Projects per year
I am a Senior Lecturer in Marketing with 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 use practice theory ideas to inform social marketing research and management, as well as interogating social marketing and intervention from a critical perspective, 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.
- behaviour change
- social change
- social marketing
- practice theory
- physical activity
- critical social marketing
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Physical activity and the growing family: A mixed methods study of how physical activity participation changes as a result of the reconfiguration of interrelated practices after the arrival of a new baby
20/09/21 → 19/09/24
Spotswood, F., 18 Jan 2022, (Submitted).
Research output: Contribution to conference › Conference Paper › peer-reviewFile26 Downloads (Pure)
Bristol Girls Can: A co-created, practice-oriented social marketing approach to supporting mothers’ leisure time physical activity in the COVID-19 eraSpotswood, F., 20 Jun 2022, (Accepted/In press).
Research output: Contribution to conference › Conference Paper › peer-review
Compliance Performance Positioning: Understanding students’ negotiations of fear and guilt appeals in social marketingFraser, E. & Spotswood, F., 23 Aug 2022, (In preparation) In: Social Marketing Quarterly.
Research output: Contribution to journal › Article (Academic Journal) › peer-review
Fiona M Spotswood (Speaker)1 Jul 2019 → 5 Jul 2019
Activity: Other activity types › Collaboration
Fiona M Spotswood (Participant)18 Oct 2018
Activity: Participating in or organising an event types › Invited talk
Fiona M Spotswood (Participant)16 Oct 2018
Activity: Participating in or organising an event types › Participation in workshop, seminar, course