I joined the Durham University Business School in 2001, following a successful career in the retail sector. My area of expertise remains retail marketing, with particular emphasis on fashion and fast-moving consumer goods (FMCGs), and I continue to work with a number of leading brands, delivering a style of teaching that fuses academic research with real-world business practice.
A consumer psychologist, my primary area of interest lies in exploring the factors which motivate consumers in physical, online and mobile shopping environments. Sponsored by the EPSRC and the fashion retailer NEXT, my original PhD research was one of the first longitudinal studies of multi-channel consumer behaviour in the UK.
Recent work has been more firmly rooted in evolutionary psychology and neuromarketing, however, examining our ‘hard-wired’ physiological and emotional responses to marketing stimuli and the ways in which these responses vary in different situational contexts. Funded by Innovate UK, I am currently working with Dr Sarah Xiao on a major programme of research, in partnership with a leading brand commerce agency, exploring the essential moments in the consumer purchase journey from a behavioural science perspective.
I contribute to a number of modules across the School’s undergraduate and postgraduate programmes. I am also Associate Dean, with responsibility for the School’s taught postgraduate portfolio, as well as working with external bodies such as AACSB International and the Chartered Association of Business Schools. I am a member of the UK National Commission for UNESCO’s Experts Network.
All work and no play, as they say… Away from all things academic, I am a border collie lover (amazing dogs, believe me), a self-confessed fan of the television series Doctor Who (it’s brilliant, watch it), and an avid follower of Chelsea Ladies Football Club (seriously, way better than the men). I also enjoy walking, punk music and old horror movies.