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

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


2.Self-construal: Self-process or Self-knowledge? Towards a Critical Evaluation of the Theory of Self-construal, under review at the Review of General Psychology (with B Franks)


3.Emergency Purchasing Situations: Implications For Consumer Decision-Making (with A. Samson), invited for revisions at the Journal of Economic Psychology


4.The Emperors Clothes - Corporate Social Responsibility, Creating Shared Value or Sustainability, under second round review at the Journal of Business Ethics (with B McIntosh, B Sheppy, JD Zuliani)


5.Lean Management in the Health Sector – Fad or Panacea, under review at International Journal of Management Reviews (with B. McIntosh)


6.Voyer, B.G. (2014) Training doctors and nurses for interdependence, British Journal of Healthcare Management, Volume 20, issue 1, pp 110-111


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


8.Kastanakis, M., & Voyer, B. G., (2013) The Effect of Culture on Perception and Cognition: Consequences for Business Research, Journal of Business Research, advance online publication


9.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


10.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


11.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


12.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


13.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.


14.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


15.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


16.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.


17.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

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


Case Studies

19.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


20.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

21.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


1.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.


2.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.


3.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

4.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


5.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


6.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

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


9.Western vs. Eastern perspectives on luxury consumption


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


CONFERENCES PRESENTATIONS

Refereed conference presentations

1.1-5 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)


2.28-30 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


3.20 - 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)


4.18 - 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)


5.4 – 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)


6.4 – 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)


7.15 - 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)


8.4 - 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)


9.4 - 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)


10.19 – 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)


11.17 – 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.


12.17 – 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)


13.22 – 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.


14.9 – 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.


15.30 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.


16.21 – 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)


17.22 – 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?


18.23 – 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)


19.27 – 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


20.17 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


21.23 – 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)


22.31 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


23.19 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

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


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


26.29 Octobre 2013, Baltic Marketing Summit, Riga, Latvia, presentation title: customer insights: a research perspective


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


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


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


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


31.11 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


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


33.21st 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


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


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


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


37.23rd March 2011, Social Psychology Society, London School of Economics, presentation title:  The Perfect Performance, a social-psychological perspective (with Jude Kelly, OBE)


38.19 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

39.ANZMAC-GAMMA Joint Symposium, 1-5 December 2013, ANZMAC, annual conference, Auckland, NZ


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


41.4 – 7 June 2013, European Marketing Academy (EMAC), Istanbul, Turkey, session title: Marketing theory


42.4 – 7 June 2013, European Marketing Academy (EMAC), Istanbul, Turkey, session title:  Culture in consumption: Cross-cultural, global and country of origin research


43.4 - 7 October 2012, Association for Consumer Research (ACR), North American Conference, Vancouver, Canada, session title: Survey and Individual Difference Issues


44.17 – 21 July 2012, International Association for Cross-Cultural Psychology (IACCP), International Conference, Stellenbosch, South Africa, session title: Moral Psychology / Racism


45.9 – 12 July 2011, International Society for Political Psychology (ISPP), International Conference, Istanbul, Turkey, session title: Leadership and political personality: discussant.


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


Workshops

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


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


49.17 – 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.

All photos and texts (c) 2013

b.voyer (at) lse.ac.uk