Associate Professor of Marketing email: sholden@bond.edu.au phone: +61 4 143 04 243 Doctor of Philosophy - University of Florida Master of Business Administration - University of Toronto Bachelor of Science ( Honours) in Psychology - University of Western Australia Stephen is a psychologist in marketer's clothing. Like many other Australians, he has lived, studied and worked around the world, primarily the U.S., Canada, France and Australia. In his initial degree in psychology, he focused on visual perception. In his two advanced degrees, he specialized in psychology in a business and marketing context. In addition to his studies, Stephen has worked many years in business, primarily as a marketing/research consultant, but also as a marketing manager for a brewery. Stephen is proficient in qualitative and quantitative research methodologies, and has used this expertise in a wide variety of consulting projects for FMCG, industrial products, media/advertising, services, social/government organisations. Stephen's major research interests have been branding, research methods, and social issues. Professional admission & memberships Australian Market and Social Research Society
Articles
Multi-collinearity making brand metrics simpler, Business papers (2005)
For most researchers, multi-collinearity is a disaster. More disturbingly, for many researchers, it is a...
Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies (with Paul A. Bottomley), Journal of marketing research (2001)
The authors investigate the empirical generalizability of Aaker and Keller’s model of how consumers evaluate...
Know the Name, Forget the Exposure: Brand Familiarity Versus Memory of Exposure Context (with Marc Vanhuele), Psychology and Marketing (1999)
This research shows that a single auditory exposure to fictitious brand names may create the...
Smokers and beer drinkers: An examination of values and consumer susceptibility to interpersonal influence (with Fredric Kropp and Anne M. Lavack), Journal of consumer marketing (1999)
A study examines the personal values of college-age smokers and beer drinkers, as well as...
Understanding brand awareness: Let me give you a c(l)ue!, Advances in Consumer Research, eds. Leigh McAlister and Michael L. Rothschild, Provo, UT: ACR (1993)
Despite the importance of brand awareness to brand choice, consumer researchers have given little attention...
Book Chapters
Unpublished Papers
Public Health Marketing: Is it good and is it good for everyone? (with Damian Cox) (2012)
We define public health marketing broadly as the use of marketing tools (targeting, positioning, the...
How Much Serving Size Affects Consumption : Catch-22 (with Natalina Zlatevska and Chris Dubelaar) (2012)
The effect of serving-size on consumption is well-established: the larger the serve, the greater the...
Increasing serving size increases amount consumed: Catch-22. (with Natalina Zlatevska and Chris Dubelaar), serving size, consumption (2011)
The effect of serving size on consumption is well-established (see Chandon and Wansink, 2011 for...
Posters : Art & Advertising, IAE-Toulouse Working Paper Series (2007)
Posters were developed as a medium for both art and advertising forming the foundation for...
Conference Papers
A meta analysis of unit size and its influence on consumption volume (with Natalina Zlatevska and Chris Dubelaar), Marketing & Public Policy Conference (MPPC) (2012)
Small size, big bite: A reassessment and reversal of the dieter's paradox (with Natalina Zlatevska), Marketing & Public Policy Conference (MPPC) (2012)
Vaccination : Who's right and whose right to say so?, International Social Marketing Conference (2012)
Are social marketers really ethical? This essay extends Brenkert’s (2001, 2002) exploration of some of...
Three cheers for new beers: Marketing insights from the birth of boutique brewing in Australia, Australian & New Zealand Marketing Academy Conference ANZMAC 2011 (2011)
A personal narrative about beer marketing and in particular, the birth of the Matilda Bay...
Drink-driving: An examination of instrinsic and extrinsic exchange benefits (with Marie-Louise Fry), The La Londe Conference in Marketing Communications and Consumer Behavior (2007)
Social problems, such as drink-driving, involve complex behaviours and require strategies to influence voluntary behaviour....