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 co-authored a book on Marketing Research, currently in its 5th edition and is Associate Editor at the European Journal of Marketing. Ben has also co-edited special issues on “Consumers and Technology in a Changing World” (European Journal of Marketing) “Changing Food Consumption Behaviours” (Psychology & Marketing), “Psychological Perspectives around Obesity” (European Journal of Marketing) and “Online Financial Services in a Changing World” (Service Industries Journal). Ben has received funding or been part of funded projects from UKRI, the Technology Strategy Board (now Innovate UK), the British Academy and the Hong Kong Research Grant Council.
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