Our Wellington and Manawatū campuses are open, Auckland remains closed at AL3. More information.

Dr Sarah Dodds staff profile picture

Contact details +6492127071

Dr Sarah Dodds PhD, MA, BSc

Senior Lecturer in Retail and Marketing

School of Communication, Journalism and Marketing

Dr Sarah Dodds has over 15 years experience teaching marketing at the tertiary level, has owned and operated her own health business, and had the privilege of starting her marketing career with NZ tourism. Her area of expertise is Consumer Behaviour and Services Marketing with a health care focus. Underlying her work is the philosophy that marketing can be used to contribute positively to society and specifically to people's well-being.

Professional

Contact details

  • Ph: Ext 49071
    Location: QA 3.67
    Campus: Albany

Qualifications

  • Doctor of Philosophy - Massey University (2016)
  • Master of Arts (Applied) - Victoria University (1992)
  • Bachelor of Science - University of Otago (1987)

Prizes and Awards

  • Finalist in Massey University's 3 Minute Thesis Competition: Complementary and Alternative Medicine: How do you value the experience? - Massey University (2013)
  • Most Insightful Reviewer for Marketing Service Track at ANZMAC 2019 - ANZMAC (2019)
  • Dean of Graduate Research School's ' List of Exceptional Theses' - Massey University (2016)

Research Expertise

Research Interests

Health care services

Consumer value and value co-creation

Experiential consumption

Complementary and Alternative Medicine (CAM)

Consumer health and well-being

Thematics

21st Century Citizenship, Health and Well-being

Area of Expertise

Field of research codes
Commerce, Management, Tourism And Services (150000):
Complementary and Alternative Medicine (110400):
Marketing (150500):
Medical And Health Sciences (110000): Public Health and Health Services (111700)

Keywords

Consumer Behaviour - consumer value, consumer value co-creation, experiential consumption

Services Marketing - health care services

Complementary and Alternative Medicine (CAM)

Visual Methods

Research Projects

Summary of Research Projects

Position Current Completed
Project Leader 0 1

Research Outputs

Journal

Dodds, S., Jaud, DA., & Melnyk, V. (2021). Enhancing Consumer Well-Being and Behavior with Spiritual and Fantasy Advertising. Journal of Advertising. 50(4), 354-371
[Journal article]Authored by: Dodds, S.
Read Abstract: abstract icon
Dodds, S., & Palakshappa, N. (2021). Service Inclusion: The role of disability identity in retail. Journal of Services Marketing.
[Journal article]Authored by: Dodds, S., Palakshappa, N.
Dodds, S., & Hess, AC. (2021). Adapting research methodology during COVID-19: lessons for transformative service research. Journal of Service Management. 32(2), 203-217
[Journal article]Authored by: Dodds, S., Hess, A.
Read article at Massey Research Online: MRO icon
Read Online: DOI icon
Read Abstract: abstract icon
39
6
Palakshappa, N., & Dodds, S. (2021). Mobilising SDG 12: co-creating sustainability through brands. Marketing Intelligence and Planning. 39(2), 265-283
[Journal article]Authored by: Dodds, S., Palakshappa, N.
Read article at Massey Research Online: MRO icon
Read Online: DOI icon
Read Abstract: abstract icon
2
Chen, T., Dodds, S., Finsterwalder, J., Witell, L., Cheung, L., Falter, M., . . . McColl-Kennedy, JR. (2020). Dynamics of wellbeing co-creation: a psychological ownership perspective. Journal of Service Management. 32(3), 383-406
[Journal article]Authored by: Dodds, S.
Read Abstract: abstract icon
17

view more...

