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Professor Ruth Rettie

Professor of Social Marketing, Faculty of Business and Law, Kingston University.

Professor  Ruth  Rettie Areas of expertise

Find out more about Professor Ruth Rettie


Professor Rettie is a social scientist, with interests in behaviour change, sustainable development, social marketing and internet marketing.  Her most recent work explores the impact of feedback on walking.She has an industry background having worked for Cadbury Ltd, General Food Ltd and Unilever, and came to Kingston in 2006. 

She is currently director of the University's Behaviour and Practice Research Group, which works across a range of domains including energy consumption, healthy lifestyles and responses to flood risk. See

Ruth was also the principal investigaor on

This is a major project with collaborators and is investigating whether we can shape individual behaviour by communicating what other people do. The study draws upon research in sociology, social psychology and behavioural economics that leverages people's innate desire to conform to what is perceived as 'normal' behaviour.

She is also involved in SMART Communities which is a major new project investigating whether members of a community can be nudged to deliberately debate, develop and adopt new low energy norms, practices and lifestyles.






Year gained Subject
MBA - Strathclyde University.
BLitt, BPhil Philosophy - Oxford University.
PhD in Sociology - University of Surrey.

Career Highlights

Year Position held


Rettie, Ruth (2009) Mobile phone communication: extending Goffman to mediated interaction. Sociology, 43(3), pp. 421-438. ISSN (print) 0038-0385

Hand, Chris , Dall'Olmo Riley, Francesca , Harris, Patricia , Singh, Jaywant and Rettie, Ruth (2009) Online grocery shopping: the influence of situational factors. European Journal of Marketing, 43(9/10), pp. 1205-1219. ISSN (print) 0309-0566

Rettie, Ruth (2009) SMS: exploiting the interactional characteristics of near-synchrony. Information, Communication & Society, 12(8), pp. 1131-1148. ISSN (print) 1369-118X

Rettie, Ruth , Robinson, Helen , Radke, Anja and Ye, Xiajiao (2008) CAQDAS: a supplementary tool for qualitative market research. Qualitative Market Research: An International Journal, 11(1), pp. 76-88. ISSN (print) 1352-2752

Blythe, Jim and Rettie, Ruth (2008) Guest editorial: theory in practice. Qualitative Market Research: An International Journal, 11(4), ISSN (print) 1352-2752

Rettie, Ruth (2008) Mobile phones as network capital: facilitating connections. Mobilities, 3(2), pp. 291-311. ISSN (print) 1745-0101

Robinson, Helen , Dall'Olmo Riley, Francesca , Rettie, Ruth and Rolls-Wilson, Gill (2007) The role of situational variables in online grocery shopping in the UK. The Marketing Review, 7(1), pp. 89-106. ISSN (print) 1469-347x

Rettie, Ruth (2007) Texters not talkers: phone aversion among mobile phone users. PsychNology Journal, 5(1), pp. 33-57. ISSN (online) 1720-7525

Rodgers, Shelly , Chen, Qimei , Wang, Ye , Rettie, Ruth and Alpert, Frank (2007) The web motivation inventory: replication, extension and application to internet advertising. International Journal of Advertising, 26(4), pp. 447-476. ISSN (print) 0265-0487

Rettie, Ruth (2006) How text messages create connectedness. Receiver Magazine(15),

Rettie, Ruth (2006) The Logic of Social Research - A.L. Stinchcombe. The British Journal of Sociology, 57(4), pp. 732-733. ISSN (print) 0007-1315

Harris, Patricia , Rettie, Ruth and Cheung, Chak Kwan (2005) Adoption and usage of M-commerce: a cross-cultural comparison of Hong Kong and the United Kingdom. Journal of Electronic Commerce Research, 6(3), pp. 210-224. ISSN (print) 1938-9027

Rettie, Ruth (2005) Exploiting freely available software for social research. Social Research Update(48), pp. 1-4. ISSN (online) 1360-7898

Rodgers, Shelly , Jin, Yan , Rettie, Ruth , Alpert, Frank and Yoon, Doyle (2005) Internet motives of users in the United States, United Kingdom, Australia, and Korea: a cross-cultural replication of the WMI. Journal of Interactive Advertising, 6(1), pp. 79-89. ISSN (online) 1525-2019

Rettie, Ruth (2005) Presence and embodiment in mobile phone communication. PsychNology Journal, 3(1), pp. 16-34. ISSN (online) 1720-7525

Rettie, Ruth , Grandcolas, Ursula and Deakins, Bethan (2005) Text message advertising:response rates and branding effects. Journal of Targeting, Measurement and Analysis for Marketing, 13(4), pp. 304-312. ISSN (print) 0967-3237

Rettie, Ruth (2004) International E-Business Marketing. The Marketing Review, 4(4), pp. 453-454. ISSN (print) 1469-347X

Chittenden, Lisa and Rettie, Ruth (2003) An evaluation of e-mail marketing and factors affecting response. Journal of Targeting, Measurement and Analysis for Marketing, 11(3), pp. 203-217. ISSN (print) 0967-3237

Grandcolas, U. , Rettie, R. and Marusenko, K. (2003) Web survey bias: sample or mode effect? Journal of Marketing Management, 19(5-6), pp. 541-561. ISSN (print) 0267-257x

Rettie, Ruth (2002) Net generation culture. Journal of Electronic Commerce Research, 3(4), pp. 254-264. ISSN (online) 1526-6133

Rettie, Ruth , Hilliar, Simon and Alpert, Frank (2002) Pioneer brand advantage with UK consumers. European Journal of Marketing, 36(7/8), pp. 895-911. ISSN (online) 0309-0566

Rettie, Ruth (2001) An exploration of flow during Internet use. Internet Research, 11(2), pp. 103-113. ISSN (print) 1066-2243

Rettie, Ruth and Brewer, Carol (2000) The verbal and visual components of package design. Journal of Product and Brand Management, 9(1), pp. 56-70. ISSN (online) 1061-0421


Cooper, Geoff , King, Andrew and Rettie, Ruth (2009) Sociological objects: reconfiguration of social theory. Ashgate Publishing Limited. 218p. ISBN 9780754672685

Book Section:

King, Andrew and Rettie, Ruth (2009) Concluding thoughts: reconfigurations of social theory. In: Cooper, Geoff , King, Andrew and Rettie, Ruth, (eds.) Sociological objects: reconfiguration of social theory. Ashgate Publishing Limited. pp. 191-202. ISBN 9780754672685

Rettie, Ruth (2008) Interactional divergence notwithstanding technological convergence. In: Nyiri, Janos Kristof, (ed.) Integration and ubiquity: towards a philosophy of telecommunications convergence. Vienna, Austria : Passagen Verlag. ISBN 9783851658620

Rettie, Ruth (2003) A comparison of four new communication technologies. In: Jacko, Julie A. , Stephanidis, Constantine and Harris, Don, (eds.) Human-Computer Interaction: Theory and Practice (Part I). Mahwah, New Jersey, USA; London, UK : Lawrence Erlbaum Associates. pp. 686-690. (Human Factors and Ergonomics) ISBN 9780805849301

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Contact us

General enquiries:

Journalists only:

  • Communications team
    Tel: +44 (0)20 8417 3034
    Email us