RESEARCH

RESEARCH QUESTIONS


The two overarching questions that guide my research are:


  1.             1. What makes people think of themselves in terms of ‘I’ or ‘WE’? i.e. When and why do we think of ourselves as unique            

  2.                 individuals and when and why do we think of ourselves as connected individuals?


                2. When does the ‘I’ becomes a ‘WE’? i.e. What makes us shift from one mode of self-construal to another one?


RESEARCH SUPERVISION


I am happy to be approached for master and doctoral supervision on any of the topics below.


RESEARCH INTERESTS & METHODS


I am an applied chartered psychologist with research interests in consumer, cross-cultural, social and organisational psychology. I am a multi-method, multi-epistemology researcher.


1. Research in Consumer Psychology


In consumer psychology, my current and previous research focuses on the conceptualization of attitudes, and the relation between thought associations, implicit and explicit brand attitudes – especially in the context of System 1 / System 2 information processing. I am also interested in applying self-construal theory (independent vs interdependent self) to the field of (cross-cultural) consumer psychology. Three topics recently captured my attention: the psychological consequences of co-producing goods (‘IKEA effect’), the consumption of luxury goods (especially in a cross-cultural context), and alternative forms of consumption.


2. Research in Organisational Psychology


My research in social and organisational psychology focuses on self-construal, i.e. the way individuals define their self in terms of interpersonal relations (interdependent self-construal) or uniqueness (independent self-construal, Markus and Kitayama, 1991). In my previous research, I investigated the role of power in determining individuals’ level of independent and interdependent self-construal. I am also interested in the role of creativity in processes of self-construal and influence.


  1. 3.Research Methods


The methods I use are both quantitative and qualitative. In terms of quantitative methods, I have been running both laboratory and online experiments, and I have also used questionnaires and secondary data analysis. As a quantitative researcher, I am knowledgeable with advances statistical procedures, including multiple regressions, log-linear models, analysis of variance, factor analysis, and reliability analysis. In terms of qualitative methods, I have run focus groups and interviews, and used netnography (online ethnographies). As a qualitative researcher, I am knowledgeable with content and thematic analysis. Finally, I am particularly interested in new research techniques, such as video camera (subcams) and computer programs measuring implicit attitudes (IAT test), and the potential of those techniques to improve research methods in psychology.


PUBLICATIONS


Peer-reviewed articles

37.Understanding Resource Integration in the Value Creation Process: The Role of Consumer Creativity (with M. Taillard & V. Glaveanu), submitted to Marketing Theory


36.Beckham, D. & Voyer, B. G. Can sustainability be luxurious? A Mixed-Method Investigation of Implicit and Explicit Attitudes Towards Sustainable Luxury Consumption, in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, forthcoming


35.Taillard, M., Voyer, B. G., Glaveanu, V, Gritzali, A. Value creation in the consumption process: the role of consumer creativity, in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, forthcoming


34.Toward a Better Understanding of Self-Construal Theory: An Agency View of the Processes of Self-Construal, conditionally accepted for publication at the Review of General Psychology (with B Franks)


33.Samson, A., Voyer, B.G. Emergency Purchasing Situations: Implications For Consumer Decision-Making (with A. Samson), accepted for publication at the Journal of Economic Psychology


32.Kastanakis M., Voyer B., (2014), "The effect of culture on perception and cognition : A conceptual framework", Journal of Business Research, Vol. 67, Issue 4, pp 425-433, 8 p


31.Voyer, B.G. (2014) Training doctors and nurses for interdependence, British Journal of Healthcare Management, Volume 20, issue 1, pp 30-31


30.McIntosh, Voyer, B. G., & Shenoy, B. (2013), The care Dividend, British Journal of Healthcare Management, Volume 19, issue 6, pp 262-263


29.Voyer, B.G., & Reader, T.W. (2013), The Self-Construal of Nurses and Doctors: Beliefs on Interdependence and Independence in Geriatric Care, Journal of Advanced Nursing, 69 (12), pp 2696–2706


28.Voyer, B. G., & McIntosh, B. (2013), The Psychological Consequences of Power on Self-perception: Implications for Leadership, Leadership & Organization Development Journal, 34 (7), pp 639-660


27.Voyer (2013), Changes in the Relations and Roles of Doctors and Nurses, in the British Journal of Healthcare Management Volume 19, Issue 1, Pages: 644-649


26.Kastanakis & Voyer, B. G. (2013), Cultural effects on perception and cognition: Integrating recent findings and reviewing implications for consumer research, in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 966-967


25.Kretz & Voyer (2013), Are Social Media Only Social? Understanding the Role of Social Media in the Processes of Independent and Interdependent Identity Construction, in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 587-588.


24.Samson & Voyer (2012), Two Minds, Three Ways: Dual System and Process Models in Consumer Psychology, in AMS Review, 2(2,3,4), Pages: 48-71, lead article


23.McIntosh & Voyer (2012), A Perverse Psychological Contract - Failures in Healthcare Management, in the British Journal of Healthcare Management Volume 18, Issue 6, Pages: 290-291


22.Czellar, Voyer, Schwob, & Luna (2009), Whence brand evaluations? Investigating the relevance of personal and extrapersonal associations in brand attitudes, in Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN: Association for Consumer Research, Pages: 681-682.


21.Czellar, Luna, Voyer, & Schwob (2008), How personal are consumer brand evaluations? Disentangling the role of personal and extrapersonal and extrapersonal associations in consumer judgments, in Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN: Association for Consumer Research, Pages: 997-997.


Book

20.Kretz, G. & Voyer, B. G.  Luxury Brand Marketing & Strategy, forthcoming, Sage, London, UK


Book Chapter

19.Taillard, M., & Voyer, B. G, Creativity and culture in marketing, in V.P. Glaveanu, The Palgrave Handbook of Creativity and Culture Research, forthcoming, Palgrave,  Basingstoke, UK


Case Studies

18.Voyer, B. G. & Tran, V.  (2013) Chanel: Should the icon of timeless fashion catch up with its time and sell its clothes online?, The Case Centre, 22p, Case n° 313-290-1


17.Tran, V.  & Voyer, B. G. (2013) Teaching note: Chanel: Should the icon of timeless fashion catch up with its time and sell its clothes online? The Case Centre, 12p, Case n° 313-290-8


Other publications

16.Voyer, B.G. (2014) Chanel opts out of fashion’s love affair with online shopping, The Conversation, available online at: https://theconversation.com/chanel-opts-out-of-fashions-love-affair-with-online-shopping-20979


15.Czellar, S., Voyer, B., Schwob, A., & Luna, D. (2008). Whence brand evaluations? Investigating the relevance of personal and extrapersonal associations in brand attitudes. Les Cahiers de Recherche HEC (890).


RESEARCH IN PROGRESS


Manuscripts being prepared for submission

14.Investigating the meaning of replications in psychological research: the case of the Asch experiment on social influence (with S. Lahlou). Data analysis in progress. Manuscript to be submitted to PLOSone, submission expected around Summer 2014.


13.The role of creativity in shaping one’s sense of self. (With V. Glaveanu), manuscript to be submitted to the Psychological Science, submission expected around Summer 2014.


12.Are Social Media Only Social? Understanding the Role of Social Media in the Processes of Independent and Interdependent Identity Construction. (with G. Kretz) manuscript to be submitted to the Journal of Marketing, submission expected around Summer 2014).


Data collection / analysis stage

11.Self-construal and morality Judgements (with T. Tarantola) Data collection in progress (1 study completed, 1 study in progress), Target journal Social Psychological and Personality Science


10.Online reviews and similarity: the role of self-construal (with M. Waiguny), target journal Psychology & Marketing


9.Using innovative marketing research techniques to explore consumers emotional in-store experience: a comparative study (with von Wallpach, S, Kreuzer, M.), target Journal of Marketing Research


8.Brand relationships in life cycle transitions (with A. Hemetsberger, von Wallpach, S, Bauer, M.), target Psychology & Marketing


7.The ‘Ikea effect’: consequences for consumer’s satisfaction and word of mouth. Data collection in preparation. Target journal: Journal of Consumer Research


Design stage

6.Risks and performance in the luxury industry (with V. Tran)


5.Western vs. Eastern perspectives on luxury consumption


4.Disabilities in schools, hospitals and cities: cross-disciplinary approaches (PRES HESAM / “Paris Nouveau Monde” research grant application)


