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Ross Gordon

Photo of Ross Gordon
  • Title: Associate Professor
  • Position: Associate Professor - Department of Marketing and Management
  • Qualifications: PhD in Marketing (Social Marketing), MSc in Public Policy, BA Honours in Politics and History

Contact Details

Social Media

Areas of Expertise

  • Social Marketing
  • Consumer Culture
  • Consumer Research
  • Critical Marketing
  • Well-being

Profile

Ross is an interdisciplinary Social Science scholar employed as an Associate Professor at Macquarie University in Sydney. He is also President of the Australian Association of Social Marketing (AASM). Ross is a social change activist. His work focuses on social issues and social change, through a critical, reflexive and multi-perspective lens. His discipline expertise lies in social marketing, consumer cultures, and critical marketing teaching and research. He works across various social change topic areas including energy efficiency, environmental sustainability, alcohol and alcohol marketing, gambling, tobacco control, mental health, and workplace bullying. He is also interested in critiques of neoliberalism and related social activism.

Ross uses interdisciplinary and mixed-method and multi-method approaches to his work and has extensive experience using methodologies including longitudinal quantitative surveys, systematic reviews and meta-analyses, focus groups, depth interviews, ethnography, content analysis, and cognitive neuroscience. He also has considerable experience in research, designing, implementing and evaluating behaviour and social change programmes. He has been a principal or named investigator on projects attracting over $6.5m in research funds in Australia, UK, Europe and India. He has acted an expert advisor to the Australian Government, the UK and Scottish Governments, the European Commission, WHO, NSW Health, Cancer Institute, and a range of other stakeholders on various topics relating to social change.

Ross was formerly employed at the University of Wollongong Faculty of Social Sciences (2010-2014), the Institute for Social Marketing at The Open University Business School (ISM-Open) from 2009-2010, and prior to that the ISM at the University of Stirling (2005-2009). Ross is currently a Visiting Fellow at the Open University, Honorary Research Fellow at Coventry University, a Visiting Academic at London School of Economics and Political Science, and an Honorary Senior Fellow at the University of Wollongong Faculty of Social Sciences.

He has published over 70 academic journals, book chapters and conference papers including in outlets such as European Journal of Marketing, Journal of Business Research, Marketing Theory, Journal of Services Marketing, Journal of Macromarketing, Journal of Social Marketing, Energy Policy, and BMC Public Health. He has also written numerous client reports and regularly gives invited presentations. Ross co-authored a leading textbook on social marketing and social change: Jeff French and Ross Gordon (2015). Strategic Social Marketing. London: Sage. Ross is a keen player and follower of sports including playing football for Macquarie University, some tennis and cycling, loves travelling, enjoys current affairs, and is a big music fan and occasional techno DJ.

Education

  • Doctor of Philosophy (PhD) Marketing: (University of Stirling)
  • Master of Science (MSc) Public Policy: (University of Strathclyde)
  • Bachelor of Arts (Honours) Politics and History (Second Class Honours, Upper Division - 2:1): (University of Strathclyde)

Research grants

SELECTED RESEARCH GRANTS (25 in total)

