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School of Business and Management

Dr Eric Levy


Lecturer in Marketing

Telephone: +44(0) 20 7882 6744
Room Number: Room 2.06, Francis Bancroft Building, Mile End Campus




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.




  • BUS318: Consumer Psychology


  • BUSM058: Understanding Consumer Behaviour


Research Interests:

Eric has three interrelated research streams:

  • Consumer Moral Identity
  • Charitable Giving and prosocial consumer behaviour
  • Brand Anthropomorphism

Centre and Group Membership:



  • Chen, Rocky, Echo Wen Wan, and Eric Levy (2017), “The Effect of Social Exclusion on Consumer Preference for Anthropomorphized Brands,” Journal of Consumer Psychology, 27 (January), 23-34.
  • Schlosser, Ann E., and Eric Levy (2016), “Helping Others or Oneself: How Direction of Comparison Affects Prosocial Behavior,” Journal of Consumer Psychology, 26 (October), 461-473.

           **Lead article

  • Reed II, Americus, Adam Kay, Stephanie Finnel, Karl Aquino, and Eric Levy (2016), “I Don’t Want the Money, I Just Want Your Time: How Moral Identity Overcomes the Aversion to Giving Time to Pro-Social Causes,” Journal of Personality and Social Psychology, 110 (March), 435-457.
  • Reed II, Americus, Karl Aquino, and Eric Levy (2007), “Moral Identity and Judgments of Charitable Behaviors,” Journal of Marketing, 71 (January), 178-193.


Public Engagement

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). Eric is also a member of the academic network of the University of Cambridge Centre for Science and Policy (CAsP). 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 CNBC, 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.

Read about Dr Eric Levy in the news.

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