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Dr Kirsten Robertson, Senior Lecturer

BA, MSc, PhD (Otago)

Room: Otago Business School 4.29
Tel: +64 3 479 8451
Email: kirsten.robertson@otago.ac.nz

It’s easier to communicate with people if you know how they think.
kirsten_robertsonSo a background in social psychology gives Kirsten Robertson an edge when it comes to researching and teaching marketing behaviour.

Seeking to understand consumers has led Kirsten to investigate such diverse phenomena as student drinking and music piracy, with surprising results.
She’s found attitudes that suggest we need to reconsider how we try to curtail binge drinking and illegal music downloads.

Anti-piracy messages push the idea that people shouldn’t steal music from the internet because they wouldn’t steal CDs from a store — but Kirsten has found that many people would also steal from stores if they could be sure of getting away with it.
“Rather than appealing to honesty, it might be more effective to focus the message more on the likelihood of being caught.”

Her research also suggests that we need to look at alternative ways of addressing efforts to reduce excessive drinking and its associated ills.
“There’s not a lot to be gained by suggesting people should limit the number of standard drinks they have when few people can identify a standard drink, and when people tend to underestimate the amount they drink – particularly heavy drinkers.
“Few students take any notice of the standard drink message, and often shun responsible drinkers.
“We need to change people’s attitudes to make responsible drinkers feel more comfortable and under less pressure.”

Some of Kirsten’s other recent investigations include how language in real estate advertisements changes with the economic climate, how gender influences conflict situations in student flats — all-girl flats were the worst — and violence in interpersonal partner relationships.
“Advanced study of human behaviour, attitudes and perceptions can have a great deal of influence on social marketing campaigns.”

Kirsten has also taught clinical communication skills to health students, and has received three awards in her role as supervisor to postgraduate students.

Kirsten transferred from the Department of Psychology to the Department of Marketing in January 2008. Coming from a social psychology background she has a strong interest in human behaviour, attitudes, and perceptions.

Specifically, her research interests include:

  • Attitudes towards binge drinking
  • Knowledge and use of standard drink labels
  • Violence in advertising
  • Advertising to children
  • Illegal downloading / music piracy
  • Real Estate advertising
  • Language and advertising
  • Social marketing (in particular, social norms campaigns)
  • Behaviour, attitudes, and perceptions
  • Conflict within a variety of contexts and relationships (interpersonal relationships, flats, mothers and daughters)

In addition to lecturing, Kirsten has also been involved in teaching clinical communication skills to medical and dental students and has spent five years working as a group facilitator.

Teaching responsibilities

Kirsten’s teaching responsibilities include:

Office Hours

Kirsten’s Office Hours are:
Friday: 9.00am to 11.00am

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Publications

Khalil Zadeh, N., Robertson, K., & Green, J. A. (2017). ‘At-risk’ individuals’ responses to direct to consumer advertising of prescription drugs: A nationally representative crosssectional study. BMJ Open, 7(12), e017865. doi: 10.1136/bmjopen-2017-017865

Watkins, L., Aitken, R., Thyne, M., Robertson, K., & Borzekowski, D. (2017). Environmental influences on pre-schooler’s understanding of brand symbolism. Marketing Intelligence & Planning, 35(7), 907-922. doi: 10.1108/MIP-11-2016-0211

Knobloch, U., Robertson, K., & Aitken, R. (2017). Experience, emotion, and eudaimonia: A consideration of tourist experiences and well-being. Journal of Travel Research, 56(5), 651-662. doi: 10.1177/0047287516650937

Robertson, K., Thyne, M., & Hibbert, S. (2017). Drinkers' perceived alcohol-related expectancies: Informing alcohol warning messages. Drugs: Education, Prevention, & Policy, 24(2), 197-205. doi: 10.1080/09687637.2016.1188880

Robertson, K., Forbes, S., & Thyne, M. (2017). Perpetration of alcohol-related aggression by male and female college students: An examination of overt and relational aggression. Journal of Interpersonal Violence. Advance online publication. doi: 10.1177/0886260517696872

Journal - Research Article

Khalil Zadeh, N., Robertson, K., & Green, J. A. (2017). ‘At-risk’ individuals’ responses to direct to consumer advertising of prescription drugs: A nationally representative crosssectional study. BMJ Open, 7(12), e017865. doi: 10.1136/bmjopen-2017-017865

