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Marketing Interactions & Consumer Behaviour Group (MICB)

The Marketing Interactions and Consumer Behaviour Group(MICB) examines marketing phenomena in both B2C and B2B contexts and brings an interdisciplinary approach to marketing that draws on knowledge from many fields, such as business management, psychology, communications, sociology, anthropology, philosophy, and economics. The scholarly work is characterised by the use of both quantitative (for example, survey and experimental methodologies, structural equation modelling, latent class analysis, quantitative content analysis, text mining, natural language processing) and qualitative (for example, cultural analysis, rhetorical analysis, ethnographic studies, discourse analysis, critical marketing perspectives) methodologies. MICB researchers at Queen Mary University of London benefit from research collaborations within the school and university, as well as collaborations with other universities, external companies and business, charities, the public, and governmental bodies.

For further information, please contact Dr Danae Manika (



Dr Paolo Antonetti

Paolo’s research interests lie in the area of consumer emotions and especially on the role of emotions in sustainability, corporate social responsibility, corporate social irresponsibility and consumer ethics. His research has appeared in several international publications including the Journal of Business Ethics, Psychology & Marketing, the British Journal of Management and the International Journal of Management Reviews. Paolo pursues three main areas of research: 1. The study of how emotions influence persuasive processes with a specific focus on guilt and other self-conscious emotions. Research in this area is being currently developed around the idea of an ‘elicitation-consumption’ approach to the use of guilt in social marketing messaging. 2. The study of Corporate Social Responsibility and Corporate Social Irresponsibility from a Marketing perspective. Research in this area has focused especially on how negative emotions (e.g. outrage, anger and sympathy) influence reactions to information about unethical corporate behaviour. 3. Research on responsible or sustainable consumer behaviour. Work in this area is centred on the examination of emotional processes can promote/hinder responsible consumption choices from individuals and groups of consumers.

Dr Stephan Dickert

Stephan’s research focuses on judgment and decision making in social and economic contexts. This includes research on the affective and cognitive mechanisms underlying prosocial behaviour (e.g., charitable giving), ownership, risk perception, and environmental decision making. His research projects often use an experimental approach to address societal challenges that are of interest to various disciplines (including marketing, psychology, economics, and public policy).
Stephan’s research has been published in academic journals such as the Journal of Behavioral Decision Making, Journal of Experimental Social Psychology, Judgment and Decision Making, Journal of Applied Research in Memory and Cognition, Organizational Behavior and Human Decision Processes, and Psychological Science. Prior to joining Queen Mary University of London, he held positions at the WU Vienna University of Economics and Business (Austria), at Linköping University (Sweden), and at the Max-Planck-Institute for Research on Collective Goods, Bonn (Germany).


Amy is interested in accessing and theorising consumer experience with particular regard to how consumption (of brands, experiences, media) inflects consumers' senses of identity and meaning. She is very interested in taking a multi-disciplinary approach. She finds interpretive data gathering methods most fruitful in this, and she frames her interpretations of these data with relevant socio-cultural theories. Her approach to consumer research falls broadly within the area that has become known as Consumer Culture Theory (CCT) research. Her research interests cut across issues of integrated marketing communications (IMC), advertising, product placement, experiential consumption, brand symbolism, consumer identity, promotional regulation and ethics, critical marketing, consumer research, consumer culture theory (CCT), death consumption and death rituals. Her most recent book is the third edition of her text book Advertising and promotion with Sage (2015). Her research has been published in well-refereed journals including Journal of Marketing Management; Journal of Business Research; Marketing Theory; Consumption, Markets and Culture; Qualitative Market Research: An International Journal;International Journal of Advertising; Business Ethics: A European Review; Journal of Marketing Communications; and Association for Consumer Research. She has conducted commissioned consultancy for international marketing research agencies. Her PhD research at Royal Holloway was the foundation for an impact case study submitted to REF 2014 entitled ‘Informing regulation and public debate about television product placement’. Her work was the only UK research cited by ITV during the public consultation and therefore contributed to the eventual change in Ofcom regulations.


Dr Nima Heirati

Dr Nima Heirati is a lecturer in Marketing and Innovation Strategy at the School of Business and Management. Previously, he held an academic appointment at Newcastle University Business School and was an adjunct faculty member at the University of Tasmania. Before joining academia, Dr Heirati held senior positions as a marketing and business development manager at several Middle-Eastern manufacturing firms. His research relates predominantly to the field of Product/Service Innovation, Strategic Marketing, Service Marketing, Business Relationships and Networks, Customer Engagement, and International Marketing Strategy.



