researcher

Andy Prothero

Full Professor

School Of Business
Quinn School of Business
Belfield
Dublin 4

Tel: +353 1 7164737
Email: andrea.prothero@ucd.ie

Biography

Andy Prothero is Professor of Business and Society, at the Business School in University College Dublin, Ireland. Prior to moving to UCD in 1999 Andy lectured at Universities in Wales and Scotland and she gained her PhD from the University of Cardiff. Andy's research broadly explores the area of Marketing in Society. Specific research projects have focused on, for example, advertising to children,  motherhood and consumption,  and sustainable consumption. The area of sustainability marketing has been a key focus of Andy's work since the early 1990s and she has published widely in this area. Andy was the Guest Editor of a special issue on Green Marketing in the Journal of Marketing Management in 1998, two guest issues of the Journal of Macromarketing in 2014 and 2015 and she also currently serves as Associate Editor for the Journal of Macromarketing, and as Associate Editor for the Journal of Marketing Management. Andy teaches at Undergraduate, Postgraduate and Executive levels, and won a School of Business Outstanding Educator award for her postgraduate teaching in 2002, and another School of Business teaching award for both undergraduate and postgraduate teaching in 2009. In 2012 Andy received a UCD President's Award for Teaching and Learning. 

Professional

Honours and Awards

Year: 2002.
Title: Outstanding Educator of the Year
Year: 2002.
Title: Best Paper Award
Year: 1997.
Title: Best Paper Award
Year: 2006.
Title: UCD President's Research Fellowship 2005-06

Associations

Association: European Marketing Academy, Function/Role: Member
Association: Academy of Marketing (UK and Ireland), Function/Role: Member
Association: Macromarketing Association (USA), Function/Role: Member
     

Conference Contributions

Davies A., Dobscha S., Geiger S., O'Donohoe S., O'Malley L., Prothero A., Sørensen E. B., Thomsen, T. U.; The Making of A Mother: What Role Does Consumption Play in Mothering Experiences and Identities?. [International Refereed Conference], European Marketing Academy Conference, May 2006, Athens, Greece .
Davies A., Dobscha S., Geiger S., O'Donohoe S., O'Malley L., Prothero A., Sørensen E. B., Thomsen, T. U.; What Role Does Consumption Play in the Motherhood Identity? Exploring the Motherhood Institution, Motherhood Ideals and Mothering Experiences. [International Refereed Conference], Macromarketing Conference, June 2006, Queenstown, New Zealand .
Davies A., Dobscha S., Geiger S., O'Donohoe S., O'Malley L., Prothero A., Sørensen E. B., Thomsen, T. U.; Gucci, Gucci, Gucci: Motherhood and Marketing in the 21st Century. [International Refereed Conference], Academy of Marketing, Annual Conference, July, 2006, London .
Davies A., Dobscha S., Geiger S., O'Donohoe S., O'Malley L., Prothero A., Sørensen E. B., Thomsen, T. U.; Hall of Mirrors: Methodological Choices for Mothers Researching Mothers. [International Refereed Conference], Special Session, ACR Gender Conference, 2006, Edinburgh, Scotland .
Geiger S., and Prothero A.; Empowered Mothers: Can Their 'Voices' Be Heard?'. [International Refereed Conference], Special Session, ACR Gender Conference, 2006, Edinburgh, Scotland .
Geiger S., and Prothero A.; Coping with (dis-)empowerment: An exploratory account of women's coping strategies in maternity care. [International Refereed Conference], Academy of Marketing Services Marketing Workshop, * .
Lawlor M.A. & Prothero, A.; The Established and Potential Mediating Variables in the Childs Understanding of Advertising Intent: Towards A Research Agenda. [International Refereed Conference], Academy of Marketing Annual Conference, University of Nottingham .

