Professor Chris Hand
Faculties, departments and locations
- Faculty of Business and Social Sciences
- Department of Strategy, Marketing and Innovation
- Kingston Business School
- Kingston Hill
Professor of Marketing
- Email:
- [email protected]
About
I'm a Professor of Marketing in the Department of Strategy, Marketing, and Innovation, where I lead the Customer Insights Research Hub. I am coordinating the Business School's submission to the REF (Research Excellence Framework Unit of Assessment 17). I led the MRes in Business and Management (the Business School's Doctoral training programme) and have been the Course Director for the BSc in International Business and the BBA. I joined Kingston Business School in 2003.
I'm an economist by training. That background, and a spell as Research Fellow in Television Audience Statistics at Bournemouth Media School and the Department of Media Arts at Royal Holloway, eventually led me to the quantitative side of marketing.
I gained my PhD in Economics from the University of Portsmouth in 2001. I also hold a BA in Economics and an MSc in Business Economics from the University of Portsmouth and an MA in Strategic Marketing Management from Kingston University. I hold a Postgraduate Certificate in Learning and Teaching in Higher Education and am a Fellow of the Higher Education Academy.
Qualifications
- BA (Hons) Economics
- PgC Learning and Teaching in Higher Education
- MSc Business Economics
- MA Strategic Marketing Management
- PhD Economics (thesis title: Empirical Studies of the Demand for the Cinema in the UK)
- Fellow, Higher Education Academy
- Certified Member, Market Research Society
Domains
I teach or have taught at undergraduate, postgraduate and Doctoral levels. My teaching focuses on Data Analysis and using data to inform (Marketing) decision making. I currently lead and teach on the Market Research and Data Analysis module and Research Proposal and Dissertation module on our postgraduate Marketing programmes. I have previously taught the Market Analysis and Big Data module on the BSc in Entrepreneurship and Innovation Management, the Marketing Metrics module on the BSc in Marketing and Advertising and Market Research modules at 2nd year and 3rd year undergraduate level.
I led the MRes in Business and Management, which formed part of our PhD and taught various modules on the programme covering research philosophy, research design, and quantitative data analysis.
Courses taught
My research interests lie in the fields of consumer behaviour and in applied/behavioural Economics. My work in consumer behaviour focuses on online buying, arts audience behaviour, applications of stochastic models of brand choice and sensory marketing. Alongside these I maintain research interests in applied economics, in particular in cultural economics and the economics of life satisfaction / subjective wellbeing. I have also worked with entrepreneurship colleagues on inter-regional and international convergence in self-employment rates and entrepreneurs' social identity and self-efficacy.
My work across these areas is underpinned by an interest in identifying and modelling patterns of behaviour using descriptive models (such as the NBD-Dirichlet model), multivariate, and micro-econometric techniques. More recently, I have started to explore the use of machine learning methods. I apply these techniques to data from surveys (including secondary and big data sets) and experiments.
I am a member of the Editorial Advisory Board for Internet Research and the Journal of Philanthropy and Marketing; I also review for a range of Marketing, Economics, Tourism and Leisure journals. In 2024 I joined the BAM Peer Review College as Member.
I am a certified member of the Market Research Society.
Currently, my main leadership role is as the Research Lead for the Business School's Customer Insights and Value Research hub. In addition to my course directorships, I have held a number of external examiner and programme review / validation panel memberships, and held roles on the Faculty Research Degrees Committee and Faculty Research Ethics Committee.
External examiner appointments
- 2023–2026 Marketing and Management undergraduate programme, Durham University.
- 2013–2016 Master of Research at University of Bath School of Management.
- 2011–2014 Master of Research at Manchester Metropolitan University Business School.
Validation and programme review panel membership
- Professional Doctorate in Education (EdD) Validation panel member, Kingston University, 12 July 2019
- Business and Management Internal Subject Review panel member, Kingston University, 7-8 May 2019
- Curriculum Review (undergraduate Business and Management, International Business, Economics and Finance programmes and Business Management and Entrepreneurship), University of Portsmouth, 10 July 2018
- Doctor of Business Administration revalidation, Nottingham Trent University, 3 May 2018.
- Marketing and Sales Subject Group Programmes Review, University of Portsmouth, 30 November 2016.
