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
Ethics, Responsibility and Sustainability
MA Marketing Dissertation
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 currently looking into consumer motivations in the broad area of tourism.
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 (Unpublished)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 (Unpublished)
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 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.