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Marylouise Caldwell

Marylouise Caldwell

BCom; Hons; PhD UNSW
Associate Professor

Rm 509
H69 - Economics and Business Building
The University of Sydney
NSW 2006 Australia

Telephone +61 2 9036 6179
Fax +61 2 9351 6732
mary.caldwell@sydney.edu.au

Bio

Associate Professor Marylouise Caldwell's research focuses on three distinct areas: social class and hedonic consumption, gender and consumption and how vulnerable consumers access life necessities. Her research manifests as written journal articles, book chapters, video-ethnographies and documentaries. She has been awarded 6 international awards for her film works. Two films are emphasised here. Right to Life: Reducing Maternal Death and Morbidity which won the jury award at 2006 The Association for Consumer Research Conference and People's Choice award at The European Association for Consumer Research Film Festival, Milan: Walk the Talk won the jurors' and the people's choice awards at 2010 The Association for Consumer Research Conference. Her current research focuses on HIV/AIDS activism in Botswana. In this research she highlights the different role enactments adopted by these activists and how they evolve from everyday consumers to become publicly accountable activists fighting for their health consumer rights.

Marylouise has also been the co-recipient of two teaching-related AusAID grants: 1) Building Female Entrepreneurship Capacity in ASEAN: $239,000 and 2) Australian Leaderships Awards (ALA) Fellowships program: A Short Intensive Program in HIV Delivery, $790,000.

Marylouise has held full time faculty posts at The University of Sydney, where she left as Senior Lecturer in The School of Marketing and Head of the Marketing for Technical Managers Stream. She holds a First Class Honours and a PhD degree in Marketing from The University of New South Wales.

Newsroom articles

  • Gotta be First in line for iPhone 6 19 Aug 2014

    The Wire

    Radio Adelaide's The Wire interviews Associate Professor Marylouise Caldwell about the launch of the new iPhone 6 and why being the first to own it gives you social status.

See all Newsroom items for Marylouise Caldwell

Publications

2014

2
Book Section/s

Caldwell M 2014 Forthcoming 'To Morris:  A M.A.V.E.R.I.C.K. and Much More' in Legends of Marketing: Morris Holbrook (Volume 15: Qualitative Methods, Part II: Symbolic Consumer Behaviour or Consumption Symbolism), ed. Alan Bradshaw, Sage Publications , London, United Kingdom

Caldwell M 2014 Forthcoming 'The Man who Moved Mountains ...' in Legends in Consumer Behavior: Russell W. Belk (Volume 2: An Alternative Approach: Re-enchanting Consumption), ed. Jagdish N Sheth, Sage Publications , London, United Kingdom

Tun T, Caldwell M and Henry P 2014 Forthcoming 'A Case Study of an Entrepreneurial Woman in Asia: Pailin Province, Cambodia' in ASEAN Female Entrepreneurship Collection, ed. Richard Seymour

Vong V, Henry P and Caldwell M 2014 Forthcoming 'Case Study: Entrepreneurial Women in Asia: Chantha’s Kitchen Restaurant, Cambodia' in ASEAN Female Entrepreneurship Collection, ed. Richard Seymour

5
Conference Paper/s

Caldwell M and Kleppe AI 2014 'Super-normalization: How and Why Lay Consumers Become Embodied Health Activists', Academy of Marketing Science World Marketing Congress, Lima, Peru, 8th August 2014

Sawleshwarkar S, Caldwell M, Mpofu E, Boyd MA, Burke M, Singh A, Menon JA, Subronto Y, Massaga J, Zodpey S and Hillman RJ 2014 'Building international capacity in HIV and STIs - an innovative global collaborative partnership model', 20th International AIDS Conference AIDS 2014, Australia, 25th July 2014

Caldwell M and Kleppe AI 2014 'HIV/AIDS Health Consumption Practices: Negotiating Stigma in an Emergent Market', HIV/AIDS Health Consumption Practices: Negotiating Stigma in an Emergent Market, Helsinki, Finland, 29th June 2014

2013

2
Book Section/s

Kleppe IA and Caldwell M 2013 'Self-transformation and AIDS poster children' in The Routledge Companion to Identity and Consumption, ed. Ayalla A. Ruvio & Russell W. Belk, Routledge, Abingdon, United Kingdom, pp. 149-56

6
Conference Proceeding/s

Henry P and Caldwell M 2013 'Neoliberalism and Structural Violence in Developing Countries: The Case of the Cambodian Education Market', Proceedings of the 38th Annual Macromarketing Conference, Toronto, Canada, 7th June 2013

2011

4
Journal Article/s

Caldwell M and Henry P 2011 'Multi-Media Research and the Consumption of Popular Culture (Guest Editorial)', International Journal of Culture, Tourism and Hospitality Research, vol.5:4 (Special Issue: Multi-media research and the consumption of popular culture), pp. 331-3

