Sally Dibb


    Accepting PhD Students

    1991 …2024

    Research activity per year

    Personal profile



    Sally Dibb is Professor of Marketing and Society in CBiS. In 2022 she was awarded the prestigious Academy of Marketing Lifetime Achievement Award for her contribution to Marketing. 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 was Deputy Chair of the REF 2021 panel for Business and Management and also served on the REF 2014 panel. 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 was founding Chair of the Academy of Marketing’s Segmentation and Targeting Strategy SIG and is a Fellow of the Chartered Institute of Marketing. She has authored twelve books and over 100 articles in European and US academic journals, and has successfully supervised 21 PhD students to completion. Sally’s research is inter-disciplinary, embracing social marketing, innovation and data science, with projects currently examining financial wellbeing, behaviour change, 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 Vice Chair of a local hospice; a former board member of the charity Alcohol Research UK, having been appointed by the Secretary of State for Health as a trustee of the Alcohol Education Research Council; and sits on the National Trust's National Research Strategy Group.


    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 financial wellbeing, 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. 

    I draw on my research to enrich student learning through a range of activities, including the production of teaching case studies and materials, supporting module leaders to ensure course content reflects the latest research, guest lectures and the mentoring of student projects. These include a recent undergraduate project examining the public communication strategies used by governments around the world as part of the pandemic response.

    Expertise related to UN Sustainable Development Goals

    In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

    • SDG 12 - Responsible Consumption and Production

    Education/Academic qualification

    Doctorate, Marketing/Consumer Behaviour, University of Warwick

    Award Date: 6 Jul 1989

    MSc, Marketing (by Research), University of Manchester

    Award Date: 10 Dec 1985

    Degree, Management Science BSc, University of Manchester

    Award Date: 7 Jul 1984

    External positions

    Member of National Research Group, The National Literacy Trust

    1 Jun 2019 → …

    Deputy Chair and Member of REF 2021Panel, Research England

    1 Apr 2018 → …

    Trustee and Vice Chair, Mary Ann Evans Hospice

    1 Mar 2018 → …

    Visiting Professor, University of St Andrews

    1 Jan 2018 → …

    Trustee and Board Member, Alcohol Research UK

    1 Sept 201331 Mar 2019

    REF 2014 Panel Member, HEFCE

    1 Sept 201330 Dec 2014

    Trustee and Board Member, Alcohol Education Research Council

    1 Mar 201130 Dec 2013

    Associate Editor, Journal of Marketing Management

    2010 → …


    Dive into the research topics where Sally Dibb is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
    • 1 Similar Profiles

    Collaborations and top research areas from the last five years

    External collaboration on country/territory level for the past five years. Dive into details by clicking on the dots or