Dr Miriam McGowan

Dr Miriam McGowan

Department of Marketing
Lecturer in Marketing

Contact details

Address
Room 153, University House
University of Birmingham
Edgbaston
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.  

Qualifications

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

Biography

Miriam McGowan is a Lecturer in Marketing at Birmingham Business School, University of Birmingham. Miriam’s research interests lie in consumer psychology, with a focus on information processing, decision making, and emotions in a variety of contexts. She is interested in how identity and social influence can help change peoples’ behaviours for good, such as by encouraging sustainable behaviour and prosocial choices.

Miriam is the Early Career Researcher representative of the Marketing Department.          

Teaching

  • Analytical Marketing Insights (MSc)
  • Extended Essay (UG)

Research

Research interests

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

Publications

Recent publications

Article

McGowan, M, Hassan, L & Shiu, E 2022, 'Examining the effect of group prototypes and divergent strength of identification on the effectiveness of identity appeals', European Journal of Marketing. https://doi.org/10.1108/EJM-04-2020-0260

McGowan, M, Hassan, L & Shiu, E 2020, 'Solving dissociative group effects using construal level theory', European Journal of Marketing, vol. 54, no. 1, pp. 212-237. https://doi.org/10.1108/EJM-07-2018-0468

Hassan, L, Shiu, E & McGowan, M 2019, 'Relieving the regret for maximizers: the role of construal level across comparable and non-comparable choice sets', European Journal of Marketing, vol. 54, no. 2, pp. 282-304. https://doi.org/10.1108/EJM-03-2018-0200

McGowan, M, Shiu, E & Hassan, L 2017, 'The influence of social identity on value perceptions and intention', Journal of Consumer Behaviour, vol. 16, no. 3, pp. 242-253. https://doi.org/10.1002/cb.1627

Chapter

McGowan, M & Hassan, L 2021, The usefulness of the social identity approach to social marketing. in C Strong (ed.), Ethical Approaches to Marketing: Positive Contributions to Society. De Gruyter Oldenbourg, pp. 17-38. https://doi.org/10.1515/9783110659566-002

View all publications in research portal