing and media, how these are consumed as part of sports consumption practices, and how the nexus of storytelling, marketing, media, writing and consumption fosters exclusion, particularly in action sports like mountain biking. 

PhD supervision

I am intererested in receiving proposals from potential PGRs whose area of research aligns with my own expertise. Please get in touch! I am particularly interested in projects in the areas of active leisure and sports consumption, practice theoretical ideas in relation to social change and social marketing (in any area, eg. sustainability), and overcoming inequalities in physical activity participation.



  • behaviour change
  • social change
  • social marketing
  • practice theory
  • physical activity
  • sustainability
  • intervention
  • critical social marketing


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