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

2022

• Wedi ei Dderbyn / Yn y wasgExamining the effect of group prototypes and divergent strength of identification on the effectiveness of identity appeals
  McGowan, M., Hassan, L. & Shiu, E., 16 Ion 2022, (Wedi ei Dderbyn / Yn y wasg) Yn : European Journal of Marketing.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2020

• CyhoeddwydSolving dissociative group effects using construal level theory
  McGowan, M., Hassan, L. & Shiu, E., 6 Ion 2020, Yn : European Journal of Marketing. 54, 1, t. 212-237
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2019

• CyhoeddwydFear of Online Consumer Identity Theft: Cross-country Application and Short Scale Development
  Walsh, G., Shiu, E., Hassan, L., Hille, P. & Takahashi, I., Rhag 2019, Yn : Information Systems Frontiers. 21, 6, t. 1251-1264
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydRelieving the regret for maximizers: The role of construal level across comparable and non-comparable choice sets
  Hassan, L., Shiu, E. & McGowan, M., 6 Rhag 2019, Yn : European Journal of Marketing. 54, 2, t. 282-304
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2018

• CyhoeddwydA systematic review of the efficacy of alcohol warning labels: Insights from qualitative and quantitative research in the new millennium
  Hassan, L. & Shiu, E., 2018, Yn : Journal of Social Marketing. 8, 3, t. 333-352
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl adolygu
• CyhoeddwydCommunicating Messages About Drinking
  Hassan, L. & Shiu, E., Ion 2018, Yn : Alcohol and Alcoholism. 53, 1, t. 1-2 2 t.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Golygyddiad

2017

• CyhoeddwydThe influence of social identity on value perceptions and intention
  McGowan, M., Hassan, L. & Shiu, E., 5 Tach 2017, Yn : Journal of Consumer Behaviour. 16, 3, t. 242-253
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2016

• CyhoeddwydAddressing 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., Ion 2016, Yn : Journal of Consumer Behaviour. 15, 1, t. 72-86
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydThe 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., Ion 2016, Yn : British Journal of Management. 26, 2, t. 255-272
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydWho 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., Meh 2016, Yn : Journal of Business Ethics. 136, 2, t. 219-236
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2015

• CyhoeddwydNo place to hide: two pilot studies assessing the effectiveness of adding a health warning to the cigarette stick
  Hassan, L. M. & Shiu, E. M., Maw 2015, Yn : Tobacco Control. 24, e1, t. e3-e5
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydThe 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., Maw 2015, Yn : Journal of Business Research. 68, 3, t. 534-541
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydThe moderating role of national cultural values in smoking cessation
  Hassan, L. M. & Shiu, E. M., 20 Maw 2015, Yn : Journal of Business Research. 68, 10, t. 2173–2180
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2014

• CyhoeddwydCompetencies associated with growth of women-led SMEs
  Mitchelmore, S., Rowley, J. & Shiu, E., 2014, Yn : Journal of Small Business and Enterprise Development. 21, 4, t. 588-601
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydCross-National Advertising and Behavioral Intentions: A Multilevel Analysis
  Walsh, G., Shiu, E. M. & Hassan, L. M., 1 Maw 2014, Yn : Journal of International Marketing. 22, 1, t. 77-98
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydReplicating, validating, and reducing the length of the consumer perceived value scale
  Walsh, G., Shiu, E. M. & Hassan, L. M., Maw 2014, Yn : Journal of Business Research. 67, 3, t. 260-267
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2013

• CyhoeddwydUncertainty in ethical consumer choice: a conceptual model
  Hassan, L., Shaw, D., Shiu, E., Walsh, G. & Parry, S., 2013, Yn : Journal of Consumer Behaviour. 12, 3
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2012

• CyhoeddwydInvestigating the drivers of consumer intention to buy manufacturer brands
  Walsh, G., Shiu, E. & Hassan, L. M., Medi 2012, Yn : Journal of Product Brand Management. 21, 5, t. 328-340 13 t.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2011

• CyhoeddwydA multi-country assessment of the long-term orientation scale
  Hassan, L. M., Shiu, E. M. & Walsh, G., 1 Ion 2011, Yn : International Marketing Review. 28, 1, t. 81-101
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydConsumer uncertainty, revisited
  Shiu, E. M., Walsh, G., Hassan, L. M. & Shaw, D., 1 Meh 2011, Yn : Psychology and Marketing. 28, 6, t. 584-607
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydEmotions, store-environmental cues, store-choice criteria, and marketing outcomes.
  Walsh, G., Shiu, E. M., Hassan, L. M., Michaelidou, N. & Beatty, S. E., Gorff 2011, Yn : Journal of Business Research. 64, 7, t. 737-744
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2010

• CyhoeddwydSegmentation 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 Ion 2010, Yn : European Journal of Marketing. 44, 7/8, t. 1140-1164
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydThe influence of nutrition information on choice: The role of temptation, conflict and self-control
  Hassan, L. M., Shiu, E. M. & Michaelidou, N., 8 Medi 2010, Yn : Journal of Consumer Affairs. 44, 3, t. 499-515 17 t.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2009

• CyhoeddwydDemarketing tobacco through governmental policies - the 4Ps revisited
  Shiu, E. M., Hassan, L. M. & Walsh, G., 1 Chwef 2009, Yn : Journal of Business Research. 62, 2, t. 269-278
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydHELP – for a life without tobacco: a case study on demarketing across two levels
  Hassan, L. M., Shiu, E., Walsh, G. & Hastings, G., 2009, Yn : Marketing Intelligence and Planning. 27, 4, t. 486-502 17 t.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydService worker role in encouraging customer organizational citizenship behaviors
  Bove, L. L., Pervan, S. J., Beatty, S. E. & Shiu, E. M., 1 Gorff 2009, Yn : Journal of Business Research. 62, 7, t. 698–705
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydThe customer-based corporate reputation scale: Replication and short form
  Walsh, G., Beatty, S. E. & Shiu, E. M., 1 Hyd 2009, Yn : Journal of Business Research. 62, 10, t. 924-930
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2008

• CyhoeddwydAn 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, Yn : European Advances in Consumer Research. 8, t. 66-71 6 t.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydExploring 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, Yn : International Journal of Nonprofit and Voluntary Sector Marketing. t. 263–274
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2007

• CyhoeddwydGender differences in low-risk single-occasion drinking: An application of the theory of planned behaviour
  Hassan, L. M. & Shiu, E. M. K., Gorff 2007, Yn : International Journal of Consumer Studies. 31, 4, t. 317-325 9 t.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydModeling 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., Ebr 2007, Yn : Journal of Advertising. 36, 2, t. 15-31 17 t.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2006

• CyhoeddwydEnacting 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., Mai 2006, Yn : International Journal of Consumer Studies. 30, 3, t. 256-270 15 t.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl
• CyhoeddwydFashion victim: The impact of fair trade concerns on clothing choice
  Shaw, D., Hogg, G., Wilson, E., Shiu, E. & Hassan, L., Ebr 2006, Yn : Journal of Strategic Marketing. 14, 4, t. 427-440 14 t.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl

2005

• CyhoeddwydAn exploration of values in ethical consumer decision making
  Shaw, D., Grehan, E., Shiu, E., Hassan, L. & Thomson, J., Maw 2005, Yn : Journal of Consumer Behaviour. 4, 3, t. 185-200 16 t.
  Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl