Nottingham University Business School
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Hakmana Priyangani Samanthika Gallage

BSc in Marketing (University of Sri Jayewaredenepura, Sri Lanka) 2005-2009, MBA (PIM, Sri Lanka) 2011-2013, MSc in Marketing (University of Nottingham, UK),2014.

Room: B26 (South Building)
Tel: +44 (0) 115 8467751

Current Status: Submitted
Year of Registration: 2014
Expected Completion Date: /10/2017

Primary Funding Source:
NUBS Scholarship

Research Topic:
Consumer emotions and negotiations involved with alcohol abstinence.

Research Details:
Consumers may face various positive and negative emotions and negotiations when they chose not to consume. Alcohol as a symbolic consumption practice would create create certain psychological impacts on consumers during their abstinence. Therefore, it is worth exploring this in detail to get a holistic understanding about the alcohol consumption phenomena. This study would also contribute to understand the consumer identity disengagement and reconstruction phases. This understanding would help social marketers to devise their plans not only to discontinue the consumption but also to sustain the behaviour

Research Supervisor/s: Caroline Tynan and Teresa Pereira Heath

Division: Marketing

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