6
Conference Proceeding/s

Kleppe I, Caldwell M and Matlho K 2011 'Walking the Talk, Talking the Walk: Embodied Health Activism in Developing Nations', European Advances in Consumer Research, 1st January 2011-31st December 2011 Link

2010

4
Journal Article/s

Caldwell M and Henry P 2010 'Editorial: Celebrating Excellence in Audiovisual Representations Market Research', Qualitative Market Research: An International Journal, vol.13:1, pp. 5-7

Caldwell M and Kleppe I 2010 'Early Adopters of a HIV/AIDS Public Health Innovation in a Developing Country', Advances in Consumer Research, vol.37

Caldwell M, Henry P and Alman A 2010 'Constructing audio-visual representations of consumer archetypes', Qualitative Market Research: An International journal, vol.13:1, pp. 84-96

5
Conference Paper/s

Kleppe I, Caldwell M and Matlho K 2010 'Walking the Talk and Talking the Walk: Embodied Health Activism in Developing Nations', European Conference of the Association for Consumer Research 2010, University of London, Egham, United Kingdom, 3rd July 2010

Caldwell M and Heath B 2010 'Unpacking the Messy Middle: How do Middle-Class Consumers' Negotiate their Classed Identities?', Consumer Culture Theory Conference 2010, University of Wisconsin, Madison, United States, 13th June 2010

13
Film or Broadcast

Caldwell M, Kleppe I and Watson S 2010 'Talk the Walk, Walk the Talk', Association for Consumer Research ACR Annual North American Conference 2010 - "Think BIG. Big Ideas. Big Findings.", Jacksonville, United States, 10th October 2010 Link

2009

5
Conference Paper/s

Caldwell M and Kleppe I 2009 'Early Adopters of a HIV/AIDS Public Health Innovation in a Developing Country', Association for Consumer Research Annual North American Conference 20092009: A World of Knowledge At the Point of Confluence, Pittsburgh, United States, 25th October 2009

Caldwell M, Henry P and Kleppe I 2009 'Poster: A Right to Life: Reducing Maternal Death and Morbidity in Pakistan', World Social Science Forum, Bergen, Norway, 12th May 2009

Caldwell M and Kleppe I 2009 'Poster: How Early Adopters Influence the Diffusion of HIV/Aids Public Health Interventions in Botswana', World Social Science Forum, Bergen, Norway, 12th May 2009

13
Film or Broadcast

Caldwell M and Henry P 2009 'Living Dolls: How Affinity Groups Sustain Celebrity Worship', 2009 Association for Consumer Research (ACR) Asia-Pacific Conference, Hyderabad, India, 4th January 2009

Caldwell M and Henry P 2009 'A Right to Life: Reducing Maternal Death and Morbidity in Pakistan', 2009 Association for Consumer Research (ACR) Asia-Pacific Conference, Hyderabad, India, 4th January 2009

2008

4
Journal Article/s

Caldwell M 2008 'Pet Loves, Raves, and Rants: Commentary on Downey and Ellis's article', Journal of Business Research, vol.61:5, pp. 442-443

Henry P and Caldwell M 2008 'Spinning the proverbial wheel? Social class and marketing', Marketing Theory, vol.8:4, pp. 387-405

d'Astous A, Voss Z, Colbert F, Caru A, Caldwell M and Courvoisier F 2008 'Product-country Images in the Arts: A multi-country Study', International Marketing Review, vol.25:4, pp. 379-403

13
Film or Broadcast

Caldwell M and Henry P 2008 'Urban Archetypal Hedonistas', The Association for Consumer Research Annual North American Conference and Film Festival, San Francisco, United States, 26th October 2008

2007

2
Book Section/s

Henry P and Caldwell M 2007 'Imprinting, incubation and intensification: Factors contributing to fan club formation and continuance' in Consumer Tribes: Theory, Practice, and Prospects, ed. B Cova, R Kozinets and A Shankar, Elsevier/Butterworth-Heinemann, United States, pp. 163-173

Woodside A and Caldwell M 2007 'Lived Experience in Travel and Tourism Research' in Advances in Culture, Tourism and Hospitality Research, pp. 17-66

4
Journal Article/s

Henry P and Caldwell M 2007 'Headbanging as resistance or refuge: A cathartic account', Consumption, Markets and Culture, vol.10:2, pp. 159-174

Caldwell M, Kleppe I and Henry P 2007 'Prosuming Multiple Gender Role Identities: A Multi-country Written and Audio-visual Exploration of Contemporary Young Mainstream Female Achievers', Consumption, Markets and Culture, vol.10:2, pp. 95-115

