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School of Business and Management

Marketing Interactions & Consumer Behaviour Group (MICB)

The Marketing Interactions and Consumer Behaviour (MICB) group focuses on research in consumer behaviour, with faculty members utilizing both experimental and qualitative approaches. Group members study topics such as charitable giving, consumer moral identity, multiculturalism and inclusivity in marketing, political marketing, consumers’ emotional experiences, judgement and decision-making, and media and communications. Current members have published in top journals in marketing and psychology, including Journal of Marketing, Journal of Consumer Psychology, Journal of Personality and Social Psychology, Psychological Science, OBHDP, and Journal of Experimental Social Psychology. Research excellence is further evidenced by several measures of esteem, e.g. best paper awards at AMA and AoM conferences, and the Women in Marketing (scientist category) award. Members have given talks at leading schools such as University of Cambridge (marketing and psychology groups), University College London (psychology), VU Amsterdam (marketing), Hong Kong University (marketing), Chinese University of Hong Kong (marketing), and Fudan University (marketing). Group members have received media coverage/ given interviews in national and international outlets such as the BBC, CNBC, the Wall Street Journal, MarketWatch, Financial Times, and the Telegraph.

For further information, please contact Dr Eric Levy (


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).

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.

Yasmin Ibrahim

Yasmin 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.

Eric Levy

Eric is Assistant Professor of Marketing (Lecturer) at Queen Mary University of London, School of Business and Management. An expert in consumer behavior and psychology, he teaches consumer behavior in the undergraduate and masters degree programs. Eric is Director of the Marketing Interactions and Consumer Behaviour (MICB) Research Group, and was Co-Director of the SBM Behavioural Research Lab. Eric is also a Visiting Fellow of University of Cambridge Judge Business School, where he teaches the Executive MBA course in Consumer Behavior.

Eric's research focuses on consumer moral identity, prosocial behavior and charitable giving, and brand anthropomorphism. His research has been published in Journal of Marketing, Journal of Personality and Social Psychology, and Journal of Consumer Psychology. He (and his co-authors) have also presented his work at conferences of the Association for Consumer Research, Society for Consumer Psychology, Consumer-Brand Relationships, and European Marketing Academy (EMAC).

Prior to joining QMUL, Eric was Assistant Professor of Marketing at University of Cambridge Judge Business School, where he taught consumer behavior and branding in the MBA, Executive MBA, Executive Education, and Ph.D/M.phil programs. In his highly-rated Executive MBA course, Eric taught executives from companies such as Nestle, Royal Bank Scotland, Barclays, Broadcom, Accenture, Deloitte, Booz Allen Hamilton, Boeing, Shell, Audi AG, SABMiller, PriceWaterhouseCoopers, Citibank, Deutsche Bank, and LVMH Moet Henessy Louis Vuitton.

Eric earned his BA in psychology from Franklin and Marshall College, MBA in marketing from Temple University Fox School of Business, MA (Cantab) from University of Cambridge Judge Business School, and MS and Ph.D. in marketing from University of Washington Foster School of Business. He also completed doctoral coursework and research (non-degree) in marketing and management at The Wharton School, University of Pennsylvania.

Eric Levy 

Tana Licsandru

Dr Tana Licsandru (PhD, MA, BSc, FHEA) is a Lecturer (Assistant Professor) in Marketing at Queen Mary University of London, School of Business and Management. Prior to joining Queen Mary. Tana worked as a Lecturer in Marketing at Newcastle University London and as a Graduate Teaching Assistant at Alliance Manchester Business School. Tana holds a PhD in Business and Management (Marketing) from Alliance Manchester Business School, the University of Manchester, a Masters degree in Marketing, Advertising and PR from the University of Sheffield and a BSc in Communication Science. Tana's main research interests lie in the broad area of transformative consumer research, with particular focus on multicultural marketplaces, ethnic marketing communications and vulnerable consumers' inclusion in diverse societies. Tana’s research advocates for the transformative power of marketing to elevate the voices of under- and mis-represented consumers, aiming to advance the diversity and inclusion agenda to bring about positive social change for individual and collective wellbeing. Tana’s research is multi-disciplinary, lying at the intersection of marketing, public policy and socio-psychology. Some of the research areas of interest include: inclusive brand communications, Diversity & Inclusion in multicultural marketplaces, gift giving and consumer wellbeing, inclusion in and through public services, inclusive product design, consumer trust, among others. Tana’s work on ethnic marketing, inclusive marketing communications and corporate trust has been published in the Journal of Business Research and presented at various international conferences, such as the American Marketing Association Summer Academic Conference, Academy of Marketing Science Annual Conference, the Academy of Marketing Science World Marketing Congress and the 2019 World Marketing Summit.

