PhD Study : To examine perceptions and associations of shock food labelling and to assess the impact on consumer behaviour: A quasi-experimental approach

Apply and key information  

Summary

Proactive advertising is a well-researched area, and academic discussion on shock advertising has mostly involved a disparaging viewpoint (Sandıkcı, 2011). This belief has however, stemmed from literature around non-food commodities.

The proposed project will fulfil the need to produce impactful research to test consumer emotional response to advertised foods, high in saturated fat, sugar and salt (will shock advertising impact on decision making process; to buy or consume?). One method which may be introduced to ascertain an individual’s reaction and attitude to advertising, is to measure emotional response. Emotions are a relevant way to understand response to advertising, more recently promoting  emphasis on the nuances within positive and negative emotions (Laros & Steenkamp, 2005).

This proposed study will examine the impact of shock advertising on consumer food choices using the temporal analysis method and ‘psychophysiological’ eye tracking technology. Previous studies on authentic consumer perceptions to food advertising have been dependent on indirect feedback and often subjective reporting on how advertising may predict  future buying behaviour and consumption of specific food categories.

The aim of this study is to showcase an area of limited research using technology to report truer and more objective findings which may then be trialled through working in partnership with multi-national food companies as well as local SMEs and food micro entrepreneurs in Northern Ireland.

Involvement of the food industry, will offer a greater sense of meaning and relevance to the research, with the potential to improve consumer eating habits by educating through stealth. The Food and Consumer Testing Suite (FACTS) will be used to collect the initial data; then food companies will, in partnership with the researcher, trial shock labelling tactics with the sample. While shock advertisements create awareness about the brands they promote, their long-term effectiveness is not known.

To what extent increased brand awareness influences recall, attitudes, purchase intentions, and brand image merits empirical investigation. Given the increasing popularity of notions such as “corporate citizenship” (Maignan and Ferrell 2001) or “citizen brands” (Willmott 2001), it is considered that the proposed research will generate inquiry into the potential of shock food advertising as a marketing instrument and a vehicle of public communication.

Essential criteria

Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.

We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.

In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.

  • Sound understanding of subject area as evidenced by a comprehensive research proposal
  • A comprehensive and articulate personal statement
  • Research proposal of 2000 words detailing aims, objectives, milestones and methodology of the project

Desirable Criteria

If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.

  • Masters at 65%

Funding and eligibility

The University offers the following levels of support:

Vice Chancellors Research Studentship (VCRS)

The following scholarship options are available to applicants worldwide:

  • Full Award: (full-time tuition fees + £19,000 (tbc))
  • Part Award: (full-time tuition fees + £9,500)
  • Fees Only Award: (full-time tuition fees)

These scholarships will cover full-time PhD tuition fees for three years (subject to satisfactory academic performance) and will provide a £900 per annum research training support grant (RTSG) to help support the PhD researcher.

Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Please note: you will automatically be entered into the competition for the Full Award, unless you state otherwise in your application.

Department for the Economy (DFE)

The scholarship will cover tuition fees at the Home rate and a maintenance allowance of £19,000 (tbc) per annum for three years (subject to satisfactory academic performance).

This scholarship also comes with £900 per annum for three years as a research training support grant (RTSG) allocation to help support the PhD researcher.

  • Candidates with pre-settled or settled status under the EU Settlement Scheme, who also satisfy a three year residency requirement in the UK prior to the start of the course for which a Studentship is held MAY receive a Studentship covering fees and maintenance.
  • Republic of Ireland (ROI) nationals who satisfy three years’ residency in the UK prior to the start of the course MAY receive a Studentship covering fees and maintenance (ROI nationals don’t need to have pre-settled or settled status under the EU Settlement Scheme to qualify).
  • Other non-ROI EU applicants are ‘International’ are not eligible for this source of funding.
  • Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Due consideration should be given to financing your studies. Further information on cost of living

The Doctoral College at Ulster University

Key dates

Submission deadline
Monday 18 February 2019
12:00AM

Interview Date
week commencing 11 March 2019

Preferred student start date
September 2019

Applying

Apply Online  

Contact supervisor

Dr Amy Burns

Other supervisors