Janice Denegri-Knott

Dr Janice Denegri-Knott

  • 01202 965116
  • jdknott at bournemouth dot ac dot uk
  • Principal Academic in Consumer Culture & Behaviour
  • Christchurch House C205, Talbot Campus, Fern Barrow, Poole, BH12 5BB
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Since 2001, I have been researching and publishing in the areas of digital virtual consumption and consumer/marketing research. I received my PhD in Management from the University of Exeter. My award winning work has been published in journals including: European Journal of Marketing, Journal of Marketing Management, Journal of Consumer Culture, Journal of Macromarketing, Journal of Consumer Culture, Consumption, Markets & Culture and the Journal of Consumer Behaviour. Papers on digital virtual consumption and consumer power have topped most cited league tables. In 2011, Consumption, Market and Culture awarded my paper on Digital Virtual Consumption, a Best Paper prize.

I am also an Associate Editor for Marketing Theory, and co-edit the Journal of Promotional Communications, CMC’s in-house journal showcasing outstanding student work.

I specialise in consumer insight generating theory and methods as well as digital consumption, which I teach and research. I have helped major media brands like ITV and Hearst at a strategy level on ways to capitalise digital content...



Broadly my work deals with digital consumption. Recent projects include:

1) Digital Consumption objects: My more recent work focuses on MP3 as an object of consumption and unearths the power-infused processes that led to its emergence. A continuation of that work, produces a genealogy of MP3, and reveals the embattlements between competing discourses seeking to define what MP3s where, public goods, commodities to be sold or ‘marketing’ hooks.

With Rebecca Watkins (Cardiff University) and Mike Molesworth (Southampton University) I am theorising different aspects of digital possession, including the relationship between ownership and possession, the role of digital objects’ characteristics in possession and possession processes.

2) Digital Devices and Distributed Consumption: In this project I am researching the relationship between consumer practices and digital devices. More specifically I am studying changes in cycles of desire in the emergence of software-human desiring hybrids where various aspects of competence in and commitment to desire construction, maintenance and actualisation are distributed between subject and machine code, leading to new configurations of consumer desire that may both stimulate and replace not just material consumption, but the focus of desiring itself. The scope of practices has been broadened to include those of ownership and possession, and meal preparation, as well as decision-making.

Journal Articles



  • Denegri-Knott, J., 2018. Re-mapping consumer power. In: Tadajewski, M., Higgins, M., Denegri-Knott, J. and Varman, R., eds. Routledge Companion to Critical Marketing. Routledge.
  • Zwick, D. and Denegri-Knott, J., 2018. Biopolitical Marketing and Technologies of Enclosure. In: Kravets, O., MacLaran, P., Miles, S. and Venkatesh, A., eds. Sage Handbook of Consumer Culture. Sage.
  • Jenkins, R. and Denegri-Knott, J., 2017. Extending the mind: Digital devices and the transformation of consumer practices. Digitalizing Consumption: How devices shape consumer culture. 85-102.
  • Hodges, C.E.M., del Carmen Cabezas León, A. and Denegri-Knott, J., 2016. The InVisibility of Chicha: A socio-historical account of the emergence and (re)production of chicha as 'Gráfica popular' in Lima, Peru. Advertising and Public Memory: Social, Cultural and Historical Perspectives on Ghost Signs. 146-158.
  • Denegri-Knott, J. and Jenkins, R., 2016. The digital virtual dimension of the meal. The Practice of the Meal: Food, Families and the Market Place. 107-122.
  • Molesworth, M. and Denegri Knott, J., 2013. The Routledge Companion to Digital Consumption. In: Belk, R.W.P. and Llamas, R., eds. The Routledge Companion to Digital Consumption. Routledge.
  • Denegri Knott, J., Watkins, R. and Woods, J., 2012. Transforming digital virtual goods into meaningful possessions. In: Molesworth, M. and Knott, J.D., eds. Digital Virtual Consumption. Routledge.
  • Watkins, R., Denegri-Knott, J. and Wood, J., 2012. Transforming digital virtual goods into meaningful possessions. In: Molesworth, M. and Knott, J.D., eds. Digital Virtual Consumption. Routledge.
  • Denegri Knott, J., 2009. The Sage Handbook of Marketing Theory. In: Stern, B., Tadajewski, M. and Saren, M., eds. The Sage Handbook of Marketing Theory. Sage Publications Limited.
  • Dholalia, N., Zwick, D. and Denegri-Knott, J., 2009. Technology, Consumers and Marketing Theory. In: Maclaran, P., Saren, M., Stern, B. and Tadajewski, M., eds. The Handbook of Marketing Theory. Los Angeles, CA, USA: SAGE, 494-512.
  • Dholakia, N., Zwick, D. and Denegri-Knott, J., 2009. Technology, consumers, and marketing theory. The SAGE Handbook of Marketing Theory. 1-512.
  • Denegri-Knott, J., 2007. Desire for commodities and fantastic consumption in Digital Games. In: Williams, J.P. and Smith, J.H., eds. The Players' Realm: Studies on the Culture of Video Games and Gaming. Jefferson, NC: McFarland & Company.