Tana Licsandru

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.

Dr Zahra Sharifonnasabi


Associate members

Danae Manika

Danae Manika is a Visiting Professor in the School of Business and Management at Queen Mary University of London. She is also a Professor of Marketing at Newcastle University Business School, Newcastle University. She obtained a Ph.D and a M.A. in Advertising from The University of Texas at Austin in the United States and a B.A. Honours in Marketing from University of Stirling in the United Kingdom. Using an interdisciplinary approach, blending the lines between marketing, psychology, and advertising, Prof. Manika’s research focuses on behaviour change and takes an information processing approach, which identifies, classifies and examines cognitive and affective factors that influence individuals’/consumers’/employees’ decisions and choices after exposure to campaigns/messages/interventions; and translate knowledge acquisition to behaviour change/formation. She often uses health, environmental and service-related contexts for her research. Prof. Manika is an Associate Editor for the Journal of Marketing Management, serving on the Editorial Advisory Board of Technological Forecasting and Social Change, and as a special issue guest editor for the Journal of Business Research. She is involved in various consultancies with the aim of linking academia and practice and often engages in research projects that benefit from collaborations with academics in other disciplines such as medicine, engineering, and geography, as evident by external grants secured (£120K+ with experience as PI from CRUK and as a Co-I from EPSRC/Innovate UK) and reviewing activities for funding bodies such as CRUK based on her behavioural insights expertise (Member of the review committee of CRUK’s Pioneer Award & Catalyst Award). Prof. Manika’s research has been published in journals, such as Psychology & Marketing, Journal of Business Ethics, Computers in Human Behavior, Technological Forecasting and Social Change, Information Technology & People, Tourism Management, Annals of Tourism Research, Journal of Marketing Management, Journal of Health Communication, International Journal of Advertising, and Journal of Marketing Communications, amongst others.

PhD researchers

MICB organises workshops and seminars focusing on business-to-consumer and business-to-business topics as well as method topics. The events serve as platforms to bring together researchers from different fields to share and discuss research findings and identify avenues for future inquiry. In addition, the events provide the opportunity for researchers and practitioners to exchange ideas and develop and strengthen network relationships. Many of the MICB events are organised in collaboration with internal or external partners and are attended by national and international researchers, practitioners, and PhD students.

Recent activities

November 2020 research seminar: “Damned Either Way: Judgments of Consumer Hypocrisy”
Guest speaker: Dr Jonathan Berman, Associate Professor of Marketing at London Business School

November 2019: Research seminar on “From Sinners to Saints: When Do Stories of Moral Growth Lead to Elevation and Prosocial Behaviors?”
Speaker: Dr Eric Levy, MICB member

June 2019b: Research seminar on “How Configuration Theory can Contribute to Innovation Research”
Guest speaker: Dr Sabrina Thornton, University of Huddersfield

June 2019a: Research seminar in collaboration with the Confucius Institute at Queen Mary on “Boycott and Demand Spillovers Related to Country-of-Origin”
Guest speaker: Dr Fang Wu, Shanghai University of Finance and Economics, China

May 2019: Research seminar in collaboration with BERG on “Crafting Solutions in Business Markets: The Role of Human Capital, Social Capital, and Work Environment Characteristics”
Guest speaker: Professor Andreas Eggert, University of Paderborn, Germany

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