Matthew Allen Hawkins

Matthew Allen Hawkins serves as an Associate Professor in the Marketing Department at Burgundy School of Business (BSB), where he conducts research at the intersection of consumer behavior, organizational dynamics, and decision sciences. His academic profile is anchored in exploring how consumers form psychological connections with activities and how these relationships influence purchasing decisions and well-being.

Hawkins' research program centers on organizational transformation, consumer behavioral patterns, and decision-making processes. Key investigations include consumer-activity identification mechanisms, antecedents and outcomes of activity engagement, separation distress when consumer-activity relationships fracture, and the impact of influencer advertising on consumer perception. His work extends to human-technology integration in marketing contexts and the psychological consequences of purchase types on subjective well-being.

Analysis of his 2023-2024 publications reveals a cohesive trajectory examining the psychological dimensions of consumer activities through multiple methodological lenses. Dominant themes include the breakdown of consumer-activity relationships causing emotional distress, technology-mediated consumer experiences, and the nuanced relationship between engagement types and happiness metrics. His research bridges theoretical marketing frameworks with practical applications across digital platforms and traditional consumer contexts, frequently published in journals like Journal of Strategic Marketing and Management Decision.