Staff Profile:Dr Elena Millan
- Name:
- Dr Elena Millan
- Job Title:
- Lecturer
- Responsibilities:
- Marketing Subject Area Leader
- Module convenor of Consumer Behaviour
- Module convenor of Qualitative Research Methods
- Module convenor of Consumer Research Group Project 1
- Module convenor of Consumer Research Group Project 2
- Module convenor of Consumer Behaviour and Food Marketing
- Areas of Interest:
Elena conducts research on consumer behaviour and marketing, with three areas of particular focus: fashion and luxury brands, food consumption, and digital marketing. In her publications, she has explored issues such as status consumption, experiential shopping, cross-cultural variations in consumer behaviour, market segmentation, and consumer attitudes towards advertising. Within the food theme, she is interested in issues such as consumer food preferences and eating habits, consumer responses to food innovations, and the role of consumer co-creation in new food product development. Her interests in the digital marketing area include consumer adoption of IT innovations and online consumer behaviour.
She applies both quantitative and qualitative methods in her work, and her studies are often of mixed-method design. The results of her research have been published in academic journals of international standing. She is also reviewer for several academic journals in the field of marketing and consumer behaviour.
Prior to joining the University of Reading as Lecturer in Consumer Research and Marketing, Elena has held academic posts as Lecturer in Marketing at the Universities of Essex and Surrey, and was Tutor and Research Officer at the University of Oxford, as well as Researcher at the College of Europe, Bruges, Belgium. She has also carried out consultancy work, and welcomes enquiries for potential consultancy projects, such as Knowledge Transfer Partnerships (KTP).
Elena obtained her DPhil in Management Studies (Marketing) from the Saïd Business School, University of Oxford. She is Fellow of the Higher Education Academy (HEA). She is also common room member of Wolfson College, University of Oxford, and member of the Institute of Food, Nutrition and Health (IFNH), University of Reading.
PhD Supervision:
Elena welcomes PhD applications from strongly motivated candidates with research proposals on any contemporary issues in Consumer Behaviour (especially related to Fashion or Food), Digital Marketing, International Marketing, Advertising, and Retailing.
Professional Affiliations:- Association for Consumer Research
- European Marketing Academy
- European Association for Education and Research in Commercial Distribution
- Research groups / Centres:
- Publications:
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YNumber of items: 12.
2020
- Lombart, C., Millan, E., Normand, J.-M., Verhulst, A., Labbe-Pinlon, B. and Moreau, G. (2020) Effects of physical, non-immersive virtual, and immersive virtual store environments on consumers’ perceptions and purchase behavior. Computers in Human Behavior, 110. 106374. ISSN 0747-5632 doi: https://doi.org/10.1016/j.chb.2020.106374
2019
- Lombart, C., Millan, E., Normand, J.-M., Verhulst, A., Labbé-Pinlon, B. and Moreau, G. (2019) Consumer perceptions and purchase behavior toward imperfect fruits and vegetables in an immersive virtual reality grocery store. Journal of Retailing and Consumer Services, 48. pp. 28-40. ISSN 0969-6989 doi: https://doi.org/10.1016/j.jretconser.2019.01.010
2018
- Millan, E. and Wright, L. T. (2018) Gender effects on consumers’ symbolic and hedonic preferences and actual clothing consumption in the Czech Republic. International Journal of Consumer Studies, 42 (5). pp. 478-488. ISSN 1470-6423 doi: https://doi.org/10.1111/ijcs.12447
2017
- Millan, E. and Mittal, B. (2017) Consumer preference for status symbolism of clothing: the case of the Czech Republic. Psychology & Marketing, 34 (3). pp. 309-322. ISSN 1520-6793 doi: https://doi.org/10.1002/mar.20990
2014
- Millan, E. and Reynolds, J. (2014) Self-construals, Symbolic and Hedonic Preferences, and Actual Purchase Behavior. Journal of Retailing and Consumer Services, 21 (4). pp. 550-560. ISSN 0969-6989 doi: https://doi.org/10.1016/j.jretconser.2014.03.012
2013
- Trigwell, K., Ashwin, P. and Millan, E. S. (2013) Evoked prior learning experience and approach to learning as predictors of academic achievement. British Journal of Educational Psychology, 83 (3). pp. 363-378. ISSN 2044-8279 doi: https://doi.org/10.1111/j.2044-8279.2012.02066.x
- Millan, E., De Pelsmacker, P. and Wright, L. T. (2013) Clothing consumption in two recent EU Member States: a cross-cultural study. Journal of Business Research, 66 (8). pp. 975-982. ISSN 0148-2963 doi: https://doi.org/10.1016/j.jbusres.2011.12.020
2011
- Millan, E. and Reynolds, J. (2011) Independent and interdependent self-views and their influence on clothing consumption. International Journal of Retail & Distribution Management, 39 (3). pp. 162-182. ISSN 0959-0552 doi: https://doi.org/10.1108/09590551111115015 (special issue 'Individualism in Retailing')
2010
- Millan, E. S. and Mittal, B. (2010) Advertising's new audiences. Journal of Advertising, 39 (3). pp. 81-98. ISSN 0091-3367 doi: https://doi.org/10.2753/joa0091-3367390300
2008
- Millan, E. and Howard, E. (2008) Retailing in Bulgaria: key developments and trends. Retail Digest, Winter 200. pp. 54-61. ISSN 1352-9633
2007
- Millan, E. and Howard, E. (2007) Shopping for pleasure? Shopping experiences of Hungarian consumers. International Journal of Retail & Distribution Management, 35 (6). pp. 474-487. ISSN 0959-0552 doi: https://doi.org/10.1108/09590550710750340
2004
- Millan, E. and Elliott, R. (2004) Offensive advertising, public policy, and the law: the rulings on the Zagorka case. Journal of Consumer Policy, 27 (4). pp. 475-493. ISSN 1573-0700 doi: https://doi.org/10.1007/s10603-004-2719-0