Publications
Not seeing the wood for the trees: influences on random forest accuracy
Hand, Christopher and Fitkov-Norris, Elena, 2024, International Journal of Market Research, E-pub ahead of print
Exploring the effects of personal and situational factors on cyber aggression
Tennakoon, Hemamali, Betts, Lucy, Chandrakumara, Anil, Saridakis, George and Hand, Chris, 2024, Cyberpsychology: Journal of Psychosocial Research on Cyberspace (18), 3, Published
Self-employment experience effects on well-being: a longitudinal study
Saridakis, George, Georgellis, Yannis, Hand, Chris and Litsardopulos, Nicholas, 2023, Economic and Industrial Democracy (44), 2pp 454-480, Published
Does the accumulation of self-employment experience impact life satisfaction?
Hand, Christopher, Litsardopoulos, Nicholas and Saridakis, George, 2021, Journal of Business Venturing Insights (16), Published
Multichannel shopping: the effect of decision making style on shopper journey configuration and satisfaction
Harris, Patricia, Dall'Olmo Riley, Francesca and Hand, Chris, 2021, Journal of Retailing and Consumer Services (58), Published
Biology and being green: the effect of prenatal testosterone exposure on pro-environmental consumption behaviour
Hand, Chris, 2020, Journal of Business Research (120)pp 619-626, Published
Do regional self-employment rates converge in the UK? Empirical evidence using club-clustering algorithm
Mendoza Gonzalez, Miguel A., Hand, Chris, Muñoz Torres, Rebeca I. and Saridakis, George, 2020, The Annals of Regional Science (65)pp 179-192, Published
Founders' social identity and entrepreneurial self-efficacy amongst nascent entrepreneurs: a configurational perspective
Hand, Chris, Iskandarova, Marfuga and Blackburn, Robert, 2020, Journal of Business Venturing Insights (13), Published
Spatial influences on domains of life satisfaction in the UK
Hand, Chris, 2020, Regional Studies (54), 6pp 802-813, Published
The effects of rural and urban areas on time allocated in self-employment: differences between men and women
Litsardopoulos, Nicholas, Saridakis, George and Hand, Christopher, 2020, Sustainability (12), 17, Published
Do self-employment rates converge? Evidence from European OECD countries
Saridakis, George, Mendoza Gonzalez, Miguel A., Munoz Torres, Rebeca I. and Hand, Chris, 2019, Journal of Common Market Studies (57), 3pp 551-562, Published
What specific modes of internationalization influence SME innovation in Sub-Saharan least developed countries (LDCs)?
Abubakar, Yazid Abdullahi, Hand, Chris, Smallbone, David and Saridakis, George, 2019, Technovation (79)pp 56-70, Published
An empirical study of purchase behaviour on social platforms: the role of risk, beliefs and characteristics
Benson, Vladlena, Ezingeard, Jean-Noel and Hand, Chris, 2019, Information Technology and People (32), 4pp 876-896, Published
How compulsive use of social media affects performance: insights from the UK by purpose of use
Benson, Vladlena, Hand, Chris and Hartshorne, Richard, 2019, Behaviour and Information Technology (38), 6pp 549-563, Published
Understanding multichannel shopper journey configuration: an application of goal theory
Harris, Patricia, Dall'Olmo Riley, Francesca and Hand, Chris, 2018, Journal of Retailing and Consumer Services (44)pp 108-117, Published
Do the arts make you happy? A quantile regression approach
Hand, Chris, 2018, Journal of Cultural Economics (42), 2pp 271-286, Published
Online and store patronage: a typology of grocery shoppers
Harris, Patricia, Dall'Olmo Riley, Francesca, Hand, Chris and Riley, Debra, 2017, International Journal of Retail and Distribution Management (45), 4pp 419-445, Published
Audience behaviour or buyer behaviour: what can models of brand buying behaviour say about arts audiences?
Hand, Chris and Dall'Olmo Riley, Francesca, 2016, International Journal of Arts Management (19), 1pp 69-82, Published
The decay of positive and negative word of mouth after product experience
East, Robert, Uncles, Mark D., Romaniuk, Jenni and Hand, Chris, 2014, Australasian Marketing Journal (22), 4pp 350-355, Published
Evaluating brand extensions, fit perceptions and post-extension brand image: does size matter?
