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Contact details +64 (06) 356 9099 ext. 43308
Malcolm Wright is a Professor of 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.
Malcolm Wright is a Professor of Marketing at Massey University.
Branding, consumer behaviour, market research.
21st Century Citizenship, Future Food Systems
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)
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
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