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Dr Wendy Hein

Positions held:
  • Senior Lecturer, 糖心logo入口 Business School
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  • Overview

    Overview

    Biography

    Wendy joined the Marketing group in the Management department at 糖心logo入口 in 2011. Her research focuses on gender and feminist perspectives in consumer research and marketing, social research and sustainability, and innovative research methods across these fields.聽She is also interested in transformative research and policy interventions in this area.

    She regularly presents and publishes her work across conferences and transdisciplinary outlets. This includes early research from her聽ethnography PhD on young men's consumption practices, research on gender equality and equity in marketing and consumer research (including UN PRME gender equality working group and TCR gender justice work), often through聽feminist, power and critical studies on men and masculinities lenses. She worked as part of the聽FP7 TRIGGER project聽at 糖心logo入口 studying gender cultures within research and science. More recently, she joined the PREPP team (parasiticides & pollution) at Imperial College London, adding social science perspectives to sustainable parasiticide practices.聽聽

    At 糖心logo入口, Wendy is programme director of the MSc Marketing (October and January start). She teaches Consumer Behaviour and on 糖心logo入口's joint MBA with Central St Martins, various foundational modules and convenes various marketing modules at 糖心logo入口 and聽University of London. Wendy supervises several PhD students, particularly in the context of gender, identities and feminisms, marketing, consumption and organisations.

    Alongside research, Wendy has worked across marketing positions and industries, countries and organisations, ranging from events marketing and PR to working as a marketing executive in international companies such as Ryanair Ltd and data management companies. She was involved in developing and applying ethnographic research for entrepreneurial discovery, and continues her work as a consultant for established and start-up companies,聽as well as for teaching, education and policy.

    Highlights

    • Co-ordinator of Marketing (subject discipline) in the (UN PRME)

    • Keynote Speech, , November 2018, Hanken School of Economics, Finland.

    • Co-chair of first gender track, Transformative Consumer Research Conference 2015, Villanova University, PA.

    • 2015 Recipient of 糖心logo入口 Excellence in Teaching Award (BETA)聽

      2023/24 Recipient of Vice Chancellor Teaching Excellence Award (Team Teaching)

    Web profiles

    Administrative responsibilities

    • Deputy Head of PG Programmes, 糖心logo入口 Business School
    • Programme Director MSc Marketing
    • Co-chair of Athena Swan committee, Department of Management
    • Module convenor and lecturer: Consumer Behaviour, Buyer Behaviour, Principles of Marketing, Services Marketing

    Honours and awards

    • Fellow of Higher Education Academy (HEA) , February 2012
    • 糖心logo入口 Excellence in Teaching Award BETA , February 2015

    ORCID

  • Research

    Research

    Research interests

    • Gender, relations, feminisms, politics and equity in marketing and consumer research
    • Critical, macromarketing and transformative consumer research
    • Ethnography, qualitative and innovative methodologies

    Research overview

    Wendy鈥檚 research interests, broadly speaking, focus on marketing and consumer research, and more specifically, on gender, feminism and gender equality as part of this. She has conducted ethnographic work on young men鈥檚 consumption practices in Scotland, where she focused on men, masculinities and gender relations connected to consumption, and is currently involved in several projects that relate to gender equity in marketing.

    She co-ordinates the marketing subject discipline for the聽UN PRME gender equality working group, where she works on an ongoing聽repository of teaching material and various contributions to edited book collections. Together with Elisabeth Hirschman, she co-chaired the first gender/equality track at the 2015 Transformative Consumer Research conference, and was involved in the聽FP7 Transforming Institutions by Gendering contents and Gaining Equality in Research (TRIGGER)聽research at 糖心logo入口. She has published findings and methodological implications from her work, and has presented at international conferences such as Gender, Marketing and Consumer Behaviour, Consumer Culture Theory, Macromarketing and Association for Consumer Research (ACR), and American Marketing Association (AMA) conferences.

    Research Centres and Institutes

    • Steering group member,
    • Affiliate group member,
    • Group member,
  • Supervision and teaching

    Supervision and teaching

    Supervision

    Supervisions within 糖心logo入口:
    2

    Wendy is particularly interested in supervising projects that focus on the following broad topics:

    Gender, relations, feminism, politics and theory in marketing and consumer research: this may relate to gender issues, such as gender equality, discrimination in both micro and macro settings; power with and through marketing and consumption; the gendered body in marketing and consumption; the construction of gender relations and practices through consumption, and; theorisations and critique of gender (equity/equality) in marketing and consumer research.


    Consumer Culture Theory(CCT): this may include topics broadly relating to contextual, symbolic and experiential aspects along the consumption cycle; such as consumer and marketplace cultures; consumer identity projects; sociohistoric pattern of consumption, and; mass-mediated marketplace ideologies and consumer interpretation.


