Prof Ben Lowe
GCDC Academic Staff Affiliate
Professor of Marketing | Kent Business School
Ben Lowe is Professor of Marketing at Kent Business School, University of Kent. Ben’s research interests are in consumer adoption and acceptance of new technologies and innovations. He is also particularly interested in marketing communications and pricing strategies and approaches. Work in the area has been around consumer decision making and information processing and has looked at mobile apps, virtual health communities, water saving technologies, energy efficient technologies, and other innovations targeted at low income segments of the market (e.g., mobile banking, ICT, mobile services and others) in countries within Asia and Africa. He also has a keen interest in “social marketing”, which is about using marketing tools to encourage voluntary behaviour change for a social good. In this regard, work is closely related to sustainable consumption.
He has published extensively around the broad theme of consumer behaviour and behaviour change but more recently has published articles on “pro-poor innovation adoption” (see below for a sample of recent articles in well known international journals). He has co-authored a book on Marketing Research, currently in its 5th edition and has co-edited special issues on “Consumers and Technology in a Changing World” (European Journal of Marketing) “Changing Food Consumption Behaviours” (Psychology & Marketing) and “Online Financial Services in a Changing World” (Service Industries Journal). Ben has received funding from the Technology Strategy Board (now Innovate UK), the British Academy and the Hong Kong Research Grant Council. He is on the editorial review board of several journals and serves as an Associate Editor for the European Journal of Marketing.
Ben is keen to supervise PhD students with an interest in consumer behaviour and prior students have gone on to take up jobs at universities around the world.
Lowe, B., Dwivedi, Y. and d’Alessandro, S. (2019). Consumers and Technology in a Changing World. European Journal of Marketing [Online] 53:1038-1050. Available at: https://www.emerald.com/insight/publication/issn/0309-0566/vol/53/iss/6.
Hasan, R., Lowe, B. and Petrovici, D. (2019). Consumer Adoption of Pro-poor Service Innovations in Subsistence Marketplaces. Journal of Business Research [Online]. Available at: http://dx.doi.org/10.1016/j.jbusres.2018.12.075.
Hasan, R., Lowe, B. and Petrovici, D. (2019). An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces. Journal of Public Policy and Marketing [Online] 38:61-80. Available at: https://dx.doi.org/10.1177/0743915618813348.
Hasan, M., Lowe, B. and Rahman, M. (2017). Visual cues and innovation adoption among bottom of the pyramid consumers. Qualitative Market Research [Online] 20:147-157. Available at: https://doi.org/10.1108/QMR-04-2015-0032.