Dr Maria Piacentini
PhD (Open), PG Cert. (Strathclyde), BSc Hons (Strathclyde)
Senior Lecturer
Department
Marketing
Current Teaching
Undergraduate:
MKTG225 Consumer Behaviour (Lecturer and tutor)
MKTG316 Advanced Topics in Consumer Behaviour (Lecturer and tutor)
Postgraduate:
MKTG 403(2) Consumer Behaviour (Lecturer)
MKTG 401 The Mindful Marketer
PhD Supervision:
Andres Barrios
Hayley Cocker
Fredah Mwiti
Donal Rogan (PT)
Research Interests
I am a consumer behaviour researcher, and all my research is aimed at developing understanding about consumer behaviour theory and concepts in relation to social/policy-oriented problems. In terms of theoretical development, there are two main strands to my research: consumer coping behaviour (e.g. Logie-MacIver and Piacentini, 2011; Piacentini and Banister, 2006, 2008; Hibbert and Piacentini, 2003;); consumer identity work (e.g. Piacentini, Chatzidakis and Banister, 2012; Piacentini and Banister, 2009; Piacentini and Mailer, 2004; Hogg, Piacentini and Hibbert, 2009).
I am co-chair of the Consumer Research Academy Workshop Series, and following our very successful conference (April 2011) on the theme of Emerging Issues in Transformative Consumer Research and Social Marketing, I am co-editing a special issue of the Journal of Consumer Behaviour.
Current Research
Vulnerable/disadvantaged consumers: I have a long standing interest in consumers who are constrained or disadvantaged in their marketplace interactions, and my recent work in this area has considered young people leaving foster care, and the ways that they cope with the transition to adulthood [with Sally Hibbert (Nottingham) and Margaret Hogg (Lancaster)].
With Susan Dunnett (Edinburgh) and Kathy Hamilton (Strathclyde), we have secured funds from the ESRC Seminar Series along the theme of 'Vulnerable Consumers'. This series will launch in 2012, and will feature international experts speaking on various aspects of vulnerability and consumption.
With Pete Nuttall (Bath) and Julie Tinson (Stirling), we have been awarded research money from the British Academy to explore 'Role and Significance of the High School Prom Among Low-Income Adolescents' .
Alcohol consumption: I have been involved with a research project with Emma Banister (Manchester Business School) looking at young people's alcohol consumption, and the ways that they cope with difficult situations relating to alcohol. Part of this work focuses on young people who don't drink alcohol (published in the Journal of Business Research) and has been featured in a Guardian story. http://education.guardian.co.uk/students/health/story/0,,2283382,00.html.
Most recent work, with Emma and Andreas Chatzidakis (Royal Holloway University London) examines and highlights the potential identity conflicts experienced by all drinkers, regardless of the amount consumed (published in Sociology of Health and Illness).
Research Grants
'Vulnerable Consumers' with Susan Dunnett (Edinburgh) and Kathy Hamilton (Strathclyde) ESRC Seminar Series
'The Role and Significance of the High School Prom Among Low-Income Adolescents' with Dr Peter Nuttall (Bath) and Dr Julie Tinson (Stirling) The British Academy (£10,000)
'Psychology of Consumer Behaviour' Awarded £12,337 by the Office of Fair Trading (commissioned research) (2007) Principal investigators: Maria Piacentini, Sally Hibbert and Margaret Hogg.
'Faifley Community Action on Food: Exploring The Potential For Community Development' Awarded £1,000 by Greater Glasgow Health Board (1999) Principal investigators Maria Piacentini, Sally Hibbert and Haya Al Dajani.
'Consumers' perceptions of speciality coffees' Awarded £62,888 by Teaching Company Directorate and Matthew Algie & Co. (1998-2000) Principal investigators: A. Paterson (Bioscience) & M. Piacentini (Marketing), University of Strathclyde.
'Reducing Confectionery Sales at Checkouts' Awarded £6,855 by Lanarkshire Health Board (1997-8) Principal investigators: M.Piacentini, L. MacFadyen, D. Eadie (Marketing, University of Strathclyde)
Profile
My research and teaching lie in the field of consumer behaviour, specifically focusing on consumers coping with marketplace challenges. From this theoretical position, my research has centred on contexts of public policy concern (e.g. vulnerable consumers; alcohol consumption; healthy eating). I have published my research in top international journals in both marketing/consumer behaviour and the social sciences, and my work is widely cited in a range of publications across both discipline areas. I am a member of various international and national scholarly networks, including the Transformative Consumer Research (TCR) network, an international group of scholars focused on consumer research and well-being. I also co-chair the Consumer Research and Wellbeing Studies (CRAWS) network, an initiative with Manchester Business School. In terms of impact, my research has been disseminated through presentations and publications for the following bodies: The Office of Fair Trading; The Medical Council on Alcohol; Alcohol Focus Scotland; the Portman Group; and Barnardoes.
Since joining Lancaster I have designed, developed and launched the highly successful MSc in Advanced Marketing Management (2003-4 launch). I have extensive experience of teaching at both undergraduate and postgraduate level, and have a PG Certificate in Advanced Academic Studies (Strathclyde University).
Journal article (20)
Conference contribution (20)
Anthology (1)
Selected publications (17)
View all publications (49)
Publications
- Logie-MacIver Liz, Piacentini M G and Eadie Douglas, 2012, 'Using qualitative methodologies to understand behaviour change', The Qualitative Market Research Journal, vol 15, no. 1
View details - Piacentini M G, Chatzidakis Andreas and Banister Emma, 2012, 'Making Sense of Drinking: The Role of Techniques of Neutralisation and Counter-Neutralisation in Negotiating Alcohol Consumption'', Sociology of Health and Illness, vol 34, no. 6
View details - Logie-MacIver E and Piacentini M G, 2011, 'Towards a richer understanding of consumers in social marketing contexts: revisiting the stage of change model', Journal of Marketing Management, vol 27, no. 1 & 2, pp. 60-76.
View details - Piacentini M G and Cui C, 2010, 'Multicultural perspectives in customer behaviour', Journal of Marketing Management, vol 26, no. 11, 12, pp. 993-1004.
View details - Hogg Margaret, Piacentini M G and Hibbert S A, 2009, 'The role of symbolic consumption in identity projects: the case of fostered children', Advances in Consumer Research, vol 36, pp. 613-615.
View details - Piacentini M G and Banister E N, 2009, 'Managing anti-consumption in an excessive drinking culture', Journal of Business Research, vol 62, pp. 279-288.
View details - Piacentini M G and Banister E N, 2008, 'Anti-consumers in action: coping with the challenges and consequences of 'drinking sensibly'', Advances in Consumer Research, vol 35, pp. 650-651.
View details - Banister E N and Piacentini M G, 2008, 'Drunk and (dis) orderly: the role of alcohol in supporting liminality', Advances in Consumer Research, vol 35, pp. 311-318.
View details - Banister E N and Piacentini M G, 2006, 'Binge drinking - do they mean us? Living life to the full in students' own words', Advances in Consumer Research, vol 33, pp. 390-398.
View details - Piacentini M G and Banister E N, 2006, 'Getting hammered?... Students coping with alcohol', Journal of Consumer Behaviour, vol 5, no. 2, pp. 145-156.
View details
