Associate Professor of Marketing 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
social marketing
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...
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...
Drink-driving: An examination of instrinsic and extrinsic exchange benefits (with Marie-Louise Fry), Business papers (2007)
Social problems, such as drink-driving, involve complex behaviours and require strategies to influence voluntary behaviour....
Reducing underage drunk-driving behavior through victim-based communications (with Connie E. Abram), Business papers (2005)
From mid-1997 until 2001, the Hawaii chapter of Mothers Against Drunk-Driving conducted high-school presentations featuring...
research methods
A meta analysis of unit size and its influence on consumption volume (with Natalina Zlatevska and Chris Dubelaar), Marketing & Public Policy Conference (MPPC) (2012)
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...
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)
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...
branding
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...
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)
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...
food packaging / serving size / partitioning
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)
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...
advertising
Posters : Art & Advertising, IAE-Toulouse Working Paper Series (2007)
Posters were developed as a medium for both art and advertising forming the foundation for...
Is That a Sexy Ad or What? Measuring sex in advertising (with Joanna Gabler), Academy of Marketing Science (AMS) Cultural Perspectives Conference (2004)
This paper addresses the tricky issue of assessing what constitutes sex in advertising, and in...
Sex Cells : How the use of sex in advertising varies across eight countries (with Marilyn Y. Jones and Joanna Gabler), Academy of Marketing Science (AMS) Cultural Perspectives Conference (2004)
This study examines how the use of sex in magazine advertising varies across eight different...
URLs in advertising: Australia vs. US (with Marilyn Y. Jones and Joanna Gabler), Business papers (2004)
This study analyses ads taken from eight popular magazines in Australia and eight popular magazines...