Beth DuFault is an author living in Newfoundland, Canada. She recently joined the Great Recession from her position of Assistant Professor of Marketing at the University of Albany, School of Business to move to Newfoundland, Canada, to be with her husband and write full time. She received her Ph.D. in Management, Marketing emphasis, with a doctoral minor in Economic Sociology and a focus on Consumer Culture Theory, at Eller College of Management at the University of Arizona, and holds a degree in Sociology from UCLA. She continues to teach business students at Memorial University of Newfoundland, bringing her expert knowledge of marketing, strategy, and the customer experience to a new generation of business professionals.
Her work on consumers, community, and change has appeared in the Journal of Consumer Research, Consumption Markets and Culture, International Journal of Nonprofit and Voluntary Sector Marketing,and Journal of Marketing for Higher Education.
Dr. DuFault’s academic research focuses on consumers during cultural change. She has studied consumers of hospitals, technology, urban landscapes, religious affiliations, universities, and many types of servicescapes. She uses a wide range of qualitative and quantitative methodologies in her work–including ethnography, netnography, and sociocultural analysis–to discover how consumers cope with fluidity–that is, continuous sociocultural change.
She strives to achieve this understanding of people’s consumption and interactions with and within fluid communities and servicescapes in order to effect change for the better–the “bright side” of marketing.
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