3.Dual-system processes: an empirical qualitative perspective (with M.C Gervais)


Other projects

2.Introduction to marketing using videos, in collaboration with SAGE UK


1.Interdisciplinary Perspectives on Morality’, with T Tarantola, edited book with Springer, US


FUNDING

Cumulative total: 250 860 €


SYNERGIE PRES Paris Nouveau Monde, France      2014-2017

Disabilities in schools, hospitals and cities: cross-disciplinary approaches


Frankreichschwerpunkt, Austria                                     2014

Travel grant


ESCP Europe Competitive Research Grants                         2014

Research project on emergency decision making and new research methods


Frankreichschwerpunkt, Austria                                     2013

Research grant


LastMinute.Com, Germany                                     2013

Sponsored data collection for a research project on consumer spontaneity


Frankreichschwerpunkt, Austria                                     2013

Travel and research grant for visiting fellowship


ESCP Europe Competitive Research Grants                         2012

Research project on moment of need marketing and social influence


KPMG ESCP Europe Risk & Strategy Chair                           2012

Research project on risk and performance in the luxury goods industry


London School of Economics and Political Science            2008 – 2010

Research scholarship and travel grants


Goodenough College, London            2008 – 2010

Carden Scholarship Award


HEC Paris           2006 – 2008

Research scholarship and travel grants



CONFERENCES PRESENTATIONS


Refereed conference presentations

61.23 - 26 October 2014, Association for Consumer Research, North American Conference, Baltimore, MD, USA, presentation title: Can sustainability be luxurious? A Mixed-Method Investigation of Implicit and Explicit Attitudes Towards Sustainable Luxury Consumption (with D. Beckham)


60.23 - 26 October 2014, Association for Consumer Research, North American Conference, Baltimore, MD, USA, presentation title: Value creation in the consumption process: the role of consumer creativity (with : Taillard, M., Glaveanu, V, Gritzali, A)


59.15-19 Jul 2014, Global Marketing Conference (GMC), Singapore, presentation title: The Fragmented Self (with M Kastanakis)


58.15-19 Jul 2014, International Association for Cross-Cultural Psychology (IACCP), International Conference, Reims, France, presentation title: Improving multidisciplinary healthcare team-management and social support through fostering interdependence


57.3-6 June 2014, European Marketing Academy (EMAC), Valencia, Spain, presentation title:  Emergency purchasing situations: Implications for consumer decision-making  (with A Samson, M Kastanakis)


56.13-15 Feb 2014, Global Fashion Management Conference, London, UK, presentation title: Can sustainability be luxurious? Investigating implicit and explicit attitudes towards sustainable luxury consumption, (with D. Beckham)


55.1-5 December 2013, ANZMAC, annual conference, Auckland, NZ, presentation title: Understanding Resource Integration in the Value Creation Process: The Role of Consumer Creativity, (with M Taillard)


54.1-5 December 2013, ANZMAC, annual conference, Auckland, NZ, presentation title: The role of pre-behavioural processes in understanding cross-cultural differences in consumption, (with M Kastanakis)


53.28-30 August 2013, British Psychological Society, SPS annual conference, Exeter, UK, presentation title: Towards a Better Understanding of Self-construal Theory:  Self-Agency and the Processes of Self-construal


52.20 - 22 June 2013, International Association for Cross-Cultural Psychology (IACCP), Regional Conference, Los Angeles, USA, presentation title: Understanding Morality Judgments: The Role of Self-Construal (with T Tarantola)


51.18 - 21 June 2013, the Naples Forum on Service, Ischia, Italy, presentation title: The Role of Consumer Creativity in the Value Creation Process: A Conceptual Framework (with M Taillard & V. Glaveanu)


50.4 – 7 June 2013, European Marketing Academy (EMAC), Istanbul, Turkey, presentation title:  The effect of culture on perception and cognition: A conceptual framework  (with M Kastanakis)


49.4 – 7 June 2013, European Marketing Academy (EMAC), Istanbul, Turkey, presentation title: The Role of Consumer Creativity in the Value Creation Process: A Conceptual Framework (with M Taillard & V. Glaveanu)


