Dr Louise Hassan

• PhD in Statistical Modelling. 2004
• BSc (Hons) Applied Statistics. 2001

Louise has held academic positions at the following UK universities: University of Strathclyde, University of Stirling, University of St Andrews, Heriot-Watt University, Lancaster University and Bangor University.  She has over 15 years of teaching and research experience in the consumer psychology and marketing areas. Louise joined Birmingham Business School in October 2021 from Bangor Business School where she was a Professor of Consumer Psychology.  While working at Bangor Business School, Louise was also a deputy head of School and was Director of Research for 6 years.  As part of her role at Bangor Business School she prepared the School’s REF2021 submission.

Louise has vast experience at developing new modules and programmes.  She has taught a range of modules across institutions in marketing (principles, digital, consumer behaviour) and research methods including marketing research, customer insight, and marketing analytics.

 She currently teaches:

• Marketing principles
• Responsible marketing
• Contemporary issues in marketing

Current research topics of interest include:

• Consumer behaviour in relation to responsible consumption, risky consumption or consumer protection
• Social marketing
• Identity marketing
• Information processing
• Consumer decision-making
• Cross-cultural consumer behaviour

Louise’s research fits within the marketing sub-discipline of consumer psychology. From a theoretical standpoint, her research is grounded in literature within the area of attitudes and social cognition. Her research has made significant contributions within the literature on decision-making and motivation as well as on information processing and persuasion.  Louise received a Best Paper Award at the prestigious American Marketing Association Winter Marketing Educators’ Conference in 2009. She was also the Social Responsibility and Ethics track chair for the 2018 European Marketing Academy Conference (EMAC). Her work has received over 3500 citations (based on Google Scholar). She has received research funding from the Arts and Humanities Research Council, the Academy of Marketing, the British Academy, and the Welsh Government.

Current research projects are focused on:

• Consumer decision-making specifically the importance of sustainability concerns regarding face covering choices (choosing between disposable and reusable face coverings)
• Identity communications focusing on understanding and reversing the dissociative group effect; the differential effect of cognitive and affective social identity on how communications are processed; the effect of types of identity priming on the effectiveness of identity communications
• Warning label effectiveness in risky consumption contexts

For more information on current research projects, visit per personal website.