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Prof Malcolm Wright


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.


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

Completed 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

Teaching and Supervision

Teaching Statement

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

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
    Is it Worthwhile Going Immersive? Evaluating the Performance of Virtual Simulated Stores for Shopper Research

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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