Dr Louise Hassan

Department of Marketing
Associate Professor in Marketing

Contact details

Birmingham Business School
University of Birmingham
B15 2TT

Louise (蕭永真) is a consumer psychologist particularly interested in responsible consumption including understanding risky consumption choices and consumer decision-making regarding ethics and sustainable choices. A further interest lies in information processing and persuasion including how best to utilise tools such as product warnings to inform consumers.  She has undertaken projects evaluating policy interventions such as evaluating the introduction of smoke-free legislation in Scotland and evaluating the European Union’s HELP – for a life without tobacco campaign.  She is currently undertaking an interdisciplinary funded project (over £450k) examining sustainability issues regarding consumers’ mask wearing choices. Louise’s research most often adopts quantitative methodologies given her statistics background, but she also incorporates qualitative methodologies within her research work.

She has edited special issues on topics such as communicating messages about drinking, cross-cultural consumer behaviour, attitudes and decision-making.  She serves on the editorial boards of the Journal of Business Research, and the International Journal of Consumer Studies, as well as the practitioner-orientated Journal of Trading Standards.

Louise has published in a wide range of journals across the marketing and public health fields, including British Journal of Management, Journal of Business Ethics, Journal of Business Research, European Journal of Marketing, Psychology and Marketing, Tobacco Control, and European Journal of Public Health.

Her (2006) article entitled “Fashion victim: The impact of fair trade concerns on clothing choice” was highlighted by Donthu et al., (2020) as one of the top 15 cited articles in the Journal of Strategic Marketing between 1993 and 2019.


  • PhD in Statistical Modelling. 2004
  • BSc (Hons) Applied Statistics. 2001


Louise has held academic positions at the following UK universities: University of Strathclyde, University of Stirling, University of St Andrews, Heriot-Watt University, Lancaster University and Bangor University.  She has over 15 years of teaching and research experience in the consumer psychology and marketing areas. Louise joined Birmingham Business School in October 2021 from Bangor Business School where she was a Professor of Consumer Psychology.  While working at Bangor Business School, Louise was also a deputy head of School and was Director of Research for 6 years.  As part of her role at Bangor Business School she prepared the School’s REF2021 submission.


Louise has vast experience at developing new modules and programmes.  She has taught a range of modules across institutions in marketing (principles, digital, consumer behaviour) and research methods including marketing research, customer insight, and marketing analytics.

 She currently teaches:

  • Marketing principles
  • Responsible marketing
  • Contemporary issues in marketing

Postgraduate supervision

Current research topics of interest include:

  • Consumer behaviour in relation to responsible consumption, risky consumption or consumer protection
  • Social marketing
  • Identity marketing
  • Information processing
  • Consumer decision-making
  • Cross-cultural consumer behaviour


Louise’s research fits within the marketing sub-discipline of consumer psychology. From a theoretical standpoint, her research is grounded in literature within the area of attitudes and social cognition. Her research has made significant contributions within the literature on decision-making and motivation as well as on information processing and persuasion.  Louise received a Best Paper Award at the prestigious American Marketing Association Winter Marketing Educators’ Conference in 2009. She was also the Social Responsibility and Ethics track chair for the 2018 European Marketing Academy Conference (EMAC). Her work has received over 3500 citations (based on Google Scholar). She has received research funding from the Arts and Humanities Research Council, the Academy of Marketing, the British Academy, and the Welsh Government.

Current research projects are focused on:

  • Consumer decision-making specifically the importance of sustainability concerns regarding face covering choices (choosing between disposable and reusable face coverings)
  • Identity communications focusing on understanding and reversing the dissociative group effect; the differential effect of cognitive and affective social identity on how communications are processed; the effect of types of identity priming on the effectiveness of identity communications
  • Warning label effectiveness in risky consumption contexts
For more information on current research projects, visit per personal website.


Recent publications


Walsh, G, Shiu, E, Schaarschmidt, M & Hassan, L 2022, 'Digital presence in service recovery: the interactive effect of customer salutations and employee photographs in email signatures', Psychology & Marketing. https://doi.org/10.1002/mar.21724

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, vol. 56, no. 3, pp. 817-839. https://doi.org/10.1108/EJM-04-2020-0260

Hassan, L, Parry, S & Shiu, E 2022, 'Exploring responses to differing message content of pictorial alcohol warning labels', International Journal of Consumer Studies, vol. 46, no. 6, pp. 2200-2219. https://doi.org/10.1111/ijcs.12779

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

Walsh, G, Shiu, E, Hassan, L, Hille, P & Takahashi, I 2019, 'Fear of Online Consumer Identity Theft: Cross-country Application and Short Scale Development', Information Systems Frontiers, vol. 21, no. 6, pp. 1251-1264. https://doi.org/10.1007/s10796-019-09958-2

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

Parry, S & Hassan, L 2019, 'Understanding the relationship between smoking and place across multiple places through the lens of place attachment', Journal of Environmental Psychology, vol. 62, no. April, pp. 115-123. https://doi.org/10.1016/j.jenvp.2019.02.009

Hassan, L & Shiu, E 2018, 'A systematic review of the efficacy of alcohol warning labels: Insights from qualitative and quantitative research in the new millennium', Journal of Social Marketing, vol. 8, no. 3, pp. 333-352. https://doi.org/10.1108/JSOCM-03-2017-0020

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

Hassan, LM, Shiu, E & Parry, S 2016, 'Addressing the cross-country applicability of the theory of planned behaviour (TPB): A structured review of multi-country TPB studies', Journal of Consumer Behaviour, vol. 15, no. 1, pp. 72-86. https://doi.org/10.1002/cb.1536

Shiu, E, Hassan, LM & Parry, S 2016, 'The Moderating Effects of National Age Stereotyping on the Relationships between Job Satisfaction and its Determinants: A Study of Older Workers across 26 Countries', British Journal of Management, vol. 26, no. 2, pp. 255-272. https://doi.org/10.1111/1467-8551.12091

Hassan, LM, Shiu, E & Shaw, D 2016, 'Who Says There is an Intention–Behaviour Gap? Assessing the Empirical Evidence of an Intention–Behaviour Gap in Ethical Consumption', Journal of Business Ethics, vol. 136, no. 2, pp. 219-236. https://doi.org/10.1007/s10551-014-2440-0


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


Böhm, S, Carrington, M, Cornelius, N, de Bruin, B, Greenwood, M, Hassan, L, Jain, T, Karam, C, Kourula, A, Romani, L, Riaz, S & Shaw, D 2022, 'Ethics at the centre of global and local challenges: thoughts on the future of business ethics', Journal of Business Ethics. https://doi.org/10.1007/s10551-022-05239-2


Hassan, L & Shiu, E 2018, 'Communicating Messages About Drinking', Alcohol and Alcoholism, vol. 53, no. 1, pp. 1-2. https://doi.org/10.1093/alcalc/agx112

View all publications in research portal