Sally Dibb


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Personal profile


Sally Dibb is Professor of Marketing and Society in CBiS. Previously she was Director of the Institute for Social Marketing at the Open University (ISM-Open) and, before that, Associate Dean at Warwick Business School. She served on the REF 2014 panel for Business and Management. Sally’s research focuses on consumer behaviour change, market segmentation and social marketing, with recent projects funded by the ESRC, Leverhulme, FP7, Santander and InnovateUK. Sally is Chair of the Academy of Marketing’s Segmentation and Targeting Strategy SIG and a Fellow of the Chartered Institute of Marketing. She has authored twelve books and over 90 articles in European and US academic journals, and has successfully supervised 16 PhD students to completion. Sally’s research is inter-disciplinary, embracing technology, innovation and data science, with projects currently examining sustainable living, smart cities, privacy and security, as well as the application of ‘big data’. She is a member of the peer review college for the ESRC, Horizon 2020, the Australian Research Council and the Canadian Research Council. Sally is a trustee and board member of the charity Alcohol Research UK, and was appointed by the Secretary of State for Health as a trustee of the Alcohol Education Research Council.

Vision Statement

My research in marketing strategy and consumer behaviour is underpinned by an interest in data. I’m interested in how data can be used to change consumer and citizen behaviour, particularly in areas that can improve well-being. E.g. how can data help different stakeholders to work together to tackle bigger issues facing society, such as security, sustainability, and health? My research also examines how organisations capture and use data to achieve their objectives. E.g. what impact have Big Data and digitalisation had on how organisations make strategic decisions? Recently my research has examined the privacy issues that exist between those producing data and those who consume it, examining the circumstances in which consumers are prepared to share their data and what benefits they expect in return.

Education / Academic qualification

Degree, University of Manchester

MSc, University of Manchester

Doctorate, University of Warwick

External positions

Member of REF 2021Panel, Research England

1 Apr 2018 → …

Trustee, Mary Ann Evans Hospice

1 Mar 2018 → …

Trustee and Board Member, Alcohol Research UK

1 Sep 2013 → …

REF 2014 Panel Member, HEFCE

1 Sep 201330 Dec 2014

Trustee and Board Member, Alcohol Education Research Council

1 Mar 201130 Dec 2013

Associate Editor, Journal of Marketing Management

2010 → …

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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Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 1998 2018

1 Citations

Antecedents and consequences of chronic impulsive buying: Can impulsive buying be understood as dysfunctional self-regulation?

Fenton-O'Creevy, M., Dibb, S. & Furnham, A. 9 Feb 2018 In : Psychology & Marketing. 35, 3, p. 175–188 13 p.

Research output: Research - peer-reviewArticle

Impulsive Behavior

Beyond the security paradox: Ten criteria for a socially informed security policy

Pavone, V., Ball, K., Degli Esposti, S., Dibb, S. & Santiago-Gomez, E. 1 Aug 2018 In : Public Understanding of Science. 27, 6, p. 638-654 17 p.

Research output: Research - peer-reviewArticle

Open Access
security policy
European security
1 Citations

Empirically testing the concept of value-in-behavior and its relevance for social marketing

Gordon, R., Dibb, S., Magee, C., Cooper, P. & Waitt, G. 1 Jan 2018 In : Journal of Business Research. 82, p. 56-67 12 p.

Research output: Research - peer-reviewArticle

Social marketing
Latent class
Perceived value
Energy efficiency

Powering Community Energy Through More Effective Segmentation Practice

Dibb, S. & Roby, H. 1 Mar 2018 In : Social Business. 8, 1, p. 3-12 10 p.

Research output: Research - peer-reviewArticle

public sector

Responsible personal finance: Three fundamental questions

Appleyard, L. & Dibb, S. 30 Jun 2018 In : Social Business. 8, 1, p. 57-63 7 p.

Research output: ResearchArticle

everyday life


FBL Excellence Awards 2018 - Research Team

Lindsey Appleyard (Recipient), Sally Dibb (Recipient) & Nick Henry (Recipient), 12 Sep 2018

Prize: Prize (including medals and awards)