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Dr Seema Bhate

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Senior Lecturer

Since graduating in Psychology, my interests have broadened into consumer psychology by applying it in various buying/behavioural situations.

As a consumer psychologist, I am interested in understanding the innovative consumption process. This stems from the work that I undertook in my PhD, which focused on innovative consumers across a range of products such as home computers which led to the development of the Style-Involvement Model. Subsequent research applied this model in different contexts to consider its broader applicability.

My research interests are diverse and I have worked in various fields namely environmental issues and persuasion behaviour.

Teaching and supervision

I am currently module leader for:
Consumer Psychology
Critical Debates
Ethics, Responsibility and Sustainability
MA Marketing Dissertation
Consumer Research

I supervise MA Marketing and MA International Management dissertations. In addition, I also supervise several PhD students either as the Director of Studies or as a second supervisor.


I am mainly interested in the area of environmental behaviour where I have worked on creating a research stream building on previous publications.

I am currently looking into consumer motivations in the broad area of tourism.


Number of items: 2.

Conference or Workshop Item

Wharton, Karen, Ward, Janet, Bhate, Seema and Hussain, V (2017) Mapping the customer journey in a professional services SME. In: The Academy of Marketing Conference, 2017, Hull. (Unpublished)

Origho, Oghenetega, Osseo-Asare, Augustus E., Bhate, Seema and Ifeanyi, Michael E. (2015) Service quality improvement capabilities impacting Firms’ competitiveness in the Nigerian Financial Industry – from customers’ perspective. In: Academy of International Business (AIB) US-W Conference, 22-25 October 2015, University of Washington, Seattle, Washington, USA. (Unpublished)

This list was generated on Fri May 29 05:07:46 2020 BST.
My expertise is in the study of consumers, focusing on innovative consumption. I am also interested in the field of behavioural change and persuasion behaviour. I specialise in research methods and run specialist modules in this area.

Although I started as a quantitative researcher, I increasingly use a combination of methods by adopting a process of triangulation to gain an in-depth understanding of the phenomenon being studied.
I am a member of several professional bodies such as the Chartered Institute of Marketing, Academy of Marketing and Fuse, the Centre for Translational Research in Public Health.

I also engage in discussions conducted on academic forums such as the Consumer Behaviour Analysis Group and specialist interest group, affiliated with the Academy of Marketing.

I have worked extensively on a voluntary basis with local organisations.

Last updated 08 April 2020