  • Energy Consumers Australia Grants Program. Exploring the nexus of energy use, ageing, and health and wellbeing among older Australians. Gordon, R., Waitt, G., Cooper, P. $98,394. (October 2017-April 2019).
  • Macquarie University Enterprise Partnership Scheme, and Energy Australia. Using social marketing to support energy efficiency practices among low-income families. Gordon, R. $40,000. (March 2016-March 2017).
  • Australian Research Council Discovery Grant Scheme. Selling The Punt: An interdisciplinary analysis of the extent and impact of sports wagering marketing strategies in Australia. Thomas S, Daube M, Gordon R, Hastings G, Derevensky J. $192,483. (January 2014-December 2016).
  • Beyondblue. Workplace bullying research project. Magee C., Gordon R, Oades, L., Caputi, P. $100,000. (January 2014-November 2015).
  • Centre for Health Initiatives Small Grant Scheme. An experimental pilot test of social marketing brand personality and brand personality appeal. Gordon R, Magee C. $5,000. (January 2014-January 2015).
  • Victorian Responsible Gambling Foundation, Early Career Researcher Grant Program. Consumer socialisation and consumption communities in gambling. Gordon R. $46,202. (July 2013-July 2014).
  • Australian Government, Department of Resources, Energy and Tourism. Low Income Energy Efficiency Program. Energy efficiency in the 3rd Age: Social marketing behaviour change programme and evaluation components. Gordon, R. $2,300,000: [$370,000 for social marketing/ evaluation component]. (September 2013-July 2016.)
  • University of Wollongong, Community Engagement Grant Scheme. When it's good to be a quitter: A youth oriented tobacco social marketing intervention. Barrie L, Gordon R, University of Wollongong. $9,845. (September 2012-April 2013).
  • E.S.R.C, M.R.C et al - National Preventive Research Initiative round 4. Alcohol policy interventions in Scotland and England: APISE. Hastings G, MacKintosh A.M, University of Stirling, Meier, P, University of Sheffield, Harris, F, Open University Business School. Gordon R, University of Wollongong, GBP 1,054,241. (January 2012- June 2015).
  • University of Wollongong, Faculty Research Committee Early Career Researcher Grant. Critical social marketing: Alcohol marketing in developing countries. Gordon R, $3,000. (January 2012-March 2013).
  • Department of Justice Victoria. Examination into the nature and extent of point of sale alcohol promotions at retail outlets in Victoria. Jones S, Caputi P, Gordon R. University of Wollongong, $159,262. (January 2012-December 2013).
  • European Commission (DG SANCO). Implementation of specific strategies focusing on health determinants: Reducing the damaging effects of alcohol marketing, Gordon R,The Open University,MacAskill S, Eadie D and Angus K, University of Stirling, GBP 105,358. (January 2009-January 2013).
  • Joseph Rowntree Foundation. Learning about alcohol: Influences of the family context. Eadie D, MacAskill S, Brookes O, Gordon R, Punch S, University of Stirling, Heim D, University of Central Lancashire, Forsyth A, Glasgow Caledonian University, GBP 72,792. (January - December 2008),
  • Joseph Rowntree Foundation. A review of initiatives that have resulted in changes in attitudes, knowledge, and behaviour. Stead M, Gordon R, Holme I, Moodie C, Hastings G, Angus K, University of Stirling, GBP 24,993. (January-September 2007).
  • NHS Health Scotland. Study of Drinking Cultures. MacAskill S, Gordon R, Eadie D, University of Stirling and Heim D, University of Central Lancashire, GBP 199,614. (January 2006-June 2008).
  • E.S.R.C, M.R.C et al - National Preventive Research Initiative Round 1. Assessing the Cumulative Impact of Alcohol Marketing Communications on Youth Drinking. Hastings G, Gordon R, Eadie D, MacKintosh A.M, University of Stirling, Harris F, Open University, GBP 341,592. (January 2006 - December 2009).
  • National Consumer Council & Department of Health. Review of Effectiveness of Social Marketing Interventions for Health Improvement. Hastings G, Stead M, Gordon R, McDermott L, Angus K, University of Stirling, GBP 13,000. (November 2005-June 2006).

Research areas

  • Social Marketing
  • Critical Marketing
  • Consumer Culture
  • Consumer Research
  • Well-being
    • h-index:16 in Google Scholar/11 in Scopus (among top 25% in discipline)
    • 1722 Citations in Google Scholar/782 citations in Scopus (5x average for career stage)

