Alicja Grochowska

Alicja Grochowska is a Professor at SWPS University, serving as Vice-Dean for Student Affairs at the Faculty of Psychology and Law in Poznań, where she is affiliated with the Department of Occupational and Organizational Psychology.

Her research focuses on the psychological mechanisms of advertising, examining advertising structures, memory distortions, and emotional responses in advertising contexts. She investigates how these elements contribute to creating effective marketing messages and consumer behavior patterns. Her work bridges theoretical psychology with practical business applications.

Professor Grochowska's publication record includes the book 'Categorization Processes and Memory Distortions in Advertising' (2009) and research on city branding, particularly the Warsaw brand image study published in 2013. Her work demonstrates consistent focus on cognitive processes in marketing contexts, with increasing attention to real-world applications of psychological principles in urban environments and consumer behavior.

She teaches courses on cognitive processes, motivation and emotions in marketing, and social influence in consumer behavior at SWPS University.

Professor Grochowska has supervised master's students including Magdalena Jabłońska, whose thesis on Warsaw's brand image won a distinction in the 'Teraz Polska Promocja' competition, and Ewa Pekról. She collaborates with Prof. Andrzej Falkowski on research projects, including the Warsaw city brand study conducted in collaboration with Warsaw City Hall.

She is an active member of the Association for Consumer Research and the American Academy of Advertising, contributing to the international discourse on consumer psychology and advertising effectiveness.