Dr Caroline J Oates

BA, MSc, PhD

Management School

Visiting Reader in Responsible Management

Caroline Oates.
Profile picture of Caroline Oates.
Room D027, Sheffield University Management School

Full contact details

Dr Caroline J Oates
Management School
Room D027
Sheffield University Management School
Conduit Road
Sheffield
S10 1FL
Profile

I gained a BA in Sociology and Social Policy at the University of Sheffield in 1993, an MSc in Marketing from Sheffield Hallam University in 2001 and a PhD from the University of Sheffield in 1997.

Research interests

I collaborate with colleagues to investigate the decision making processes consumers engage in when (non)consuming sustainable technologies.

I also work with colleagues in the Dept of Psychology at the University of Sheffield on marketing to children.

I have links with Fordham University, New York, where I collaborate with Professor Fran Blumberg on media consumption and young consumers.

I founded the Sustainability SIG for the Academy of Marketing network and continue to work closely with the new Directors, Dr Claudia Henninger (University of Manchester) and Dr Pallavi Singh (Sheffield Hallam University).

Publications

Books

  • Oates CJ & Alevizou PJ (2017) Conducting Focus Groups for Business and Management Students. London: SAGE Publications.
  • Gunter B, Oates C & Blades M (2005) Advertising to children on TV. Lawrence Erlbaum Associates.

Edited books

  • Blades M, Oates C, Blumberg F & Gunter B (Eds.) (2014) . London: Palgrave Macmillan.

