Dr P.J. Franco (Paolo)

Paolo (Pao) Franco is Assistant Professor of Marketing at the Nijmegen School of Management at Radboud University. Pao received his PhD in Marketing from The University of Melbourne, Australia. His PhD dissertation received the 2020 Australian and New Zealand Marketing Academy (ANZMAC) Layton Dissertation of the Year award.

Pao's research investigates technology adoption and consumption as part of everyday life through lenses of consumer culture, with a focus on families and older consumers. Informing his research are theories of assemblage, Object-Oriented Ontology, and critical perspectives on consumption, markets, and marketing. Pao primarily draws on consumer and family interviews, and ethnographic/netnographic fieldwork in his research. Pao's research has been published in the Journal of Marketing, Marketing Theory, AMS Review, among other reputable outlets.

Pao's current research spans projects investigating consumption and market contexts as diverse as family technology consumption, 'sneakerhead' consumer culture, the consumption of local food, professional wrestling fandom, and portrayals of weaponized-AI in videogames.

• Consumer Culture, Family Consumption, Older Consumers, Technology Adoption, Technology Consumption

• Marketing