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School of Business and Management

Marketing Interactions & Consumer Behaviour Group (MICB)

The Marketing Interactions and Consumer Behaviour Group (MICB) examines marketing phenomena in both business-to-consumer and business-to-business contexts, building on an interdisciplinary approach that draws on knowledge from different fields, such as business management, psychology, communications, sociology, anthropology, philosophy, and economics. The scholarly work is characterised by the use of both quantitative research approaches (e.g. surveys, experiments, and analysis of archival data) and qualitative approaches (e.g. cultural analysis, rhetorical analysis, discourse analysis, and ethnographic studies). MICB academics benefit from research collaborations within the School and the College, as well as from collaborations with other universities, external companies, charities, governmental bodies and the public.

For further information, please contact Dr. Eric Levy (


Dr 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).

Professor 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.

Dr Yuansi Hou

Dr Yuansi Hou is Senior Lecturer (Associate Professor) in Marketing at Queen Mary University of London, School of Business and Management. She gained her doctoral degree in Business Administration from the Chinese University of Hong Kong, and Bachelor of Business Administration from Fudan University, Shanghai, China. Before joining Queen Mary University of London, she previously held post at Durham University, Business School as an Assistant Professor in Marketing, and at University of Surrey, School of Hospitality and Tourism Management as a lecturer in Services Marketing. Yuansi is an active marketing researcher and specializes in the areas of consumer psychology, big data marketing, experiential consumption, and hospitality and tourism marketing. She has published in top-tier journals in both marketing and hospitality areas, such as Journal of Consumer Psychology, International Journal of Hospitality Management, and Journal of Hospitality & Tourism Research. Her teaching areas include services marketing, research method, and brand management in undergraduate, MSc, DBA, and Ph.D. programs. In addition, Yuansi has been invited to talk at research seminars and presentations made at internationally recognized conferences, for example, at the Chinese University of Hong Kong, University of Surrey, Fudan University, Sun Yat-sen University, Nankai University and Southwestern University of Finance and Economics. Besides the academic research, Yuansi has been involved in a variety of industry projects and professional activities by using technology to assist making marketing strategies. The projects cover a diverse range of industries, including hotels (e.g., Hyatt), restaurants (e.g., Café de Coral Group), online review platforms, and third-party Internet data service provider (Dratio).

Dr 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.

Dr Eric Levy

Eric is Assistant Professor of Marketing (University 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 a member of the Marketing Interactions & Consumer Behaviour (MICB) Research Group. 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 currently serves as a scientific adviser to BrandMemo, consults and teaches executive education sessions in the areas of brand strategy and consumer psychology, and is a Senior Member of his Cambridge College (Hughes Hall) where he also serves on the development strategy committee. Prior to earning his Ph.D. and entering academia, Eric worked as a Marketing Manager for a division of his family's mail-order catalog company. Eric has been interviewed, quoted, written articles for, and/or had his research highlighted in various national and international media outlets such as the Wall Street Journal, Financial Times, MarketWatch, the Telegraph, BBC Radio Cambridgeshire, BBC Radio 5, ABC Radio Australia, The Naked Scientists,, BBC 1 Television, ITV Anglia Television, and Cambridge TV. See below for link to a partial list of his media coverage. 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.

Dr 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.


Professor Nicholas O'Shaughnessy

Currently Nicholas is Professor of Communication at Queen Mary University of London; a Visiting Professor in the Centre for Strategic Communication at King's College London (Department of War Studies); and a Quondam Fellow of Hughes Hall Cambridge University. Over the last ten years, his work has broadened within and beyond its initial focus on political marketing to graduate into related territories of polemic and propaganda, with emotion and symbolisation as the underlying constructs; and with a particular focus on such themes as the ethics of negative advertising and the rise of symbolic government. Ultimately the concern is with the ‘engineering of consent’- the troubling matter of how public opinion can be manufactured, and governments elected, via sophisticated methodologies of persuasion developed in the consumer economy. A co-authored book Theory and Concepts in Political Marketing, was published April 2013 with Sage. ‘Selling Hitler: Propaganda and the Nazi Brand’, has been published by Hurst and distributed in the USA by Oxford University Press. ‘The Packaging of the Third Reich’, is out next year. ‘Key Readings In Propaganda’ (with Paul Baines); four volumes, Sage London November 2012. An interest in more mainstream debates in marketing theory has been a consistent theme, and is currently represented by two controversial contributions that critique a hitherto uninterrogated new paradigm, Vargo and Lusch’s ‘Service-Dominant Perspective’.


Associate Members

Dr 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.


Dr 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.

PhD Researchers

Katja Breiter

Rachael Millard

Muhammad Riaz

Lei Yang

Research Focus

MICB academics aim to generate and disseminate novel insights that advance the understanding about different stakeholder groups, especially consumers, and marketing interactions in increasingly dynamic and global business environments. MICB research focuses on three major research areas and their intersections:

Marketing in a dynamic world – exemplary topics include customer engagement, marketing communications, relationship dynamics, sales and services management

Consumers in a global world – exemplary topics include consumer mobility, consumer ethics, consumer identity, and judgment and decision making

Interactions in digital world – exemplary topics include digital business strategies, IT-enabled capabilities, new media diffusion, media literacy and consumption of digital content


Research Approach

MICB research is multi-disciplinary and draws on knowledge from different fields to better understand marketing phenomena and their implications for individuals, organisations and society in large. In addition, collaboration of MICB academics with leaders in private, public and voluntary organisations on a wide range of topics helps bring cutting-edge knowledge into the market, while bringing the latest marketplace thinking to our research.

MICB research is international, focuses on marketing phenomena in different countries and cultures and includes cross-national and cross-cultural studies. In addition, MICB academics have established relationships with many international universities and institutions and collaborate with researchers from these organisations in different projects.

MICB research bridges methodological boundaries to capture the often complex and multi-facetted nature of marketing phenomena and to contribute to theory development and testing. MICB research is methodologically rigorous, covers theoretical as well as empirical contributions, and builds on qualitative as well as quantitative approaches to produce new knowledge.


Research Output


MICB research has been published in leading journals of the field, such as Journal of Business Ethics, Journal of Consumer Psychology, Journal of Product Innovation Management, and Journal of Service Research among others. In addition, MICB research has been published in books, book chapters, conference proceedings and other media. Jointly, MICB academics have published 90+ scholarly outputs in the past few years, with journal articles constituting the vast majority of these outputs.



PhD Research

PhD students are an important part of our research group and we are always looking for outstanding prospective PhD students who are interested in pursuing research in the above-mentioned research areas. For an informal discussion, please send your CV together with a brief research proposal (max 2000 words, outlining the research problem and its relevance, research questions and objectives, theoretical background, intended methods, and possible data sources) to


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 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