I'm Professor of Marketing at Bangor Business School and head of the Marketing group. I was employed as Professor at Bangor University since 2011. Prior to that I was employed as Senior Lectuer in Marketing at Strathclyde Business School.

I have many years of experience in conducting action research tackling risky behaviours such as smoking and binge drinking. I have also undertaken research examining public and third sector service deliveries.

I teach on modules: Statistical Methods, Marketing Analysis, Customer Insight Project. I have also taught International Marketing Communication, Consumer Behaviour, Marketing Research.

I have supervised several PhD's to successful completion in the Consumer Behaviour area.

My research areas are:

• Consumer behaviour
• Risky consumption
• Attitudes and persuasion
• Social identity and stereotying
• Cross-cultural consumer behaviour
• Ethical consumption

2020

• PublishedSolving dissociative group effects using construal level theory
  McGowan, M., Hassan, L. & Shiu, E., 6 Jan 2020, In : European Journal of Marketing. 54, 1, p. 212-237
  Research output: Contribution to journal › Article

2019

• PublishedFear of Online Consumer Identity Theft: Cross-country Application and Short Scale Development
  Walsh, G., Shiu, E., Hassan, L., Hille, P. & Takahashi, I., Dec 2019, In : Information Systems Frontiers. 21, 6, p. 1251-1264
  Research output: Contribution to journal › Article
• PublishedRelieving the regret for maximizers: The role of construal level across comparable and non-comparable choice sets
  Hassan, L., Shiu, E. & McGowan, M., 6 Dec 2019, In : European Journal of Marketing. 54, 2, p. 282-304
  Research output: Contribution to journal › Article

2018

• PublishedA systematic review of the efficacy of alcohol warning labels: Insights from qualitative and quantitative research in the new millennium
  Hassan, L. & Shiu, E., 2018, In : Journal of Social Marketing. 8, 3, p. 333-352
  Research output: Contribution to journal › Review article
• PublishedCommunicating Messages About Drinking
  Hassan, L. & Shiu, E., Jan 2018, In : Alcohol and Alcoholism. 53, 1, p. 1-2 2 p.
  Research output: Contribution to journal › Editorial

2017

• PublishedThe influence of social identity on value perceptions and intention
  McGowan, M., Hassan, L. & Shiu, E., 5 Nov 2017, In : Journal of Consumer Behaviour. 16, 3, p. 242-253
  Research output: Contribution to journal › Article

2016

• PublishedAddressing the cross-country applicability of the theory of planned behaviour (TPB): A structured review of multi-country TPB studies
  Hassan, L. M., Shiu, E. M. & Parry, S., Jan 2016, In : Journal of Consumer Behaviour. 15, 1, p. 72-86
  Research output: Contribution to journal › Article
• PublishedThe Moderating Effects of National Age Stereotyping on the Relationships between Job Satisfaction and its Determinants: A Study of Older Workers across 26 Countries
  Hassan, L. M., Shiu, E. M. & Parry, S., Jan 2016, In : British Journal of Management. 26, 2, p. 255-272
  Research output: Contribution to journal › Article
• PublishedWho Says There is an Intention–Behaviour Gap? Assessing the Empirical Evidence of an Intention–Behaviour Gap in Ethical Consumption
  Hassan, L. M., Shiu, E. & Shaw, D., Jun 2016, In : Journal of Business Ethics. 136, 2, p. 219-236
  Research output: Contribution to journal › Article

2015

• PublishedNo place to hide: two pilot studies assessing the effectiveness of adding a health warning to the cigarette stick
  Hassan, L. M. & Shiu, E. M., Mar 2015, In : Tobacco Control. 24, e1, p. e3-e5
  Research output: Contribution to journal › Article
• PublishedThe direct and moderating influences of individual-level cultural values within web engagement: A multi-country analysis of a public information website
  Shiu, E. M., Walsh, G., Hassan, L. M. & Parry, S., Mar 2015, In : Journal of Business Research. 68, 3, p. 534-541
  Research output: Contribution to journal › Article
• PublishedThe moderating role of national cultural values in smoking cessation
  Hassan, L. M. & Shiu, E. M., 20 Mar 2015, In : Journal of Business Research. 68, 10, p. 2173–2180
  Research output: Contribution to journal › Article

2014

• PublishedCompetencies associated with growth of women-led SMEs
  Mitchelmore, S., Rowley, J. & Shiu, E., 2014, In : Journal of Small Business and Enterprise Development. 21, 4, p. 588-601
  Research output: Contribution to journal › Article
• PublishedCross-National Advertising and Behavioral Intentions: A Multilevel Analysis
  Walsh, G., Shiu, E. M. & Hassan, L. M., 1 Mar 2014, In : Journal of International Marketing. 22, 1, p. 77-98
  Research output: Contribution to journal › Article
• PublishedReplicating, validating, and reducing the length of the consumer perceived value scale
  Walsh, G., Shiu, E. M. & Hassan, L. M., Mar 2014, In : Journal of Business Research. 67, 3, p. 260-267
  Research output: Contribution to journal › Article

2013

• PublishedUncertainty in ethical consumer choice: a conceptual model
  Hassan, L., Shaw, D., Shiu, E., Walsh, G. & Parry, S., 2013, In : Journal of Consumer Behaviour. 12, 3
  Research output: Contribution to journal › Article

