I am a qualitative social science researcher, and my research focuses on vulnerable consumers coping with difficult marketplaces. My research has been funded by UKRI (NERC; ESRC); the British Academy; Barnardo’s, and the European Foundation for Alcohol Research. I have published in international refereed journals in social sciences and marketing/management journal. O am co-editor of Consumer Vulnerability: Conditions, Contexts and Characteristics (Routledge, 2016) and co-author of Consumer Behaviour (Oxford University Press, 3rd Ed. 2022). Along with Emma Banister, Kathy Hamilton and Sue Dunnett, I am co-chair of the Academy of Marketing’s Consumer Research with Impact for Society (CRIS) Special Interest Group. 

I am interested in supervising PhD students in the broad area of consumption and society, particularly relating to commercial determinants of health and inequalities.

PhD Supervision:

Apisara Khli-in; Lydia Hubbard; Shuntao Nian

1999 PhD(Open University)

1999 PG Cert.(Strathclyde)

1991 BSc Hons(Strathclyde)

Plastic Packaging in People's Lives (UKRI/NERC funded) 

‘Vulnerable Consumers’ with Susan Dunnett (Edinburgh) and Kathy Hamilton (Strathclyde) ESRC Seminar Series 

‘The Role and Significance of the High School Prom Among Low-Income Adolescents’ with Dr Peter Nuttall (Bath) and Dr Julie Tinson (Stirling) The British Academy (£10,000)

‘Psychology of Consumer Behaviour’ Awarded £12,337 by the Office of Fair Trading (commissioned research) (2007) Principal investigators: Maria Piacentini, Sally Hibbert and Margaret Hogg.

'Faifley Community Action on Food: Exploring The Potential For Community Development' Awarded £1,000 by Greater Glasgow Health Board (1999) Principal investigators Maria Piacentini, Sally Hibbert and Haya Al Dajani.

'Consumers’ perceptions of speciality coffees' Awarded £62,888 by Teaching Company Directorate and Matthew Algie & Co. (1998-2000) Principal investigators: A. Paterson (Bioscience) & M. Piacentini (Marketing), University of Strathclyde.

'Reducing Confectionery Sales at Checkouts' Awarded £6,855 by Lanarkshire Health Board (1997-8) Principal investigators: M.Piacentini, L. MacFadyen, D. Eadie (Marketing, University of Strathclyde)

I am currently the LUMS Associate Dean for Research (2023- present). I was Head of Department in Marketing (2014-2017), was Deputy Dean/Associate Dean (Resources) in Lancaster University Management School (2018-2020), and then interim Pro-Vice Chancellor for Education and EDI (2020-2021).

I have extensive experience of teaching at both undergraduate and postgraduate level, and have a PG Certificate in Advanced Academic Studies (Strathclyde University).

2023 - Associate Dean for Research (LUMS)

2020-2021 Interim Pro Vice Chancellor Education and EDI (Lancaster University)

2018-2020 Deputy Dean/AD for Resources (LUMS)

2014-2017 Head of Department of Marketing

2013-2014 Director of Research, Department of Marketing

2009-2011 Academic Co-ordinator, Period Quality Review (Nov 2011)

2003-2009; 2012 Programme Director, MSc Advanced Marketing Management

External Examiner, UG Marketing, Edinburgh University (2017-2020)

External Examiner, UG Marketing, Glasgow University (2014-2017)

External Examiner, PG Marketing, Manchester Business School (2011-2014)

External Examiner, BA Marketing, Stirling University (2009-2012)

External Examiner MSc Marketing Management, Glasgow Caledonian University (2003-2007)

Associate Dean for Research (LUMS)

Director of Centre for Health Futures (LUMS)

Hayley Cocker,  Andres Barrios, Fredah Mwiti, Liz McIver, Piya Ngamcharoenmongkol, Kath Hennell, Donal Rogan, Virginia Mwangi, Scott Jones.