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Principal Academic Consumer Behaviour, Bournemouth University

Having an undergraduate degree in Retailing, an MBA in Retail and several years managerial experience within the industry, Jeff joined Bournemouth University in 2004 as a Lecturer in Marketing, Retail Consumer Behaviour and International Retailing. During this time he has really enjoyed working with the ‘next breed’ of retail professionals. In 2008 Jeff received the Vice Chancellors excellence in learning and teaching award in recognition of his innovative teaching practice. Between 2008 and 2011 Jeff led the undergraduate degree in Retail Management, and now acts as the pathway leader for the MSC programme in Retail Management.

Jeffs’ early research studied the impact of 9 ending prices on retail sales, leading to publications in the Journal of Marketing Management and Journal of Product and Brand Management and several conference papers. In 2011 Jeff successfully defended his PhD research examining the role of ethical considerations in consumers purchase decisions. This is a highly relevant topic in today’s changing consumption environment, and has thus far attracted publication in the Journal of Business Ethics.

Along with this academic research Jeff has always been keen to engage with industry partners to ensure that teaching and research is relevant and up-to-date, and to nurture industry impact of academic research. Most notably, Jeff currently holds the post of ‘Waitrose Fellow of Retailing’, working together with Waitrose retail development team on future store innovations. Jeff provides regular media comment and analysis on retail and marketing issues and has appeared on Tonight with Trevor McDonald and BBC television and radio news programmes.


  • –present
    Principal Academic Consumer Behaviour, Bournemouth University