Publications

journal toggle icon open Refereed Journal Articles

  • Gordon, R., Ciorciari, J., van Laer, T. (accepted 22/08/2017). Using EEG to examine the role of attention, emotion, working memory, and imagination in narrative-transportation. European Journal of Marketing. (ABDC A*, ABS 3*).
  • Gordon, R., Butler, K., Cooper, Waitt, G., Magee, C. (accepted 05/07/2017). Look before you LIEEP: Practicalities of using ecological systems theory in social marketing to improve thermal comfort. Journal of Social Marketing. (ABDC B).
  • Gordon, R., Dibb, S., Magee, C., Butler, K., Waitt, G., Cooper, P. (2018). Empirically testing the concept of value-in-behaviour and its relevance for social marketing. Journal of Business Research, 82(1): 56-67. (ABDC A, ABS 3*).
  • Gordon, R., Waitt, G., Cooper, P. (2017). A social marketer, a human geographer and an engineer walk into a bar: Reflections on doing interdisciplinary projects. Journal of Social Marketing, 7(4): 366-386. (ABDC B).
  • Magee, C., Gordon, R., Robinson, L., Reis, S., Caputi, P., Oades, L. (2017). Workplace bullying and absenteeism: The mediating roles of poor health and work engagement. Human Resource Management Journal, 27(3): 319-334. (ABDC A, ABS 4*).
  • Gordon, R., Russell-Bennett, R., Lefebvre, C. (2016). Social marketing: The state of play and brokering a way forward. Journal of Marketing Management, 32(11-12): 1059-1082. (ABDC A, ABS 2*).
  • Deans, E.G., Thomas, S.L., Daube, M., Derevensky, J., Gordon, R. (2016). Creating symbolic cultures of consumption: An analysis of the content of sports wagering advertisements in Australia. BMC Public Health, 16(1): 208.
  • Waitt, G., Roggeveen, K., Gordon, R., Cooper, P. (2016). Tyrannies of thrift: Governmentality and older, low-income people's energy efficiency narratives in the Illawarra, Australia. Energy Policy. 90: 37-45.
  • Mohiuddin, K.G., Gordon, R., Magee, C., Kyung Lee, J. (2016). A conceptual framework of cool for social marketing. Journal of Social Marketing, 6(3). (ABCD B).
  • Butler, K., Gordon, R., Rogeeveen, K., Waite, G., Cooper, P. (2016). Perceived value of using energy efficiently among low-income older residents. Journal of Social Marketing, 6(3). (ABDC B).
  • Gordon, R., Zainuddin, N., Magee, C. (2016). Unlocking the potential of branding in social marketing services: The application, and effect of brand personality and brand personality appeal. Journal of Services Marketing, 30(1): 48-62. (ERA A, ABS 3*, ABDC A*, Impact Factor [IF]: 0.956).
  • Phillipson, L., Gordon, R., Telenta, J., Magee, C. (2016). A review of current practices to increase Chlamydia screening in the community – a social marketing perspective. Health Expectations, 19(1): 5-25. (ERA B).
  • Magee, C.A., Gordon, R., Robinson, L., Reis, S., Caputi, P., Oades, L. (2015). Distinct workplace bullying experiences and sleep quality: A person-centred approach. Personality and Individual Differences, 87: 200-205. (ABDC A, ABS 3*).
  • Harris, F., Gordon, R., MacKintosh, A.M., Hastings, G. (2015). Consumer socialization and the role of branding in adolescent drinking. Psychology and Marketing. 32(12): 1175-1190. (ABDC A, ABS 3*, ERA A).
  • Gordon, R., Jones, S., Barrie, L., Gilchrist, H. (2015). Use of Brand Community Markers to Engage Existing Lifestyle Consumption Communities and Some Ethical Concerns. Journal of Macromarketing, 35(4): 419-434 (ERA B, ABS 2*, ABDC B).
  • Gordon, R., Gurrieri, L., Chapman, M. (2015). Broadening understanding of gambling - The lifestyle consumption community of sports betting. Journal of Business Research, 68(10): 2164-2172. (ERA A, ABS 3*, ABDC A).
  • Gordon, R., Gurrieri, L. (2014). Towards a reflexive turn: Social marketing: assemblages. Journal of Social Marketing, 4(3): 261-278. (ERA B, ABS 2*).
  • Howard, S., Gordon, R.,Jones, S. (2014). Australian Alcohol Policy 2001-2013 and Implications forPublic Health. BMC Public Health,14: 848. (ERA B).
  • Magee, C., Gordon, R., Caputi, P. (2014). Distinct developmental trends in sleep duration during early childhood. Pediatrics.133 (6), e1561-e1567. (ERA A*).