2012

• PublishedInvestigating the drivers of consumer intention to buy manufacturer brands
  Walsh, G., Shiu, E. & Hassan, L. M., Sep 2012, In : Journal of Product Brand Management. 21, 5, p. 328-340 13 p.
  Research output: Contribution to journal › Article

2011

• PublishedA multi-country assessment of the long-term orientation scale
  Hassan, L. M., Shiu, E. M. & Walsh, G., 1 Jan 2011, In : International Marketing Review. 28, 1, p. 81-101
  Research output: Contribution to journal › Article
• PublishedConsumer uncertainty, revisited
  Shiu, E. M., Walsh, G., Hassan, L. M. & Shaw, D., 1 Jun 2011, In : Psychology and Marketing. 28, 6, p. 584-607
  Research output: Contribution to journal › Article
• PublishedEmotions, store-environmental cues, store-choice criteria, and marketing outcomes.
  Walsh, G., Shiu, E. M., Hassan, L. M., Michaelidou, N. & Beatty, S. E., Jul 2011, In : Journal of Business Research. 64, 7, p. 737-744
  Research output: Contribution to journal › Article

2010

• PublishedSegmentation in social marketing: Insights from the European Union's multi-country, antismoking campaign
  Walsh, G., Hassan, L. M., Shiu, E. M., Andrews, J. C. & Hastings, G., 1 Jan 2010, In : European Journal of Marketing. 44, 7/8, p. 1140-1164
  Research output: Contribution to journal › Article
• PublishedThe influence of nutrition information on choice: The role of temptation, conflict and self-control
  Hassan, L. M., Shiu, E. M. & Michaelidou, N., 8 Sep 2010, In : Journal of Consumer Affairs. 44, 3, p. 499-515 17 p.
  Research output: Contribution to journal › Article

2009

• PublishedDemarketing tobacco through governmental policies - the 4Ps revisited
  Shiu, E. M., Hassan, L. M. & Walsh, G., 1 Feb 2009, In : Journal of Business Research. 62, 2, p. 269-278
  Research output: Contribution to journal › Article
• PublishedHELP – for a life without tobacco: a case study on demarketing across two levels
  Hassan, L. M., Shiu, E., Walsh, G. & Hastings, G., 2009, In : Marketing Intelligence and Planning. 27, 4, p. 486-502 17 p.
  Research output: Contribution to journal › Article
• PublishedService worker role in encouraging customer organizational citizenship behaviors
  Bove, L. L., Pervan, S. J., Beatty, S. E. & Shiu, E. M., 1 Jul 2009, In : Journal of Business Research. 62, 7, p. 698–705
  Research output: Contribution to journal › Article
• PublishedThe customer-based corporate reputation scale: Replication and short form
  Walsh, G., Beatty, S. E. & Shiu, E. M., 1 Oct 2009, In : Journal of Business Research. 62, 10, p. 924-930
  Research output: Contribution to journal › Article

2008

• PublishedAn Empirical Examination of the Extended Model of Goal-Directed Behaviour: Assessing the Role of Behavioural Desire
  Shiu, E. M. K., Hassan, L. M., Thomson, J. A. & Shaw, D., 2008, In : European Advances in Consumer Research. 8, p. 66-71 6 p.
  Research output: Contribution to journal › Article
• PublishedExploring the effectiveness of cigarette warning labels: findings from the United States and United Kingdom arms of the International Tobacco Control (ITC) Four Country Survey
  Hassan, L. & Shiu, E., 2008, In : International Journal of Nonprofit and Voluntary Sector Marketing. p. 263–274
  Research output: Contribution to journal › Article

2007

• PublishedGender differences in low-risk single-occasion drinking: An application of the theory of planned behaviour
  Hassan, L. M. & Shiu, E. M. K., Jul 2007, In : International Journal of Consumer Studies. 31, 4, p. 317-325 9 p.
  Research output: Contribution to journal › Article
• PublishedModeling Persuasion in Social Advertising: A Study of Responsible Thinking in Antismoking Promotion in Eight Eastern EU (European Union) Member States
  Hassan, L. M., Walsh, G., Shiu, E. M. K., Hastings, G. & Harris, F., Apr 2007, In : Journal of Advertising. 36, 2, p. 15-31 17 p.
  Research output: Contribution to journal › Article

2006

• PublishedEnacting risk reduction: An examination of the volitional stages of smoking cessation within Scotland
  Thomson, J. A., Hassan, L. M., Shiu, E. M. K. & Shaw, D., May 2006, In : International Journal of Consumer Studies. 30, 3, p. 256-270 15 p.
  Research output: Contribution to journal › Article
• PublishedFashion victim: The impact of fair trade concerns on clothing choice
  Shaw, D., Hogg, G., Wilson, E., Shiu, E. & Hassan, L., Apr 2006, In : Journal of Strategic Marketing. 14, 4, p. 427-440 14 p.
  Research output: Contribution to journal › Article

2005

• PublishedAn exploration of values in ethical consumer decision making
  Shaw, D., Grehan, E., Shiu, E., Hassan, L. & Thomson, J., Mar 2005, In : Journal of Consumer Behaviour. 4, 3, p. 185-200 16 p.
  Research output: Contribution to journal › Article