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Consumers and Communications

Cluster members

Research cluster staff: Sonya Hanna, Louise Hassan, Miriam McGowan, Sara Parry, Edward Shiu.

PhD students associated with this cluster: Georgina Smith, Surbhi Jain; Rizalniyani Razak

Our interests

The researchers in the consumers and communications cluster are broadly focused on understanding consumers in various contexts and cultures, investigating the impact of business and governmental strategies mainly in the communications area.

Our research seeks to understand how consumer perceptions and judgments are formed and influence the decision-making process across diverse contexts. Our research focus spans for-profit and non-profit contexts as well as having a special interest in examinations across cultures. The cluster’s research embraces both quantitative and qualitative methods and draws on an eclectic mix of theories including place attachment theory, stakeholder theory, and social identity theory. Information about our recent consumer research event can be found here.

Some of our recent/ongoing projects include:

  • Place attachment related to smoking and places
  • The effectiveness of alcohol warning labels, for more info see:
  • Branding destinations online: symbolic and narrative representation and co-branding
  • Establishing when identity communications backfire

Cluster Contact

If you would like more information about our current research projects or our cluster, please email Sara Parry: