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Prof Malcolm Wright

Professor

School of Communication, Journalism and Marketing

Professor Malcolm Wright is the MSA Charitable Trust Chair in Marketing at Massey University. He is experienced in both the corporate and academic worlds, having previously been managing director of a well-known commercial property company, a Head of School at universities in Australia and New Zealand, and Deputy Pro Vice-Chancellor of Massey Business School.

His academic interests revolve around branding, consumer behaviour and market research. Much of his recent work applies quantitative techniques to address practical marketing problems, such as forecasting innovation and decline, determining the effect of brand and pack information on consumer preferences, and gaining customer insights through virtual reality shopper simulations. Malcolm's publications have appeared in journals such as Nature Climate Change, the Journal of the Academy of Marketing Science, the International Journal of Research in Marketing, the Journal of Product Innovation Management, Marketing Letters, the European Journal of Marketing, the Journal of Business Research and the Journal of Advertising Research.

Malcolm has also spent twenty-five years teaching students about all aspects of marketing and he is an author of the multi-edition textbook Consumer Behaviour: Applications in Marketing. He engages with the broader marketing community through media commentary, as the Chair of the Australian Advisory Board for the Ehrenberg-Bass Institute for Marketing Science, and as a Director of Consumer Insights Ltd.

Malcolm is also a Fellow of the Australian and New Zealand Marketing Academy.

Professor Malcolm Wright is the MSA Charitable Trust Chair in Marketing at Massey University.

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Research Expertise

Research Interests

Branding, consumer behaviour, market research.

Thematics

21st Century Citizenship, Future Food Systems

Area of Expertise

Field of research codes
Commerce, Management, Tourism And Services (150000): Consumer-Oriented Product or Service Development (150501): Marketing (150500): Marketing Communications (150502): Marketing Management (incl. Strategy and Customer Relations) (150503): Marketing Measurement (150504): Marketing Research Methodology (150505): Marketing Theory (150506): Pricing (incl. Consumer Value Estimation) (150507)

Research Projects

Current Projects

Project Title: PSAF: Virtual Store Environment for Test-Market Studies

Date Range: 2017 - 2022

Funding Bodies: Ministry of Business, Innovation and Employment; Massey Ventures Ltd

Project Team:

Research Outputs

Journal

Schnack, A., Wright, MJ., & Holdershaw, JL. (2019). Immersive virtual reality technology in a three-dimensional virtual simulated store: Investigating telepresence and usability. Food Research International. 117, 40-49
[Journal article]Authored by: Holdershaw, J., Wright, M.
Holdershaw, J., Melnyk, V., Gendall, P., & Wright, M. (2018). Predicting behaviour: comparing the performance of factual versus attitudinal approaches. International Journal of Social Research Methodology. 21(4), 439-452
[Journal article]Authored by: Holdershaw, J., Wright, M.
Mecredy, P., Wright, MJ., & Feetham, P. (2018). Are promoters valuable customers? An application of the net promoter scale to predict future customer spend. Australasian Marketing Journal. 26(1), 3-9
[Journal article]Authored by: Feetham, P., Mecredy, P., Wright, M.
Sorensen, H., Bogomolova, S., Anderson, K., Trinh, G., Sharp, A., Kennedy, R., . . . Wright, M. (2017). Fundamental patterns of in-store shopper behavior. Journal of Retailing and Consumer Services. 37, 182-194
[Journal article]Authored by: Wright, M.
Kooyman, C., & Wright, MJ. (2017). Double jeopardy benchmarks for political polls. Australasian Marketing Journal. 25(3), 180-184
[Journal article]Authored by: Wright, M.
Stocchi, L., Pare, V., Fuller, R., & Wright, M. (2017). The Natural Monopoly effect in brand image associations. Australasian Marketing Journal. 25(4), 309-316
[Journal article]Authored by: Wright, M.
Pare, V., Trinh, G., & Wright, M. (2017). Empirical regularities in average price paid across different types of households. Australasian Marketing Journal. 25(4), 269-277
[Journal article]Authored by: Wright, M.
Sharp, B., Wright, M., Kennedy, R., & Nguyen, C. (2017). Viva la revolution! For evidence-based marketing we strive. Australasian Marketing Journal. 25(4), 341-346
[Journal article]Authored by: Wright, M.
Stocchi, L., Wright, M., & Driesener, C. (2016). Why familiar brands are sometimes harder to remember. European Journal of Marketing. 50(3-4), 621-638
[Journal article]Authored by: Wright, M.
Wright, MJ. (2016). Predicting what? The strengths and limitations of a test of persuasive advertising principles. European Journal of Marketing. 50(1-2), 312-316
[Journal article]Authored by: Wright, M.
Stocchi, L., Banelis, M., & Wright, MJ. (2016). A new measure of consideration set size: The average number of salient brands. International Journal of Market Research. 58(1), 79-94
[Journal article]Authored by: Wright, M.
Stern, P., & Wright, M. (2016). The adoption of new prescription drugs is strongly associated with prior category prescribing rate. International Journal of Research in Marketing. 33(1), 220-224
[Journal article]Authored by: Wright, M.
Wright, MJ., & Stern, P. (2015). Forecasting new product trial with analogous series. Journal of Business Research. 68(8), 1732-1738
[Journal article]Authored by: Wright, M.
Wright, MJ., Teagle, DAH., & Feetham, PM. (2014). A quantitative evaluation of the public response to climate engineering. Nature Climate Change. 4(2), 106-110
[Journal article]Authored by: Wright, M.
Riebe, E., Wright, M., Stern, P., & Sharp, B. (2014). How to grow a brand: Retain or acquire customers?. Journal of Business Research. 67(5), 990-997
[Journal article]Authored by: Wright, M.
Trinh, G., Rungie, C., Wright, M., Driesener, C., & Dawes, J. (2014). Predicting future purchases with the Poisson log-normal model. Marketing Letters. 25(2), 219-234
[Journal article]Authored by: Wright, M.
Wright, MJ., Farrar, DP., & Russell, DF. (2014). Polling accuracy in a multiparty election. International Journal of Public Opinion Research. 26(1), 113-124
[Journal article]Authored by: Wright, M.
Trinh, G., Wright, MJ., & Stern, P. (2014). The relationship between household lifecycle and brand loyalty. Advances in Consumer Research. 42, 387-391
[Journal article]Authored by: Wright, M.
Lees, G., & Wright, MJ. (2013). Does the duplication of viewing law apply to radio listening?. European Journal of Marketing. 47(3/4), 674-685 Retrieved from http://www.emeraldinsight.com/doi/full/10.1108/03090561311297535
[Journal article]Authored by: Wright, M.
Sharp, B., Wright, M., Dawes, J., Driesener, C., Meyer-Waarden, L., Stocchi, L., . . . Stern, P. (2012). It's a dirichlet world: Modeling individuals' loyalties reveals how brands compete, grow, and decline. Journal of Advertising Research. 52(2), 203-213
[Journal article]Authored by: Wright, M.
Singh, J., Scriven, J., Clemente, M., Lomax, W., & Wright, M. (2012). New brand extensions: Patterns of success and failure. Journal of Advertising Research. 52(2), 234-242
