Richard I Purves

Dr. Richard Purves is a Senior Research Fellow at the Institute for Social Marketing and Health (ISMH), University of Stirling. His work centers on mixed-methods research in public health and marketing, with a focus on alcohol marketing, tobacco, gambling, and High Fat, Salt and Sugar (HFSS) food promotion. He specializes in innovative methods for studying behavior in naturalistic environments.

• Current affiliations: Institute for Social Marketing and Health, University of Stirling

Research interests span social marketing, product packaging/labeling, education, mass media, sports sponsorship, and social media marketing. His projects often examine how marketing influences substance use and health behaviors.

Recent work includes analyses of alcohol marketing during major sports events like UEFA EURO 2016 and Six Nations Championships, with implications for alcohol policy in Ireland and Scotland. Findings emphasize the need for stricter regulations on event-based advertising.