Staff Profile
Dr Dmytro Moisieiev
Senior Lecturer in Business Management
Qualifications:
- Fellow of HEA (2020)
- PhD Leadership and Management, Cranfield School of Management (2018)
- MSc Strategic Marketing, Cranfield School of Management (2013)
- MA (Distinction) International Economics, Donetsk National Technical University (2012)
- BA (Distinction) International Economics, Donetsk National Technical University (2010)
- Advanced Certificate in Market and Social Research Practice, Market Research Society (2013)
I am a Senior Lecturer in Business Management at York St John University, teaching on the undergraduate and postgraduate programmes. I am the course leader for MRes Business and MSc Digital Marketing and Data Analytics. I hold a PhD from Cranfield School of Management in the area of consumer behaviour and retailing. Before starting my job at York St John University, I taught marketing and management at the University of Buckingham and guest-lectured at Cranfield School of Management. I also worked in strategy and marketing departments at a large B2B company. I do consultancy work for local organisations and public bodies around customer insight and data analytics.
I supervise research students. I am currently supervising four PhD candidates and one Master by Research candidate. If you’d like to do a PhD and your area of interest is marketing, especially consumer behaviour or branding, feel free to email me to discuss it.
- School – York Business School
- Email – d.moisieiev@yorksj.ac.uk
- Phone – 01904 876 190
- Postgraduate Research Supervisor
Further information
Teaching
I teach across a range of research-related modules. I lead the following modules:
- Research Methods (undergraduate)
- Capstone Project (postgraduate)
- Research Methods and Techniques in Business (postgraduate)
I lead the MRes Business course. Please contact me about this course, if you’d like.
Research
My research interests are centred around Consumer Behaviour and Branding.
More specifically, I am currently working on research into the following topics:
- Sustainable consumer behaviour
- Luxury consumption
- Ecological justice and sustainable tourism
Publications and conferences
Journal articles
Moisieiev, D., Ren, C., Rodrigo, P., Koussaifi, H. and Chapman, S. (2025) ‘The “magic lipstick”: luxury values in an economic downturn’, Qualitative Market Research. Ahead of print. https://doi.org/10.1108/QMR-10-2024-0208
Ren, C., Moisieiev, D., Rodrigo, P. and Johnson, E. (2024) ‘Hot and cold: How do consumers hate and forgive offending charity brands?’, Journal of Philanthropy and Marketing, 29 (3), e1875. https://doi.org/10.1002/nvsm.1875
Moisieiev, D., Dimitriu, R. and Jain, S. P. (2020) ‘So happy for your loss: Consumer schadenfreude increases choice satisfaction’, Psychology & Marketing, 37 (11), pp. 1525-1538. https://doi.org/10.1002/mar.21399
Refereed conference papers
Labayru, B.M., Moisieiev, D. and Spokes, M. (2025) ‘Will brands with dynamic logos appear more exciting and authentic in branded leisure metaverse spaces?’, Leisure Studies Association Annual Conference, York, UK, 8-10 July.
Labayru, B.M., Moisieiev, D. and Spokes, M. (2025) ‘Will brands with dynamic logos appear more exciting and authentic in the metaverse?’, Academy of Marketing Conference, Cork, Ireland, 7-10 July.
Chapman, S., Moisieiev, D. and Dimitriu, R. (2018) ‘Happy for your loss: Why schadenfreude makes consumers more satisfied with their choices’, European Marketing Academy Conference, Glasgow, UK.
Moisieiev, D. and Dimitriu, R. (2018) ‘Disentangling reversibility: Why some reversible purchase decisions leave consumers more satisfied than others’ (poster), European Marketing Academy Conference, Glasgow, UK.
Moisieiev, D. and Dimitriu, R. (2018) ‘Reversibility and variety: Reversible decisions vary, interact with variety seeking in affecting choice satisfaction’ (poster), Winter American Marketing Association Conference, New Orleans, LA, US.
Moisieiev, D., Dimitriu, R. and Jain, S.P. (2018) ‘I’m so happy (for your loss): Consumer schadenfreude increases choice satisfaction’ (poster), Society for Consumer Psychology Conference, Dallas, TX, US.
Moisieiev, D. and Dimitriu, R. (2018) ‘Unmake up your mind: Why some reversible decisions impact satisfaction more positively than others’ (poster), Society for Consumer Psychology Conference, Dallas, TX, US.
Professional activities
My colleagues and I do consultancy work for various entities in Yorkshire and the Humber. Please see a summary of the report we produced for North York Moors National Park below.
