Wendy’s research interests are driven by a fascination with marketing, consumption and the multi-faceted construction of culturally situated identities. With a specific interest in gender identities, her PhD research at the University of Edinburgh explored consumption practices of young men in Scotland and their negotiation of masculinities. Understanding consumption and identities as embedded within cultures, she also contributes to advancing ethnographic methodologies and methods.

These pages describe her ongoing research activities in more detail and give information on conference presentations and publications.