Professor Stephan Henneberg

Stephan is Chair Professor of Marketing and Strategy, and Director of the Business Ecosystems Research Group. He has undergraduate and postgradute degrees in philosophy, economics, and management studies, and received his PhD in Marketing from the Judge Business School, University of Cambridge. Before coming back to academia, Stephan worked in senior positions as a strategy consultant with A.T. Kearney and McKinsey and Company. His research interests are mainly in business marketing, strategy, and supply chain, in particular relationship management and network theories. However, he also works in the area of political marketing and consumer behaviour, and researches issues around the topic of sustainability. Stephan has had visiting professorships at Lugano University, University of Mainz, University of St. Gallen, and Kedge Business School, Bordeaux. He is currently a visiting professor at the University of Bamberg, and will spend his sabbatical during the second half of 2016 at the University of Alabama, Culverhouse College of Commerce, Tuscaloosa. Stephan is part of the editorial board or member of the senior advisory board of several international journals such as Industrial Marketing Management, Journal of Business Research, or Journal of Marketing Theory and Practice. He has published more than 100 articles in leading journals, e.g. Long Range Planning, Industrial Marketing Management, Journal of Business Research, International Journal of Operations and Production Management, Journal of International Marketing, Psychology & Marketing, Marketing Theory, and International Marketing Review. His latest book (Theory and Concepts in Political Marketing, 2013, Sage) was co-authored together with Robert Ormrod and Nick O’Shaughnessy.


Dr Yasmin Ibrahim has a wide array of research interests which tend to be multi-disciplinary in approach. She has published extensively in the field of media and communications. Her research on new media technologies explores the cultural dimensions and social and ethical implications in the diffusion of ICTs in different contexts. Beyond new media and digital technologies she writes on political communication, political mobilisation and empowerment from cultural perspectives. Her other research interests include media literacy, visual economies and risks that have emerged in digital environments with the convergence of technologies. She also writes on the construction of Islam in postmodernity and the need to build theories from postcolonial perspectives in the field of media and communications.

Dr Danae Manika

Danae Manika is a Senior Lecturer in Marketing at Queen Mary University of London. Danae’s research interests lay in the area of behaviour change and communications (often with a focus on health and environmental issues), taking an information processing approach to identify, classify and examine cognitive and affective factors that affect individuals’/consumers’/employees’ decisions, information acquisition and behavioural choices. Her research has direct implications for the design of communication messages that elicit behavioural change. Her research tends to be multi-disciplinary in approach and quantitative in nature. Her research has been published in journals, such as Psychology and Marketing, the Journal of Business Ethics, International Journal of Advertising, Journal of Health Communication, Technological Forecasting and Social Change, Health Marketing Quarterly, Journal of Marketing Communications, Journal of Marketing Management, International journal of Information Management, Tourism Management, Annals of Tourism Research, amongst others. Danae’s research is significantly interlinked with practice, which is evident by her ongoing and past collaborations/consultancies with third parties such as charities (Cancer Research UK, Global Action Plan, Texas Comprehensive Cancer Coalition) and being invited to join research related steering committees (for NHS Breast Screening Programme). She has also worked as an Account Planning Intern in advertising agencies, such as DDB New York and Latinworks Marketing LP (Austin-TX), in the United States.


Currently Nicholas O’Shaughnessy is Professor of Communication at Queen Mary University of London; a Visiting Professor in the Centre for Strategic Communication at King's College London (Department of War Studies); and a Quondam Fellow of Hughes Hall Cambridge University. Over the last ten years, his work has broadened within and beyond its initial focus on political marketing to graduate into related territories of polemic and propaganda, with emotion and symbolisation as the underlying constructs; and with a particular focus on such themes as the ethics of negative advertising and the rise of symbolic government. Ultimately the concern is with the ‘engineering of consent’- the troubling matter of how public opinion can be manufactured, and governments elected, via sophisticated methodologies of persuasion developed in the consumer economy. A co-authored book Theory and Concepts in Political Marketing, was published April 2013 with Sage. ‘Selling Hitler: Propaganda and the Nazi Brand’, has been published by Hurst and distributed in the USA by Oxford University Press. ‘The Packaging of the Third Reich’, is out next year. ‘Key Readings In Propaganda’ (with Paul Baines); four volumes, Sage London November 2012. An interest in more mainstream debates in marketing theory has been a consistent theme, and is currently represented by two controversial contributions that critique a hitherto uninterrogated new paradigm, Vargo and Lusch’s ‘Service-Dominant Perspective’.


