Staff profile

Aarron Atkinson-Toal is an Assistant Professor in Marketing and International Business within the Management and Marketing Department at Durham University Business School. Prior to this post, Aarron was a Research Associate on the Creative Fuse North-East project, supporting innovation research projects and collaboration efforts with Small and Medium-Sized Enterprises within County Durham. Aarron has also worked on management projects with the European Commission and most recently, the International Labour Organisation. 

Aarron’s research interests lie within both management and marketing disciplines, specifically within the areas of business psychology and consumer behaviour. Aarron’s current research includes the biological roots of consumption behaviour and the influences of emotion within the shopper journey.

• Consumer Behaviour
• Evolutionary Consumer Psychology
• Marketing Education
• Scholarship of Teaching and Learning

Journal Article

• Atkinson-Toal, A., & Guo, C. (in press). Generative Artificial Intelligence (AI) Education Policies of UK Universities. Enhancing Teaching and Learning in Higher Education,
• Atkinson-Toal, A. (online). Student Value of a Transdisciplinary Approach to Curriculum Development. Journal of Marketing Education, https://doi.org/10.1177/02734753241288182
• Atkinson-Toal, A. (2023). Reassuringly British: consumer engagement with domestic products and brands. International Journal of Retail & Distribution Management, 51(7), 845-861. https://doi.org/10.1108/ijrdm-01-2022-0003