Journal articles

  • Smith S, Oates CJ & McLeay F (2023) . Journal of Strategic Marketing.
  • Singh P, Henninger CE, Oates CJ, Newman N & Alevizou PJ (2022) . Journal of Marketing Management, 38(9-10), 831-843.
  • von Nordheim L, Blades M, Oates C & Buckland NJ (2022) . Appetite, 168.
  • Verfuerth C, Gregory-Smith D, Oates CJ, Jones CR & Alevizou P (2021) . Journal of Marketing Management, 37(7-8), 671-702.
  • Davies I, Oates C, Tynan C, Carrigan M, Casey K, Heath T, Henninger C, Lichrou M, McDonagh P, McDonald S , McKechnie S et al (2020) . European Journal of Marketing, 54(11), 2911-2939.
  • Singh P, Sahadev S, Oates C & Alevizou PJ (2020) . Journal of Business Research, 115, 110-121.
  • Verfuerth C, Jones CR, Gregory-Smith D & Oates C (2019) . Frontiers in Psychology, 10.
  • Henninger CE, Alevizou PJ & Oates CJ (2017) . European Journal of Marketing, 51(3), 668-691.
  • Li S, Ye J, Blades M & Oates C (2016) . Chinese Sociological Dialogue, 1(2), 120-139.
  • Oates CJ, Watkins L & Thyne M (2016) . European Journal of Marketing, 50(11), 1969-1974.
  • Henninger CE, Alevizou PJ & Oates CJ (2016) . Journal of Fashion Marketing and Management.
  • Oates C, Alevizou P & McDonald S (2016) . Sustainability, 8(1), 75-75.
  • Oates CJ, McDonald S, Thyne M, Timmis A & Carlile C (2015) . Journal of Marketing Management, 31(13-14), 1503-1528.
  • Alevizou PJ, Oates CJ & McDonald S (2015) . Sustainability, 7(7), 8729-8747.
  • Scott A, Oates CJ & Young CW (2015) . Sustainability, 7(5), 5793-5818.
  • Newman N & Oates CJ (2014) . International Journal of Advertising, 33(3), 579-598.
  • Verhellen Y, Oates CJ, De Pelsmacker P & Dens N (2014) . Journal of Consumer Policy, 37(2), 235-255.
  • Oates CJ & McDonald S (2014) . Annals of Tourism Research.
  • Li S, Blades M & Oates C (2013) Investigation of children's ability to identify web advertisements. Journal of Huazhong Normal University, 52(5), 169-176.
  • Blades M, Blumberg FC & Oates CJ (2013) . Zeitschrift fur Psychologie, 221(2), 65-66.
  • Blumberg FC, Blades M & Oates CJ (2013) Youth and new media: the appeal and educational ramifications of digital game play for children and adolescents.. Zeitschrift fur Psychologie, 221(2).
  • Oates CJ, McDonald S, Blades M & Laing A (2013) How green is children's television?. Social Business: an interdisciplinary journal, 3(1), 37-45.
  • Blades M, Oates CJ & Li S (2012) . Appetite.
  • McDonald S, Oates CJ, Alevizou PJ, Young CW & Hwang K (2012) . Journal of Marketing Management, 28(3-4), 445-468.
  • Blades M, Blumberg F & Oates C (2012) . Zeitschrift für Psychologie, 220(1), 55-55.
  • Reis R, Oates C, McGuinness M & Elliott D (2010) Developing relationships through direct marketing in a business-to-business context: The training sector in Portugal. Proceedings of the European Conference on Knowledge Management, ECKM, 2, 814-821.
  • Oates CJ & Newman N (2010) Food on young children’s television in the UK. Young Consumers, 11(3), 160-169.
  • Oates CJ, Reis R, McGuinness M & Elliott D (2010) Developing relationships through direct marketing in a business-to-business context. International Journal of Engineering and Industrial Management, 1(2), 47-60.
  • Young W, Hwang K, McDonald S & Oates CJ (2010) . SUSTAIN DEV, 18(1), 20-31.
  • Ali M, Blades M, Oates C & Blumberg F (2009) . British Journal of Developmental Psychology, 27(1), 71-83.
  • Reis R, Oates C, McGuinness M & Elliott D (2009) . Direct Marketing: An International Journal, 3(3), 203-221.
  • Oates CJ, McDonald S, Thyne M & Alevizou P (2009) Comparing sustainable consumption across product sectors. International Journal of Consumer Studies, 33(2), 137-145.
  • Oates CJ, Blades M, Ali M & Blumberg FC (2009) Young children’s ability to recognize advertisements in web page designs. British Journal of Developmental Psychology, 27(1), 71-83.
  • Oates CJ, McDonald S, Alevizou, P , Young CW, Hwang K & McMorland L (2008) Marketing sustainability: Use of information sources and degrees of voluntary simplicity.. Journal of Marketing Communications, 14(5), 351-365.
  • Oates CJ & McDonald S (2006) . SOCIOLOGY, 40(3), 417-433.
  • McDonald S & Oates CJ (2006) . Business Strategy and the Environment, 15(3), 157-170.
  • McDonald S, Oates CJ, Young CW & Hwang K (2006) . PSYCHOL MARKET, 23(6), 515-534.
  • McDonald S & Oates C (2003) . Resources, Conservation and Recycling, 39(4), 369-385.
  • Oates C, Blades M, Gunter B & Don J (2003) . Journal of Marketing Communications, 9(2), 59-71.
  • Oates C, Blades M & Gunter B (2003) . Journal of Marketing Management, 19(3-4), 401-409.
  • Oates C, Blades M & Gunter B (2003) . Journal of Marketing Management, 19(3), 401-409.
  • Oates CJ (2001) writing women's magazines. Popular Culture Review, 12(1), 19-32.
  • Oates C, Armstrong P & Tomes A (1998) . The Design Journal, 1(1), 2-11.
  • Tomes A, Oates C & Armstrong P (1998) . Design Studies, 19(2), 127-142.
  • Salciuviene L, DovalienÄ— A, Gravelines Ž, Vilkas M, Oates CJ & BanytÄ— J () . EuroMed Journal of Business.
  • Alevizou P () Sustainable Consumption Patterns in Different Product Sectors. International Journal of Consumer Studies, 2(33).
  • Alevizou P, Oates C & McDonald S () . Proceedings of the International Association for Business and Society, 13, 321-325.
  • McDonald S & Oates C () . Proceedings of the International Association for Business and Society, 13, 336-340.