  • Gordon, R. (2013). New ideas - fresh thinking: Towards a broadening of the social marketing concept. Journal of Social Marketing, 3(3): 200-205. (ABDC B).
  • Gordon, R. (2013). Unlocking the potential of upstream social marketing. European Journal of Marketing, 47(9): 1525-1547. (ERA A, ABS 3*, ABDC A*,Impact Factor [IF]: 0.956).
  • Jones, S., Gordon, R. (2013). Regulation of alcohol advertising: Policy options for Australia. Evidence Base, 2(2): 1-37.
  • Gordon, R. (2012). Re-thinking and re-tooling the social marketing mix. Australasian Marketing Journal, 20(2): 122-126. (ERA B, ABS 1*, ABDC B, 11/1 citations). Elsevier most read article in Australasian Marketing Journal, November 2013.
  • Farrell, T., Gordon, R. (2012). Critical social marketing: Investigating alcohol marketing in the developing world. Journal of Social Marketing, 2(2): 138-156. (ABDC B, 1/0 citations).
  • Gordon, R., Heim, D., MacAskill, S. (2012). Rethinking drinking cultures: A review of drinking cultures and a reconstructed dimensional approach. Public Health, 126(1): 3-11. (ERA C, 9/7 citations, IF: 1.350).
  • Gordon, R., Carrigan, M., Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2): 143-163. (ERA B, ABS 2*, ABDC A, 10/2 citations, IF: 1.062).
  • Gordon, R., Harris, F., MacKintosh, A.M., Moodie, C. (2011). Assessing the cumulative impact of alcohol marketing on young people's drinking: Cross sectional data findings. Addiction Research and Theory, 19(1): 66-75. (ERA B, 15/7 citations, IF: 1.032).
  • Gordon, R. (2011). Critical social marketing, definition, application and domain. Journal of Social Marketing. 1(2): 82-99. (ABDC B, 15/8 citations).
  • Gordon, R. (2011). Alcohol marketing and youth drinking: A rejoinder to the alcohol industry. Alcohol and Alcoholism, 46(4): 369-370. (ERA A, 1 citation, IF: 2.946).
  • Gordon, R. (2011). An audit of alcohol brand websites. Drug and Alcohol Review, 30(6): 638-644. (ERA C, 4/2 citations, IF: 1.547).
  • Gordon, R., MacKintosh, A.M., Moodie, C. (2010). The impact of alcohol marketing on youth drinking behaviour: A two-stage cohort study. Alcohol and Alcoholism, 45(5): 470-480. (ERA A, 32/15 citations, IF: 2.946).
  • Gordon, R., Hastings, G., Moodie, C., Eadie, D. (2010). Critical social marketing - the impact of alcohol marketing on youth drinking: Qualitative findings. International Journal of Non Profit and Voluntary Sector Marketing, 15(3): 265-275. (ERA C, ABS 1*, ABDC B, 11/0 citations).
  • Gordon, R., Hastings, G., Moodie, C. (2010). Alcohol marketing and young people's drinking: What the evidence base suggests for policy. Journal of Public Affairs, 10(1): 88-101. (ERA B, ABS 1*, ABDC B, 14/6 citations).
  • Anderson, P., de Bruijn, A., Angus, K., Gordon, R., Hastings, G. (2009). Impact of alcohol advertising and media exposure on adolescent alcohol use. Alcohol and Alcoholism, 44(3): 229-243. (ERA A, 240/123 citations, IF: 2.946).
  • Gordon, R., Moodie, C. (2009). Dead cert or long shot: The utility of social marketing in tackling problem gambling in the UK? International Journal of Non Profit and Voluntary Sector Marketing. 14(3): 243-253. (ERA C, ABS 1*, ABDC B,6/0 citations).
  • Stead, M., Gordon, R., Angus, K., McDermott, L. (2007). A systematic review of social marketing effectiveness. Health Education, 107(2): 126-191. Chosen as a highly commended paper at the Emerald Literati awards for excellence 2008. See: http://info.emeraldinsight.com/authors/literati/index.htm. (ERA C, 109/50 citations).
  • Gordon, R., McDermott, L., Stead, M., Angus, K. (2006). The effectiveness of social marketing interventions for health improvement: What's the evidence? Public Health, 120(12): 1133-113. (ERA C, 155/74 citations, IF: 1.350).
  • Hastings, G., Anderson, S., Cooke, E., Gordon, R. (2005). Alcohol marketing and young people's drinking: A review of the research. Journal of Public Health Policy, 26(3): 296-311. (ERA C, 111/54 citations, IF: 2.113)

