Many businesses today recognise that the key to success is adopting a consumer's perspective. This program looks at understanding how consumers buy and consume products. Projects include exploring consumer attitudes and influences, assessing the effectiveness of advertising channels, message development and strategy, brand attributes, product development and sponsorship.

Research leader
Research team
Organisational unit
Lead unit School of Advertising, Marketing and Public Relations
Research areas


  • Do mature age consumers prefer dealing with mature age service providers? An investigation of the medical and financial service industries
  • Services quality in the financial planning industry
  • Consumer motives for complaining to a third party
  • Moderating alcohol consumption in young males
  • Employee and customer attitudes towards the new social marketing campaign
  • Advertising and gaming
  • Improving memory effects of sponsorship communications