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Roman Konopka

Roman_Konopka PhD Marketing Student

"I investigated studying at other New Zealand universities but chose Massey because of the great marketing knowledge and expertise of my supervisors. In particular, my main supervisor, Professor Malcolm Wright, is a widely recognised expert in branding, consumer behaviour and marketing research methods.

My research examines whether consumers have higher preferences for products endorsed by ethical labels, if they think more (use deliberative information processing) about ethical issues.

There is a growing trend in marketing to use third-party endorsers to encourage consumer preferences for brands, such as medal awards on wine labels, the Heart Foundation tick and the dolphin safe logo.

Several studies have investigated the role of endorsing labels in consumer preferences, however none have examined the nature of the information processing that takes place when a consumer encounters such an endorsement. There has been little work in marketing research that has applied dual information processing theory to investigate consumer behaviour.

I wanted to do a PhD to push myself to new heights as well as explore and learn new things.

At Massey, I am given opportunities to enhance my knowledge and skills through attending seminars and workshops offered by the School of Communication, Journalism and Marketing and other schools within Massey.

My supervisors help me understand aspects of my work that are not yet entirely clear to me. They are almost always available to me, support me and motivate me to work hard.

I’m enjoying the very friendly atmosphere created by teaching staff, admin staff and my fellow PhD students.

After graduating, I would like to be either an academic or marketing professional."