Professors

Jennifer TAKHAR

Associate Professor

Consumer Culture Theory, Biotechnology Markets, Digital Consumption, Consumer resistance movements

Download resume
Jennifer TAKHAR

Academy

Transformation

Research center

Marketing Interactions

Location

Lille

Discipline

Marketing

I am a Consumer Culture Theory (CCT) scholar, and my principal research focuses on the exchanges between biotechnology markets and consumers of biotech products and services. My current projects examine the marketisation of the menopause transition, mid-life consumption practices, gendered transhumanist consumption, the FemTech (female technology) industry, embodied health movements in digital contexts and the reconfiguration of marketing theory through alternative qualitative methods. My work has been published in the following peer-reviewed journals: Social Science & Medicine, Marketing Theory, Recherche et Applications en Marketing, Journal of Marketing Management, Consumption, Markets & Culture and the Journal of Customer Behaviour. I have previously worked for the BBC as a cultural affairs consultant.

 

 

Education
2008
Doctorate, Social Sciences, Sorbonne Université, France
Experience
Full-time academic positions
Since 2024
Associate Professor, SKEMA Business School, France
Other academic affiliations and appointments
2018 - 2024
Associate Professor, Institut Supérieur de Gestion, France
Since 2006
Research Associate, Celsa Sorbonne Université, France
Research grants, Awards and Honors
Awards and Honors
2018
Consumer Culture Theory Conference, Best Poster Award, Denmark
2017
Data Blitz Award, Association for Consumer Research, United States of America
Research Grants
2001
Anglo-California Scholarship, University of California, Berkeley, United States of America
Other research activities
Editorial Board Member
Since 2025
Journal of Marketing Management
Since 2023
Journal of Customer Behavior
Organization of a conference or a research seminar
Since 2020
Poetry and Spoken Word Track, Co-Chair, The Association for Consumer Research, United States of America
Other academic activities
Since 2025
Interdisciplinary Conference on Disability and Consumption (ICDC), Scientific Advisory Board, Denmark
Since 2025
SKEMA Observatory on Corporate Feminisation, France
Since 2020
Member, Association Française de Marketing (AFM), France
Since 2019
Society for Consumer Psychology, United States of America
Since 2016
Member, The Association for Consumer Research, United States of America
Since 2016
Member of the Consumer Culture Theory Consortium, United States of America

Peer-reviewed journal articles

TAKHAR, J. (2025). Space commodity: How the Blue Origin flight left feminism floating in a most peculiar way. The Sociological Review Magazine.
TAKHAR, J., SODERGREN, J., PATTERSON, A. and STEVENS, L. (2025). Lit Crit Riffin’: A collaborative mode of literary criticism in marketing theory. Marketing Theory.
WILSON-NASH, C., AL-MA'ANI, N., TAKHAR, J., SALU, O. and HE, C. (2025). P-732 Beyond the rainbow bunting: examining the realities of uk fertility care for LGBTQ+ patients. Human Reproduction, pp. deaf097.1037.
TAKHAR, J., MUIR, K. and SCHNEIDER-KAMP, A. (2025). “I cannot let this happen to other people”: on menopause advocacy, marketing and consumption with Kate Muir. Journal of Marketing Management, 41(3-4), pp. 378-387.
TAKHAR, J., SCHNEIDER-KAMP, A. and BETTANY, S. (2025). All change? The new climacteric market awareness. Journal of Marketing Management, 41(3-4), pp. 237-244.
TALAULIKAR, V. and TAKHAR, J. (2025). Menopause in transition: science, equity, and the future of care. Journal of Marketing Management, 41(3-4), pp. 388-394.
TAKHAR, J. (2024). Aneuploidy. Journal of Marketing Management, 40(5-6), pp. 542-545.
TAKHAR, J. (2024). The Field. Journal of Customer Behavior, 23(2-3), pp. 100-102.
SCHNEIDER-KAMP, A. and TAKHAR, J. (2023). Interrogating the pill: Rising distrust and the reshaping of health risk perceptions in the social media age. Social Science and Medicine, 331, pp. 116081.
TAKHAR, J. (2023). Communicative crises in the age of anxious reproduction and fertility preservation. Consumption Markets & Culture, 26(3), pp. 210-216.
TAKHAR, J. (2023). Blue. Journal of Customer Behavior, 22(3), pp. 12-14.
TAKHAR, J. (2022). Strip Mall Courtship. Journal of Customer Behavior, 21(3), pp. 133-134.
TAKHAR, J., HOUSTON, H.R. and DHOLAKIA, N. (2022). Live long and prosper? Transhumanist visions and ambitions in 2021 and beyond…. Journal of Marketing Management, 38(5-6), pp. 399-422.
TAKHAR, J. (2022). IVF survivorship, the IVF memoir and reproductive activism. Journal of Marketing Management, 38(5-6), pp. 460-472.
TAKHAR, J. (2021). Aporia. Journal of Marketing Management, 37(1-2), pp. 21-22.
TAKHAR, J. and RIKA HOUSTON, H. (2021). Forty years of assisted reproductive technologies (ARTs): the evolution of a marketplace icon. Consumption Markets & Culture, 24(5), pp. 468-478.
PEMBERTON, K. and TAKHAR, J. (2021). A critical technocultural discourse analysis of Muslim fashion bloggers in France: charting ‘restorative technoscapes’. Journal of Marketing Management, 37(5-6), pp. 387-416.
TAKHAR, J. (2020). Shopkeeping. Journal of Marketing Management, 36(13-14), pp. 1280-1284.
TAKHAR, J. (2020). The Voice Inside. Marketing Theory, 20(2), pp. 167-174.
TAKHAR, J. and PEMBERTON, K. (2019). Reproducing “rhetrickery” in online fertility marketing: harnessing the “rhetoric of the possible”. Consumption Markets & Culture, 22(4), pp. 314-336.

Editorials of a journal

TAKHAR, J., SCHNEIDER-KAMP, A., LIMA, V. and BELK, R. (2025). The Revolution is Here: Thinking through health technology capabilisation. Recherche et Applications en Marketing.

Books and book editor

TAKHAR, J., SCHNEIDER-KAMP, , A. and BETTANY, S. [Eds] (2025). All Change! Marketing and Consuming the Menopause Transition. Routledge, 170 pages.
TAKHAR, J., HOUSTON, H.R. and DHOLAKIA, N. [Eds] (2023). Transhumanisms and Biotechnologies in Consumer Society. Routledge, 224 pages.

Conference presentations

TAKHAR, J. (2025). The Graduates. In: Consumer Culture Theory Conference. London.
TAKHAR, J. (2025). Gothic. In: Consumer Culture Theory Conference. London.
TAKHAR, J. (2025). Gas Food Lodging. In: Consumer Culture Theory Conference. London.
TAKHAR, J. (2025). CCT Cephalopod. In: Consumer Culture Theory Conference. London.
TAKHAR, J. and SCHNEIDER-KAMP, A. (2025). Through the autographic looking glass: What pictorial narratives of IVF consumption tell us. In: Consumer Culture Theory Conference. London.