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This paper considers the engagement by teachers and school leaders in ‘research-informed educational practice’ (RIEP). In particular, the paper uses a novel theoretical perspective to attempt to uncover additional insights into why educators do/do not engage in RIEP, and to provide practice and policy-recommendations as to how this situation can be improved. To provide a theoretical basis, we adopt Baudrillard’s (1968) semiotic theory of consumption. A survey methodology was used to address our three research questions: with the survey developed and tested before being administered to 2,400 teachers. Multiple regression analyses were used to analyse our findings. Our results provide a richer and more nuanced understanding of what is required to achieve RIEP than has been previously possible.