25 February 2015
Commenting on his achievement, Neil said: “Winning the award means a lot to me. Firstly, it acknowledges the blood, sweat and tears that it took to complete the study to a high standard. Secondly, it highlights that my work on a relatively understudied area of consumer behaviour – the effect of risk information on purchase intention during food scares – has contributed to the marketing discipline as well as encouraging others to further research the subject. Finally, it has helped me realise that immersing yourself in an area that is interesting to you, and taking a risk to further your knowledge in that area where little research has been done, is rewarding if you remain focused and objective in your approach.”
Professor of Communication and Msc Marketing Director Nicholas O'Shaughnessy remarked: "Since its inception six years ago the Queen Mary Msc Marketing has become a much sought after programme, attracting entrants with good qualifications from good institutions around the world. To have won the Worshipful Company of Marketors dissertation award for two years in succession is an impressive tribute to our course and to the insight and critical reflectiveness of Neil's and Camilla's work. They beat strong competition from universities all over the British Isles.
"These dissertations are the antithesis of what some people imagine to be the narrow instrumentalism of business school pedagogy. Both theses were intellectually strong and sought to illuminate the enigmas and paradoxes of persuasion and human consumption behaviour in novel and original ways."
Hosted by the Lord Mayor, the ceremony took place at Mansion House, London on 30 July 2014, followed by the Annual Dinner of The Worshipful Company (presided over by the Lord Mayor of London, Dame Fiona Woolf).
Formed in 1975, then becoming a livery company in 1978, The Worshipful Company of Marketors is a modern livery company that aims to promote marketing as a force for economic and public benefit and to encourage excellence in education and practice. The company supports research, innovation and offers scholarships and awards.