I am professor WSR at University of Southern Denmark, and head of Consumption, Culture and Commerce unit at Department of Marketing and Management. My primary research area in Consumer culture theory, where I explore problematics, such as consumption ethics and morality, consumer governance and the social life of technology. My other research interests include also market(ing) topics, such as megamarketing and industry branding.

Study of consumption and market dynamics, from diverse perspectives, such as cultural theory, affect theory, and actor-network theory. Focus research themes include: 1. Consumer responsibilization and moralized markets; 2. Consumer governance in the Sharing Economy; 3) Industry aura and megamarketing of virtuous industries