Rob Angell is Professor of Marketing at Stirling Business School, University of Stirling. He has previously worked at University of Southampton and Cardiff University.
Rob is a consumer researcher who studies observable shifts in behaviour when mental or emotional bandwidth is stretched, or when future consequences are (or become) salient—and how small, often novel design choices shape outcomes in those situations.
His research is organised around two closely connected themes. The first examines behaviour under cognitive and emotional constraint, focusing on how advertising can still break through when people are distracted or emotionally charged. The second centres on anticipation, exploring how and why people behave differently toward products or services when they know something important is going to happen later—such as being reviewed, being judged for their behaviour, or simply, owning the product.
Alongside his academic work, Rob collaborates extensively with industry on issues related to marketing technology (martech) and consumer insight. He is well connected with major organisations, particularly in London and the South of the UK, and since 2023 has secured approximately £500k in grant funding as a Principal or Co-Investigator. He has co-developed two (well-known) trademarked digital products to date, and currently has two others in progress.
He has published in leading journals including the Journal of Retailing (2019, 2023, 2025), Journal of Advertising (2016; ranked among the top five contributions in IMC between 2004–2019), Journal of Advertising Research, MIT Sloan Management Review, and Harvard Business Review (online).
Rob is Associate Editor at the Journal of Advertising Research and sits on the editorial board of the Journal of Advertising and Psychology and Marketing. He welcomes PhD applicants in the above areas.
Article
No App, No Entry: Conceptualizing Digital Technology Captivity in Service Access
Wilson-Nash C, Angell R, Qiu Y, Pavlopoulou I & Kolyperas D (2025) No App, No Entry: Conceptualizing Digital Technology Captivity in Service Access. Psychology and Marketing. https://doi.org/10.1002/mar.70098
Article
Fang H, Kang KQ, Mule J, Marder B & Angell R (2025) Let's (NOT) get Physical: Cross-format dilution when launching physical counterparts with unique digital assets. Journal of Retailing. https://doi.org/10.1016/j.jretai.2025.04.010
Article
Five Essentials for Marketing Performance Measurement Systems
Angell R (2024) Five Essentials for Marketing Performance Measurement Systems. Angell R (Contact Person) & Sharp A (Accompanist) MIT Sloan Management Review.
Article
Marder B, Yau A, Yule J, Osadchaya E, Angell R, Zhang W, Oliver S, Lavertu L, Stylos N, Kang Q, Gao L, Alrabiah S, de Regt A, Zhang Y & Li J (2024) What Drives Advertisers Toward or Away From Immersive Virtual Spaces?: The Metaverse Conundrum: Affordances and “Disaffordances” Through the Eyes of Advertisers. Journal of Advertising Research, p. PAP_020. https://doi.org/10.2501/jar-2024-020
Article
What successful brick and mortar retailers get right
Angell R (2024) What successful brick and mortar retailers get right. MIT Sloan Management Review. https://sloanreview-mit-edu.ezproxy-s1.stir.ac.uk/article/what-successful-brick-and-mortar-retailers-get-right/
Article
How and why (imagined) online reviews impact frontline retail encounters
Marder B, Angell R & Boyd E (2023) How and why (imagined) online reviews impact frontline retail encounters. Journal of Retailing, 99 (2), pp. 265-279. https://doi.org/10.1016/j.jretai.2023.03.004
Article
AlRabiah S, Marder B, Marshall D & Angell R (2022) Too much information: An examination of the effects of social self-disclosure embedded within influencer eWOM campaigns. Journal of Business Research, 152, pp. 93-105. https://doi.org/10.1016/j.jbusres.2022.07.029
Editorial
The contemporary face of word-of-mouth in B2B contexts: New technologies, practices and challenges
Marder B, Angell RJ, Akarsu T & Erz A (2022) The contemporary face of word-of-mouth in B2B contexts: New technologies, practices and challenges. Industrial Marketing Management, 106, pp. A7-A11. https://doi.org/10.1016/j.indmarman.2022.09.011
Article
Logkizidou M, Bottomley P, Angell R & Evanschitzky H (2019) Why Museological Merchandise Displays Enhance Luxury Product Evaluations: An Extended Art Infusion Effect. Journal of Retailing, 95 (1), pp. 67-82. https://doi.org/10.1016/j.jretai.2018.11.001
Consumer Behaviour, Measuring marketing effectiveness Consulting methods Analytics