Professor Robert East
Professor of Consumer Behaviour, Faculty of Business and Law.
Areas of expertise
Find out more about Professor Robert East
- Overview
- Qualifications
- Research
Overview
What makes consumers buy a particular brand of goods? Why do consumers switch brand loyalty? What impact does word of mouth - both positive and negative - have on a consumer's choice? Professor Robert East is looking at this most exciting of research areas, in a ever-changing market place where the internet plays an increasing role in helping people choose which goods to purchase, often from an over-whelming choice. He is the author, with two others, of the best-selling book "Consumer Behaviour: Applications in Marketing" (first published in 2008) which has given him standing in many parts of the globe, not least because of its uncompromisingly scientific approach to consumer behaviour. In his most recent research, he has been steadily dismantling what he cites as "unsupported beliefs about word of mouth" and replacing them with evidence. He has had a number of research papers published in the International Journal of Research in Marketing - Europe's number one journal for marketing academics and practitioners. He is a seasoned media commentator in his field.
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