publications toggle icon open Industry Publications

  • Gordon, R. (2012). Australian Association of Social Marketing: AASM Viewpoint Volume 1 2012. Hampton VIC: AASM. ISBN: 9780987474308.
  • Gordon, R. (2012). Australian Association of Social Marketing: AASM Viewpoint Volume 1 2012. Hampton VIC: AASM. ISBN: 9780987474315.

books toggle icon open Books

  • Gordon, R., Butler, K., Beard, J., Tibbs, M., Cooper, P., McDowell, C., Kokogiannakis, G., Waitt, G. (2016). Energy+My Home Book: A book on home energy efficiency from the Energy+Illawarra Project. Sydney: Macquarie University. ISBN: 9781741384413.
  • French, J., Gordon, R. (2015 - April). Strategic social marketing. London: Sage Publications.

chapters toggle icon open Book Chapters

  • Gordon, R. (2018). Critical social marketing: Reflections, introspections and future directions. In Tadajewski, M., Higgins, M., Dholakia, N., Denegri-Knott, J., Varman, R. The Routledge companion to critical marketing. London: Routledge.
  • Gordon, R., Oades, L. (2017). Social marketing of wellbeing. In Slade, M., Oades, L., Jarden, A. (Eds.). Wellbeing, recovery and mental health. Cambridge: Cambridge University Press; 300-310.
  • Gordon, R., Ciorciari, J. (2016). Social marketing and cognitive neuroscience. In Rundle-Thiele, S., Kubacki, K. (Eds.). Social marketing and formative research. Sydney: Springer.
  • Gordon, R., Oades, L. (2016). Social marketing and wellbeing. In Slade, M., Oades, L., Jarden, A. (Eds.). Wellbeing, recovery and mental health. Cambridge: Cambridge University Press.
  • Gordon, R. (2009). Case study: Assessing the cumulative impact of alcohol marketing on youth drinking. In Tinson, J. Conducting research with children and adolescents: Design, methods and empirical cases. Goodfellow: Oxford; 202-208.
  • Stead, M., Gordon, R. (2009). Providing evidence for social marketing's effectiveness. In French, J., Blair-Stevens, C., McVey, D., Merritt, R. (Eds.) Social marketing and public health: Theory and practice. Oxford: Oxford University Press; 81-96.
  • Gordon, R., Hastings, G., McDermott, L., Evans, D. (2008). Building brands with competitive analysis. In Evans, D., Hastings, G. (Eds.). Public health branding: Applying marketing for social change. Oxford: Oxford University Press; 73-90.
  • Gordon, R., McDermott, L., Hastings, G. (2008). Critical issues in social marketing: A review and research agenda. In Sargeant, A., Wymer, W. (Eds.). The Routledge companion to non-profit marketing. London: Routledge; 333-346.
  • Gordon, R., Hastings, G., McDermott, L., Siquier, P. (2007). The critical role of social marketing. In Saren, M., MacLaran, P., Goulding, C., Elliott, R., Shankar, A., Catterall, M.(Eds.). Critical Marketing: Defining the field. London: Elsevier; 159-173.

