Staff profile

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

Chapter in book

• 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 (17-38). De Gruyter Oldenbourg. https://doi.org/10.1515/9783110659566-002

Journal Article

• 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
• 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
• 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
• 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