Projects per year
Personal profile
Research profile
My research is within marketing and consumer research. My empirical studies have covered a variety of consumer segments (families, children, young people and mature consumers) in different national and cultural contexts. I am interested in sustainable consumption. I explore everyday culture such as mundane supermarket shopping and extraordinary consumption such as consumption of holidays. I am particularly interested in consumer tensions and resistance, mixed emotions and dilemmas in consumption along with consumer decision-making processes as relational and anchored in practices and contexts. I am interested in branding and advertising both as a tool to understand contemporary values and to understand the connection between companies and their customers.
My work is interdisciplinary, and I draw on multiple disciplines: marketing and consumer research, tourism and experience research, sociological, anthropological, cultural, semiotic and practice theory. I have experience in a range of different qualitative methodologies (long interviews, ethnographic studies, focus groups and advertising analysis), as well as content analysis and studies based on surveys.
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Network
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Consumption and intergenerational relationships. Broadening interpretive research on family consumption by focusing on the grandparent-parent-grandchild relationship
Gram, M., O'Donohoe, S., Marchant, C., Schänzel, H. & Kastarinen, A.
02/01/2017 → 30/10/2022
Project: Research
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Forskningsprojekt om debat om børnetv i Storbritannien i et komparativt perspektiv
19/05/2010 → 01/12/2010
Project: Research
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Research output
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Caring consumption and grandchilding practices during Covid-19
O'Donohoe, S. & Gram, M., May 2022, (In preparation).Research output: Contribution to conference without publisher/journal › Conference abstract for conference › Research › peer-review
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Grandparenting relations in advertising’s ‘familial fictions’
O'Donohoe, S., Gram, M. & Marchant, C., 2022, (E-pub ahead of print) In: Journal of Consumer Culture.Research output: Contribution to journal › Journal article › Research › peer-review
Open AccessFile1 Downloads (Pure) -
I’m still worth it! Women’s displays of post-fifty identities on Instagram - Ethical reflections on displaying data
O'Donohoe, S., Gram, M., Harman, V. & Cappellini, B., Jun 2022, (Unpublished).Research output: Contribution to conference without publisher/journal › Conference abstract for conference › Research › peer-review
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Madindkøb og supermarkeder
Gram, M., 13 Jan 2022, Mad, mennesker og måltider: Samfundsvidenskabelige perspektiver. Holm, L. & Tange Kristensen, S. (eds.). 3 ed. Munksgaard , p. 69-81Translated title of the contribution :Food shopping and supermarkets Research output: Contribution to book/anthology/report/conference proceeding › Book chapter › Education › peer-review
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Healthy and Indulgent Food Consumption Practices Within Grandparent–Grandchild Identity Bundles: A Qualitative Study of New Zealand and Danish Families
O'Donohoe, S., Gram, M., Marchant, C., Schänzel, H. & Kastarinen, A., 1 Dec 2021, In: Journal of Family Issues. 42, 12, p. 2835-2860 26 p.Research output: Contribution to journal › Journal article › Research › peer-review
Open AccessFile3 Citations (Scopus)17 Downloads (Pure)
Activities
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Keeping up Appearances: Guests, Identity and Anxiety
Malene Gram (Speaker)
7 Dec 2012Activity: Talks and presentations › Talks and presentations in private or public companies
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Intergenerational Food Relations
Malene Gram (Speaker)
13 Sep 2012Activity: Talks and presentations › Talks and presentations in private or public companies
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Consuming Guests: Domestic Hospitality and the Categorization of Guests
Malene Gram (Speaker)
19 Aug 2012Activity: Talks and presentations › Talks and presentations in private or public companies
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Transition and Student Food
Malene Gram (Speaker)
31 May 2012Activity: Talks and presentations › Talks and presentations in private or public companies
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Motherhood and Anticonsumption
Malene Gram (Speaker)
29 Mar 2012Activity: Talks and presentations › Talks and presentations in private or public companies
Press / Media
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200 gymnasieelever var samlet til Sprogcamp
01/02/2023
1 item of Media coverage
Press/Media: Press / Media
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Erhvervslivet tørster efter dem: I weekenden skal talenterne boostes
24/01/2023 → 26/01/2023
10 items of Media coverage
Press/Media: Press / Media
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Eksamen aflyst - facit udleveret med opgaven
07/06/2019
63 items of Media coverage
Press/Media: Press / Media
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Aalborg-borgmester og universitetet jubler over 220 nye statslige arbejdspladser
13/06/2017
2 items of Media coverage
Press/Media: Press / Media
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