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.

Hen Goleg room 0.10

e.shiu@bangor.ac.uk

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

2025

  • E-pub ahead of printThey’re not my people: When inclusive marketing backfires
    Hassan, L. M., McGowan, M. & Shiu, E., 10 May 2025, (E-pub ahead of print) In: Journal of the Academy of Marketing Science. 53, 2, p. 563-587 25 p.
    Research output: Contribution to journal › Article › peer-review

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