Committees

Committee : Irish Health Services Accreditation Board
Committee : Research and Doctoral Studies Committee
             

Publications

Books

Prothero, A. (2007) Marketing ethics. : Butterworth-Heinemann. [DOI] [Details]
Connolly, J. and McDonagh, P. and Polonsky, M. and Prothero, A. (2007) Green marketing and green consumers: Exploring the myths. : Edward Elgar Publishing Ltd. [Details]
Prothero, A. (2012) Cadburyâ¿¿s chocolate bars: Not such a sweet smell of success?. : Taylor and Francis. [DOI] [Details]
Prothero, A. (2012) Hunky Dory. : Taylor and Francis. [DOI] [Details]
Murphy, P.E. and Laczniak, G.R. and Prothero, A. (2012) Ethics in marketing: International cases and perspectives. : Taylor and Francis. [DOI] [Details]
Dobscha, S. and Prothero, A. (2012) (Re)Igniting sustainable consumption and production research through feminist connections. : Taylor and Francis. [DOI] [Details]
McDonagh, P. and Dobscha, S. and Prothero, A. (2012) Sustainable consumption and production: Challenges for transformative consumer research. : Taylor and Francis. [DOI] [Details]
Dobscha, S.a and Prothero, A.b and McDonagh, P.c (2013) (Re)thinking distribution strategy: Principles from sustainability. : Taylor and Francis. [DOI] [Details]
Dobscha, S. and Prothero, A. and McDonagh, P. (2013) (Re)thinking distribution strategy: Principles from sustainability. : Taylor and Francis. [DOI] [Details]
Campbell, N; Desmond, J; Kavanagh, D; McDonagh, A; Prothero A. (2014) Myth and the Market. Dublin: UCD Business School. [Details]
Patrick E. Murphy, Gene R. Lacniak and Andrea Prothero (2012) Ethics in Marketing: International Cases and Perspectives. UK: Routledge. [Details]

