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Dr Sianne Gordon-Wilson

Sianne

Senior Lecturer (Associate Professor) in Marketing and Communications, Deputy Chair for the School's Research Ethics Committee, and Co-Programme Director of MSc in Marketing

Email: s.gordon-wilson@qmul.ac.uk

Profile

Roles:

  • Senior Lecturer (Associate Professor) in Marketing and Communications,
  • Deputy Chair for School's Research Ethics Committee
  • Co-Programme Director of MSc in Marketing (September start) 

Biography:

Sianne Gordon-Wilson is a Senior Lecturer (Associate Professor) in Marketing. She has previously worked as a Senior Lecturer in Marketing at the University of Portsmouth.

Sianne is a Senior Associate Editor for Journal of Consumer Behaviour.  She has published using a variety of qualitative and quantitative methods.  Her research areas look at a consumer perspective of sustainability, specifically sustainable consumption, sustainable behaviour and sustainable communications, and consumer behaviour/psychology.  Sianne has published in Business Strategy and the Environment, European Journal of Marketing, Journal of Business Research, and Psychology & Marketing, amongst others.

 

Teaching

Undergraduate

  • Marketing Principles

Postgraduate

  • Advertising and Media Strategies

Achieved HEA Teaching Qualification (2014, University of Portsmouth)

Research

Research Interests:

Sianne’s research approach is interdisciplinary, drawing on marketing, management, and psychology.  Her research adopts a consumer perspective by looking at how those are affected by sustainability, consumption, personality traits and life-stages.

Sianne’s current research interests include:

  • Consumer behaviour/psychology
  • Sustainable behaviour
  • Sustainable communications
  • Sustainable consumption
  • Sustainable living

Sianne is a Senior Associate Editor for Journal of Consumer Behaviour.  She is also on the Editorial Board for International Journal of Consumer Studies, Psychology and Marketing, and Qualitative Market Research: An International Journal. She is also a member of the ‘Academy of Marketing Research Committee’ and the ‘British Academy of Management’ (BAM) Peer Review College, along with being an ad-hoc reviewer for European Journal of Marketing, Journal of Advertising, Journal of Business Ethics, Journal of Business Research, Journal of Marketing Management, amongst others.

 

Publications

Japutra, A., Gordon-Wilson, S., Ekinci, Y., & Adams, E. (2025). The Dark Side of Brands: Exploring fear of missing out (FOMO), obsessive brand passion, and compulsive buying.  Journal of Business Research. (Online in September 2024) https://doi.org/10.1016/j.jbusres.2024.114990

Gordon-Wilson, S., & Godefroit-Winkel, D.  (2024). Consumer agency in sustainable consumption behaviour and environmentally imposed constraints: A multi-level approach. Business Strategy and the Environment. (Online in August 2024).  https://doi.org/10.1002/bse.3895

Gordon-Wilson, S. (2023). How Do Fashion Brands Communicate About Sustainability? In Henninger, C. E., Alevizou, P., Ryding, D., and Goworek, H. (Ed.). The Palgrave Handbook of Sustainability in Fashion. Switzerland: Springer Nature Switzerland AG.

Lee, Z., Gordon-Wilson, S., Davies, I., & Pring, C. (2023) Communicating about sustainability in fashion: A construal level theory approach. European Journal of Marketing, November. DOI: 10.1108/EJM-09-2021-0701

ÇİFCİ, S., Japutra, A., Ekinci, Y, & Gordon-Wilson, S. (2022). Does Brand Concept Mapping Determine Destination Brand Associations and Image? Tourism Analysis, 27, 4, 515-528, https://doi.org/10.3727/108354222X16479671274081

Gordon-Wilson, S., Modi, P., & Eastman, J. (2022). Values, Personality Traits, and Packaging-Free Shopping: A Mixed-Method Approach. Business Ethics, the Environment and Responsibility. Online in February 2022. https://doi.org/10.1111/beer.12418 (international collaboration).

Gordon-Wilson, S. (2021). An exploration of the substitutions of British pub consumers during the COVID-19 crisis. International Journal of Hospitality Management,  96.  Online in May 2021.

Gordon-Wilson, S. (2021). Consumption Practices during the COVID-19 Crisis. International Journal of Consumer Studies. Online in April 2021.

Iyer, R., Eastman, J., Eastman, K., Gordon-Wilson, S., & Modi, S. (2020). Reaching the Price Conscious Consumer: The Impact of Personality, Generational Cohort and Social Media Use.  Journal of Consumer Behaviour, 20, 4, 898-912 (international collaboration).

Eastman, J., Modi, P. and Gordon-Wilson, S. (2020). The impact of future time perspective and personality on the sustainable behaviours of seniors. Journal of Consumer Policy, 43, 275-294 (international collaboration).

Ekinci, Y., Gordon-Wilson, S., & Slade, A., (2020). An exploration of entrepreneurs’ identities and business growth. Business Horizons, 63, 3, 391-401.

Vigla, G., Tassiello, V., Gordon-Wilson, S. and Grazzini, L. (2019). Predicting consumers’ cheating behavior. The role of mental representation of goods and psychological ownership. Journal of Psychology & Marketing, 36 , 11 (November), 1039-1045.

Gordon-Wilson, S. and Modi, P. (2015). Personality and older consumers’ green behaviour in the UK, Futures, 71, 1-10.

Supervision

Current doctoral student

Kaiting Wang – Slow Fashion Consumption

Sianne is open to enquiries from PhD students focusing on the broad areas of prosocial behaviour, sustainable consumption, sustainable messaging, ethical marketing and consumer behaviour.

Public Engagement

External and International 

Sianne is currently a Co-Chair for the Academy of Marketing Sustainability Special Interest Group (SIG).  She was previously the Co-Communications Director for the Marketing Ethnic Faculty Association (MEFA), a professional body that supports the needs of minority marketing academics, researchers and practitioners between 2020 and 2023.

Public Awards

  • Journal of Consumer Behaviour’s Senior Associate Editor of the Year (2024).
  • International Journal of Consumer Studies’ Reviewer of the Year (2021), voted by the journal’s Associate Editors.
  • Journal of Consumer Behaviour’s Reviewer of the Year (2020), voted by the journal’s Associate Editors.

Press

Sianne’s sustainability research has been featured in:

BBC News (e.g. “How are hosepipes bans enforced“, iNews , The Telegraph, and Yahoo.

Membership of professional bodies

Sianne is a member of the ‘Academy of Marketing’, ‘Academy of Marketing Science’, ‘British Academy of Management’ , ‘Marketing Ethnic Faculty Association ‘(MEFA).

Grants

Sianne has won the following external grants:

  • In 2023, from the British Academy/Leverhulme Small Research Grants for a project entitled “Being representative: Exploring Diversity, Equality, Inclusion and Belonging (DEIB): an exploration of intersectionality in Board representation in large UK companies”,
  • In 2022, from the ‘Hibah PUTI Q1 2022’ funding from the University of Indonesia for a project exploring courses of life events and compulsive buying (international collaboration).
  • In 2021 from the Academy of Marketing Research Funding in 2021 to research different elements (e.g. Animated, Anthropomorphic and Verbal) of recycling message.
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