Dr Miriam McGowan

Dr Miriam McGowan

Department of Marketing
Lecturer in Marketing

Contact details

Room 153, University House
University of Birmingham
B15 2TT
United Kingdom

Miriam McGowan is a Lecturer in Marketing at Birmingham Business School, University of Birmingham. Miriam’s research draws on a consumer psychology perspective to understand how social and situation factors impact consumer behaviour.


  • PhD Marketing, Bangor University
  • PGCertHE, Bangor University
  • MA Business with Consumer Psychology, Bangor University
  • BA Communication Studies and Business Studies, Westfälische Wilhelms-Universität Münster


Miriam joined the Marketing Department in July 2019 as a Lecturer in Marketing. Prior to this she was a lecturer at Bangor University.

Miriam’s research interests lie in consumer psychology, with a focus on information processing, decision making, and emotions. Miriam is interested in how peoples’ behaviours can be changed for good, such as by encouraging prosocial choices. Much of her research focuses on understanding how identity and social influences impact consumers’ information processing and decision making. Miriam’s work is applicable in a variety of contexts, across branding, advertising, and marketing communication. Most of her work uses an experimental approach.


Research Skills (Undergraduate level)


Research interests

  • Consumer research
  • Social cognition and decision making  
  • Social identity, social influences
  • Information processing


McGowan, M., Hassan, L., and Shiu, E. (2020), Solving dissociative group effects using construal level theory, European Journal of Marketing, 54(1), 212-237.

Hassan, L. M., Shiu, E., and McGowan, M. (2020). Relieving the regret for maximizers. European Journal of Marketing.

McGowan, M., Shiu, E., and Hassan, L.M. (2017), The influence of social identity on value perceptions and intention, Journal of Consumer Behaviour, 16(3), 242-253.

McGowan, M., Shiu, E. and Hassan, L.M. (2017), The impact of social identity boost on marketing outcomes, American Marketing Association Winter Conference. Orlando/USA.

Hassan, L.M., Shiu, E., and McGowan, M. (2017), Reducing regret for maximizers: the role of construal level, North American Association for Consumer Research Conference. San Diego/ USA.

Mehl, M., Shiu, E. and Hassan, L.M. (2014). ‘It’s not just a hoodie: The impact of social identity on consumers’ value perceptions and behavioral intentions towards a product associated with their social group’, American Marketing Association Winter Conference. Orlando/USA.

Mehl, M., Shiu, E. and Hassan, L.M. (2014). ‘The role and influence of affective and cognitive social identity on product evaluations’, Academy of Marketing Consumer Research SIG. Chester/UK.

Mehl, M. and Khammash, M. (2012). ‘We belong together: The effect of online community identification on brand-related WOM’, European Marketing Academy Conference. Lisbon/Portugal.