Caldwell M 2007 'Advancing theory for understanding travelers’ own explanations of discretionary travel behavior', Journal of Travel & Tourism Marketing, vol.22:1, pp. 15-35

5
Conference Paper/s

Henry P and Caldwell M 2007 'No Need to look back in Anger: How Consumers Seek Catharsis via Dramatic Ritual', 9th International Conference on Arts and Cultural Management, Valencia, Spain, 11th July 2007

13
Film or Broadcast

Caldwell M, Henry P and Watson S 2007 'Empowering the citizen consumer: Striving to reduce maternal deaths in Pakistan', Screening: European Association for Consumer Research Film Festival, Milan, Italy, 1st January 2007-31st December 2007

2006

4
Journal Article/s

Caldwell M, Blackwell K and Tulloch K 2006 'Cosmopolitanism as a consumer orientation: Replicating and extending prior research', Qualitative Market Research, vol.9:2, pp. 126-139

Woodside A, Caldwell M and Spurr R 2006 'Advancing ecological systems theory in lifestyle, leisure and travel research', Journal of Travel Research, vol.44:3, pp. 259-272

Henry P and Caldwell M 2006 'Self-empowerment and consumption: Consumer remedies for prolonged stigmatization', European Journal of Marketing, vol.40:9/10, pp. 1031-1048

5
Conference Paper/s

Henry P and Caldwell M 2006 'Applying systematic combining using abductive logic to video-ethnography', Borderless Consumption: Advances in Consumer Research (ACR) Asia Pacific Conference, Sydney, Australia, 17th June 2006

Caldwell M and Henry P 2006 'Celebrity worship within affinity groups: Adopting a multi-faceted perspective', Association for Consumer Research Latin America, Monterrey, Mexico, 8th January 2006

6
Conference Proceeding/s

Caldwell M and Kleppe I 2006 'Gender identity, roles and perceptions of femininity in everyday life: A multi-country study of contemporary young female achievers', 8th Association for Consumer Research Conference on Gender, Marketing and Consumer Behavior, Edinburgh, United Kingdom, 1st July 2006

Kleppe I and Caldwell M 2006 'Gender identity and modernity: How young female achievers traverse gendered life-spaces', 35th European Marketing Academy Conference (EMAC), Athens, Greece, 26th May 2006

Caldwell M, D'Astous A, Colbert F, Caru A and Courvoisie F 2006 'Product-country images in the arts: Preliminary findings from an ongoing research program', 5th International Marketing Trends Congress, Venice, Italy, 21st January 2006

13
Film or Broadcast

Caldwell M, Kleppe I and Henry P 2006 'Prosuming multiple gendered selves: A multi-country study of young female achievers', Screening: Association for Consumer Research Asia-Pacific Film Festival, Sydney, Australia, 1st January 2006-31st December 2006

Caldwell M, Henry P and Watson I 2006 'Empowering the citizen consumer: Striving to reduce maternal deaths in Pakistan', Screening: Association for Consumer Research Annual Film Festival, Orlando, United States, 1st January 2006-31st December 2006

Henry P and Caldwell M 2006 'Heavy Metal: Headbanging as resistance or refuge (26 minute video)', Latin America Association for Consumer Research Conference, Monterrey, Mexico, 8th January 2006

2005

2
Book Section/s

Caldwell M and Kleppe I 2005 'Young female achievers: Manufacturing multiple selves as adaptation to fragmenting everyday lives' in Anthology of appreciation for Kjell Grønhaug in Celebration of his 70th Birthday, ed. AM Fuglseth and IA Kleppe, Fagbokforlaget, Bergen, Norway, pp. 207-236

5
Conference Paper/s

D'Astous A, Caru A, Colbert F, Courvoisie F and Caldwell M 2005 'Product-country images in the arts: Preliminary findings from an ongoing research program', 8th International Conference on Arts and Cultural Management, Montreal, Canada, 6th July 2005

D'Astous A, Caru A, Colbert F, Courvoisie F and Caldwell M 2005 'Product-country images in the arts: A multicountry study', XXIVth Annual Conference of the European Marketing Academy, Bocconni University, Milan, Italy, 2nd July 2005

Caldwell M 2005 'Up-dating cosmopolitanism: Validating and extending key studies', Association for Consumer Research European Conference, Goteborg, Sweden, 18th June 2005

6
Conference Proceeding/s

Caldwell M and Henry P 2005 'Celebrity worship, micro-communities and consumer well-being', 8th International Conference on Arts and Cultural Management, Montreal, Canada, 6th July 2005

