Dr Marzena Nieroda

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Profile photo of: Dr Marzena Nieroda Email: Show Email Address
Position: Lecturer in Marketing
Academic unit: Management Sciences and Marketing
 

Biography

Marzena joined Manchester Business School in 2014 as a Lecturer (Assistant Professor) in Marketing. After completing her MSc in International Marketing from Saint Joseph’s University in Philadelphia, she received financial support from Manchester Business School to pursue PhD research.

In her PhD, Marzena focused on consumer participation in complex healthcare/retail services. She is primarily interested in consumer adoption of health behaviours promoted by healthcare/retail organisations. In particular, she focuses on identifying different marketing strategies that are most likely to bring about the desired behaviour change in different consumer segments.

The behaviours addressed in Marzena’s research include technology adoption by individuals for improved health management or adoption of healthier eating patterns promoted by retailers/manufacturers. She is a regular presenter at international conferences and has won Academy of Marketing Science US travel awards and two international paper awards: the Stanley C Hollander Best Retailing Paper Prize and M Wayne Delozier Best Conference Paper Award at AMS 2014.

Marzena’s previous experience with GfK in Poland and with organisations in the US prepared her for further industry engagement. Since joining MBS she has worked with the Retail Research Forum, a research initiative in collaboration with senior industry executives, co-creating innovative findings on industry responsibilities and strategies for the promotion of healthier eating patterns.

Research Interests

Marzena is primarily interested in consumer adoption of health behaviours promoted by healthcare/retail organisations. In particular, she focuses on identifying different marketing strategies that are most likely to bring about the desired behaviour change in different consumer segments. The behaviours addressed in Marzena’s research include technology adoption by individuals for improved health management or adoption of healthier eating patterns promoted by retailers/manufacturers.

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Showing 14 publication(s)

2016

  • Schamberger, A., & Nieroda, M. (2016). Exploring usefulness of wellbeing wearables for improved adoption: qualitative approach. In Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference.. Publication link: b2adef4a-2b01-4e6a-9070-4dc18c7d7e75
  • Nieroda, M., & Mcgoldrick, P. (2016). Healthy eating promotion: Translating consumer expectations into CSR strategies. In Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference.. Publication link: b13028b1-4c15-4787-b3d3-3142fd51b3e1

2015

  • Nieroda, M., Keeling, K., & Keeling, D. I. (2015). Acceptance of Mobile Apps for Health Self-management: Regulatory Fit Perspective. In Proceedings of the 1st International Workshop on Personalisation and Adaptation in Technology for Health (PATH 2015). 23rd conference on User Modeling, Adaptation and Personalization, CEURWS (2015). CEUR-WS. . Publication link: c0c532a1-a457-4f31-87b1-a27870cd47ec
  • Nieroda, M. E., McGoldrick, P. J., & Keeling, D. I. (2015). ‘Capable, caring, culpable? Retailer and supplier responsibilities for promoting healthier eating’. In K. K. Kim (Ed.), Proceedings of the 2015 Academy of Marketing Science (AMS) Annual Conference. (pp. 311). (Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? ). Springer International. . Publication link: a418aea7-2b1a-432f-9e8f-bba530ffae5c
  • Nieroda, M., ME, . U., Keeling, K. A., & Keeling, D. I. (2015). Healthcare Self-Management Tools: Promotion or Prevention Regulatory Focus? A Scale (PR-PV) Development and Validation. Journal of Marketing Theory and Practice, 23(1), 57-74. DOI: 10.1080/10696679.2015.980174. Publication link: 57d446de-436a-4d52-a7fd-9de4026246ce

2014

  • McGoldrick, P. J., & Nieroda, M. E. (2014). Prioritizing retail CSR strategies: Developing and applying the Kano approach (winner of Stanley C Hollander Best Retailing Paper and M Wayne Delozier Best Conference Paper Awards). In Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference . (pp. 821). (Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era). Rushton, LA: Springer International. . Publication link: 17ef8ee3-8164-40c1-816b-7b4e9e2ebbd2
  • Nieroda, M. N., & McGoldrick, P. J. (2014). Promoting healthier eating patterns (ProHEP). Manchester, UK: Retail Research Forum.. Publication link: f4507938-a019-41db-956f-29f1b228dd75

2013

  • Nieroda, M. E., Keeling, D. I., & Keeling, K. A. (2013). Less buzz more action! Patient empowerment = responsibility + adoption + involvement. In K. Kubacki (Ed.), Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference. (pp. 65). (Ideas in Marketing: Finding the New and Polishing the Old). Rushton, LA: Springer International. . Publication link: b9290283-e0bc-4754-8c4d-1f7bb337db37

2012

  • Nieroda, M. E., McGoldrick, P. J., & Weykamp, C. (2012). Understanding the R in CSR: are retailers or manufacturers most responsible for promoting healthier eating? In L. Robinson (Ed.), Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference . (pp. 246). (Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…). Rushton, LA: Springer International. . Publication link: 2951d50f-2adc-43a2-9322-e560af7ad2ac

2011

  • Nieroda, M. N., McGoldrick, P. J., & Keeling, D. I. (2011). Promoting healthier eating patterns: responsibility and claims credibility. Manchester, UK: Retail Research Forum.. Publication link: 749dac32-4dfa-4ed8-a2b1-edff796db6d9
  • Nieroda, M. E., & McGoldrick, P. J. (2011). Promoting consumption of healthier foods. Manchester, UK: Retail Research Forum.. Publication link: 6ff26567-80e3-45a5-9f0e-8890cb13860f
  • Nieroda, M. E., & Keeling, D. I. (2011). Making prescriptions count: An alternative approach to understanding medical compliance. In host publication.. Publication link: 894eda92-3578-4f48-a9d2-1fdf012753c0
  • Nieroda, M. E., & Keeling, D. I. (2011). The role of patient empowerment in the adoption of healthy behaviours. In host publication.. Publication link: 9b7bd9f1-a8b9-496a-bb21-2d5446cc9d75
  • Nieroda, M. E., & McGoldrick, P. J. (2011). Promoting healthier eating patterns: consumer influences. Manchester, UK: Retail Research Forum.. Publication link: b7af84ef-98a8-4dd7-b92d-3d73adfaf633