Robertson, K., Forbes, S., & Thyne, M. (2017). Perpetration of alcohol-related aggression by male and female college students: An examination of overt and relational aggression. Journal of Interpersonal Violence. Advance online publication. doi: 10.1177/0886260517696872

Robertson, K., Thyne, M., & Hibbert, S. (2017). Drinkers' perceived alcohol-related expectancies: Informing alcohol warning messages. Drugs: Education, Prevention, & Policy, 24(2), 197-205. doi: 10.1080/09687637.2016.1188880

Knobloch, U., Robertson, K., & Aitken, R. (2017). Experience, emotion, and eudaimonia: A consideration of tourist experiences and well-being. Journal of Travel Research, 56(5), 651-662. doi: 10.1177/0047287516650937

Watkins, L., Aitken, R., Thyne, M., Robertson, K., & Borzekowski, D. (2017). Environmental influences on pre-schooler’s understanding of brand symbolism. Marketing Intelligence & Planning, 35(7), 907-922. doi: 10.1108/MIP-11-2016-0211

Lawson, R., Robertson, K., & Wooliscroft, B. (2016). Health, vulnerability, and energy: Assessing energy markets and consumer agency in New Zealand. Energy Research & Social Science, 19, 119-123. doi: 10.1016/j.erss.2016.05.021

Thyne, M., Robertson, K., Thomas, T., & Ingram, M. (2016). “It is amazing how complete is the delusion that beauty is goodness”: Expectancies associated with tween makeup ownership. International Journal of Consumer Studies, 40(5), 543-551. doi: 10.1111/ijcs.12299

Watkins, L., Aitken, R., Robertson, K., Thyne, M., & Williams, J. (2016). Advertising's impact on pre-schoolers' brand knowledge and materialism. International Journal of Consumer Studies, 40(5), 583-591. doi: 10.1111/ijcs.12303

Watkins, L., Aitken, R., Robertson, K., & Thyne, M. (2016). Public and parental perceptions of and concerns with advertising to preschool children. International Journal of Consumer Studies, 40(5), 592-600. doi: 10.1111/ijcs.12304

Robertson, K. J., Aitken, R., Thyne, M., & Watkins, L. (2016). Correlates of parental mediation of pre-schooler’s advertising exposure. Young Consumers, 17(4), 337-349. doi: 10.1108/YC-04-2016-00597

Watkins, L., Aitken, R., Hinder, C., Lawson, R., Mather, D., Paul, A., Robertson, K., & Williams, J. (2015). The New Zealand consumer lifestyle segments. New Zealand Sociology, 30(1), 111-130.

Robertson, K., Aitken, R., & Watkins, L. (2014). Public policy and personal preference: A disconnect between beliefs regarding responsible drinking and the motivation to get drunk. Public Health, 128(11), 1030-1032. doi: 10.1016/j.puhe.2014.08.006

Knobloch, U., Robertson, K., & Aitken, R. (2014). (Mis)understanding the nature of tourist experiences. Tourism Analysis, 19(5), 599-608. doi: 10.3727/108354214X14116690097891

Robertson, K., & Davidson, J. (2013). Gender-role stereotypes in integrated social marketing communication: Influence on attitudes towards the ad. Australasian Marketing Journal, 21(3), 168-175. doi: 10.1016/j.ausmj.2013.05.001

Robertson, K., McNeill, L., Green, J., & Roberts, C. (2012). Illegal downloading, ethical concern, and illegal behavior. Journal of Business Ethics, 108(2), 215-227. doi: 10.1007/s10551-011-1079-3

Chua, A., Robertson, K., Parackal, M., & Deans, K. R. (2012). Conveying trust: Transparency and credibility methods in corporate blogs. New Zealand Journal of Applied Business Research, 10(2), 1-15.

Robertson, K., & Murachver, T. (2011). Women and men's use of coercive control in intimate partner violence. Violence & Victims, 26(2), 208-217. doi: 10.1891/0886-6708.26.2.208

Robertson, K., & Forbes, S. (2011). Maximum consumption: Heavy quantity drinking amongst university students. Australasian Marketing Journal, 19(3), 196-202. doi: 10.1016/j.ausmj.2011.05.006

Robertson, K., & Doig, A. (2010). An empirical investigation of variations in real-estate marketing language over a market cycle. Housing, Theory & Society, 27(2), 178-189. doi: 10.1080/14036090903159994

Robertson, K., & Murachver, T. (2009). Attitudes and attributions associated with female and male partner violence. Journal of Applied Social Psychology, 39(7), 1481-1512.