monographs toggle icon open Monographs

  1. Gordon, R., Harada, T. (2017). Using social marketing to support energy efficiency practices among low income families. Sydney: Macquarie University and Energy Australia.
  2. Cooper P, Gordon, R., Waitt G, Petkovic D, Burroughs N, Tibbs M, Butler K, Roggeveen K, McDowell C, Kokogiannakis G, Ledo Gomis L, and Magee C. (2016). EE3A: Pathways and initiatives for low-income older people to manage energy: Final Report. Canberra: Department of Industry, Innovation and Science.  Available at http://www.environment.gov.au/system/files/energymog/files/rdai.pdf
  3. Jones, S., Andrews, K., Gordon, R. (2016). Alcohol truth: A counter marketing intervention to address adolescent alcohol consumption. Canberra: Foundation for alcohol research and education. http://fare.org.au/wp-content/uploads/research/Alcohol-truth.-A-counter-marketing-intervention-to-address-adolescent-alcohol-consumption.pdf
  4. Magee, C., Larsen-Truong, K., Gordon, R. (2015). Systematic Review of the Health Effects of Environmental Noise. Sydney: NSW Health.
  5. Gordon, R., Chapman, M. (2014).Brand community and sports betting in Australia - Final Report. Melbourne: Victorian Responsible Gambling Foundation2014) http://www.responsiblegambling.vic.gov.au/__data/assets/pdf_file/0012/18003/Research-report-Brand-community-and-sports-betting-in-Australia.pdf
  6. Magee, C., Gordon,R., Caputi, P., Oades, L., Robinson, L., Reis, S. (2014). Final Report Workplace Bullying in Australia. Melbourne: Beyondblue.
  7. Jones, S., Barrie, L., Gordon, R., Magee, C., Robinson, L., Chapman, M. (2013). Examination into the nature and extent of point of sale alcohol promotions at retail outlets in Victoria. Melbourne: Victorian Department of Justice.
  8. Gordon, R., Magee C., Jones, S.C., Phillipson, L., Barrie, L. (2012). Effectiveness of 'signs and symptoms' campaigns for lung cancer: A rapid review. Report prepared for the Sax Institute. Wollongong: Centre for health Initiatives, University of Wollongong.
  9. Farrell, T., Gordon, R. (2011). Using Critical Social Marketing to examine alcohol marketing in developing nations. Executive report prepared for FORUT. Oxford and Wollongong: Oxford Brookes University and University of Wollongong.
  10. Angus, K., Cairns, G., Purves, R., Bryce, S., MacDonald, L., Gordon, R. (2011). Systematic literature review to examine the evidence for effectiveness of interventions that use theories and models of behaviour change: Towards the prevention and control of communicable diseases. Prepared for the European Centre for Disease Prevention and Control. Stirling: Institute for Social Marketing, University of Stirling.
  11. Howard, S., Gordon, R. (2011). Summary report of Australian alcohol policy: 2001-2011. Wollongong: Centre for Health Initiatives, University of Wollongong.
  12. Gordon, R., Barrie, L., Jones, S. (2011). Alcohol Sponsorship of the National Rugby League: What is its impact on young males? Prepared for NSW Health. Wollongong: Centre for Health Initiatives, University of Wollongong.
  13. Phillipson, L., Hall, D., Gordon, R, Jones, S.C. (2011). The GP Dementia Risk Reduction Education Project: Report 2 Formative Research Results from Focus Groups with Target Audience (45 to 64 years). Prepared for the Illawarra Division of General Practice. Wollongong: Centre for Health Initiatives, University of Wollongong.
  14. Cairns, G., Purves, R., Bryce, S., McKell, J., Gordon, R., Angus, K. (2011). Investigating the Effectiveness of Education in Relation to Alcohol: A Systematic Investigation of Critical Elements for Optimum Effectiveness of Promising Approaches and Delivery Methods in School and Family Linked Alcohol Education. Prepared for the Alcohol Education and Research Council. Stirling: Institute for Social Marketing, University of Stirling.
  15. Gordon, R., Jones, S., Barrie, L. (2011). Evaluation of the Problem Gambling State-wide Communications Programme. Prepared for the Victorian Office of Gaming and Racing. Wollongong: Centre for Health Initiatives, University of Wollongong.
  16. Angus, K., Gordon, R., Cairns, G., Eadie, D., MacDonald, L. (2010). Evaluated Interventions to Reduce Alcohol Related Harm among Young People: Piloting for the Resource on Alcohol and Youth Projects (RAYPRO) Database. Prepared for the European Commission DG SANCO. Milton Keynes, Stirling: Institute for Social Marketing, The Open University and University of Stirling.
