People

Associate Prof Hector Gonzalez-Jimenez

Hector is Associate Professor in Marketing. A consistent theme across his research is the study of how various factors impact a consumer’s self-concept and subsequently brand perceptions. Hector's research is interdisciplinary and draws from various domains such as social and cognitive psychology, social robotics and marketing. Currently, he is mainly interested in the following research areas:

  1. The impact of individual-level factors on the self and brand perceptions (cross-cultural)
  2. The role of body image related phenomena in consumption choices
  3. A consumer perspective on human-robot interactions

A true global citizen, Hector has gathered a diverse range of experiences throughout his life. Being raised in Germany by his Spanish parents, his multi-cultural identity has been shaped from an early age. At the age of eighteen Hector embarked into the next phase of his life, expanding his professional and personal profile at a global level. Since then Hector has lived, worked and studied in various countries such as Spain, Germany, Japan, South Korea, United States and the United Kingdom. Over the last fifteen years his professional portfolio has grown in various roles in marketing, education and corporate strategy. During this time Hector has worked on projects for small to medium sized businesses as well as large international companies such as Pepsi or Ford.

Hector is one of the Co-Investigators dealing with the quantitative research for the project.