13
Film or Broadcast

Henry P and Caldwell M 2005 'Headbanging: As resistance or refuge? (30 minute peer reviewed film and 1000 words summary)', Association for Consumer Research Conference Proceedings and Film Festival, San Antonio, United States, 1st January 2005-31st December 2005

Blackwell K, Tulloch K and Caldwell M 2005 'Re-examining cosmopolitanism: A dynamic photo-essay (10 minute film and 1000 word summary)', European Advances in Consumer Research, European ACR Film Festival, Goteborg, Sweden, 1st January 2005-31st December 2005

2004

4
Journal Article/s

Woodside A, Caldwell M and Albers-Miller N 2004 'Broadening the study of tourism', Journal of Travel and Tourism Marketing, vol.17:1, pp. 1-6

5
Conference Paper/s

Caldwell M, Seymour RG and Henry P 2004 'Escalating individualism effects in cultural consumption', 2nd workshop on managing cultural organisations, European Institute for Advanced Studies in Management (EIASM), Bologna, Italy, 14th December 2004

Seymour RG, Caldwell M and Webster C 2004 'Developing innovative cultural products: A creative industry and cultural systems view', 2nd workshop on managing cultural organisations, European Institute for Advanced Studies in Management (EIASM), Bologna, Italy, 14th December 2004

13
Film or Broadcast

Caldwell M and Henry P 2004 'Living dolls: How affinity groups sustain celebrity worship: The case of the Cliff Richard fan club, Sydney (40 minute film & 1000 word extended abstract)', Association of Consumer Research Annual Film Festival, Portland, United States, 1st January 2004-31st December 2004

2003

4
Journal Article/s

Caldwell M and Woodside A 2003 'Cultural capital consequences for performing arts patronage', International Journal of Arts Management, vol.5:3, pp. 34-50

5
Conference Paper/s

Caldwell M, Woodside A and O'Connor T 2003 'How cultural capital affects choice and emic interpretations of hedonic service consumption', Royal Bank of Canada Services Marketing Symposium, Montreal, Canada, 29th September 2003

Caldwell M and Woodside A 2003 'Advancing theory of presentation -of-self via interpretive research of attending performing arts', 7th International Conference on Arts and Cultural Management (AIMAC), Milan, Italy, 2nd July 2003

D'Astous A, Caru A, Courvoisie F and Caldwell M 2003 'Product-country images in the arts: A multi-country study', Rejuvenating Marketing: contamination, innovation, integration - 34th European Marketing Association Conference (EMAC), Milan, Italy, 27th May 2003

2002

5
Conference Paper/s

Caldwell M and Woodside A 2002 'Cultural capital and complementary influences on consuming performing arts', Entrepreneurship and the Arts Conference, Deakin University, Melbourne, Australia, 1st January 2002-31st December 2002

Caldwell M and Woodside A 2002 'Social class to cultural capital influences on consuming performing arts', 7th International Conference on Arts and Cultural Management, AIMAC, Milan, Italy, 3rd July 2002

6
Conference Proceeding/s

Caldwell M and Woodside A 2002 'Social Class to Cultural Capital Influences on Consuming Performing Arts', SMA Conference Proceedings, Florida, United States, 1st - 30th November 2002

2001

4
Journal Article/s

Caldwell M 2001 'Applying General Living Systems Theory to Learn Consumers Sense-Making in Attending Performing Arts', Psychology and Marketing

Cowley E and Caldwell M 2001 'Truth, Lies and Videotape: The Impact of Personality on the Memory for a Consumption Experience (Film)', Advances in Consumer Research, pp. 20-25

6
Conference Proceeding/s

Marie-Celine C, Boresevisz B and Caldwell M 2001 'Shaping Presentation of Self in Everyday Life: Gym Bunnies and Musclemen', ANZMAC Conference Proceedings, Massey, New Zealand, 1st January 2001-31st December 2001

Research Grants

2014

Human Immunodeficiency Virus prevention and management (Global)

Australia Awards Fellowships

2013

Global Intensive Professional Program in HIV

Australia Awards Fellowships

2011

Professional Intensive HIV Course

Australian Leadership Awards Fellowships

2011-2013

Building Female Entrepreneurial Skills for Small to Medium Enterprises (SME) in ASEAN Countries

AusAID Public Sector Linkage Program

2012

A Short Intensive Professional Program in HIV Program Delivery

Australian Leadership Awards Fellowships

See all Business School Grants

Research Expertise

  • Social class & consumption
  • Social marketing esp public health
  • Vulnerable consumers inc. HIV/AIDS activists
  • Audio-visual based research
  • Gendered consumption

Videos

Dr Marylouise Caldwell from the Discipline of Marketing, analyses why it's not all doom and gloom for the economy this Xmas.

1:18 mins Play video Download video (mp4 - 11.13Mb) Watch on YouTube


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