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Bangor University hosts a wide range of research endeavors in the area of Consumer Psychology, a new discipline that concerns the intersection of psychology, business, and marketing.  For example, when a person shops, many different psychological processes come into play: perception and attention guide you around the shop, inhibition helps you fight a motivation to buy sweets or other "impulse" purchases, and decision-making skills help you to evaluate alternatives.

At Bangor, researchers investigate all these areas of interest. For example, researchers in Prof. James Intriligator's lab have been looking at how brands impact decision-making. They've discovered that "brand loyalty" can reduce a person's decision-making skills to levels below those scored by people with brain damage. They have also investigated how brands impact such things as inhibitory control, speed of responding, memory, and search speed.

Bangor researchers are also investigating:

  • The impact of digital signs (like plasma screens) on behaviour.  For example, they have shown that morality-related content on these signs can make people behave more honestly.
  • How and why consumers seem to trust some websites more than others.  For example, they have shown that photos of smiling men make people immediately distrust a website.
  • The psychological impact of advertisements on websites and in search-engine results pages.  For example, they have shown that the "match-up" between website content and pop-up content is critical in making ads more effective.
  • How people interact with a range of products:  from chocolate bars, to wine bottles, to bank notes. 
  • How the brain responds to different "special offers" (2-for-1, half-off, 3-for-2, etc).
  • How atmospherics influence beliefs, attitudes, and behaviours.
  • Brands, brand attributes, and brand loyalty
  • New product development, design-thinking, innovation, and creativity.
  • How "nudge" and other behaviour-change techniques can be applied in a range of contexts (commercial, business, energy-related, and health-related)

 

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