Khoo-Lattimore, C., Thyne, M., & Robertson, K. (2009). The ZMET method: Using projective technique to understand consumer home choice. Marketing Review, 9(2), 139-154. doi: 10.1362/146934709x442674

Robertson, K., & Murachver, T. (2007). Correlates of partner violence for incarcerated women and men. Journal of Interpersonal Violence, 22(5), 639-655.

Robertson, K., & Murachver, T. (2007). It takes two to tangle: Gender symmetry in intimate partner violence. Basic & Applied Social Psychology, 29(2), 109-118.

Robertson, K., & Murachver, T. (2006). Intimate partner violence: Linguistic features and accommodation behavior of perpetrators and victims. Journal of Language & Social Psychology, 25(4), 406-422.

Robertson, K., & Murachver, T. S. (2003). Children's speech accomodation to gendered language styles. Journal of Language & Social Psychology, 22(3), 321-333.

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Conference Contribution - Published proceedings: Full paper

Robertson, K., Thyne, M., & Watt, K. (2017). Is materialism driving unethical consumer behavior? In B. Wooliscroft & A. Ganglmair-Wooliscroft (Eds.), Proceedings of the Macromarketing Conference: Macromarketing Systems' Contributions to Society: Past, Present and Potential. (pp. 203-209). Dunedin, New Zealand: Macromarketing Society and the Marketing Department, University of Otago. [Full Paper]

Khalil Zadeh, N., Robertson, K., & Green, J. (2017). Advertising of prescription medicines in New Zealand: Consumers' well-being and social consequences. In B. Wooliscroft & A. Ganglmair-Wooliscroft (Eds.), Proceedings of the Macromarketing Conference: Macromarketing Systems' Contributions to Society: Past, Present and Potential. (pp. 96-101). Dunedin, New Zealand: Macromarketing Society and the Marketing Department, University of Otago. [Full Paper]

Khalil Zadeh, N., Robertson, K., & Green, J. (2015). How consumers evaluate online pharmaceutical advertising? Public health and marketing perspectives. In A. Ganglmair-Wooliscroft, J. Williams & B. Wooliscroft (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Midyear Doctoral Colloquium. (pp. 24-31). Dunedin, New Zealand: Marketing Department, University of Otago. [Full Paper]

Thyne, M., Robertson, K., Thomas, T., & McDonald, S. (2015). "Mummy, when will I get muscles?": Children's gendered stereotypes around beauty and body image. In L. O'Malley (Ed.), Proceedings of the Academy of Marketing Conference (AM): The Magic in Marketing. Retrieved from http://programme.exordo.com/am2015/

Sen, R. A., Robertson, K., & Watkins, L. (2015). Social norms and alcohol consumption: Communicating an alternative to excessive consumption. In A. Ganglmair-Wooliscroft, J. Williams & B. Wooliscroft (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Midyear Doctoral Colloquium. (pp. 32-39). Dunedin, New Zealand: Marketing Department, University of Otago. [Full Paper]

Forbes, S., Mather, D., Robertson, K., & Lawson, R. (2015). An examination of daily behaviour using the International Physical Activity Questionnaire. In L. O'Malley (Ed.), Proceedings of the Academy of Marketing Conference (AM): The Magic in Marketing. Retrieved from http://programme.exordo.com/am2015/

Thyne, M., Robertson, K., Watkins, L., & Aitken, R. (2014). Media content is making my child(hood) disappear: Parents’ views on the effect of advertising. Proceedings of the Child and Teen Consumption Conference: Being, Becoming and Belonging. [USB Memory Stick] [Full Paper]

Aitken, R., Robertson, K., Watkins, L., & Thyne, M. (2014). An examination of the factors that influence the choice of mediation strategies for preschool children. Proceedings of the Child and Teen Consumption Conference: Being, Becoming and Belonging. [USB Memory Stick] [Full Paper]

Watkins, L., Aitken, R., Robertson, K., & Thyne, M. (2014). The implications of television advertising to pre-schoolers: An analysis of parental concerns. Proceedings of the Child and Teen Consumption Conference: Being, Becoming and Belonging. [USB Memory Stick] [Full Paper]

Seyedmehdi, S., Gnoth, J., & Robertson, K. J. (2014). A proposed model for the process of place bonding. In S. Rundle-Thiele, K. Kubacki & D. Arli (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference: Agents of Change. (pp. 419-425). ANZMAC. [Full Paper]