Book Chapters

Andrea Prothero and Pierre McDonagh (2014) 'Consuming Austerity:Visual Representations' In: John Schouten, Diane Martin, Russell Belk (eds). Consumer Culture Theory: Research in Consumer Behaviour. London: Emerald. , pp.133-153 [Details]
Pierre McDonagh and Andrea Prothero (2015) 'Unpacking Corporate Sustainability: Sustainable Communication, Waste and the 3Rs in a Network Society' In: Karin Ekström (eds). Waste Management and Sustainable Consumption. London: Routledge. , pp.166-184 [Details]
Claudy, M.; Keating, A.; Prothero, A (2016) 'Consumption' In: Roche, WK.; O'Connell, PJ; Prothero, A (eds). Austerity and Recovery in Ireland: Europe's Poster Child and the Great Recession. Oxford: Oxford University Press. , pp.124-140 [Details]
Roche, W.K., O'Connell, P. and Prothero, A. (2016) 'Poster Child or Beautiful Freak? Austerity and Recovery in Ireland' In: Roche, W.K., O'Connell, P. and Prothero, A (eds). Austerity and Recovery in Ireland: Europe's Poster Child and the Great Recession. Oxford and New York: Oxford University Press. , pp.1-22 [Details]
Andrea Prothero (2008) 'Marketing Ethics' In: Michael J. Baker and Susan Hart (eds). The Marketing Book. Oxford, UK: Butterworth-Heinemann. , pp.551-561 [Details]
Pierre Mcdonagh, Susan Dobscha, Andrea Prothero; (2011) 'Sustainable Consumption and Production: Challenges for Transformative Consumer Research' In: Pierre Mcdonagh, Susan Dobscha, Andrea Prothero; (eds). Transformative Consumer Research for Personal And Collective Well Being: Reviews and Frontiers. Florida: Taylor and Francis Publishing. [Details]
Susan Dobscha and Andrea Prothero (2012) '(Re)Igniting Sustainable Consumption and Production Research Through Feminist Connections' In: Cele C. Otnes and Linda Tuncay Zayer (eds). Gender, Culture and Consumer Behavior. New York: Routledge. , pp.371-392 [Details]
Susan Dobscha, Andrea Prothero & Pierre McDonagh (2012) '(Re)thinking distribution strategy: principles from sustainability' In: Lisa Penaloza, Nil Toulouse, Luca M. Visconti (eds). Marketing Management: A Cultural Perspective. UK: Routledge. , pp.461-474 [Details]
Pierre McDonagh, William E. Kilbourne and Andrea Prothero (2013) 'Re-affirming the Prevailing Order: The Dominant Social Paradigm in 2013' In: Richard Varey and Michael Pirson (eds). Humanistic Marketing. Basingstoke: Palgrave Macmillan. [Details]
The VOICE Group - Andrea, Davies, Susan Dobscha, Susi Geiger, Lisa O'Malley, Stephanie O'Donohoe, Andrea Prothero, Elin Brandi Sorensen, Thyra uth Thomsen (2014) 'Pregnancy, Privacy and Personhood in the Consumer Socialization of Expectant Mothers' In: Stephanie O'Donohoe, Margaret Hogg, Pauline MacLaran, Lydia Martens, Lorna Stevens (eds). Motherhoods, Markets and Consumption. Oxon: Routledge. , pp.237-248 [Details]
Connolly, J., McDonagh, P., Polonsky, M., and A. Prothero; (2006) 'Green Marketing and Green Consumers: Exploring the Myths' In: Annadale, Dora., Marinova, David and Phillimore, John (eds). International Handbook on Environmental Technology Management. Cheltenham, UK: Edward Elgar. , pp.251-268 [Details]
Kapelianis, D., Prothero, A., Carlson, L., & Polonsky, M.J.; (2001) 'Environmental Information on Packaging: A Cross-Cultural Examination' In: Schiffman, L., Bednall, D., Cowley, E. & O'Cass, A (eds). Consumer Behaviour: 2nd Australian Edition. , pp.457-460 [Details]
McDonagh P. & Prothero A.,; (1996) 'Making A Drama out of A Crisis - The Final Curtain for the Marketing Concept' In: Brown S., Bell J. & Carson, D (eds). Marketing Apocalypse: Eschatology, Escapology and the Illusion of the End. , pp.44-65 [Details]
Prothero A.; (1996) 'Green Issues in Marketing' In: Warner, M (eds). International Encyclopedia of Business and Management. , pp.3222-3230 [Details]
Prothero A.; (1994) 'Green Marketing in the Car Industry' In: Wells, P. & Nieuwenhaus, P (eds). Motor Vehicles in the Environment. , pp.173-190 [Details]
Prothero, A. & McDonagh, P.; (1993) 'The European Community and Environmentalism The Impact of EC Environmental Policies upon the Marketing Function' In: Baker, M. J (eds). Perspectives on Marketing Management, Volume 13. , pp.91-118 [Details]

Edited Books

Roche, WK; O'Connell, PJ.; Prothero, A (Ed.). (2016) Austerity and Recovery in Ireland: Europe's Poster Child and the Great Recession. Oxford: Oxford University Press. [Details]
Pierre McDonagh and Andrea Prothero (Ed.). (1997) Green Management: A Reader. London: Thomson Press. [Details]

