My research fits within the Marketing sub-discipline of Consumer Psychology.  Much of my research is focused on understanding risky consumption, covering contexts such as smoking and excessive alcohol consumption, from a consumer protection perspective.  From a theoretical standpoint, my research is grounded in literature within the area of attitudes and social cognition. Much of my work adopts a quantitative research approach based on experimental studies or individual-level and multi-level (cross-national) models.  More specifically, my research aims to make a contribution within the literature on either: information processing and persuasion; or attitude and motivation formation/change.

ASB2116 Consumer Behaviour

ASB4440 Consumers in a Global and Digital World

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

2022

2021

  • CyhoeddwydThe Usefulness of the Social Identity Approach to Social Marketing
    McGowan, M. & Hassan, L., 23 Awst 2021, Ethical Approaches to Marketing: Positive Contributions to Society. Strong, C. (gol.). De Gruyter Oldenbourg, t. 17-38
    Allbwn ymchwil: Pennod mewn Llyfr/Adroddiad/Trafodion Cynhadledd › Pennod › adolygiad gan gymheiriaid

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