Newcastle University Business School

Staff Profile

Dr Diana Gregory-Smith

Reader in Marketing and Research & Impact Lead for MOS group

Background

Dr Diana Gregory-Smith is a Reader in Marketing (Associate Professor in Marketing). Prior to joining Newcastle University she has worked as Senior Lecturer in Marketing at the University of Birmingham and Lecturer in Marketing at the University of Sheffield and Durham. Prior to this she held a position as a Graduate Teaching Assistant at the University of Nottingham in the Business School, where she also completed her PhD.


Diana's research crosses over several fields: 1) ethical and sustainable marketing and consumption; 2) employee pro-environmental behaviour in the workplace; 2) the psychology of decision making and behaviour change; 3) health and social marketing; 4) technology and consumer behaviour. As an interdisciplinary researcher, Diana's work has been published in a range of subject-specific and interdisciplinary journals such as the Psychology and Marketing, Journal of Marketing Management, Journal of Marketing Communications, Journal of Business Ethics, Computers in Human Behavior, Annals of Tourism Research, Tourism Management, Studies in Higher Education, Frontiers in Psychology, Interface Focus amongst others.


Diana is also the co-editor of the Handbook of Employee Pro-Environmental Behaviour, Cheltenham: Edward Elgar. This is an interdisciplinary research handbook that brought together experts from the fields of organisational psychology, human resource management and social marketing to discuss the latest research, challenges  and future directions in pro-environmental behaviour in the workplace.

https://www.e-elgar.com/shop/research-handbook-on-employee-pro-environmental-behaviour


Her engagement and impact activities to date include collaborations with both for-profit and non-profit organisations such as: Procter & Gamble - a multinational manufacturer of personal and household care products; Global Action Plan – a charity delivering environmental and wellbeing behaviour change interventions; Plusnet - a telecoms and internet provider among others.


Diana's research has been funded by ESRC, Procter & Gamble (USA and UK), European Regional Development Fund (Arrow project), Lloyds Banking Group Centre for Responsible Business, EPSRC (via Impact Acceleration Account), and British Psychological Society.


Diana is a Member of the Chartered Institute of Marketing and Fellow of the Higher Education Academy with over 10 years of teaching experience at both undergraduate and postgraduate level. Her teaching is closely informed by her academic research and collaborations with partners from the industry. She adopts a teaching style encourages continuous interaction and reflection, as well as the development of key academic and practical skills.


Google Scholar   https://scholar.google.co.uk/citations?hl=en&user=bBha_BYAAAAJ&view_op=list_works&sortby=pubdate


ORCID  https://orcid.org/0000-0001-9828-0933


SCOPUS https://www.scopus.com/authid/detail.uri?authorId=55539329100


Research Gate https://www.researchgate.net/profile/Diana_Gregory-Smith

Research

Diana's research agenda is unified by the broad research question of “How can marketing and behaviour change strategies be used to enhance the wellbeing of people and welfare of organisations and the environment?”. Her research crosses over several fields: 1) ethical and sustainable marketing and consumption; 2) employee pro-environmental behaviour in the workplace; 2) the psychology of decision making and behaviour change; 3) health and social marketing; 4) technology and consumer behaviour. 


Diana's academic research interests and my impact/engagement activities with industry are dedicated to resolving challenges that the world is facing today such as environmental issues (e.g. waste, resources use, sustainable and green consumption) and health issues (e.g. alcohol consumption, weight management). Having started with a marketing and consumer psychology background (i.e. focused on decision making, emotions and ethics while studying for her PhD), her research interests and approach have evolved so that they incorporate technology/digital components (e.g. websites, online tracking tools, mobile apps) and look holistically at individuals’ concurrent roles and choices (e.g. as consumers, as employees, as tourists, as community members) which affect their personal wellbeing and the environment they work and live in. 


Thus, using both qualitative and quantitative approaches, Diana's work is dedicated to finding out how people can be motivated to embrace more sustainable and healthier lifestyles, and how businesses can be encouraged to adopt more responsible practices that benefit society and the environment.


Teaching

Diana is currently teaching Strategic Global Marketing (NBS8124) at the MBA level and Consumer Behaviour (MKT2012) at UG level. In the past she has also taught International Marketing (NBS8101) on the MBA programme.

Diana is a Member of the Chartered Institute of Marketing and Fellow of the Higher Education Academy with 12 years of teaching experience at both undergraduate and postgraduate level in the UK HE system. Her teaching is closely informed by her academic research and collaborations with partners from the industry. She adopts a teaching style encourages continuous interaction and reflection, as well as the development of key academic and practical skills.

Publications