Peer Reviewed Journals

Pettigrew S., L. Anderson, W. Boland, V.I. de la Ville, I.M.E. Fiftia, M.H. Fosse-Gomez, M. Kindt, L. Luukkanen, I. Martin., L.K. Ozanne, D.M. Pirouz, A. Prothero, T. Sotvali (2014) 'The Experience of Risk in Families: Conceptualisations and Implications for Transformative Consumer Research'. Journal of Marketing Management, . [DOI] [Details]
Pierre McDonagh and Andrea Prothero (2014) 'Sustainability as Megatrend I'. Journal of Macromarketing, 34 (3):248-252. [Details]
Pierre McDonagh and Andrea Prothero (2014) 'Sustainability Marketing Research: Past, Present and Future'. Journal of Marketing Management, 30 (11-12):1186-1219. [DOI] [Details]
Prothero, A. and McDonagh, P. (2015) 'Introduction to the Special Issue: Sustainability as Megatrend II'. Journal of Macromarketing, 35 (1):7-10. Available Online [DOI] [Details]
Cathy McGouran and Andrea Prothero (2016) 'Enacted Voluntary Simplicity ¿ Exploring the Consequences of Requesting Consumers to Intentionally Consume Less'. European Journal of Marketing, 50 (1/2):189-212. [Details]
Valerie Gannon and Andrea Prothero (2016) 'Beauty Blogging Selfies as Authenticating Practices'. European Journal of Marketing, 50 (9/10). [Details]
Andrea Prothero (2016) 'We're sorry to hear you've been unwell......' Personal reflections on health and well-being in the workplace'. Journal of Management Studies, . [DOI] [Details]
Hughner R., McDonagh P., Prothero A., Shultz C.J. II, and Stanton J. (2007) 'Who are Organic Food Consumers? A Compilation and Review of Why People Purchase Organic Food'. Journal of Consumer Behaviour, 6 (2/3):94-110. [Details]
Susi Geiger and Andrea Prothero (2007) 'Rhetoric versus Reality: Exploring Consumer Empowerment in a Maternity Setting'. Consumption, Markets and Culture, 10 (4):375-400. [Details]
The VOICE Group (2008) 'Reflections on Collaboration in Interpretive Consumer Research'. Qualitative Market Research: An International Journal, 11 (2):147-165. [Details]
Kilbourne, WE,Dorsch, MJ,McDonagh, P,Urien, B,Prothero, A,Grunhagen, M,Polonsky, MJ,Marshall, D,Foley, J,Bradshaw, A (2009) 'The Institutional Foundations of Materialism in Western Societies A Conceptualization and Empirical Test'. Journal of Macromarketing, 29 :259-278. [DOI] [Details]
Kilbourne W.E, M. J. Dorsch, P. McDonagh, B. Urien, A. Prothero, M. Grünhagen, M.J. Polonsky, D. W. Marshall, J. Foley, A. Bradshaw (2009) 'The Institutional Foundations of Materialism in Western Societies: A Conceptualization and Empirical Test'. Journal of Macromarketing, 29 (3):259-278. [Details]
The VOICE group; (2010) 'Motherhood, Marketization and Consumer Vulnerability'. Journal of Macromarketing, 30 (4):384-397. [Details]
Prothero, A,McDonagh, P,Dobscha, S; (2010) 'Is Green the New Black? Reflections on a Green Commodity Discourse'. Journal of Macromarketing, 30 :147-159. [DOI] [Details]
Davies, A,Prothero, A,Sorensen, E,O'Malley, L,O'Donohoe, S,Dobscha, S,Geiger, S,Thomsen, TU,VOICE Grp; (2010) 'Motherhood, Marketization, and Consumer Vulnerability'. Journal of Macromarketing, 30 :384-397. [DOI] [Details]
The VOICE Group (2010) 'Buying into motherhood? Consumption ambivalence and liminality in transitional phases'. Consumption, Markets and Culture, 13 (4):373-397. [Details]
Davies, A,Dobscha, S,Geiger, S,O'Donohoe, S,O'Malley, L,Prothero, A,Sorensen, EB,Thomsen, TU (2010) 'Buying into motherhood? Problematic consumption and ambivalence in transitional phases'. Consumption Markets and Culture, 13 :373-397. [DOI] [Details]
Prothero, A,Dobscha, S,Freund, J,Kilbourne, WE,Luchs, MG,Ozanne, LK,Thogersen, J; (2011) 'Sustainable Consumption: Opportunities for Consumer Research and Public Policy'. Journal of Public Policy and Marketing, 30 :31-38. [Details]
Bettany, S,Dobscha, S,O'Malley, L,Prothero, A; (2010) 'Moving beyond binary opposition: Exploring the tapestry of gender in consumer research and marketing'. Marketing Theory, 10 :3-28. [DOI] [Details]
