Curriculum Vita

Professor Dr. John W. Schouten, born in Utah, USA (1956) earned his PhD in Business Administration in 1990 from the University of Utah. He did graduate work at Brigham Young University in Latin American Studies and received his bachelor’s degree in English (Creative Writing) from the University of Utah in 1982.

Professor Schouten joined the Institute for Customer Insight at the University of St. Gallen in 2012. He also holds the rank of Professor in the Faculty of Business Administration of Memorial University in St. John’s, Newfoundland, Canada. Prior appointments include Aalto University in Finland (2012-2016), and University of Portland (1991-2012) and Iowa State University (1987-1991) in the USA.

Schouten specializes in ethnographic research methods with an emphasis in consumer culture. As an ethnographer he has worked closely with companies such as Harley-Davidson, Nissan North America, Toyota, Chrysler-Jeep, General Motors and Yamaha. His research has been published in outlets such as Journal of MarketingJournal of Consumer Research, and Journal of the Academy of Marketing Science and includes articles that are considered to be seminal to the study of consumption subcultures, brand communities and alternative research methodologies. He is also a leading expert in the area of marketing and sustainability, having co-authored Sustainable Marketing, the USA’s first comprehensive textbook on the subject.

In addition to his research, Schouten also publishes poetry and fiction. His poetry appears in several marketing journals and literary and cultural publications. His first novel, Notes from the Lightning God, was published in 2009 by Bewrite Books.


Selected Publications

McAlexander, James H., Beth DuFault, Diane M. Martin and John W. Schouten (2014), “The Marketization of Religion: Field, Capital, and Consumer Identity,” Journal of Consumer Research, 41 (October), 858-75.

Martin, Diane M. and John W. Schouten (2014), “Consumption-Driven Market Emergence,” Journal of Consumer Research, 40 (February), 855-70.

Diane M. Martin and John W. Schouten (2012), Sustainable Marketing, New York: Pearson Prentice Hall, 2012.

Schouten, John W., James H. McAlexander, and Harold F. Koenig (2007), “Transcendent Customer Experience and Brand Community,” Journal of the Academy of Marketing Science, 35, 3 (Fall) 357-368.

Sherry, John F. Jr., and John W. Schouten (2002), “A Role for Poetry in Consumer Research,” Journal of Consumer Research, Vol. 29, No. 2 (September), 218-234.

McAlexander, James H., John W. Schouten and Harold J. Koenig (2002), “Building Brand Community,” Journal of Marketing, Vol. 66 (January), 38-54.

Schouten, John W. and James H. McAlexander (1995), “Subcultures of Consumption:  An Ethnography of the New Bikers,”Journal of Consumer Research, Vol. 22 (June), 43-61.

Schouten, John W. (1991), “Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction,” Journal of Consumer Research, 17 (March), 412-426.