  • Denegri-Knott, J., 2017. Digitalization and distribution in consumer decision making. In: Digitalization of Markets and Consumption 17-19 May 2017 Gothenburg.
  • Armon, S. and Denegri-Knott, J., 2017. , Pursuing Gay Masculinities through Consumption Practices: Inclusive Masculinity Theory for Consumer Culture Research,. In: Interpretive Consumer Research Conference 26-29 April 2017 Stockholm.
  • Watkins, R., Molesworth, M. and Denegri-Knott, J., 2016. Digital Consumption Objects: Object Characteristics and Possession. In: Digital Symposium 21 October 2016 Cass Business School, London.
  • Denegri-Knott, J., Jenkins, R. and Molesworth, M., 2015. Human/Digital/Material Hybrids as Consumer Mind Extensions. In: Association for Consumer Research 1-4 October 2015 New Orleans.
  • Hodges, C.E.M. and Denegri-Knott, J., 2013. Making and performing ‘chicha’ : A preliminary study of the contribution made by rural-urban migrant communities to cultural production in Lima, Peru. In: In the Balance: Indigeneity, Performance, Globalisation Conference 24-27 October 2013 University of Notre Dame, 1 Suffolk St, London, SW1Y 4HG, UK.
  • HODGES, C. and Denegri-Knott, J., 2013. Making and performing ‘chicha’ : A preliminary study of the contribution made by rural-urban migrant communities to cultural production in Lima, Peru. In: In the Balance: Indigeneity, Performance, Globalisation Conference 24-27 October 2013 London.
  • Hodges, C.E.M. and Denegri-Knott, J., 2012. Urban ethnographies of emerging consumer cultures: the case of Latin America. In: Anthropology of Markets and Consumption Conference 7-9 March 2012 University of California, Irvine, California USA.
  • Denegri-Knott, J., 2010. ‘Have it now!”: eBay and the acceleration of consumer desire. In: European Conference of the Association for Consumer Research 30 June-3 July 2010 Royal Holloway, University of London..
  • Molesworth, M., Nixon, E. and Denegri-Knott, J., 2008. Why Universities behave like the Music Industry when it comes to the Internet. In: MeCCSA 2008 9-11 January 2008 School of Journalism Media and Cultural Studies, Cardiff University, Wales.
  • Denegri-Knott, J., 2007. Becoming a Market: The Social Production of Markets Spaces as Products of Power. In: Reconnecting Critical Management, The Fifth International Critical Management Studies Conference Manchester.
  • Molesworth, M. and Denegri-Knott, J., 2005. Performing consumer daydreams and fantasies through digital play. In: Playful Subjects, symposium on technology, agency and computer games 13-14 May 2005 University of the West of England, Bristol.
  • Molesworth, M. and Denegri-Knott, J., 2005. The pleasures and practices of virtualised consumption in digital spaces. In: Proceedings of the DiGRA 2005 Conference: Changing Views – Worlds in Play 16-20 June 2005 Vancouver, Canada. Tampere, Finland: DIGRA.
  • Molesworth, M. and Denegri-Knott, J., 2004. Desire for commodities and fantastic consumption in Digital Games. In: Virtue in Marketing: signs for the future: Academy of Marketing Annual Conference 6-9 July 2004 University of Gloucestershire Business School, Cheltenham. Cheltenham: The Business School.
  • Denegri-Knott, J., 2003. Consumers behaving badly: deviation or innovation? A conceptual exploration of empowered communications online- The case of consumer-producer relationships on the web. In: Home Oriented Informatics and Telematics [HOIT] 6-8 April 2003 Center for Research on Information Technology and Organizations (CRITO), University of California, Irvine.
  • Molesworth, M. and Denegri-Knott, J., 2003. What happens when an organisation attacks an online group? An analysis of the Audiogalaxy forums immediately following effective closure by the Recording Industry Association of America. In: History of the Next Decade, Academy of Marketing Annual Conference 2003, Doctorial Colloquium 8-10 July 2003 Aston Business School, Birmingham.
  • Denegri-Knott, J. and Molesworth, M., 2002. Cyber-delinquency or electronic opportunism?: exploring young consumers' willingness to lie to and steal from companies online. In: The marketing landscape: signs for the future: Academy of Marketing Annual Conference 2-5 July 2002 Nottingham.

PhD Students

  • Nurist Ulfa. Digital Virtual Consumption in Pink Games: Mediating Commercial Enculturation Among Non-Western Muslim Girls
  • Rebecca Watkins/ Completed 2015. Rebecca's thesis draws from depth interviews with 20 UK consumers and subsequent interrogation of relevant actants (e.g. software, hardware, contractual agreements) in order to document relations between consumers and DCOs from emergence to dissolution, presenting three contributions to theories of possession. Firstly, enactments of DCOs emerged as ontologically distinct from the MCOs previously studied – transient as opposed to enduring and multiple as opposed to singular - and characteristics were found to shape consumer-object relations. Secondly, this thesis makes present the ‘missing masses’ of possession, demonstrating the role of actants beyond the end consumer in enabling, provoking, restricting processes central to possession, as displacing consumers’ agency, and disrupting and dissolving consumer-object relations. Thirdly, this thesis demonstrates that fragmented ownership configurations produce instances of ontological multiplicity whereby DCOs are simultaneously enacted as possessions and company assets, resulting in conflicting ontologies that produce distinct configurations of possession. Thus in addition to exploring the enactment of possession in under-researched context this thesis contributes to consumer research by addressing three limitations to extant theories of possession and presents a framework for examining consumer-object relations in future studies of possession.