Book chapters

  • Jones CR, McCreesh N, Oates C & Storey H (2023) Cut from the same cloth? Understanding behavioural spillover between different retail contexts In Gatersleben B & Murtagh N (Ed.), Handbook on Pro-environmental Behaviour Change (pp. 142-162). Cheltenham: EE.
  • Oates C (2020) Sustainability marketing: products, fair trade and greenwashing In Eagle L, Dahl S, De Pelsmacker P & Taylor C (Ed.), The SAGE Handbook of Marketing Ethics (pp. 226-237). London: Sage Publications Limited.
  • Henninger CE & Oates CJ (2017) , Communicating Corporate Social Responsibility in the Digital Era (pp. 232-244). Routledge
  • McDonald S, Oates CJ & Alevizou PJ (2016) In Malhotra NK (Ed.), Marketing in and for a Sustainable Society (pp. 139-168). Emerald
  • Henninger CE, Alevizou PJ, Oates CJ & Cheng R (2016) , Sustainable Consumption (pp. 83-99). Springer International Publishing
  • Henninger CE, Oates CJ, Alevizou PJ & Cheng R (2015) In Choi TM & Chen TC (Ed.), Sustainable Fashion Supply Chain Management From Sourcing to Retailing (pp. 129-154). Springer
  • Blades M, Gunter B, Oates C & Blumberg F (2014) Introduction to advertising to children, Advertising to Children New Directions, New Media (pp. 1-16). Palgrave Macmillan
  • Ali M & Blades M (2014) , Advertising to Children: New Directions, New Media (pp. 17-37).
  • Chu MT, Blades M & Herbert J (2014) , Advertising to Children: New Directions, New Media (pp. 38-49).
  • Li S, Pickering M, Ali M, Blades M & Oates C (2014) , Advertising to Children: New Directions, New Media (pp. 199-217).
  • Oates C, Blumberg F, Gunter B & Blades M (2014) , Advertising to Children (pp. 239-243). Palgrave Macmillan UK
  • Li S, Pickering M, Ali M, Blades M & Oates C (2014) , Advertising to Children (pp. 199-217). Palgrave Macmillan UK
  • Gunter B, Oates C, Blumberg F & Blades M (2014) Advertising to Children New Directions, New Media Introduction, ADVERTISING TO CHILDREN: NEW DIRECTIONS, NEW MEDIA (pp. 1-16).
  • Oates C, Blumberg F, Gunter B & Blades M (2014) Advertising to Children New Directions, New Media Conclusions, ADVERTISING TO CHILDREN: NEW DIRECTIONS, NEW MEDIA (pp. 239-243).
  • Oates C, Newman N & Tziortzi A (2014) , Advertising to Children: New Directions, New Media (pp. 115-136).
  • Verhellen Y, Oates CJ, De Pelsmacker P & Dens N (2013) Children’s responses to traditional versus hybrid advertising: the moderating role of persuasion knowledge In Rosengren S, Dahlen M & Okazaki S (Ed.), Advances in Advertising Research: The Changing Roles of Advertising. Volume IV (pp. 379-390). EAA Springer
  • McDonald S, Oates CJ, Alevizou P, Young CW & Hwang K (2013) Individual strategies for sustainable consumption. In McEachern M (Ed.), Contemporary Issues in Green and Ethical Marketing (pp. 250-272). Abingdon: Routledge.
  • Oates CJ, McDonald S & Young CW (2008) Choosing to be sustainable In Reddy S (Ed.), Green Consumerism - Approaches And Country Experiences Hyderabad: Icfai University Press.
  • Oates CJ & Blades M (2007) Advertising to children in China In Blumberg FC (Ed.), When East Meets West: Media research and practice in US and China (pp. 100-116). Cambridge: Cambridge Scholars Press.
  • McDonald S, Oates CJ & Alevizou P (2006) Decoding Governance: A study of purchase processes for sustainable technologies In Murphy J (Ed.), Governing Technology for Sustainability (pp. 25-40). London: Earthscan.
  • Oates CJ (2000) The use of focus groups in social science research In Burton D (Ed.), Research Training for Social Scientists: A handbook for postgraduate researchers (pp. 186-195). London: Sage.
  • Oates C, Henninger CE, Le Normand A & Sahab S () How is ‘sustainability’ translated? Language and fashion context In Armstrong K & Barnes L (Ed.), Transformative times for Fashion Marketing and Consumption: New Horizons Palgrave
  • Blumberg FC, Montgomery A, Graver CA, Oates C & Blades M () (pp. 1-8). Wiley
  • Blades M, Oates C, Blumberg FC & Sinclair M () (pp. 1-11). Wiley
  • Li S, Pickering M, Ali M, Blades M & Oates C () , Advertising to Children Palgrave Macmillan

