Dr Astrid Van den Bossche

Staff details

Position Lecturer in Marketing
Email a.vandenBossche (@gold.ac.uk)
Phone +44 (0)20 296 4220
Dr Astrid Van den Bossche

Astrid Van den Bossche is a Lecturer in Marketing and Director of Learning and Teaching at the Institute of Management Studies. Prior to joining Goldsmiths, she completed her DPhil at the Saïd Business School, University of Oxford. She also holds a BA in Liberal Arts from University College Maastricht, an MSt in Film Aesthetics from the University of Oxford, and an MSc in Management from London Business School.

Astrid is interested in what cognitive literary theory can contribute to the historical study of markets and marketing practice. Her doctoral thesis examined how mindreading and associated consumer responses shaped the iconic Maidenform “I dreamed…” campaign (United States, 1949-1969).

In a separate project, Astrid is looking at the representation of money and markets in children’s picture books. She is particularly interested in the development of theory of mind in consumer contexts, in gender bias in market-related storytelling, and in the relationship between fictionality and promotional language. 

In terms of methodology, Astrid is exploring the potential of computational approaches to analysing textual and visual materials, from records in historical archives to social media.

Astrid currently teaches Coding for Marketers (UG), Digital Marketing and Social Media (UG), and Digital Marketing and Branding (PG), and has previously taught Brand Management (UG) and Marketing Communications (UG) at the IMS. She also teaches sessions on historical methodologies for research methods courses at UG and PG level. Astrid’s interest in marketing was awakened during her work experience as a brand strategist. Trained as a film theorist, Astrid noted that cultural savvy seemed as important as business skills when formulating successful brand strategies. These insights guide her teaching. 

Academic Qualifications

  • BA in Liberal Arts (Media Studies, Computer Science) – University College Maastricht
  • MSt in Film Aesthetics – University of Oxford
  • MSc in Management – London Business School
  • DPhil in Management Studies — Saïd Business School, University of Oxford

Research Interests

  • Cognitive literary theory
  • Economic socialisation
  • Advertising history and theory
  • Consumer culture theory
  • Brand strategy


Book Section

Van den Bossche, Astrid . 2017. A New Bridge from Text to Mind: Cognitive Literary Approaches to Advertising. In: Russell Belk, ed. Qualitative Consumer Research. 14 Bingley: Emerald, pp. 1-23. ISBN 9781787144927

Van den Bossche, Astrid . 2017. Stories of Value: The Nature of Money in Three Classic British Picture Books. In: Annabelle Mooney and Evi Sifaki, eds. The Language of Money and Debt: A Multidisciplinary Approach. London: Palgrave Macmillan, pp. 33-55. ISBN 9783319575674


Campana, Mario ; Van den Bossche, Astrid and Miller, Bryoney. 2020. #dadtribe: Performing Sharenting Labour to Commercialise Involved Fatherhood. Journal of Macromarketing, 40(4), pp. 475-491. ISSN 0276-1467

Van den Bossche, Astrid and Scott, Linda. 2016. Uppity Women Unite! Marketing the Women’s Movement in America. Advertising & Society Review, 17(1), ISSN 2475-1790

Van den Bossche, Astrid . 2014. The Id Goes Shopping in Its Maidenform Bra: Navigating Gender Spheres in the Postwar “Dreams” Campaign. Advertising & Society Review, 15(2), pp. 1-31. ISSN 2475-1790