Andrea Prothero, Pierre McDonagh, Susan Dobscha; (2010) 'Is Green The New Black? Reflections on a Green Commodity Discourse'. Journal of Macromarketing, 30 (2):147-159. [Details]
Connolly, J,Prothero, A; (2008) 'Green Consumption Life-politics, risk and contradictions'. Journal of Consumer Culture, 8 :117-145. [DOI] [Details]
Lawlor, MA,Prothero, A; (2008) 'Exploring children's understanding of television advertising - beyond the advertiser's perspective'. European Journal of Marketing, 42 :1203-1223. [DOI] [Details]
O'Malley, L,Prothero, A; (2004) 'Beyond the frills of relationship marketing'. Journal of Business Research, 57 :1286-1294. [DOI] [Details]
McDonagh P. and Prothero A.; (2005) 'Food, Markets & Culture : The Representation of Food in Everyday Life'. Consumption, Markets and Culture, 8 (1):1-5. [Details]
OMalley L. & Prothero A.; (2004) 'Beyond the Frills of Relationship Marketing'. Journal of Business Research, 57 (11):1286-1295. [Details]
Aarset, B., Beckmann, S., Bigne, E., Beveridge, M., Bjorndal, T., Bunting, J., McDonagh, P., Mariojouls, C., Muir, J., Prothero, A., Reisch, L., Smith, A., Tveteras, R. & Young, J.; (2004) 'The European consumers' understanding and perceptions of the organic food regime: The case of aquaculture'. British Food Journal, 106 (2):93-105. [Details]
Connolly, J. & Prothero, A.; (2003) 'Sustainable Consumption: Consumption, Consumers and the Commodity Discourse'. Consumption, Markets and Culture, 6 (4):275-291. [Details]
Polonsky M.J., Carlson L. Prothero A. & Kapelianis D; (2003) 'A Cross-Cultural Examination of the Environmental Information on Packaging: Implications for Advertisers'. Advances in International Marketing, 12 :153-174. [Details]
Lawlor M.A, & Prothero A.; (2003) 'Childrens Understanding of Television Advertising Intent'. Marketing Management, 17 (4):411-432. [Details]
Lawlor M.A. & Prothero A.; (2002) 'The Established and Potential Mediating Variables in the Childs Understanding of Advertising Intent: Towards A Research Agenda'. Marketing Management, 18 (5/6):481-499. [Details]
Prothero A. & Fitchett J.A.; (2000) 'Greening Capitalism: Opportunities for A Green Commodity'. Journal of Macromarketing, 20 (1):46-55. [Details]
McDonagh P. & Prothero A.; (2000) 'Euro-Clicking and the Irish SME: Prepared for E-Commerce and the Single Currency?'. Irish Marketing Review, 13 (1 ):21-33. [Details]
Prothero A., Peattie K. & McDonagh P.,; (1997) 'Communicating Greener Strategies: A Study of On-Pack Communication'. Business Strategy and the Environment, 6 (2):74-82. [Details]
McDonagh P. & Prothero A.; (1997) 'Leap Frog Marketing: The Contribution of Ecofeminist Thought to the World of Patriarchal Marketing'. Marketing Intelligence and Planning, 15 (7):361-368. [Details]
Kilbourne W., McDonagh P. & Prothero A; (1997) 'Sustainable Consumption and the Quality of Life: A Macromarketing Challenge to the Dominant Social Paradigm'. Journal of Macromarketing, 17 (1 ):4-24. [Details]
Prothero A.; (1996) 'Environmental Decision-Making: Research Issues in the Cosmetics and Toiletries Industry'. Marketing Intelligence and Planning, 14 (2):19-25. [Details]
McDonagh P. and Prothero A.; (1993) 'Why Bother With Environmental Marketing?: Some Practical Guidelines for Managers'. Irish Marketing Review, 6 :120-126. [Details]
McDonagh P., Marshall D. & Prothero A; (1993) 'Does the Marketing Education Group Conference Amplify the Voice of Marketing- Beyond Its Small World?'. Marketing Management, 9 (4):355-372. [Details]
Peattie K. and Prothero A.; (1992) 'The Marketing Message Being Broadcast Loud and Clear?'. Journal of Marketing Management, 8 (1):21-34. [Details]
Prothero A. & McDonagh P.; (1992) 'Producing Environmentally Acceptable Cosmetics? The Impact of Environmentalism on the United Kingdom Cosmetics and Toiletries Industry'. Marketing Management, 8 (2):147-160. [Details]
Prothero A.; (1990) 'Green Consumerism and the Societal Marketing Concept: Marketing Strategies for the 1990s'. Marketing Management, 6 (2):87-103. [Details]
 