Conference proceedings

  • Xharavina N, Kapoulas A & Oates CJ (2023) Implementation of corporate social responsibility (CSR) in fashion small and medium-sized enterprises in Kosovo: managers’ perspective. Proceedings of the 16th Annual Conference of the EuroMed Academy of Business (pp 813-826). Vilnius, Lithuania, 27 September 2023 - 27 September 2023.
  • Oates C & Mollan S (2022) What are the pedagogical underpinnings of doctoral training in Management and Business Schools and why do they matter?. MArketing: The Fabric of Life, 5 July 2022 - 7 July 2022.
  • Fu Y, Blades M & Oates C (2019) . MIERASS 2019 Proceedings (pp 49-53). Guilin, China, 21 April 2019 - 21 April 2019.
  • Circus V, Oates CJ, Blades M & Alevizou P (2018) From school to the family home: exploring reverse eco-socialisation from an environmental education programme. 25th IAPS Conference Proceedings, 9 July 2018 - 13 July 2018.
  • Oates CJ & McDonald S (2018) Mapping sustainability: How individuals approach greening. Marketing the Brave. Proceedings of the Academy of Marketing Conference, 2 July 2018 - 5 July 2018.
  • Henninger C, Oates CJ & McDonald S (2018) What does it mean to be a sustainable business?. Marketing the Brave, 2 July 2018 - 5 July 2018.
  • Alevizou P, Oates CJ, McDonald S & Henninger C (2018) Signalling sustainability: Approaches to on-pack advertising and consumer responses.. American Academy of Advertising Annual Conference, 22 March 2018 - 25 March 2018.
  • Singh P, Oates CJ, Sahadev S & Alevizou P (2016) Understanding environmental socialisation of adolescents in India. 7th Child and Teen Consumption Conference, 27 April 2016 - 27 April 2016.
  • Oates CJ, McDonald S, Padmore J & Oke A (2015) Household behaviour and sustainability. Academy of Marketing Conference 2015 proceedings. University of Limerick, Ireland, 7 July 2015 - 7 July 2015.
  • Oates CJ, McDonald S & Padmore J (2015) Household behaviour and sustainability: from inactive to involved, and what lies in-between. Proceedings of the Academy of Marketing Conference
  • Oates CJ, Li S & Blades M (2014) Becoming knowledgeable consumers: the ability of young children to recognise when they are being targeted by marketers. Proceedings of the 6th International Child and Teen Consumption conference
  • Oates CJ (2009) Food content in children's UK television programmes. Proceedings of the Academy of Marketing conference
  • Oates CJ & Tuck N (2009) Identifying the frequency and nature of food content in UK children's television. Proceedings of the 14th International Corporate and Marketing Communications conference
  • Oates CJ & McDonald S (2003) Sustainability: consumer perceptions and marketing strategies. Proceedings of the 32nd EMAC conference
  • Oates CJ, Blades M & Ross J (2003) Children's awareness and understanding of print and ambient advertising. Proceedings of the 8th International Conference on Corporate and Marketing Communications
  • Oates CJ, Blades M, Gunter B & Ross J (2002) Children's understanding of television advertising: a qualitative approach. Proceedings of the 7th International Conference on Corporate and Marketing Communications
  • Oates C, Blades M & Gunter B (2002) . Journal of Consumer Behaviour, Vol. 1(3) (pp 238-245)
  • Alevizou PJA, Oates CJ, McDonald S & Henninger CE () But who is looking? Decoding on-pack sustainability claims in Greece, UK, France and Sweden. Proceedings of the Academy of Marketing 50th Annual Conference
  • Oates CJ & Henninger CE () The sensory retail experience -a customer focused approach to practitioner oriented goals. Sensory Branding, 26 April 2017 - 27 April 2017.
Research group

Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT)

Grants

Title: How do consumers begin to be green?

  • Awarding body: Marketing Trust
  • Date: 2016-2018
  • People involved: Seonaidh McDonald (Co-I)
  • Amount: £9,600

Title: Reduce, reuse recycle: tackling the waste hierarchy through young children’s television.

  • Awarding body: Nuffield Foundation
  • Date: 2010-2011
  • People involved: Seonaidh McDonald, RGU (P.I.) & Mark Blades, Psychology Dept.
  • Amount: £7400

Title: Identifying & analysing the frequency & nature of food content in UK children’s television programmes.

  • Awarding body: Academy of Marketing
  • Date: 2008-2009
  • Amount: £2,500

Title: Decision making for sustainable technologies.

  • Awarding body: ESRC Sustainable Technologies Programme
  • Date: 2003-2005
  • People involved: Will Young (P.I.) School of the Environment, University of Leeds & Seonaidh McDonald, Robert Gordon University, Aberdeen.
  • Amount: £91,000
Teaching activities

Previously I taught modules on Integrated Marketing Communications. These involved looking at the different channels used by organizations to communicate their brand and how these channels are integrated, planned and evaluated. I used academic journal articles and case studies, together with guest speakers, to explore this topic. Students taking these modules contributed to discussions centred on real life examples and knowledge was tested at the end of the semester with an examination and coursework.

The modules closely reflected my research interests – I introduced ethics by relating lectures to my research on marketing to children and sustainable marketing.