Mansvelt, J., Elms, J., & Dodds, S. (2020). Connecting meanings of ageing, consumption, and information and communication technologies through practice. Geographical Research. 58(3), 289-299
[Journal article]Authored by: Dodds, S., Elms, J., Mansvelt, J.
Read Online: DOI icon
Read Abstract: abstract icon
1
Dodds, S., Bulmer, SL., & Murphy, AJ. (2018). Exploring consumers’ experiences of spiritual value in healthcare services. Social Responsibility Journal. 14(2), 287-301
[Journal article]Authored by: Bulmer, S., Dodds, S., Murphy, A.
Read Online: DOI icon
Read Abstract: abstract icon
3
Dodds, S., Bulmer, S., & Murphy, A. (2018). Incorporating visual methods in longitudinal transformative service research. Journal of Service Theory and Practice. 28(4), 434-457
[Journal article]Authored by: Bulmer, S., Dodds, S., Murphy, A.
Read Online: DOI icon
Read Abstract: abstract icon
11
9
Dodds, S., Bulmer, S., & Murphy, A. (2014). Consumer value in complementary and alternative medicine (CAM) health care services. Australasian Marketing Journal. 22(3), 218-229
[Journal article]Authored by: Bulmer, S., Dodds, S.
Read Online: DOI icon
Read Abstract: abstract icon
10

view less...

Thesis

Dodds, SL. (2016). Consumer value and value co-creation in complementary and alternative medicine (CAM) healthcare services. (Doctoral Thesis, Massey University, New Zealand)
[Doctoral Thesis]Authored by: Dodds, S.Edited by: Bulmer, S., Murphy, A.
Read Abstract: abstract icon

Conference

Palakshappa, N., Dodds, S., & Murphy, A. (2020). Sustainability and Consumption: Understanding Retail Purchase Behaviour. BOOK OF ABSTRACTS 27th Recent Advances in Retailing & Services Science Conference. (pp. 98 - 98). : 27th Recent Advances in Retailing & Services Science Conference
[Conference Paper in Published Proceedings]Authored by: Dodds, S., Murphy, A., Palakshappa, N.
Read Abstract: abstract icon
Dodds, S., & Palakshappa, N. (2020). Inclusivity and Accessibility in Retail: Understanding Consumers’ Experiences. BOOK OF ABSTRACTS 27th Recent Advances in Retailing & Services Science Conference. (pp. 29 - 29). : 27th Recent Advances in Retailing & Services Science Conference
[Conference Paper in Published Proceedings]Authored by: Dodds, S., Palakshappa, N.
Read Abstract: abstract icon
Chen, T., Dodds, S., Witell, L., Finsterwalder, J., Falter, M., Garry, T., . . . McColl-Kennedy, J.(2019, June). Psychological Ownership and Co-created Wellbeing. .
[Conference]Authored by: Dodds, S.
Chen, T., Dodds, S., Finsterwalder, J., & Witell, L.(2019, June). Mine, yours or ours: Psychological ownership in the co-creation of wellbeing in healthcare. .
[Conference]Authored by: Dodds, S.
Elms, J., Dodds, S., & Mansvelt, J. (2019). Transformative nature of consuming online for older consumers. https://confer.nz/anzmac2019/wp-content/uploads/2019/12/ANZMAC-2019-Final-Proceedings-01.12.19.pdf. (pp. 1014 - 1014). : ANZMAC
[Conference Paper in Published Proceedings]Authored by: Dodds, S., Elms, J., Mansvelt, J.
Read article at Massey Research Online: MRO icon

view more...