Invited Lectures

  • Keynote: ‘Regulatory norms and business practice in virtual worlds’, University of Exeter. May 20th 2008
  • Keynote speaker,Triple Helix Event: Our Virtual Selves, how do we behave on the web, Cambridge University. November 6th 2008
  • Invited Discussant/Panel Member, Roundtable on Macromarketing and Politics, 36thAnnual Macromarketing Conference Virginia, 2012
  • Invited Discussant/Panel Member, Marketing Ideology and Globalisation, Macromarketing and the Crisis of the Social Imagination,39th Annual Macromarketing Conference Economic Development, Environmental Sustainability and Social Justice: Despite or Because of Markets? The 14th Bi-Annual International Society of Markets & Development Special Interest Group Conference. RHUL. July 2-5 2014
  • Invited Discussant/Panel Member:Marketing ideology and marketing education, RHUL. November, 2011
  • Invited Speaker. ESCR Seminar Series Doing and Theorising Marketing Work, Service Dominant Logic & Co-creation in Online Contexts, Keele University. March 10th 2011
  • Digital Virtual Dimension of Meal Practices, Management School Research Seminar Series, University of Liverpool. May 7th 2014
  • Invited Speaker. ESCR Seminar Series on Marketplace Exclusion: Representations, Resistances and Responses, Fencing in Digital Virtual Possessions, Nottingham University. May 7th 2014
  • Fencing in Digital Virtual Possessions,EMLYON BUSINESS SCHOOL, France. March 18th 2015.
  • Digital/Virtual Possession as Stewardship, University of Edinburgh, 09 Dec 2015 more


  • Co-creating and Co-producing Research Outputs with final year U/grad students (Bournemouth University, 01 Jan 2012). Awarded
  • Chicha Power: Transforming promotional cultures the Peruvian Way (Bournemouth University, 01 Jan 2012). Completed

External Responsibilities

  • International Society of Markets and Development, 2016 Conference Co-Chair (2014-2016), http://ismd.info/
  • Marketing Theory, Associate Editor (2014-)
  • Consumption, Markets & Culture, Editorial Board Member (2011-)
  • Journal of Promotional Communications (Co-Editor), Co-Editor
  • International Society for Markets and Development, Conference Co-Organizer, Lima 2016
  • Ad hoc reviewer: Journal of Marketing Management, SSCORE, European Journal of Marketing, Marketing Theory, Journal of Marketing Management, Journal of Consumer Culture, American Behavioral Scientist, Reviewer
  • International Society for Markets and Development, Board Member

Internal Responsibilities

  • Head, Promotional Cultures and Communication Research Centre. <a href="http://promotionalculturescommunication.org/" class="iconRight" target="blank">http://promotionalculturescommunication.org/<i class="fa fa-external-link"></i></a>
  • Co-chair, Co-Chair CMC's Annual Promotional Communications Conference
  • Head, Head of CMC Research
  • Co-editor, Journal of Promotional Communications. <a href="http://www.promotionalcommunications.org/" class="iconRight" target="blank">http://www.promotionalcommunications.org/<i class="fa fa-external-link"></i></a>

Consultancy Activities

  • Mapping out the commuter imagination,, Contract research. Exterion
  • Qualifying audience needs and wants, Consultancy. Craft, Rebecca Jenkins
  • Measuring Audience Needs, Review and analysis of need-based models in view of developing an audience need method.. CRAFT, Rebecca Jenkins, 02 Nov 2015


  • PhD in Management (University of Exeter, 2010)


  • Editor’s Choice List’ for paper:The relationship between ownership and possession: observations from the context of digital virtual goods. Journal of Marketing Management, 32 (1-2), 44-70. (Journal of Marketing Management, 2016)
  • "Mapping Consumer Power" was selected for inclusion in New Directions in Critical Marketing Studies, to be published by SAGE Publications . (European Journal of Marketing, 2013)
  • Top 10 most downloaded paper (Consumption, Markets & Culture, 2011)
  • Top 10 most downloaded paper (Consumption, Markets & Culture, 2014)
  • Best Paper (Consumption, Markets & Culture, 2011)


  • Academy of Marketing, Member (2017-2018), https://www.academyofmarketing.org/
  • European Communication Research and Education Association, Member,
  • International Society for Markets and Development, Member (2012-),
  • Media, Communications and Cultural Studies Association, Member,
The data on this page was last updated at 04:01 on March 24, 2018.