Dall'Olmo Riley, Francesca, Hand, Chris and Guido, Francesca, 2014, Journal of Marketing Management (30), 9-10pp 904-924, Published
Segmenting the betting market in England
Hand, Chris and Singh, Jaywant, 2014, International Journal of Market Research (56), 1pp 111-127, Published
Distortion in retrospective measures of word of mouth
East, Robert, Uncles, Mark D., Romaniuk, Jenni and Hand, Chris, 2013, International Journal of Market Research (55), 4pp 477-486, Published
Measuring brand choice in the older customer segment in Japan
Singh, Jaywant, Dall'Olmo Riley, Francesca, Hand, Christopher and Maeda, Mari, 2012, International Journal of Market Research (54), 3pp 347-368, Published
Searching for the picture: forecasting UK cinema admissions using Google Trends data
Hand, Chris and Judge, Guy, 2012, Applied Economics Letters (19), 11pp 1051-1055, Published
Do arts audiences act like consumers?
Hand, Chris, 2011, Managing Leisure (16), 2pp 88-97, Published
Book Review of: 'The Peacock Committee and UK broadcasting policy' by Tom O'Malley and Janet Jones (eds.)
Hand, Christopher, 2010, Journal of Cultural Economics (34), 3pp 241-243, Published
How stable is the seasonal pattern in cinema admissions? Evidence from the UK
Hand, Chris and Judge, Guy, 2010, Applied Economics Letters (18), 1pp 81-85, Published
Modelling patterns of attendance at performing arts events: the case of music in the United Kingdom
Hand, Christopher, 2009, Creative Industries Journal (2), 3pp 259-273, Published
Online grocery shopping: the influence of situational factors
Hand, Chris, Dall'Olmo Riley, Francesca, Harris, Patricia, Singh, Jaywant and Rettie, Ruth, 2009, European Journal of Marketing (43), 9/10pp 1205-1219, Published
Analyzing repeat consumption of identical cultural goods: some exploratory evidence from moviegoing
Collins, Alan, Hand, Chris and Linnell, Maggie, 2008, Journal of Cultural Economics (32), 3pp 187-199, Published
The time factor in re-branding organizations: its effects on staff knowledge, attitudes and behaviour in UK charities
Hankinson, Philippa, Lomax, Wendy and Hand, Chris, 2007, Journal of Product and Brand Management (16), 4pp 236-246, Published
A classification model based on goal programming with non-standard preference functions with application to the prediction of cinema-going behaviour
Jones, D.F., Collins, A. and Hand, C., 2007, European Journal of Operational Research (117), 1pp 515-524, Published
Internet advertising effectiveness: the effect of design for click-through rates for banner ads
Robinson, Helen, Wysocka, Anna and Hand, Chris, 2007, International Journal of Advertising (26), 4pp 527-541, Published
Vote clustering in tournaments: what can Oscar tell us?
Collins, Alan and Hand, Chris, 2006, Creativity Research Journal (18), 4pp 427-434, Published
Analyzing moviegoing demand: an individual-level cross-sectional approach
Collins, Alan and Hand, Chris, 2005, Managerial and Decision Economics (26), 5pp 319-330, Published
The lure of the multiplex? The interplay of time, distance, and cinema attendance
Collins, Alan, Hand, Chris and Ryder, Andrew, 2005, Environment and Planning A (37), 3pp 483-501, Published
What makes a blockbuster? Economic analysis of film success in the United Kingdom
Collins, Alan, Hand, Chris and Snell, Martin C., 2002, Managerial and Decision Economics (23), 6pp 343-354, Published
The distribution and predictability of cinema admissions
Hand, Chris, 2002, Journal of Cultural Economics (26), 1pp 53-64, Published
Evaluating the impact of categorical data encoding and scaling on neural network classification performance: the case of repeat consumption of identical cultural goods
Fitkov-Norris, Elena, Vahid, Samireh and Hand, Chris (2012). In: Jayne, Chrisina, Yue, Shigang, Iliadis, Lazaros S., (eds.), London, U.K.: Springerpp 343-352 [Published]
Analyzing repeat consumption of identical cultural goods: some exploratory evidence from moviegoing
Collins, Alan and Hand, Chris (2007). pp 187-199 [Published]
Internet advertising effectiveness: the effect of design on click-through rates for banners
Hand, Chris, Robinson, Helen and Wysocka, Anna (2005). pp 527-541 [Published]
A cautionary (Canterbury) tale of causal AI
Hand, Christopher and Fitkov-Norris, Elena(2025). [Published]
Self-employment, management and cognitive reflection revisited: mixed evidence from the UK
Hand, Christopher and Tamvada, Jagannadha Pawan(2025). [Published]
Do online arts and music attract different audiences?
