Staff profile

• Consumer research
• Sustainable consumption
• Inclusive marketing
• Social identity and Social influence
• Social cognition and decision making
• Information processing

Chapter in book

• The Usefulness of the Social Identity Approach to Social Marketing
  
  McGowan, M., & Hassan, L. M. (2021). The Usefulness of the Social Identity Approach to Social Marketing. In C. Strong (Ed.), Ethical Approaches to Marketing: Positive Contributions to Society (pp. 17-38). De Gruyter Oldenbourg. https://doi.org/10.1515/9783110659566-002

Journal Article

• They’re not my people: When inclusive marketing backfires
  
  Hassan, L. M., McGowan, M., & Shiu, E. (2025). They’re not my people: When inclusive marketing backfires. Journal of the Academy of Marketing Science, 53, 563-587. https://doi.org/10.1007/s11747-025-01105-5
• Examining the effect of group prototypes and divergent strength of identification on the effectiveness of identity appeals
  
  McGowan, M., Hassan, L. M., & Shiu, E. (2022). Examining the effect of group prototypes and divergent strength of identification on the effectiveness of identity appeals. European Journal of Marketing, 56(3), 817-839. https://doi.org/10.1108/ejm-04-2020-0260
• Solving dissociative group effects using construal level theory
  
  McGowan, M., Hassan, L. M., & Shiu, E. (2020). Solving dissociative group effects using construal level theory. European Journal of Marketing, 54(1), 212-237. https://doi.org/10.1108/ejm-07-2018-0468
• Relieving the regret for maximizers: The role of construal level across comparable and non-comparable choice sets
  
  Hassan, L. M., Shiu, E., & McGowan, M. (2019). Relieving the regret for maximizers: The role of construal level across comparable and non-comparable choice sets. European Journal of Marketing, 54(2), 282-304. https://doi.org/10.1108/ejm-03-2018-0200
• The influence of social identity on value perceptions and intention
  
  McGowan, M., Shiu, E., & Hassan, L. M. (2017). The influence of social identity on value perceptions and intention. Journal of Consumer Behaviour, 16(3), 242-253. https://doi.org/10.1002/cb.1627