48.15 - 19 May 2013, Academy of Marketing Science Annual Conference, Monterey Bay, California, USA, presentation title, 'The Effect of Culture on Perception: A critical Review and Research Agenda for Consumer Research' (with M. Kastanakis)


47.4 - 7 October 2012, Association for Consumer Research, North American Conference, Vancouver, Canada, presentation title: Effects on perception and cognition: Integrating recent findings and reviewing implications for consumer research (with M Kastanakis)


46.4 - 7 October 2012, Association for Consumer Research, North American Conference, Vancouver, Canada, presentation title: Towards a Better Understanding of the Role of Social Media in the Processes of Independent and Interdependent Identity Construction (with G Kretz)


45.19 – 22 July 2012, Global Marketing Conference (GMC), Seoul, Republic of Korea, presentation title: The Effect of Culture on Perception: A critical Review and Research Agenda for Consumer Research. (with Kastanakis)


44.17 – 21 July 2012, International Association for Cross-Cultural Psychology (IACCP), International Conference, Stellenbosch, South Africa, presentation title: Relations between Professional Differences in Self-Construal and Decision-Making.


43.17 – 21 July 2012, International Association for Cross-Cultural Psychology (IACCP), International Conference, Stellenbosch, South Africa, presentation title: Cross-cultural Differences in Morality Judgements: the Role of Self-construal. (with Tarantola)


42.22 – 25 May 2012, European Marketing Academy (EMAC), Lisbon, Portugal, presentation title:  Are social media only social? Understanding the role of social media in the processes of independent and interdependent identity construction.


41.9 – 12 July 2011, International Society for Political Psychology (ISPP), International Conference, Istanbul, Turkey, presentation title: The psychological consequences of power on self-perception: implications for leadership research.


40.30 June 2011 – 3 July 2011, International Association for Cross-Cultural Psychology (IACCP), European Conference, Istanbul, Turkey, presentation title: Understanding Self-construal: reviewing 20 years of research.


39.21 – 22 May 2010, 11th Intergraduate PhD Conference, The London School of Economics and Political Science, London presentation title: does being creative make oneself more independent? Understanding the relation between creativity and self-construal (with Glaveanu)


38.22 – 23 May 2009, 10th Intergraduate PhD Conference, The London School of Economics and Political Science, presentation title: can power change the way one construes his or herself?


37.23 – 26 October 2008, Association for Consumer research (ACR) North American Conference, San Francisco, CA, presentation title: whence Brand Evaluations? Investigating the Relevance of Personal and Extra-personal Associations in Brand Attitudes  (with Czellar, Luna and Schwob)


36.27 – 31 July 2008, International Association for Cross-cultural Psychology (IACCP), International Congress, Bremen, Germany. Presentation title: extending the understanding of self-construal mechanisms: investigating the role of power in self-construal formation


35.17 May 2008, 9th Intergraduate PhD Conference, organised by the University of Cambridge and the London School of Economics in Cambridge (UK). Presentation Title: understanding self-construal mechanisms: cultural vs. personality impacts


34.23 – 25 October 2007, Association for Consumer research (ACR) North American Conference, Memphis, TN, Presentation title: how personal are consumer brand evaluations? Disentangling the role of personal and extra-personal associations in consumer judgments (with Czellar, Luna and Schwob)


33.31 July – 6 August 2007, 1st European Summer School in Psychology organised by the European Federation of Psychology Students' Associations (EFPSA). Lectured and supervised a group of 6 students and worked together on a research project. Workshop title: Power, Culture and the Self


32.19 May 2007, 8th Intergraduate PhD Conference, Organised by the University of Cambridge and the London School of Economics and Political Science. Understanding the relation between power and self-perception


Invited presentations & Keynotes

31.9 June 2014, ESCP Europe Business School, London, presentation title: The Role of Consumer Creativity in the Value Creation Process: A Conceptual Framework (with M Taillard and V. P. Glaveanu)


30.7 May 2014, University of Innsbruck, Austria, presentation title: Self-construal research in Management


29.23 April 2014, Decision Technology, London, invited research seminar, presentation title: Emergency Purchasing Situations, a research agenda


28.21 November 2013, Brunel University, invited seminar, presentation title: Researching Cross-cultural Psychology in Management: Insights from marketing & organisational research


27.9 November 2013, Institute of Social Psychology, London School of Economics, Cumberland Lodge weekend, UK: presentation title: Consumer psychology research: Good or evil? A debate.


