John Parkinson is Professor of Behavioral Psychology at Bangor University's School of Psychology and Sport Science, where he directs the Wales Centre for Behaviour Change and collaborates with Public Health Wales Behavioural Science Unit. His academic journey began with a BA (Hons) from Durham University followed by a PhD from the University of Cambridge, establishing his foundation in the psychological mechanisms underlying health behaviors. His educational background includes: PhD, University of Cambridge BA (Hons), Durham University Parkinson's research centers on the critical interface between cognition and emotion in health contexts, with particular focus on how motivational signals interact with cognitive processes to influence behavior. His work integrates dual-process theory with contemporary behavior models like COM-B, examining attentional bias, memory processes, and decision-making in health contexts. Recent investigations explore the impact of positive emotional states on cognition and the nature of stimulus-induced behaviors in addictive contexts. Analysis of his 15 most recent publications reveals a consistent trajectory toward applied behavioral science with increasing emphasis on health equity and systemic approaches. His work spans cognitive psychology, public health, and behavioral economics, with growing attention to real-world implementation of behavior change interventions across diverse populations and settings. Parkinson actively supervises PhD students and leads significant research initiatives, including: APPLIED LEARNING FOR PREVENTATIVE HEALTH ACADEMY (ALPHAcademy) - Welsh Government-funded £1.2m program (2021-2025) PHW RFQ RA346311 Insight Study on hypertension services engagement (2024-2025) Financial analysis of obesity impact on Cwm Taf Morgannwg University Health Board (2024-2025) BU-IIA Funded Project on Covid-19's transition to endemicity in Wales and Kentucky (2022-2023) As Director of the Wales Centre for Behaviour Change (2013-2022), he established a collaborative hub applying behavioral science to real-world challenges, working with both public and private sector organizations to develop evidence-based interventions for sustainable lifestyles and economic prosperity.