Conference Publications

Keating, A. Prothero, A. Claudy, M. (2013) Consumption and the Irish recession: Tiger tales of consumer abundance and recession Association for Consumer Research (ACR) Conference Chicago, IL, [Details]
Prothero, A, Keating, A, & M. Claudy (2016) Consumer Legitimation and Contestation of Auusterity Irish Academy of Management [Details]
Gannon, Valerie; Prothero, Andrea (2016) Beauty Bloggers and Youtubers as Community: Practices and Sense of Community Consumer Culture Theory Conference [Details]
Fitchett, JA,Prothero, A (1999) ADVANCES IN CONSUMER RESEARCH, VOL 26 Contradictions and opportunities for a green commodity , pp.272-275 [Details]
Cathy McGouran, Andrea Prothero (2013) WEIGHTY ISSUES AND HAIRY TIMES¿ AN ANALYSIS OF WOMEN¿S SELF CONCEPT AND BODY IMAGE IN THE CONTEXT OF A VOLUNTARY SIMPLICITY STUDY . In: Elif Karaosmanoğlu eds. European Marketing Academy Conference Istanbul, , 04-JUN-13 - 06-JUN-13 [Details]
Andrew Keating, Andrea Prothero, Marius Claudy (2013) Consumption and the Irish Recession: Tiger Tales of Consumer Abundance and Recession . In: Simona Botti and Aparna Labroo eds. Association for Consumer Research Chicago, , 03-OCT-13 - 06-OCT-13 [Details]
Davies, A., Dobscha, S., Geiger, S., O'Donohoe, S., O'Malley, L., Prothero, A., Sorensen, Elin B., Thomsen Thyra, U.; (2006) Exploring the Motherhood Institution, Motherhood Ideals and Mothering Experiences Macromarketing Conference Queenstown, NZ, [Details]
Davies, A., Dobscha, S., Geiger, S., O'Donohoe, S., O'Malley, L., Prothero, A., Sorensen, Elin B., Thomsen Thyra, U.; (2006) Hall of Mirrors: Methodological Choices for Mothers Researching Mothers ACR Gender Conference Edinburgh, [Details]
Davies, A., Dobscha, S., Geiger, S., O'Donohoe, S., O'Malley, L., Prothero, A., Sorensen, Elin B., Thomsen Thyra, U.; (2006) The Making of A Mother: What Role Does Consumption Pay in Mothering Experiences and Identities EMAC Athens, [Details]
Geiger, S. & Prothero, A.; (2006) Empowered Mothers: Can Their 'Voices' Be Heard? ACR Gender Conference Edinburgh, [Details]
Geiger, S. & Prothero, A.; (2005) Passive Parents versus Active Agents Academy of Marketing Services Marketing Workshop Glasgow, [Details]
                                                                                                                 

Research

Research Interests


  • Sustainability, Sustainable Consumption;
  • Families, identity and consumption;
  • Austerity and consumption;
  • Student ethics. 

     

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