معرفی
Dr. Miriam McGowan serves as an Assistant Professor of Marketing within the Business School at Durham University, where she conducts research at the intersection of consumer psychology and marketing strategy. Her academic profile emphasizes theoretical rigor applied to real-world marketing challenges, particularly in identity-based consumer behavior.
Her research program centers on social identity theory, sustainable consumption, and inclusive marketing, examining how group affiliations shape consumer perceptions and decisions. Key interests include dissociative group effects, construal level theory applications, social influence mechanisms, and information processing in consumption contexts. McGowan's work consistently explores the tension between individual identity and collective marketing appeals.
Publications from 2017-2025 reveal a cohesive trajectory investigating identity-driven consumer responses, with recent work highlighting critical nuances in inclusive marketing effectiveness. Her 2025 Journal of the Academy of Marketing Science article demonstrates how identity appeals can backfire when misaligned with consumer self-perception, while earlier studies establish theoretical foundations using construal level theory to resolve identity conflicts in consumption decisions.
