After reading a handful of papers about the imagination in consumer research Becky was fascinated with the notion of consumption in the imagination and conducted a study based on consumer desire for her Masters dissertation in 2005. After a couple of years working in the marketing industry, in 2007 Becky returned to academia, and embarked on her PhD in Consumer Culture, specifically Consumption in the Everyday Imagination.
Becky was appointed as a Lecturer in the Corporate and Marketing Communications department of Bournemouth Media School in 2010 and became a Senior Lecturer in 2014. She teaches Consumer Culture and Behaviour, Consumer Cultures and Societies and Academic and Professional Research.
Becky is part of the Emerging Consumer Cultures Research Group (ECCG), a group dedicated to researching issues that may be considered to be 'at the fringes' of marketing thought.