Dr John Follett

Department: Marketing and Strategy
Telephone No: +44(0)29 2041 6357
Email Address: jfollett@cardiffmet.ac.uk​

Teaching Marketing at both Undergraduate and Postgraduate levels. I have specializations in Marketing Communication, Consumer Behaviour and Research Methods. I undertake research in relation to non-mainstream consumer behaviour, identity creation through consumer behaviour, body modification, and subcultures of consumption. I have also had experience in research in Eastern European minorities, and 'hidden' histories.​​


I am a qualitative researcher, specifically concerning consumer behaviour within marketing. In particular the Foucauldian and Baudrillardian analysis of the use of the body, and the creation and development of subculturally based industries such as tattooing which has to be seen in a socio-historical context as well as a the present day perception of it being a 'postmodern' activity. This socio-historical aspect of my work fills a hole in Marketing in general and CCT (Consumer Culture Theory) in particular. Other areas of interest include Eastern European minorities, and eastern european social political and commercial histories.


Journal Articles Published

Goulding, C., Follett, J., Saren. M. and McLaren, P. (2004) Process and Meaning in Getting a Tattoo, Advances in Consumer Research, 31, pp. 447-456. [online].[cited 22nd February 2008]. <http://www.acrwebsite.org/volumes/display.asp?id=8897>.

Goulding, C., Saren, M. & Follett, J. (2003) Consuming the Grotesque Body, Advances in Consumer Research, Vol. 7, pp. 45-52.

Goulding, C. & Follett, J. (2002) Subcultures, Women and Tattoos: An Exploratory Study, Gender, Marketing and Consumer Behaviour: Association for Consumer Research, 6, pp37-54.


Refereed Conference Papers

Follett, J. (2012) Tattooing a Manichean Dualism, Cross-disciplinary Symposium on Deviance,   University of Wolverhampton, September.

Goulding, C., Saren, M. & Follett, J. (2004b) Virtue in Darkness: From the Margins to the Mainstream, Academy of Marketing, Gloucester University, July

Goulding, C., Saren. M., MacLaren, P. & Follett, J. (2004) Into the Darkness: Androgyny and Gender Blurring within the Gothic Subculture, Gender and Consumption, Association for Consumer Research, Madison Wisconsin, June.

Traxler, J. & Follett, J. (2004) Texting and Retention Assoc. of Business Schools Undergraduate Forum, London, May.

Golding, C., Saren, M. and Follett, J. (2004a) Virtue in Darkness, Academy of Marketing, Cheltenham and Gloucester, July

Goulding, C., McLaren, P., Saren, M. & Follett, J. (2003) Process and Meaning in Getting a Tattoo, Association for Consumer Research, Toronto.

Goulding, C., Saren, M., and Follett, J. (2003) Consuming the Grotesque Body, European Advances in Consumer Research, Dublin, June.

Follett, J. (2003) Consuming the Carnivalesque Body, Academy of Marketing, Doctoral Colloquium, July

Goulding, C. & Follett, J (2003) Inclusion and Exclusion in Consumption: The Case of the Branded Body, Critical Management Conference, Lancaster University, July.

Goulding. C. & Follett, J. (2002c) Exclusion and Inclusion: The Case of Tattoos, presented as part of a Special session on exclusion and inclusion The 3rd International Consumer Research Academy Workshop, UMIST, April.

Goulding, C. & Follett, J. (2002b) Women, Subcultures and Tattoos: An Exploratory Study, Association for Consumer Research: Gender and Consumption, Dublin, June

Follett, J. (2002) Defining a Research Agenda: Some Early Questions and Issues Regarding the Production and Consumption of Tattoos, Academy of Marketing, Doctoral Colloquium, June

Follett, J. (2002) The Practicalities of Research, University of Wolverhampton Business School, Occasional Papers, September.

Follett, J. (2001) Punk and Body Modification, University of Wolverhampton Interdisciplinary Conference on Punk, September, unpublished.​