[Journal article]Authored by: Wright, M.
Wright, M., & Russell, D. (2012). Some philosophical problems for service-dominant logic in marketing. Australasian Marketing Journal. 20(3), 218-223
[Journal article]Authored by: Wright, M.
Anderson, K., Wright, M., & Wheeler, M. (2011). Snap judgement polling: Street interviews enabled by new technology. International Journal of Market Research. 53(4)
[Journal article]Authored by: Wright, M.
Lee, R., Rungie, C., & Wright, M. (2011). Regularities in the consumption of a subscription service. Journal of Product and Brand Management. 20(3), 182-189
[Journal article]Authored by: Wright, M.
Holdershaw, J., Gendall, P., & Wright, M. (2011). Predicting blood donation behaviour: Further application of the theory of planned behaviour. Journal of Social Marketing. 1(2), 120-132
[Journal article]Authored by: Holdershaw, J., Wright, M.
East, R., Hammond, K., & Wright, M. (2007). The relative incidence of positive and negative word of mouth: A multi-category study. International Journal of Research in Marketing. 24(2), 175-184
[Journal article]Authored by: Wright, M.
Armstrong, JS., Green, KC., Jones, RJ., & Wright, MJ. (2010). Predicting elections from politicians' faces. International Journal of Public Opinion Research. 22(4), 511-522
[Journal article]Authored by: Wright, M.
Wright, M., & Riebe, E. (2010). Double jeopardy in brand defection. European Journal of Marketing. 44(6), 860-873
[Journal article]Authored by: Wright, M.
Wright, M. (2009). A new theorem for optimizing the advertising budget. Journal of Advertising Research. 49(2)
[Journal article]Authored by: Wright, M.
Armstrong, J., & Wright, M. (2008). Citation house rules: Reply to commentators. Interfaces. 38(2), 138-139
[Journal article]Authored by: Wright, M.
Wright, M., & Armstrong, JS. (2008). The ombudsman: Verification of citations: Fawlty towers of knowledge?. Interfaces. 38(2), 125-139
[Journal article]Authored by: Wright, M.
Wright, M. (2002). Patterns of purchase loyalty for retail payment methods. International Journal of Bank Marketing. 20(7), 311-316
[Journal article]Authored by: Wright, M.
Lees, G., Garland, R., & Wright, M. (2007). Switching banks: Old bank gone but not forgotten. Journal of Financial Services Marketing. 12(2), 146-156
[Journal article]Authored by: Wright, M.
Wright, M., & Macrae, M. (2007). Bias and variability in purchase intention scales. Journal of the Academy of Marketing Science. 35(4), 617-624
[Journal article]Authored by: MacRae, M., Wright, M.
Lees, G., & Wright, M. (2004). The effect of concept formulation on concept test scores. Journal of Product Innovation Management. 21(6), 389-400
[Journal article]Authored by: Wright, M.
Holdershaw, J., Gendall, P., & Wright, M. (2003). Predicting Willingness to Donate Blood. Australasian Marketing Journal. 11(1), 87-96
[Journal article]Authored by: Holdershaw, J., Wright, M.
Wright, M., Sharp, A., & Sharp, B. (2002). Market statistics for the Dirichlet model: Using the Juster scale to replace panel data. International Journal of Research in Marketing. 19(1), 81-90
[Journal article]Authored by: Wright, M.
Wright, M., & Sharp, A. (2001). The effect of a new brand entrant on a market. Journal of Empirical Generalisations in Marketing Science. 6, 15-29
[Journal article]Authored by: Wright, M.
Cierpicki, S., Wright, M., & Sharp, B. (2000). Managers' knowledge of marketing principles: The case of new product development. Journal of Empirical Generalisations in Marketing Science. 5, 771-790
[Journal article]Authored by: Wright, M.
Wright, M., Gendall, P., & Lewis, T. (1999). Making survey-based price experiments more accurate. International Journal of Market Research. 41(2), 245-249
[Journal article]Authored by: Wright, M.
Hoek, J., Dunnett, J., Wright, M., & Gendall, P. (2000). Descriptive and evaluative attributes: What relevance to marketers?. Journal of Product & Brand Management. 9(6), 415-435
[Journal article]Authored by: Wright, M.
Wright, M., Sharp, A., & Sharp, B. (1998). Are Australasian brands different?. Journal of Product & Brand Management. 7(6), 465-480
[Journal article]Authored by: Wright, M.
Wright, M., & Klÿn, B. (1998). Environmental attitude - Behaviour correlations in 21 countries. Journal of Empirical Generalisations in Marketing Science. 3, 42-60
[Journal article]Authored by: Wright, M.
Wright, M. (1996). The dubious assumptions of segmentation and targeting. Management Decision. 34(1), 18-24
[Journal article]Authored by: Wright, M.
Wright, M., & Kearns, Z. (1998). Progress in marketing knowledge. Journal of Empirical Generalisations in Marketing Science. 3, 1-21
[Journal article]Authored by: Wright, M.

