Consumer behaviour

The Centre has a growing interest in the area of consumer psychology with projects ranging from ‘What influences a person’s decision to cancel their fitness club membership?’ a project, examining the role of psychological and behavioural factors in determining fitness club cancellation through to applying consumer psychology to the design and psychological impact of retail displays and decorating products. Much of this research is led by Dr. Ann Bicknell whose interest in the area has grown from looking at how consumer psychology combines with aspects of ergonomics or ‘fitting the task to the person’ by adding a psychological-emotional dimension and making this ‘hedonomics’ or, the study of pleasure in products. Ann has recently developed a research project with an external business client to look at customer behaviour in retail environments; in an age of ‘hyper-consumerism’, facilitating effective purchase decisions for consumers is a growing area of psychological application. Ann can be contacted to discuss collaborative research project ideas in relation to applying psychology to business or better understanding business customers.

Recent Projects Include:

  • Membership Retention in the Health and Fitness Industry: A Predictive Model. (2006-ongoing) Helen Watts, Jan Francis-Smythe, Derek Peters, Dominic Upton.
  • Hedonomics and manufacturing in the decorating industry: what makes D.I.Y tools ‘compelling’? (2009). Ann Bicknell, Jamie Miller  & Jan Francis-Smythe
  • Applying consumer Psychology to the Design of Retail Display Fittings.  (2009-ongoing). Ann Bicknell.
  • Publications