Dr Miriam McGowan

Division: Marketing
Location: Room 2.02, Hen Goleg
Telephone: 01248 383628
Email: M.McGowan@bangor.ac.uk



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Profile

Lecturer in Marketing

My research draws on a consumer psychology perspective to understand consumer decision making and the role of emotions. Much of my research focuses on understanding the influence of social identification – seeing oneself as part of a group – on consumer decision making in a variety of contexts (e.g., advertising, packaging). Most of my research uses an experimental approach and I have experience using different data collection platforms (US and European).

Research interests

  • Consumer research
  • Social identity
  • Brand identification
  • Emotions and consumer decision making

Qualifications

  • PhD Marketing (Bangor University)
  • PGCertHE (Bangor University)
  • MA Business with Consumer Psychology (Bangor University)
  • BA Communication Studies and Business Studies (WHU Münster, Germany)

Publications

McGowan, M., Shiu, E., and Hassan, L.M. (2017), "The influence of social identity on value perceptions and intention”, Journal of Consumer Behaviour, 16(3), 242-253.

Working papers

Exploring the social identity boost paradox: Is boosting consumers’ social identity always a good thing? With E. Shiu and L.M. Hassan

Reducing Regret for Maximizers: The Role of Construal Level, with L.M. Hassan and E. Shiu

Conference and seminar presentations

McGowan, M., Shiu, E. and Hassan, L.M. (2017). ‘The impact of social identity boost on marketing outcomes’, American Marketing Association Winter Conference. Orlando/US.

Mehl, M., Shiu, E. and Hassan, L.M. (2014). ‘It’s not just a hoodie: The impact of social identity on consumers’ value perceptions and behavioral intentions towards a product associated with their social group’, American Marketing Association Winter Conference. Orlando/US.

Mehl, M., Shiu, E. and Hassan, L.M. (2014). ‘The role and influence of affective and cognitive social identity on product evaluations’, Academy of Marketing Consumer Research SIG. Chester/UK.

Mehl, M. and Khammash, M. (2012). ‘We belong together: The effect of online community identification on brand-related WOM’, European Marketing Academy Conference. Lisbon/Portugal.

Teaching

Postgraduate

Global Brand Management (ASB-4530)

International Marketing Communication (ASB-4521)

Undergraduate

Consumer Behaviour (ASB-2103)

Membership and activities

  • Member of Association for Consumer Research
  • Member of American Marketing Association
  • Ad-hoc refereeing for Journal of Business Research, Journal of Consumer Behaviour

Academic services

  • Member of the CBLESS Ethics Committee
  • PhD supervision
  • Personal Tutor to UG and PG students