Professor Vince-Wayne Mitchell, BSc, MSc, PhD, Dip M
Before joining the Cass Business School as head of the Marketing Group in 2004, Professor Vincent-Wayne Mitchell studied for his MSc and PhD in Marketing at UMIST where he was UMIST's youngest Professor. His main research interests are in consumer-behaviour including: Theory of Perceived Risk; customer complaining, retail branding, consumer ethics and consumer confusion. He has published over 200 articles and papers and has won 8 Best Paper Awards, including the prestigious Stanley Hollander Prize, as well as being a regular presenter at international conferences. His publications include Journal of Business Research, Journal of Consumer Affairs, British Journal of Management, Journal of Services Marketing, Journal of Economic Psychology, Services Industries Journal, International Journal of Marketing Research, Journal of Consumer Marketing, European Journal of Marketing, Journal of Product and Brand Management, and Journal of Marketing Management. His research has been extensively reported in the Financial Times, Times, Guardian, THES, Radios 1 and 4, Granada TV, BBC Northwest and Channel 5.

Expertise: Segmentation studies, Quantitative surveys, Survey design, Delphi technique.

Consultancy: He has done work for the DTI, Tesco, Coca Cola, Boots, Safeway, Co-operative Bank, Early Learning Centre, Viatel, Visa and is an expert adviser for the OFT.