PhD Studentship: Instinct Buying of Luxury Goods: Consumer Behaviour in Brick-and-Mortar vs. Online

University of Southampton - Department of Digital and Data-driven Marketing

Southampton Business School has studentships available for postgraduate research students admitted full-time onto its PhD programme and commencing their studies in October 2018. 

The awards are available in the subject area of “Instinct buying of luxury goods: Consumer behaviour in brick-and-mortar vs. online”.

Consumer's purchasing behaviour and habit could be formed due to personal interest, background, and purchase intentions, but what is “instinct” in buying? The instinct simply means that the brand comes to a consumer’s mind when the decision needs to be made or consumer is showing interests in certain brands/products. This motion could be described as “mental availability”, which refers to the ability for consumers to easily access the brand mentally, and is created through memory structures. To these ends, PhD applications are sought in topics that focus on analysing what affects instinct buying behaviour in the context of luxury goods. A potential avenue for the candidates would be to study different types of consumer behaviour patterns for luxury purchases between brick-and-mortar and online channels.

Research in this subject area is currently undertaken by members of the Department of Digital and Data-driven Marketing

Please ensure that in the online application form you enter in the dedicated spaces:

  • The title of the research area: “Instinct buying of luxury goods: Consumer behaviour in brick-and-mortar vs. online”
  • For funding, that you wish to be considered for the 2018/2019 Faculty PGR Scholarship

Further Information:

  • The successful candidate will start on 1 October 2018. The scholarship will offer full tuition fee and maintenance funding for 3 years. The doctoral stipend for 2017/18 is currently £14,000.
  • This studentship is only available for full time programmes and is open to applicants from the UK, the EU and overseas.
  • As part of the application you will be required to submit a CV, research proposal, degree certificate and transcripts, two academic references and proof of English language proficiency.
  • The deadline for applications is 15 February 2018. Incomplete applications will not be considered.
  • Shortlisted candidates will be informed of interview arrangements between February and March 2018.
  • The awards will be allocated by end of April, with the outcome being communicated to the candidates in May.

If you wish to discuss any details of the studentship informally, please contact:

For specific research subject enquiries (i.e. research proposal):

For general programme enquiries:

For general administrative enquiries (i.e. submission of the application online, documents required, deadlines, etc.)

  • Postgraduate Research Admissions, Faculty of Business, Law and Art. Email: Telephone: +44(0)23 8059 2562.

To apply please follow the ‘Apply’ link on the following webpage:

PhD Business Studies & Management: 

Please mention reference FBLA-BUS-007 in the scholarship section of your application.

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