Forbes, S., Robertson, K., & Lawson, R. (2013). Source gender of health information: Does it really matter? European Advances in Consumer Research, 10, (pp. 104-110). [Full Paper]

Yuksel, K., McNeill, L., Robertson, K., & Hamlin, R. (2011). The four pillars of brand management. Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference. Retrieved from http://anzmac.info/conference/2011-proceedings/

Forbes, S., & Robertson, K. (2010). Normative feedback interventions: What happens when perceptions of heavy drinking correctly reflect actual behaviour? In R. Russell-Bennett & S. Rundle-Thiele (Eds.), Proceedings of the International Nonprofit & Social Marketing (INSM) Conference: Connecting Thought and Action. (pp. 58-61). Brisbane, Australia: Faculty of Business, Queensland University of Technology. [Full Paper]

Forbes, S., Robertson, K., & Lawson, R. (2010). Text messaging as a behavioural intervention tool: Can it increase physical activity? In R. Russell-Bennett & S. Rundle-Thiele (Eds.), Proceedings of the International Nonprofit & Social Marketing (INSM) Conference: Connecting Thought and Action. (pp. 62-65). Brisbane, Australia: Faculty of Business, Queensland University of Technology. [Full Paper]

Forbes, S., Robertson, K., & Lawson, R. (2010). An examination of outcome expectancies of physical activity as a function of stage of change. In P. Ballantine & J. Finsterwalder (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference: Doing More with Less. Christchurch, New Zealand: Department of Management, College of Business and Economics, University of Canterbury. Retrieved from http://anzmac2010.org/proceedings/papers.html

Khoo-Lattimore, C., Thyne, M., & Robertson, K. (2009). Getting to the heart of the matter: A hedonic reason for home purchases. In M. Ewing & F. Mavondo (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC): Sustainable Management and Marketing. Retrieved from www.anzmac2009.org

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Conference Contribution - Published proceedings: Abstract

Sen, R. A., Robertson, K., & Watkins, L. (2017). Towards more effective alcohol warning labels: Applying lessons from the tobacco evidence. Proceedings of the University of Otago Student Research Symposium: Te Wānaka Rakahau: Ākoka. (pp. 81). Retrieved from http://www.otago.ac.nz/graduate-research/scholarships/otago643219.html

Green, J., & Robertson, K. (2016). “Go hard or go home”: Moderate drinking is “a waste of money and calories”. European Health Psychology Society (EHPS) and the British Psychology Society Division of Health Psychology (DHP) Annual Conference. (pp. 873). Retrieved from http://ehps2016.org

Khalil Zadeh, N., Robertson, K., & Green, J. (2016). Susceptibility to medicine advertising is associated with poorer health behaviours. European Health Psychology Society (EHPS) and the British Psychology Society Division of Health Psychology (DHP) Annual Conference. (pp. 807). Retrieved from http://ehps2016.org

Robertson, K., & Thyne, M. (2016). Systematically informing the development of alcohol warning messages for health promotion. European Health Psychology Society (EHPS) and the British Psychology Society Division of Health Psychology (DHP) Annual Conference. (pp. 872). Retrieved from http://ehps2016.org

Tabitha, T., Robertson, K. J., Thyne, M., & Lyndem, P. K. (2016). Beware of strangers...Unless you're looking at making connections for shopping tips. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 725). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Abstract]

Sen, R. A., Robertson, K., & Watkins, L. (2016). Examining gender-specific differences in demographic characteristics, psychographic characteristics, and drinking behaviours between drinker subgroups. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 182). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Abstract]

Thomas, T., Robertson, K., & Thyne, M. (2015). "Am I fair and lovely": Indian children’s perceptions of physical attractiveness and their links with materialism. Advances in Consumer Research, 43, (pp. 810). Retrieved from http://acrwebsite.org/volumes/1020270/volumes/v43/NA-43

Knobloch, U., Robertson, K., & Aitken, R. (2014). Feeling your way: The role of emotions in understanding tourist experiences. Proceedings of the 43rd European Marketing Academy (EMAC) Conference: Paradigm Shifts & Interactions. Retrieved from http://emac2014.emac-online.org

Knobloch, U., Robertson, K., & Aitken, R. (2013). Understanding tourist experiences. Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference. Retrieved from http://www.anzmac.org/conference

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