Anna Hartman

Dr. Anna Hartman is a Lecturer in Marketing at The Australian National University's Research School of Management. She holds a PhD in Marketing from the University of Melbourne, along with advanced degrees in Marketing Communications and a background in Clinical Nutrition. Her research focuses on consumer culture theory, institutional dynamics, and market legitimacy, particularly in contested markets like reproductive care and aesthetic services.

• PhD: Marketing, University of Melbourne (2022)
• MCom: Marketing, University of Melbourne (2017)
• MSc: Integrated Marketing Communications, Golden Gate University (2011)
• B.A.: Culture, Ecology & Sustainable Community (2005)
• DipHlthSci: Clinical Nutrition (2003)

Research Interests: Dr. Hartman examines how social evaluations (legitimacy, stigma, authenticity) shape markets, with a focus on cultural consumption and institutional microfoundations. Her work bridges consumer research, organizational studies, and strategic communications, addressing ethical dilemmas in markets such as donor-assisted conception and aesthetic services.

Her recent projects explore passionate publics in online reviews, gender equity in academia, and the dynamics of cross-border reproductive care marketing. She currently leads a project on social evaluations in sustainable food systems.

• Registered to supervise postgraduate students
• Research grants: Capturing Social Evaluations on Sustainable Food Systems (2024–2025)

Labs/Teams: Active in interdisciplinary research teams focusing on market legitimacy and healthcare marketing ethics.