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Prof Malcolm Wright

SMSI Business Integrator

Student Management Solution Implementation

Professor

School of Communication, Journalism and Marketing

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 stochastic memory theory to develop insights into how people evaluate concepts such as brands, new products, scientific innovations and national symbols. Malcolm's publications have appeared in journals such as Nature Climate Change, the Journal of Product Innovation Management, the Journal of the Academy of Marketing Science, the International Journal of Research in Marketing, and the European Journal of Marketing.

Malcolm has spent over twenty 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, 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.

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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 Research Methodology (150505): Marketing Theory (150506): Pricing (incl. Consumer Value Estimation) (150507)

Research Outputs

Journal

Kooyman, C., & Wright, MJ. (2017). Double jeopardy benchmarks for political polls. Australasian Marketing Journal.
[Journal article]Authored by: 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.
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.
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. (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.
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.
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.
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.
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.
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.
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.
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.
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., & 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.
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.

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

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

Completed Doctoral Supervision

Supervisor of:

  • 2017 - Pamela May Feetham - PhD
    Using Marketing Concepts to Facilitate Upstream Public Engagement with Science
  • 2009 - Gavin James Lees - PhD
    Are radio markets dirichlet? A study into the NBD/Dirichlet, its empirical generalisations and their extension to radio listening patterns

CoSupervisor of:

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