Joanna Cartwright

Dr. Joanna Cartwright is a Lecturer in Marketing and Branding at the University of Manchester's School of Materials, specializing in Fashion Business Technology. She teaches on BSc fashion business programs and supervises MSc and PhD students in retailing and marketing. With a PhD focused on women's consumption of retailer Christmas advertising, her research bridges academic and industry insights, emphasizing consumer behavior, advertising effectiveness, and emotional responses in marketing contexts. Her work aligns with UN Sustainable Development Goals, particularly addressing sustainable consumption patterns and gender dynamics in advertising.

Education: She earned her PhD from The University of Manchester (2018), following extensive industry experience in marketing, advertising, and branding.

Research Interests: Cartwright's expertise spans consumer behavior analysis, emotional responses to advertising, and the intersection of ageing with consumption patterns. Her work employs longitudinal studies to explore retail advertising strategies, particularly during holiday seasons. She also investigates global retail dynamics, brand perception, and the impact of hedonic/utilitarian motivations in consumer technology usage.

Publications: Her recent work includes studies on decent work policies in city regions (2023), emotional labor in workplaces (2021), and longitudinal analyses of Christmas TV advertising's emotional impact (2014–2016). Her thesis on female-centric advertising consumption gained significant attention, cited by 34 news outlets and widely shared on academic platforms.

Professional Contributions: As a supervisor and educator, Cartwright fosters academic-industry collaboration. Her research emphasizes practical applications of consumer psychology in retail and marketing strategies. She is currently expanding into ageing-related consumption studies to address evolving market needs.