Communication has been at the heart of Graham’s career.  His first degree was in Communication Studies and he has drawn on social psychology and media studies from this area to inform his approaches to marketing communication and strategic marketing since.  His chief interests include information processing, communication capacity within and across the media landscape, the role of marketing communication campaigns within a strategic marketing context and the creative mechanisms for the development of campaign activity.  He had a commercial career in Marketing for a decade before taking up an academic career, and he has both professional and academic Marketing qualifications.  Graham’s PhD examined the role of communication strategies through the development of integrated marketing communication campaigns. This included testing mechanisms behind campaign integration and exploring the role of network interactions between creative agencies in the professional marketing communications sector and their clients.   Graham’s approach to Marketing Communication has been informed by approaches that deal with socially constructed realities and symbolic interaction.  He has a current research interest focused on cognitive bias and emotional priming through the role of consciously and unconsciously recognised message cues.  He has published in international academic journals and written for professional trade journals in the marketing communication field, and he has been involved in consultancy work with marketing agencies and media owners.    

ublished by Hurst and distributed in the USA by Oxford University Press. ‘The Packaging of the Third Reich’, is out next year. ‘Key Readings In Propaganda’ (with Paul Baines); four volumes, Sage London November 2012. An interest in more mainstream debates in marketing theory has been a consistent theme, and is currently represented by two controversial contributions that critique a hitherto uninterrogated new paradigm, Vargo and Lusch’s ‘Service-Dominant Perspective’.


 Alexander Leischnig

Dr. Alexander Leischnig 

Alexander is Reader in Marketing at the School of Business and Management. He joined Queen Mary University of London in September 2017. Previously, he had academic positions at University of Bamberg and Freiberg University of Technology in Germany. Alexander’s research interests are in the areas of alliance management, relationship management and business digitisation, and cover topics of both business-to-business marketing and business-to-consumer marketing. He is currently Visiting Professor at universities in Germany and Switzerland and he serves as an Associate Editor for the Journal of Global Scholars of Marketing Science. In addition, Alexander collaborates with business partners from different industries, such as manufacturing, online, retail, and service industries, on a number of marketing and management topics.



Dr. Zahra Sharifonnasabi

Zahra’s research falls into the field of consumer behaviour and she takes an interpretivist, qualitative approach in her studies. Her research tends to be multi-disciplinary in nature and she uses qualitative interviews, ethnography, observations, and projective techniques in her studies. Zahra’s research interests are in two areas:1) The impact of globalization on different aspects of consumers’ lives. In her studies, Zahra particularly examines globalizations’ impact on three domains: consumption of global brands, consumer mobility (e.g., migration, nomadism, transnationalism), and consumer empowerment. Zahra is particularly interested in implications of globalization on everyday consumers’ lives including consumers’ relation with places and consumer markets, consumer identity, and consumption taste.2) Consumption in digital and social media spaces. This research investigates the empowering (and disempowering) impact of social media and digital spaces on consumers’ everyday lives. This work unpacks the ways that digital platforms influence consumers’ access to other consumers and consumer markets and offer new ways that consumers form their identities and express control over their decisions.


The group organises regularly research workshops on relevant and topical themes at Queen Mary University of London. The workshops bring together researchers interested in related research initiatives to share research findings and identify directions for future research. The events provide the opportunity for researchers and practitioners to network with colleagues in the field and showcase their work; and link academia and practice by providing a networking opportunity and an exchange of ideas between academics and practitioners. The events are organised with external partners (e.g., the British Academy of Management, the British Academy) and are attended by national and international scholars, researchers, PhD students and practitioners.

Past and future research workshops and conferences:

  • UK Social Marketing Conference (September 2017)
  • Making people feel bad: What is the role of negative appeals in marketing? (April 2017)
  • Technology and Consumer Behaviour (May 2016)
  • Social Marketing and Behaviour Change (April 2015)


The School of Business and Management at QMUL offers two programmes related to the marketing interactions and consumer behaviour. Members of the group teach across programmes.


This programme provides a comprehensive knowledge of issues, theories and the working practices connected with the dynamic and increasingly important field of marketing in the global business arena. This programme is ideal for both graduates and professionals who are interested in a career in marketing or who wish to widen their knowledge and competencies in this field. Sustained by a rigorous social science-based approach, this programme explores both the theoretical and communications side of marketing and, in particular, how marketing can explain contemporary societal issues. This programme is unique in its emphasis on the relationship between marketing and other social phenomena, such as elections and the culture of consumption. This programme: Examines the processes of globalisation and the impact on multinational enterprises and national firms; Compares strategies involved in marketing and branding, and examines the role played by marketing communications; Discusses the contemporary debate over marketing ethics, and contrast different approaches to the study of marketing; Enables the building of comprehensive knowledge of the issues, theories and the working practices connected with this dynamic field.


Our BSc in Marketing and Management examines the marketing function, its interaction with the organisation and the rest of society. It enables students to build specialist knowledge in the areas of marketing, marketing strategy and communications and develop skills in marketing methods and techniques that are specifically appropriate for marketing professionals. This programme is ideal for students wishing to follow a professional career in marketing or management, marketing analytics, merchandising, sales management and consumer policies. Marketing practitioners are valued in corporate, public and third sector organisations.


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