PhD pathway in Consumer behaviour
PhD Supervisors in the consumer behaviour pathway
Prof. Louise Hassan; Dr Sara Parry; Dr Sonya Hanna; Dr Georgina Smith
Research theme or cluster associated with this PhD pathway
Supervisors research interests
Consumer behaviour; advertising and marketing communications; place and branding
Outline of the pathway in consumer behaviour
Bangor Business School has a research cluster which focuses on understanding consumers and their responses to marketing communications. We are interested in the study of consumer behaviour from many perspectives. We are particularly interested in understanding consumer decision-making, how consumers process information provided by marketers, public sector governing bodies, local and/or national governments, and what makes marketing communications persuasive and effective. We are particularly interested in sustainable and risky consumption choices as well as health and tourism contexts. Our expertise is mainly in quantitative research methods. We are currently seeking PhD candidates in the following areas:
- Consumer behaviour/consumer psychology
- Marketing communications
- Social marketing in health, ethical, and sustainable marketing contexts
- Tourism related to place branding; place branding in its wider context; place consumer/stakeholder participation
Within this area we have a broad interest in many topics, but the following consumer behaviour topics are of particular interest
- Consumer decision-making, particularly applying and extending the Theory of Planned Behaviour: with a focus on exploring mediators or moderators in addressing the intention-behaviour gap; or understanding action versus inaction.
- Risky consumption and consumer protection: any issue within tobacco control; the marketing of products with the potential to damage health; scams and illicit products.
- Information processing: in relation to warning labels, health information or social marketing campaigns.
- Sustainability and Mindful consumption issues related to consumer decision-making.
- Place-based marketing: including place branding and place attachment, and the participatory role of stakeholders as consumers, and in decision-making.
Our current and recently complete PhD candidates focus(ed) on consumer goals and emotions in sustainable contexts, consumer decision-making regarding autonomous shopping aids, doing and not doing in relation to health, understanding and extending the conceptualisation of perceived value, and social identity within marketing communications.
More information about the research interests of staff within the consumer behaviour PhD pathway can be found from visiting their staff webpages and the research cluster page. Over the last couple of years, staff have been researching in the areas of consumer traits (fear of online identity theft and maximization), branding destinations including place brand personality and stakeholder participation, social groups including dissociative group effects and dimensions of identification, place attachment and it’s role in tobacco consumption.
Please contact us if you have any enquiries related to the PhD pathway in consumer behaviour.