26.13 Septembre 2013, L2 Think Tank, London, presentation title: disruptive research methods in consumer research


25.11 July 2013, University of Canterbury, New Zealand, presentation title: Research Self-construal: a multi-method, multi-disciplinary perspective


24.9 July 2013, Auckland University of Technology, New Zealand, presentation title: Using self-construal theory in Marketing research


23.24 April 2013, University of Innsbruck, Austria, presentation title: Research Self-construal: a multi-method, multi-disciplinary perspective


22.11 November 2012, Institute of Social Psychology, London School of Economics, Cumberland Lodge weekend, UK: presentation title: Reflecting on Consumerism: Rethinking the Role of Psychologists in Understanding Consumption


21.1 November 2012, Brunel University, invited seminar, presentation title: Cross-cultural Psychology and Management: examples of applied research


20.21st March 2012, Social Media in Financial Services Conference, organized by MarketForce UK, presentation title: The value of ‘People like Me’: why financial services need consumer generated content


19.26 November 2011, Institute of Social Psychology, London School of Economics, Cumberland Lodge weekend, UK: presentation title: Understanding Consumer Behaviour: Psychologists’ Job or Marketers’ job?


18.3 November 2011, Research at Richmond (R@R), Richmond University, London, Uk, presentation title: Power & Self-construal: Consequences for Understanding Leadership


17.9 May 2011, Research Seminar, London School of Economics, Department of Management, presentation title: Research Self-Construal: Consequences for Organisational and Consumer Research


16.23rd March 2011, Social Psychology Society, London School of Economics, presentation title:  The Perfect Performance, a social-psychological perspective (with Jude Kelly, OBE)


15.19 April 2010, ESC Rennes Business School: invited research seminar, presentation title: Exploring the relation between power and self-perception and its consequences for organisations


Conference Session Chair and Discussant

14.12 March 2014, ESCP Europe, Paris, France, ‘Les Nouveaux Défis de l’industrie du Luxe’, en partenariat avec la Chaire KPMG/ESCP Europe "Gouvernance, Stratégie, Risques et Performance".


13.13-15 Feb 2014, Global Fashion Management Conference, London, UK, session chair: Sustainable Luxury Marketing


12.1-5 December 2013, ANZMAC-GAMMA Joint Symposium, ANZMAC, annual conference, Auckland, NZw, session chair


11.2 October 2013, London School of Economics, London, UK, lecture chair; title: Predatory Thinking, by Dave Trott


10.4 – 7 June 2013, European Marketing Academy (EMAC), Istanbul, Turkey, session title: Marketing theory


9.4 – 7 June 2013, European Marketing Academy (EMAC), Istanbul, Turkey, session title:  Culture in consumption: Cross-cultural, global and country of origin research


8.4 - 7 October 2012, Association for Consumer Research (ACR), North American Conference, Vancouver, Canada, session title: Survey and Individual Difference Issues


7.17 – 21 July 2012, International Association for Cross-Cultural Psychology (IACCP), International Conference, Stellenbosch, South Africa, session title: Moral Psychology / Racism


6.9 – 12 July 2011, International Society for Political Psychology (ISPP), International Conference, Istanbul, Turkey, session title: Leadership and political personality: discussant.


5.3 June 2011, 12th Inter Graduate Conference, The London School of Economics and Political Science, London: session title: Self and the Other: chair


Workshops

4.28 June 2012, ESCP Europe, London, workshop title: Big Data and Marketing: It’s all about Creativity (organisation committee)


3.14 October 2011, AKO Capital, London, UK: workshop title: the role of extreme events on consumer behaviours (with C. Provencher)


2.17 – 20 January 2011, Meet the Editors of Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, International Journal of Research in Marketing and Marketing Science, Young Marketing Faculty Publishing Workshop, organised by FNEGE and AFM in Paris, participant.


Conference awards

1.13-15 Feb 2014, Global Fashion Management Conference, London, UK, Best Conference Paper Award for: Can sustainability be luxurious? Investigating implicit and explicit attitudes towards sustainable luxury consumption, (with D. Beckham)


All photos and texts (c) 2014

b.voyer (at) lse.ac.uk