Book

East, R., Singh, J., Wright, MJ., & Vanhuele, M.(2017). Consumer behaviour: Applications in marketing. London, UK: Sage
[Authored Book]Authored by: Wright, M.
Singh, J., & Wright, MJ. (2016). New brands: Performance and measurement. In F. Dall'Olmo Riley, J. Singh, & C. Blankson (Eds.) The Routledge companion to contemporary brand management. (pp. 186 - 198). : Routledge
[Chapter]Authored by: Wright, M.
East, R., Wright, MJ., & Vanhuele, M.(2013). Consumer Behaviour: Applications in Marketing Second Edition. : SAGE Publications
[Authored Book]Authored by: Wright, M.
East, R., Wright, M., & Vanhuele, M.(2008). Consumer behaviour: Applications in marketing. London, United Kingdom: Sage
[Authored Book]Authored by: Wright, M.

Conference

Feetham, P., Wright, M., & Joe, K. (2018). Consumer perceptions: Māori and Non-Māori wine brands. In J. Conduit, C. Plewa, & D. Wilkie (Eds.) Proceedings of the 20th ANZMAC Conference Connect Engage Transform. (pp. 567 - 570). Adelaide, Australia: Australian and New Zealand Marketing Academy Conference
[Conference Paper in Published Proceedings]Authored by: Feetham, P., Wright, M.
Feetham, P., Wright, M., & Joe, K.(2018, December). Consumer perceptions: Māori and Non-Māori wine brands. 2018 ANZMAC Conference Proceedings. (pp. 567 - 570). Retreived from https://anzmac2018.com/wp-content/uploads/2018/11/ANZMAC2018-Proceedings.pdf
[Conference]Authored by: Wright, M.
Holdershaw, J., Schnack, A., & Wright, M. (2018). Virtual shopping simulation: Consumer knowledge of country of origin. https://anzmac2018.com/wp-content/uploads/2018/11/ANZMAC2018-Proceedings.pdf. (pp. 118 - 121). : ANZMAC
[Conference Paper in Published Proceedings]Authored by: Holdershaw, J., Wright, M.
Santoso, I., Rosenstreich, DE., & Wright, MJ. (2017). Are we paying too much attention to “Attention”?. In L. Robinson,, L. Brennan, & M. Reid (Eds.) https://anzmac.wildapricot.org/resources/Documents/ANZMAC%202017%20Conference%20Proceedings.pdf. (pp. 481 - 485). Melbourne, Australia: ANZMAC 2017: Marketing for Impact
[Conference Paper in Published Proceedings]Authored by: Rosenstreich, D., Wright, M.
Santoso, I., Konopka, R., Rosenstreich, DE., Wright, MJ., & Avis, M. (2017). Conscious and nonconscious influences on consumer decisions. In L. Robinson, L. Brennan, & M. Reid (Eds.) https://anzmac.wildapricot.org/resources/Documents/ANZMAC%202017%20Conference%20Proceedings.pdf. (pp. 141 - 144). Melbourne, Australia: ANZMAC 2017: Marketing for Impact
[Conference Paper in Published Proceedings]Authored by: Avis, M., Rosenstreich, D., Wright, M.
Nakhaei, A., Wright, M., Avis, MA., & Stocchi, L.Exploring the importance of autobiographical memories. Paper presented at the meeting of https://anzmac.wildapricot.org/resources/Documents/ANZMAC%202017%20Conference%20Proceedings.pdf. Melbourne, Australia
[Conference Paper]Authored by: Avis, M., Wright, M.
Wright, MJ., Schnack, A., Holdershaw, JL., & Elms, J.From computer to cave: A simulated convenience store using immersive virtual reality. . Groningen, The Netherlands
[Conference Paper]Authored by: Elms, J., Holdershaw, J., Wright, M.
Schnack, A., Wright, M., & Holdershaw, JL.(2016, December). Virtual tracking of consumer behaviour: Pilot-testing of ViCoS 1.0, the future of market research. Marketing in a post-disciplinary era ANZMAC 2016. (pp. 175 - 181). Retreived from http://www.anzmac.org/
[Conference]Authored by: Holdershaw, J., Wright, M.
Stern, P., Wright, M., Faulkner, M., & Konopka, R.Predictable Patterns of Prescribing Innovation. REDISCOVERING THE ESSENTIALITY OF MARKETING. (pp. 445 - 450). 2363-6173.
[Conference]Authored by: Wright, M.

Other

Wright, MJ. (2014). Pre-Launch Forecaster: Disclosure of Intellectual Property and Agreement to Commercialise Intellectual Property.
[Other]Authored by: Wright, M.
Wright, MJ. (2013). Snooping scandal shows disconnect between ranks of civil service. Theguardian
[Other]Authored by: Wright, M.
Wright, MJ. (2013). Brand New Zealand still vulnerable because it is weak. The New Zealand Herald
[Other]Authored by: Wright, M.

Supervision and Teaching

Teaching

Completed Doctoral Supervision at the University of South Australia. Supervisor of:

  • 2013 - G. Trinh, PhD, Understanding brand sales growth using Conditional Trend Analysis
  • 2012 - L. Stocchi, PhD, Exploring the link between consumer behaviour and brand associations
  • 2011 - V. Pare, PhD, Buyer behaviour in seafood auctions

Courses Coordinated

Current Doctoral Supervision

Supervisor of:

  • Dan Carlisle - Doctor of Philosophy
    Advancing public engagement with science using marketing theories and concepts.
  • Xing Chen - Doctor of Philosophy
    Analysing customer data for improved marketing decision making
  • Philip Mecredy - Doctor of Philosophy
    An investigation of aged-based differences in brand preferences and purchase behaviour
  • Irene Irawaty Santoso - Doctor of Philosophy
    The effects of low attention processing on consumer brand choice: Investigating brand messages in social media.
  • Alexander Schnack - Doctor of Philosophy
    Simulating Retail Stores in Immersive Virtual Reality

Completed Doctoral Supervision

Supervisor of:

  • 2018 - Murray MacRae - Doctor of Philosophy
    Forecasting the Decline of Superseded Technologies: A comparison of alternative methods to forecast the decline phase of technologies
  • 2018 - Roman Konopka - Doctor of Philosophy
    If you think about it more, do you want it more? The impact of heuristic and deliberative information processing on consumer preferences for ethically endorsed products
  • 2017 - Pamela Feetham - Doctor of Philosophy
    Using Marketing Concepts to Facilitate Upstream Public Engagement with Science
  • 2009 - Gavin Lees - Doctor of Philosophy
    Are radio markets dirichlet? A study into the NBD/Dirichlet, its empirical generalisations and their extension to radio listening patterns

Co-supervisor of:

  • 2009 - Claire Matthews - Doctor of Philosophy
    Switching costs in the New Zealand banking market.
  • 2006 - Judith Holdershaw - Doctor of Philosophy
    Comparison of Two Approaches to Predicting Willingness to Donate Blood

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