Lee Quinn


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Personal profile


Lee Quinn is Professor of Consumer Insight and Behaviour Change at the Research Centre for Business in Society (CBiS). Previously he was Associate Professor and Senior Academic Advisor at the University of Manchester and, before that, Lecturer and Programme Director at the University of Liverpool Management School. Lee’s research focuses on a range of organizational and societal problems presented by the rapidly evolving economic and technological landscape and he has received funding from the Economic and Social Research Council, the Chartered Institute of Marketing Charitable Trust, and the Academy of Marketing. He publishes widely in international academic journals, has received several awards at international conferences, and has successfully supervised a number of doctoral students to completion. Recently acting as a Grants Advisory Panel Member for Diabetes UK, a Grant Reviewer for Alcohol Research UK, and an Affiliated Consultant to the University of the Highlands and Islands, Lee also holds an Honorary Research Fellowship at the University of Liverpool as well as Programme Committee Memberships at the International Augmented and Virtual Reality Conference and the Academy of Marketing Science, World Marketing Congress. Once described as “a brilliant coach”, by a former PhD student, Lee continues to support early career CBiS researchers and remains committed to the development of their world-leading research career aspirations…

Vision Statement

My primary motivation as a researcher is driven by an interest in people, especially the seemingly irrational, paradoxical, and often inarticulable ways in which they behave in an increasingly fast-paced, technology-driven, and volatile world. My research is usually qualitative, theoretically informed through a constructionist worldview and an interest in discursive and narrative methodological inquiry. This approach enables my research agenda to span a range of contexts, most recently revolving around the managerial impact of digitalization and 'big data' on decision-making in organizations, as well as contributing to consumption debates in sustainability and the circular economy. For example, some of my recent published work in the European Journal of Marketing examines the ways in which ‘big data’ shape managerial decision-making, disrupt organisational behaviours, and transform disciplinary norms. I have also collaborated in interdisciplinary research, published in Marketing Theory and the Journal of Macromarketing, which critically evaluates sustainability discourses from a range of perspectives to assess the future direction of alternative economic practices within growth and, in particular, degrowth-minded communities.

Education/Academic qualification

PhD, Economic and Social Research Council

MRes, Economic and Social Research Council


BA (Hons)

External positions

Program Committee Member, World Marketing Congress, Academy of Marketing Science


Scientific Committee Member, International Augmented and Virtual Reality Conference


Honorary Research Fellow, University of Liverpool

2015 → …

Grants Advisory Panel Member, Diabetes UK


Affiliated Consultant, University of the Highlands and Islands

2014 → …

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

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Research Output 2004 2019

Augmenting Reality: Fusing Consumers’ Experiences and Interactions with Immersive Technologies in Physical Retail Settings

Bonetti, F., Pantano, E., Warnaby, G. & Quinn, L., 11 Mar 2019, (Accepted/In press) In : International Journal of Technology Marketing. (In-press), p. (In-press)

Research output: Contribution to journalArticle

Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda

Bonetti, F., Warnaby, G. & Quinn, L., 2018, Augmented Reality and Virtual Reality: Empowering Human, Place and Business. Jung, T. & tom Dieck, M. (eds.). Switzerland: Springer-Verlag London Ltd, p. 119-132 14 p.

Research output: Chapter in Book/Report/Conference proceedingChapter

Augmented reality
Virtual reality

Augmented Reality in Real Stores: Empirical Evidence from Consumers’ Interaction with AR in a Retail Format

Bonetti, F., Pantano, E., Warnaby, G., Quinn, L. & Perry, P., 2018, (Unpublished) 4th International AR & VR Conference. Manchester

Research output: Chapter in Book/Report/Conference proceedingConference proceeding

3 Citations (Scopus)

Big Data, Big Decisions: The Impact of Big Data on Board Level Decision-Making

Merendino, A., Dibb, S., Meadows, M., Quinn, L., Wilson, D., Simkin, L. & Cahnoto, A., Dec 2018, In : Journal of Business Research. 93, p. 67-78 12 p.

Research output: Contribution to journalArticle

Decision making
Environmental change
Strategic decision making
Levels of analysis

Evaluating Managerial Drivers and Barriers to the Implementation of In-Store Technology in Retailing

Bonetti, F., Perry, P. & Quinn, L., 2018, (Unpublished) Academy of Marketing Science, World Marketing Congress. Portugal

Research output: Chapter in Book/Report/Conference proceedingConference proceeding