Prof. Vincent-Wayne Mitchell Cass Business School, City University, UK

Vincent-Wayne Mitchell is the Sir John E Cohen Professor Consumer of Marketing Cass Business School, City University London. His did his PhD in Professional Services Marketing and he has published over 200 academic and practitioner papers in journals such as Harvard Business Review, Journal of Consumer Psychology, Journal of Economic... read morePsychology, Journal of Business Ethics, British Journal of Management and has won 8 Best Paper Awards. He sits on the Editorial Boards of six international journals as well as being an Expert Adviser for the Office of Fair Trading and Head of Marketing at Cass. He has undertaken work for numerous organisations and received research funding and support from; the DTI, Cooperative Bank, British Brandowners Group, Coca Cola, Boots, KPMG, and his research has been extensively reported in Financial Times, Times, Guardian, The Daily Telegraph, THES, Radios 1 and 4, Ten O’clock News, Working Lunch and regularly on Watchdog. His book called ‘Real People, Real Decisions’ won Financial Times/Pearson Prentice Hall Higher Education Book of the Year Award 2010.

Research interests include consumer problems such as; confusion, risk, complaining behaviour. Recent studies include; how visually impaired engage with the marketplace and determinants of consumer happiness. The interest is in how consumers solve their own problems, businesses can solve them and/or government intervention is necessary.