    Critical, historical and macro-marketing:聽including socio-cultural histories of marketing and consumption and their relation to current understandings of markets and marketing; and consumer/marketing roles in system production and re-negotiation (including issues of consumer/marketing ethics, social responsibility and sustainability).


    Transformative marketing and consumer research: (how) do marketers/consumers affect lives, environments and broader structures?


    Ethnography, qualitative methodologies and alternative representation: includes considerations of the role of emergent technologies, relating to digital, mobile and visual in marketing and consumer research; critical engagement with interpretive and transdisciplinary methodologies (including gender and feminist implications in research); alternative representation and non-representation of consumer and marketing research, such as through film and multimedia.

    Doctoral alumni since 2013-14

    • IRINA SUKIASYAN
      Nature of supervision:
      Principal Supervisor,
      Title of thesis:
      Mediated Post-Soviet Gender Ideologies in Russian Comedy Shows
      Awarded:
      2025
    • JULIA SCHOBER
      Nature of supervision:
      Principal Supervisor, to
      Title of thesis:
      Labour migration within the European Union: Brexit and the location choice of highly skilled young EU workers
      Awarded:
      2026

    Teaching

    Teaching modules

    • Principles of Marketing (Undergraduate)
    • Principles of Organization and Management
    • Consumer Behaviour
  • Publications

    Publications

    Article

    • Santana, J. and Arcuri, A. and Velloso, L. and Magalh茫es Lopes, M. and Brondino-Pompeo, K. and Morais, I. and Cross, S.N.N. and Figueiredo, B. and Ger, G. and Hein, Wendy and Pirani, D. and Rojas Gaviria, P. and Veresiu, E. and Waverley, J. (2026) . Consumption Markets & Culture ISSN 1025-3866. (In Press)
    • Kapoor, V. and Belk, R. and Hein, Wendy (2025) . Journal of Business Research 199, ISSN 0148-2963.
    • Steinfield, L. and Hutton, M. and Cheded, M. and Nappier Cherup, A. and Thomas, K.D. and Hein, Wendy and Coffin, J. (2024) . The Journal of Consumer Affairs 58 (1), pp. 197-208. ISSN 0022-0078.
    • Barron, L.P. and Richardson, A.K. and Hein, Wendy (2024) . One Earth 7 (3), pp. 350-354. ISSN 2590-3322.
    • Banister, E. and Hamilton, K. and Maria, P. and Bruce, H. and Hein, Wendy and Hewer, P. and Higgins, L. and Liu, C. and Steadman, C. (2024) . Journal of Customer Behaviour 23 (4), pp. 183-190. ISSN 1475-3928.
    • Banister, E. and Hamilton, K. and Piacentini, M. and Abboud, L. and Allison, S. and Bruce, H.B. and Hein, Wendy and Higgins, L. and Hoyland, C. and Nairn, A. and Parry, S. and Tonner, A. (2023) . European Journal of Marketing ISSN 0309-0566.
    • Dobscha, S. and Coleman, C. and Drenten, J. and Ferguson, S. and Finkelstein-Young, S. and Gurrieri, L. and Harrison, R. and Hein, Wendy and Houston, R. and McVey, L. and Nappier Cherup, A. and Ostberg, J. and Ourahmoune, N. and Pe帽aloza, L. and Pounders, K. and Prothero, A. and Bettany, S. and Sredl, K. and Steinfield, L. and Zayer, L. (2021) . Marketing Letters 32 (3), pp. 341-347. ISSN 0923-0645.
    • Steinfield, L. and Coleman, C. and Tuncay Zayer, L. and Ourahmoune, N. and Hein, Wendy (2019) . Consumption Markets & Culture 22 (4), pp. 406-429. ISSN 1025-3866.
    • Steinfield, L. and Sanghvi, M. and Zayer, L.T. and Coleman, C.A. and Ourahmoune, N. and Harrison, R.L. and Hein, Wendy and Brace-Govan, J. (2019) . Journal of Business Research 100, pp. 366-375. ISSN 0148-2963.
    • Hein, Wendy and Steinfield, L. and Ourahmoune, N. and Coleman, C.A. and Tuncay Zayer, L. and Littlefield, J. (2016) . Journal of Public Policy & Marketing 35 (2), pp. 223-236. ISSN 0743-9156.
    • Hearn, J. and Hein, Wendy (2015) . Journal of Marketing Management 31 (15-16), pp. 1626-1651. ISSN 0267-257X.
    • Hein, Wendy and O鈥橠onohoe, S. (2014) . Journal of Marketing Management 30 (13-14), pp. 1293-1319. ISSN 0267-257X.
    • Hein, Wendy and O鈥橠onohoe, S. and Ryan, A. (2011) . Qualitative Market Research: An International Journal 14 (3), pp. 258-273. ISSN 1352-2752.

