Sally Dibb
1991 …2021

Research activity per year

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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 is 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. 

Education/Academic qualification

Doctorate, University of Warwick

Award Date: 6 Jul 1989

MSc, University of Manchester

Award Date: 10 Dec 1985

Degree, University of Manchester

Award Date: 7 Jul 1984

External positions

Member of National Research Group, The National 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 → …

Trustee and Board Member, Alcohol Research UK

1 Sep 201331 Mar 2019

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 → …


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