Nicole Yang

Nicole Ye Yang is a Senior Lecturer in Marketing at The University of Western Australia Business School. Prior to joining UWA Business School, Nicole has worked at University of Sussex, UK and the University of Melbourne, Australia. Nicole holds a Ph.D. in Marketing and Master of Commerce from the University of Melbourne.

Nicole is passionate about transformative consumer research and how marketing and consumption contribute to social and environmental problems while providing partial solutions. In particular, she is interested in how culture/subculture of marketplaces & consumption shape individual and collective wellbeing.

Nicole's project of excessive consumption and burnout was awarded 2021 ACR research grant for Transformative Consumer Research. Her research on the gift giving of wine was awarded Best Thesis Publication at the University of Melbourne and featured in The Australian. 

During her free time, Nicole enjoys reading, daydreaming and spending time with her Miniature Schnauzer.

Nicole's research examines peer-led and access-based consumption, marketplace morality and responsibility, and consumption experiences related to consumer vulnerability & wellbeing. Her current research projects investigates (ir)responsible brands and consumer resistance, the stigmatisation of aged care in popular media and consumer spiritual practices through art.

Nicole specialises in ethnographic methodology and employs qualitative methods including in-depth interviews, netnography, archival data analysis and naturally occurring data. 

Nicole's research has appeared in leading academic journals in the field of marketing - Journal of Consumer Research, Marketing Theory, Marketing Letters, and Qualitative Market Research. She has presented at various international conferences (e.g., European Marketing Academy, The Association for Consumer Research, Consumer Culture Theory, and Global Marketing Conference).