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Research

Responsible Marketing Research Group

This research group is led by Dr Rebecca Biggins, Emma Johnson and Dr Winojith Sanjeewa.

This group is concerned with understanding consumers, the variety of marketing purposes, branding and social media contexts in a way that aligns with the PRME ethos of York Business School.

Our work covers marketing at all levels and in all types of organisations (multinational organisations, small to medium organisations, social enterprises, third sector, and more), the consumers that engage with them and the environments that they operate within. The group works to collaboratively examine the social, environmental and technological contexts, trends and emerging issues in the market.

Within the team, there is a range of qualitative and quantitative researchers.

We have regular group meetings where we discuss and provide updates on our ongoing research activities and consider any new ideas. This assists with motivation and helps team camaraderie.

Get in touch

We welcome enquires from academics and professionals interested in pursuing research into marketing, or anyone interested in pursuing a research degree (PhD) in this field or wishing to join the group.

Research activity

Recent publications/forthcoming

Johnson, E. (2024) Uncovering the Truth Behind Ethical Consumerism in the Cruelty-Free Cosmetics Industry.York Business School PGR Flagships Event, York St John University, 24 April 2024.

Johnson, E. (2024) Lifting the Lid on Cruelty-Free Cosmetics: Analysing the Emotions behind Ethical Consumerism, 9th October 2024, Postgraduate Research School Conference.

Moisieiev, D.,Ren, C., Rodrigo, P., Chapman, S. and Koussaifi, H. (2024) The lipstick effect reexamined: The meaning and value of luxury in an economic downturns. Qualitative Market Research. [Forthcoming]

Ren, C., Moisieiev, D., Rodrigo, P. and Johnson, E. (2024) 'Hot and cold: How do consumers hate and forgive offending charitybrands?', Journal of Philanthropy and Marketing, 29(3), e1875.https://doi.org/10.1002/nvsm.1875

Ren, C., Biggins, R. and Paddison, B. (2024) The need for uniqueness in luxury consumption. Consumer Behaviour in Hospitality and Tourism. [Forthcoming].

Stallard, P. (2024) The intersection of entrepreneurialism and health innovation: using DNA to shape the future of healthcare - an entrepreneurial case study. International Journal of Entrepreneurship and Innovation. [Forthcoming].

Stallard, P. (2024). Assembling Entrepreneurialism: The role of situated learning in networks of growth for female wellbeing entrepreneurs. International Journal of Gender and Entrepreneurialism. [Forthcoming].

Stallard, P. (2023) Presented/Workshop - Research in Entrepreneurialism and Small Business Conference in Gdansk in November 2023. The workshop was organised by the editors of the International Journal Of Gender and Entrepreneurialism and was called 'Publishing Feminist Research'.

Moisieiev, D., Dimitriu, R. and Jain, S.P. (2020) ‘So happy for your loss: Consumer schadenfreude increases choice satisfaction’,Psychology & Marketing, Online Early Access. doi: doi.org/10.1002/mar.21399

Refereed conference papers

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) Reversibility and Variety: Reversible Decisions Vary, Interact with Variety Seeking in Affecting Choice Satisfaction. 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. 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. Society for Consumer Psychology Conference, Dallas, TX, US.

Academy of Marketing Conference 2023

Dr Rebecca Biggins
Presentation - The Impact of Social Media on SLO in the Horse Racing Industry.

Dr Paul Stallard
Presentation - You Sell You Using Allez Vous. Network Marketing as a Form of Situated Learning and Flexible Entrepreneurialism

Current projects

Sanjeewa, W. (2024) Exploring the Role of Place Attachment: Identifying Barriers to Integration BMEA Community Students amongst YSJ sports societies in university settings.
Awarded £500 Student Research Scheme.

Sanjeewa, W., Johnson, E. and R, Biggins. (2024) Sustaining Cultural Heritage and Strengthening the BMEA Diaspora Community: Exploring the Impact of Events and Overcoming Challenges.
Awarded £1862 QR Funding.

Stallard, P. (2024) The co-creation of retail spaces in bookselling.

Stallard, P. (2024) Discourses of influence: Shared practice amongst bookstagram influencers.

Stallard, P. (2024) Selling scent: Perfume and aroma as a form of multisensory marketing.

Group members

Staff profile image of Rebecca Biggins

Dr Rebecca Biggins

Group leader, Associate Dean: Marketing, Sport, Fashion, Tourism, Events and HR

Emma Johnson staff profile

Emma Johnson

Group leader, Lecturer

Staff profile image of Winojith Sanjeewa

Dr Winojith Sanjeewa

Group leader, Lecturer

Dr Dmytro Moisieiev

Lecturer

Paul Stallard

Senior Lecturer

Charlotte Rhodes

Lecturer, International Marketing

Affiliates

Oliver MacDonald

University of Leeds