    Book section

    • Hein, Wendy and Hearn, J. (2022) . In: Maclaran, P. and Stevens, L. and Kravets, O. (eds.) The Routledge Companion to Marketing and Feminism. Routledge Companions in Business, Management and Marketing. Abingdon, UK: Routledge. ISBN 9780367477578.
    • Steinfield, L. and Hein, Wendy (2021) . In: Filho, W.L. and Azul, A.M. and Brandli, L. and 脰zuyar, P.G. and Wall, T. (eds.) Partnerships for the Goals. Encyclopedia of the UN Sustainable Development Goals. Hamburg: Springer. ISBN 978319959627.
    • Zayer, L.T. and Hein, Wendy and Brace-Govan, J. and Coleman, C. and Harrison, R. and Ourahmoune, N. and Sanghvi, M. and Steinfield, L. (2020) . In: Tan, T.K. and Gudic, M. and Flynn, P.M. (eds.) Struggles and Successes in the Pursuit of Sustainable Development. London, UK: Routledge. ISBN 9780815351757.
    • Steinfield, L. and Littlefield, J. and Hein, Wendy and Coleman, C. and Zayer, L.T. (2019) . In: Dobscha, S. (ed.) Handbook of Research in Gender and Marketing. Cheltenham, UK: Elgar Publishing. ISBN 9781788115377.
    • Tuncay Zayer, L. and Coleman, C.A. and Hein, Wendy and Littlefield, J. and Steinfield, L. (2017) . In: Solomon, M.R. and Lowrey, T.M. (eds.) The Routledge Companion to Consumer Behavior. Routledge Companions in Business, Management and Accounting. Abingdon, UK: Routledge. ISBN 9781138695160.
    • Hein, Wendy (2015) . In: Flynn, P.M. and Haynes, K. and Kilgour, M.A. (eds.) Integrating Gender Equality into Business and Management Education. Sheffield, UK: Greenleaf Publishing. pp. 98-121. ISBN 9781783532254.

    Conference item

    • Hein, Wendy (2014) . 39th Annual Macromarketing Conference, 2014, Royal Holloway, University of London, UK
    • Hein, Wendy (2014) . 9th Consumer Culture Theory Conference, 2014, Aalto University, Helsinki
    • Hein, Wendy (2014) . 12th ACR Gender, Marketing and Consumer Behaviour Conference, 2014, Aalto University, Helsinki
    • Hein, Wendy Zeynep, G.-C. and Otnes, C. and Rui Zhu, J., eds. (2012) . Advances in Consumer Research, 2012, Queenstown, New Zealand
    • Hein, Wendy (2012) . Asia Pacific Advances, 2012,
    • Hein, Wendy (2012) . 7th Consumer Culture Theory Conference, 2012, University of Oxford, Oxford, UK
    • Hein, Wendy (2012) . 11th ACR Gender, Marketing and Consumer Behavior Conference, 2012, Queenstown, New Zealand
    • Hein, Wendy and O鈥橠onohoe, S. (2011) . 6th Workshop on Interpretive Consumer Research, 2011, University of Southern Denmark, Odense
    • Hein, Wendy (2011) . Accel REE Europe, Stanford Technology Venture Program, 2011, Edinburgh, UK
    • Ostberg, J. and Rinallo, D. and Fischer, E. and Hein, Wendy and Ourahmoune, N. and Stevens, L. (2010) . 10th ACR Gender, Marketing and Consumer Behaviour Conference, 2010, University of Cumbria, Ambleside, UK
    • Hein, Wendy (2008) . 9th ACR Gender, Marketing and Consumer Behavior Conference, 2008, Boston, USA

    Video

    • Hein, Wendy and Ryan, A. and Corrigan, R. (2010) . The Association for Consumer Research.
  • Business and community

    Business and community

    Outreach

    TRT roundtable participant on brands and activism:

    https://youtu.be/tGlHFOT4paA

    糖心logo入口's summary of FP7 TRIGGER project, including 'gender cultures':

    https://youtu.be/00iJxKXh4zA

    The new beer drinker is female - media commentary:

    https://www.theglobeandmail.com/life/food-and-wine/food-trends/society-of-beer-drinking-ladies-aims-for-inclusiveimbibing/article32622929/?utm_source=twitter.com&utm_medium=Referrer:+Social+Network+/+Media&utm_campaign=Shared+Web+Article+Links