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Dr Richard Warr

Senior Lecturer in Consumer Behaviour

I gained a strong interest in marketing and consumer behaviour from studying business at university and I joined this together with my passion for music to study the ways in which people use music to identify themselves to others.


Combining my interest in marketing, my passion for music and my background in the leisure and music retail industries, has given me the enthusiasm to teach on modules including Marketing Principles, Marketing Communications, Marketing Research and Analysis, New Product and Brand Development, e-Interactivity and Social Media, and How Brands Work. I particularly enjoy attending live music events, which led me to a research interest in how consumers influence each other through both physical and digital environments to attend live music and share their experiences.


  • BA (Hons): Business Studies, University of Wales Institute, Cardiff, 2001
  • MSc: Marketing, Swansea University, 2008
  • PhD: Business Studies, Swansea University, 2015

Teaching & Research


Music consumption behaviours and how they, together with live music attendance, can be used in identity construction.

Music consumption in relation to the influence of online social networking, investigated through webnography and structural equation modelling.

Other areas of research include tribal behaviours, online communities, consumer culture theory, socialisation behaviours, and the concept of the extended self in both physical and digital environments.


More publications from Dr Richard Warr can be found in the Research Repository.