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Big data analytics can be used to gain insights into customers, prospective customers and other relevant individuals or institutions. We work to help companies improve business strategy and the tactical implementation of these strategies.
We have research expertise in mass communication (advertising, public relations, news media, social media etc.) involving Māori characters, cultural signs and symbols. We undertake critical analysis and examination of this communication and also undertake reception analysis, which reviews Māori perspectives on that communication.
Find programmes with a research element, including the PhD.
Search our staff database for an expert or area of expertise.
PhD student Roman Konopka applied theories from psychology in an attempt to understand consumer behaviour when presented with logos that indicated an ethical endorsement of a product.
The research applied dual-process theory of human cognition to examine consumer behaviour regarding ethical endorsing logos. The theory proposes that individuals either use heuristic processing (Type 1) or deliberative processing (Type 2) in different circumstances.
The findings suggested there was no detectable linkage between consumer altruism and preference for Fairtrade. Although the greatest preference was for a real Fairtrade logo, a ‘dummy’ ethical logo garnered greater preference than no logo or a non-ethical ‘dummy’ logo.
Professor Wright is experienced in marketing in both the corporate and academic worlds. He has spent over twenty-five years teaching, researching and writing about all aspects of marketing, including as an author of the multi-edition textbook Consumer Behaviour: Applications in Marketing. He is Chair of the Australian Advisory Board for the Ehrenberg-Bass Institute for Marketing Science, director of Consumer Insights Ltd., and a Fellow of the Australian and New Zealand Marketing Academy.