Hand, Chris and Kottasz, Rita(2024). [Published]
Great expectations? Insights into UK SMEs' optimism from the inside and outside view
Do, Hang and Hand, Christopher(2023). [Published]
Not seeing the wood for the trees? The effect of class imbalance and noise on random forests classification accuracy
Hand, Chris and Fitkov-Norris, Elena(2023). [Published]
Sharing my experience or yours: the differential influence of self, social and social intention needs in stimulating positive word of mouth
Chawdhary, Rahul, Dall'olmo Riley, Francesca and Hand, Christopher(2019). [Published]
Psychological drivers of social talk: my experience or yours?
Chawdhary, Rahul, Dall'olmo Riley, Francesca and Hand, Christopher(2019). [Published]
Biology and being green: the effect of the digital ratio on the environmental consumption behaviour
Hand, Christopher(2018). [Published]
What can a model of brand choice tell us about arts participation?
Hand, Christopher, Dall'Olmo Riley, Francesca and Kottasz, Rita(2018). [Published]
Modelling makers and doers: applying a stochastic brand choice model to participation in creative arts
Hand, Chris(2017). [Published]
The effect of social class on multiple cause donation behaviour
Hand, Chris and Kottasz, Rita(2016). [Published]
The influence of internationalisation on SME innovation in Least Developed Countries (LDCs)
Abubakar, Yazid Abdullahi and Hand, Chris(2016). [Published]
Consumers' multi-channel shopping experience in the UK grocery sector: purchase behaviour, motivations and perceptions
Harris, Patricia, Robinson, Helen, Dall'Olmo Riley, Francesca and Hand, Chris(2016). [Published]
Do men see red and pay less? The effect of background colour and gender on offered payments
Hand, Chris and Rasmussen, Iselin(2016). [Published]
Single-channel or multi-channel? U.K. grocery shoppers purchase behaviour, motivations and perceptions
Robinson, Helen, Singh, Jaywant, Dall'Olmo Riley, Francesca, Hand, Chris, Harris, Patricia and Riley, Debra(2016). [Published]
Comparing purchase patterns in online and offline gambling
Hand, Chris(2015). [Published]
Examining the decoy effects in brand positioning
Boatswain, M.L., Kalafatis, S.P. and Hand, C.(2015). [Published]
The effect of product conspicuousness in vertical downscale extensions: a replication
Dall'Olmo Riley, Francesca, Hand, Chris and Singh, Jaywant(2014). [Published]
Modelling the drivers of film box office performance
Hand, Chris(2013). [Published]
Does arts audience behaviour conform to Dirichlet predictions? A cross-regional investigation
Hand, Chris and McGill, John(2012). [Published]
Gambling purchases in England: an empirical analysis of behavioural segments
Hand, Chris and Singh, Jaywant(2011). [Published]
How differentiated are branded commodities: an empirical examination of consumer attitudes and behaviour
Singh, J., Dall'Olmo Riley, F. and Hand, C.(2010). [Published]
How differentiated are branded commodities: an empirical examination of consumer attitudes and behaviour
Dall'Olmo Riley, Francesca, Singh, Jaywant and Hand, Chris(2010). [Published]
Differentiation in a branded commodity category: tapping into the behavioural data
Singh, Jaywant, Hand, Chris and Chen, Hsin(2009). [Published]
Grocery brand loyalty transfer from in-store to online
Hand, Christopher and Chen, Hsin(2009). [Published]
Brand performance in the UK grocery market: does buying online make a difference?
Hand, Chris, Dall'Olmo Riley, Francesca, Harris, Patricia and Rettie, Ruth(2008). [Published]
Offline to online: the transfer of store loyalty in grocery shopping in the UK.
Harris, Patricia, Dall'Olmo Riley, Francesca, Rettie, Ruth and Hand, Chris(2008). [Published]
How stable are the seasonal patterns in cinema admissions? Evidence from the UK.
Hand, Chris and Judge, Guy(2008). [Published]
Now I shop, now I don't: situational triggers of online grocery shopping behaviour
Dall'Olmo Riley, Francesca, Hand, Chris, Harris, Patricia, Rettie, Ruth, Robinson, Helen and Singh, Jaywant(2008). [Published]
Analyzing repeat consumption of identical cultural goods: some exploratory evidence from moviegoing
Collins, Alan and Hand, Chris(2007). [Published]
Adoption and motivational factors for online grocery shopping in the UK
Dall'Olmo Riley, Francesca, Hand, Chris, Rettie, Ruth, Robinson, Helen, Singh, Jaywant and Harris, Patricia(2007). [Published]
Internet advertising effectiveness: the effect of design on click-through rates for banners
Hand, Chris, Robinson, Helen and Wysocka, Anna(2005). [Published]