Lucinda Atkinson

Lucy Atkinson’s primary area of research focuses on the intersection of politics and consumer behavior, particularly among young people. For example, she explores whether and to what degree socially conscious consumption, such as buying fair-trade coffee or electric cars, either helps or hinders conventional civic and political engagement, such as voting and volunteering. A second stream of research explores the roles of consumption and media use in fostering identity. Her recent work in this vein has studied brand communities in online social networking sites and how individuals think of themselves and their profiles as online brands. Before pursuing her doctorate, Dr. Atkinson worked for several years as a newspaper reporter in New York and as a public relations consultant in Madison, Wisc. She has taught classes in public relations, journalism, research methods, media effects and consumer behavior at the University of Wisconsin – Madison, where she was recognized for her teaching by being named a Teaching Fellow.