Rebecca Jenkins

Dr Rebecca Jenkins

  • 01202 965202
  • rjenkins at bournemouth dot ac dot uk
  • Deputy Head Of Department Communication and Journalism
  • Weymouth House W420, Talbot Campus, Fern Barrow, Poole, BH12 5BB
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After reading about the imagination in consumer research Becky was fascinated with the notion of consumption in the imagination and conducted a study based on consumer desire for her Masters dissertation in 2005. After a couple of years working in the marketing industry, in 2007 Becky returned to academia, and embarked on her PhD in Consumer Culture, specifically Consumption in the Everyday Imagination.

Becky was appointed as a Lecturer in Advertising and Consumer Behaviour in 2010, became Senior Lecturer in 2014 and Principal Academic in 2016. She mostly teaches Consumer Insights and Social Science Research Methods and supervises PhD students.

Becky is part of AGORA - the Advertising For Good Research Association - a group dedicated to prioritising individual and societal wellbeing in the study of advertising, marketing communications and consumer culture.

Research based on her PhD has been awarded Editor’s Choice Award in the Journal of Consumer Culture noted as one of the ‘most noteworthy manuscripts’ since the journal was launched in 2001...



My current research focuses on three key areas; 1) consumption in the imagination, and specifically the relationship between imagination and materialty, which has extended to explore issues of digital devices as consumer mind extensions; consumer hybrids and active externalism. I am also interested in how individuals imagine alternative modes of consumption (responsible, ethical, sustainable aspects of consumption) 2) Relationships with digital possessions – in particular the intergenerational study of how and why different generations within a family value digital possessions.

3) Individual, societal and environmental wellbeing in relation to advertising and consumption. In particular I am interested in the impact that advertising has on individual attention, goal pursuit and purpose and the consequences for wellbeing.

Journal Articles



  • Denegri-Knott, J. and Jenkins, R., 2019. Methodological Innovation for the Study of Digital Possession. In: ICR 9-11 May 2019 Lyon.
  • 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.
  • Theofilou, A., Jackson, D. and Jenkins, R., 2014. Calculated indifference: Stakeholder perceptions of CSR in Higher Education. In: Annual ISCR Conference 8-10 October 2014 Barcelona.
  • Jenkins, R. and Molesworth, M.R., 2013. Conceptualising the Imagination in Consumption Practices. In: Consumer Culture Theory 13 June-16 July 2013 Arizona, USA..
  • Jenkins, R., Denegri-Knott, J., Molesworth, M.R. and Scullion, R., 2013. Mapping Out Lending as Non-Market Mediated Access Based Consumption. In: Interpretive Consumer Research Workshop 10-13 April 2013 Belgium.
  • Jenkins, R. and Molesworth, M.R., 2011. The consumer imagination: theorising autonomy in imaginative practices. In: Interpretive Consumer Research Workshop 6-7 May 2011 Odense, Denmark.
  • Jenkins, R., Molesworth, M.R. and Eccles, S., 2010. Alternative Hedonism, Digital Virtual Consumption and Structure of the Imagination. In: American Marketing Association 19-22 February 2010 New Orleans, USA.
  • Jenkins, R., Molesworth, M. and Eccles, S., 2010. Alternative hedonism, digital virtual consumption and structures of the imagination. In: American Marketing Academy February 2010 New Orleans, USA.
  • Jenkins, R., Nixon, E. and Molesworth, M., 2010. 'Just normal and homely': Positive future daydreams as everyday escape attempts from consumption scripts. In: Consumer Culture Theory Conference 2010 10-13 June 2010 Wisconsin School of Business, University of Wisconsin, USA.



  • Digital Possessions in the Family (BA/Leverhulme Small Research Grants SRG 2018, 16 Nov 2018). In Progress


  • PhD in Consumer Culture (Bournemouth University, 2011)
  • MA in Marketing Communications (2005)
  • BA (Hons) in Linguistics (2004)


  • Higher Education Academy, Fellow (2014-),