Hess, A., Dodds, S., & Rahman, N. (2019). Celebrity endorsement and parasocial relationships on social media. In J. Richard, & D. Kadirov (Eds.) https://confer.nz/anzmac2019/wp-content/uploads/2019/12/ANZMAC-2019-Final-Proceedings-01.12.19.pdf. (pp. 574 - 577). : ANZMAC
[Conference Paper in Published Proceedings]Authored by: Dodds, S., Hess, A.
Read article at Massey Research Online: MRO icon
Dodds, S., & Palakshappa, N. (2019). Co-creating sustainability: Understanding the role of marketing practice, brands and consumers. https://www.emac-2019.org/proceedings/. Hamburg: EMAC 48th Annual Conference
[Conference Paper in Published Proceedings]Authored by: Dodds, S., Palakshappa, N.
Hess, A., Dodds, S., & Rahman, N. (2019). Parasocial relationships and Instagram celebrities. https://www.emac-2019.org/proceedings/. Hamburg: EMAC 48th Annual Conference
[Conference Paper in Published Proceedings]Authored by: Dodds, S., Hess, A.
Read Abstract: abstract icon
Mansvelt, J., Elms, J., & Dodds, S.(2018, July). Challenging spaces? Older Consumers and Digital Competency. .
[Conference]Authored by: Dodds, S., Elms, J., Mansvelt, J.
Mansvelt, J., Dodds, S., & Elms, J.(2018, September). Reasons to connect: ICT technologies, competency and the mosaic of people and technology relations. .
[Conference]Authored by: Dodds, S., Elms, J., Mansvelt, J.
Palakshappa, N., & Dodds, S.(2018, December). Marketing and the co-creation of sustainability – harnessing the power of brands. .
[Conference]Authored by: Dodds, S., Palakshappa, N.
Dodds, S., Bulmer, SL., & Murphy, A. (2017). Consumer value co-creation in frontline healthcare services. In A. Gneezy, V. Griskevicius, & P. Williams (Eds.) NA - Advances in Consumer Research. Vol. 45Duluth, MN: Association for Consumer Research
[Conference Paper in Published Proceedings]Authored by: Bulmer, S., Dodds, S., Murphy, A.
Read Abstract: abstract icon
Dodds, S., & Bulmer, SL. (2017). Consumers’ experiences of spiritual value in healthcare services. ANZMAC 2017 Proceedings. (pp. 728 - 731). : ANZMAC 2017
[Conference Paper in Published Proceedings]Authored by: Bulmer, S., Dodds, S.
Read Abstract: abstract icon
Dodds, SL., Bulmer, SL., & Murphy, AJ. (2016). Visual methods: Enhancing understanding of consumers’ experiences of healthcare services. In D. Fortin, & LK. Ozanne (Eds.) Marketing in a Post-Disciplinary Era. (pp. 760 - 760). Christchurch, New Zealand: Australian and New Zealand Marketing Academy Conference (ANZMAC)
[Conference Paper in Published Proceedings]Authored by: Bulmer, S., Dodds, S., Murphy, A.
Read Abstract: abstract icon
Dodds, SL.(2014, November). Consumer value and value co-creation in complementary and alternative medicine (CAM) health care services. .
[Conference]Authored by: Dodds, S.
Read Abstract: abstract icon
Dodds, SL.(2013, November). Consumer value and value creation in complementary and alternative medicine (CAM) healthcare: An exploratory study of the CAM consumer’s experience. . Retreived from http://www.anzmac.org/
[Conference]Authored by: Dodds, S.
Dodds, SL.(2012, November). Consumer value and value creation in complementary and alternative medicine (CAM): An exploratory study of CAM consumers’ ‘lived’ experience. .
[Conference]Authored by: Dodds, S.
view less...

Teaching and Supervision

Courses Coordinated

  • 156.237 Marketing Communication and Advertising
  • 156.700 Essentials of Marketing
  • 290.203 Buying and Category Management
  • 290.204 Managing the Customer Experience
Contact Supervisor

Summary of Doctoral Supervision

Position Current Completed
Co-supervisor 1 0

Current Doctoral Supervision

Co-supervisor of:

  • Anushka Patara - Doctor of Philosophy
    An exploration of contextual and cultural influences in the consumption of ethical and eco-friendly clothing

Media and Links

Media

  • 28 Nov 2019 - Radio
    Black Friday Shopping Trends and Sustainability
    I was interviewed on Radio New Zealand by Kathryn Ryan about Black Friday shopping trends and sustainability,
  • 17 Aug 2019 - Newspaper
    Nappy composting saves up to 100 tonnes of waste f
    Interviewed for expertise on sustainability and why consumers are seeking reusable nappies