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Professor Vincent Mitchell

Vincent-Wayne Mitchell is Professor of Consumer Marketing CASS Business School, City University London. He has done extensive research into marketing and consumer behaviour, with particular focus on consumer decision making, complaining behaviour and risk taking. He has won 8 Best Paper Awards and has published over 200 academic and practitioner papers in journals such as Journal of Business Research, British Journal of Management, Journal of Economic Psychology, Journal of Consumer Affairs, International Journal of Advertising, Services Industries Journal, Journal of Services Marketing, Journal of Consumer Marketing, as well as numerous conference papers. He has worked with companies such as Coca Cola, Safeway, Tesco and the Cooperative Bank as well as completing a major study on consumer usage of quantity indicators for the DTI. He sits on the Editorial Boards of six international journals, is an Expert Adviser for the Office of Fair Trading and is Head of Marketing at CASS.