Staff Profile:Dr Elena Millan

Dr Elena Millan
Job Title:
Associate Professor
  • Marketing Subject Area Leader
  • Module convenor of Consumer Behaviour
  • Module convenor of Qualitative Research Methods
  • Module convenor of Consumer Research Group Project 1
  • Module convenor of Consumer Research Group Project 2
  • Module convenor of Consumer Behaviour and Food Marketing 
Areas of Interest:

Elena conducts research on consumer behaviour and marketing, with three areas of particular focus: fashion and luxury brands, food consumption, and digital marketing. In her publications, she has explored issues such as status consumption, experiential shopping, cross-cultural variations in consumer behaviour, market segmentation, and consumer attitudes towards advertising. Within the food theme, she is interested in issues such as consumer food preferences and eating habits, consumer responses to food innovations, and the role of consumer co-creation in new food product development. Her interests in the digital marketing area include consumer adoption of IT innovations and online consumer behaviour.

She applies both quantitative and qualitative methods in her work, and her studies are often of mixed-method design. The results of her research have been published in academic journals of international standing. She is also reviewer for several academic journals in the field of marketing and consumer behaviour.

Prior to joining the University of Reading as Lecturer in Consumer Research and Marketing, Elena has held academic posts as Lecturer in Marketing at the Universities of Essex and Surrey, and was Tutor and Research Officer at the University of Oxford, as well as Researcher at the College of Europe, Bruges, Belgium. She has also carried out consultancy work, and welcomes enquiries for potential consultancy projects, such as Knowledge Transfer Partnerships (KTP).

Elena obtained her DPhil in Management Studies (Marketing) from the Saïd Business School, University of Oxford. She is Fellow of the Higher Education Academy (HEA). She is also common room member of Wolfson College, University of Oxford, and member of the Institute of Food, Nutrition and Health (IFNH), University of Reading.


PhD Supervision:

Elena welcomes PhD applications from strongly motivated candidates with research proposals on any contemporary issues in Consumer Behaviour (especially related to Fashion or Food), Digital Marketing, International Marketing, Advertising, and Retailing.

Professional Affiliations:

  • Association for Consumer Research
  • European Marketing Academy
  • European Association for Education and Research in Commercial Distribution


Research groups / Centres:
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This list was generated on Wed Jun 29 01:20:09 2022 UTC.
Dr Elena Millan

Contact Details

+44 (0) 118 378 6193

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