Using an interdisciplinary approach, blending the lines between marketing, advertising and psychology my research aims to answer a fundamental marketing research question: How to diminish the knowledge-behaviour gap? Particularly, my research focuses on effective message construction for behaviour change. It takes an information processing approach, which identifies, classifies and examines cognitive (e.g., knowledge, confidence, trust, values) and affective (e.g., pride, fear, disgust) factors that influence individuals’/consumers’/employees’ decisions and choices after exposure to campaigns/messages/interventions, and translate knowledge acquisition to behaviour change/formation. My research is theory-based but practically applicable research.
This research often uses health [e.g., pandemic (H1N1 flu) prevention, weight control, alcohol consumption, (HPV) vaccination] and environmental (e.g. energy saving, recycling, food waste reduction) social issues as the venue for understanding the knowledge-behaviour gap, with direct implications for persuasive communication and behavioural interventions that motivate health and environmental action, respectively. The campaigns/messages/interventions often examined involve digital components (e.g., websites, social media, mobile applications, online tracking tools) and technology adoption behaviours (e.g., adoption and usage of technology-based solutions). Other projects with an information technology and effective message construction focus (beyond the contexts of health and the environment) include: social media service failure apologies, online petitions, and online political engagement. Side projects include innovative research methodologies, female-disparaging adverts, and consumer animosity, amongst others.
Overall, my research involves international collaborations (e.g., USA, UK, France, Italy, Greece, China, Australia) and is mainly quantitative in nature, although I also engage in projects with mixed-methods. I am very interested and often engage in research projects that require collaborations with other disciplines such as medicine, engineering and geography as evident by my externally funded projects (e.g., Cancer Research UK as Principle Investigator and Engineering and Physical Sciences Research Council as Co-Principle Investigator) and research advisory roles. I also strongly believe in the interplay and interdependence of academia, government, business and society and hence I am often involved in various consultancies (e.g., Harrow Council UK; Royal Borough of Kensington and Chelsea, UK; Centre for Health Communications Research & Excellence, UK; Global Action Plan, UK; Texas Comprehensive Cancer Control Coalition, USA), in line with my research (i.e., effective message construction for behaviour change) with the aim of linking theory and practice, which have led to the development of real-world research impact .
Within Brunel University London, I am a Research Lab Lead for Behavioural Science Insights part of the Centre of Entrepreneurship and Sustainability; and a founding member of the Centre for Health and Wellbeing across the Lifecourse. These affiliations underscore the interdisciplinary nature of my research within the contexts of health, well-being and the environment.