Evolutionary consumer psychology
Mixed research methods
Aarron is a researcher at Durham University working as part of Creative Fuse North East. He supports innovation research projects and collaborates with SMEs in the County Durham area. Aarron develops connections between organisations within the creative and digital sectors whilst delivering a programme of support to creative practitioners and small businesses across the County.
Aarron joined Durham University in 2009. Prior to this post, Aarron was involved in research supported by the European Commission to investigate the reasons for different wage developments across different sectors within each country of the European Union. More recently, Aarron has been working with the International Labour Organisation to investigate the operations and influences of Chamber of Commerce and Industry organisations around the globe.
Aarron’s research interests pertain to both management and marketing disciplines within the areas of consumer behaviour and evolutionary consumer psychology. Current research includes the biological roots of consumption behaviour, consumer ethnocentrism and the influences of emotion within the shopper journey.