  17. Gordon, R., Cairns, G., Angus, G. (2009). Synthesis Report on the Effectiveness Of Alcohol Education in Schools in the European Union. Prepared for the European Commission DG SANCO. Milton Keynes, Stirling: Institute for Social Marketing, The Open University and University of Stirling.
  18. Gordon, R., Wilks, L., Eadie, D., MacAskill, S. (2009). Mapping Exercise Report on Self Regulation. Prepared for the European Commission DG SANCO. Milton Keynes, Stirling: Institute for Social Marketing, The Open University and University of Stirling.
  19. Gordon, R., Wilks, L., Eadie, D., MacAskill, S. (2009). Mapping Exercise Report on Targeting/Not Targeting Youth. Prepared for the European Commission DG SANCO. Milton Keynes, Stirling: Institute for Social Marketing, The Open University and University of Stirling.
  20. Gordon, R., Wilks, L., Eadie, D., MacAskill, S. (2009). Mapping Exercise Report on Social Marketing. Prepared for the European Commission DG SANCO. Milton Keynes, Stirling: Institute for Social Marketing, The Open University and University of Stirling.
  21. Stead, M., Gordon, R., Holme, I., Moodie, C., Hastings, G., Angus, K. (2008). A review of initiatives that have resulted in changes in attitudes, knowledge, and behaviour. Joseph Rowntree Foundation Alcohol Research Programme. Stirling: Institute for Social Marketing, University of Stirling and The Open University.
  22. MacAskill, S., Eadie, D., Gordon, R., Heim, D. (2008). Drinking in Scotland: Qualitative Insights into Influences, Attitudes and Behaviours - Final Report. Prepared for NHS Health Scotland. Stirling: Institute for Social Marketing.
  23. Gordon, R., Heim, D., MacAskill, S., Angus, K., Dooley, J., Merlot, R., Thomson, S. (2008). Snapshots of Drinking - A Rapid Review of Drinking Cultures and Influencing Factors: Australia, Canada, France, Germany, Spain, Sweden and the United Kingdom and Scotland (Revised from 2007). Prepared for NHS Health Scotland. Stirling: Institute for Social Marketing.
  24. MacAskill, S., Heim, D., Eadie, D., Gordon, R. (2007). Analysis of Drinking Diaries and Self-poured Drinks - Technical Report. Stirling: Institute for Social Marketing.
  25. Gordon, R., Angus, K. (2007). Review of Literature to Identify Whether Encouraging People to Talk About Suicidal Feelings is Associated with Any Known/Identified Positive or Negative Outcomes and to Identify Any Similar/Relevant Awareness Raising/Social Marketing Campaigns and Their Impact. Prepared for Choose Life. Stirling: Institute for Social Marketing, University of Stirling and The Open University.
  26. Gordon, R., McDermott, L., Stead, M., Angus, K., Hastings, G. (2006). A Review of the Effectiveness of Social Marketing Physical Activity Interventions. Prepared for the National Social Marketing Centre. Stirling: Institute for Social Marketing, University of Stirling and The Open University.
  27. McDermott, L., Stead, M., Gordon, R., Angus, K., Hastings, G. (2006). A Review of the Effectiveness of Social Marketing Nutrition Interventions. Prepared for the National Social Marketing Centre. Stirling: Institute for Social Marketing, University of Stirling and The Open University.
  28. Stead, M., McDermott, L., Gordon, R., Angus, K., Hastings, G. (2006). A Review of the Effectiveness of Social Marketing Alcohol, Tobacco and Substance Misuse Interventions. Prepared for the National Social Marketing Centre. Stirling: Institute for Social Marketing, University of Stirling and The Open University.

seminar toggle icon open Academic Seminar Presentations

  • Gordon, R. (2017). Q&A session and behaviour and social change. Victorian social marketing community of practice. VicHealth, Melbourne, December 2017.
  • Gordon, R. (2017). Critical systems thinking and energy efficiency. Australia and New Zealand Marketing Academy Conference: Special Panel Session, RMIT University, Melbourne, December 2017.
  • Gordon, R. (2017). Storying energy efficiency: Using storytelling & cognitive neuroscience to achieve behaviour change. Australian Association of Social Marketing Victoria Hub Event, Deakin University, Melbourne, December 2017.
  • Gordon, R. (2017). Storying energy efficiency: Using storytelling & cognitive neuroscience to achieve behaviour change. Australian Association of Social Marketing WA Hub Event, Murdoch University, Perth, October 2017.
  • Gordon, R. (2017). Systems mapping energy efficiency in Australia. Group of Energy Efficiency Researchers Australia, Roundtable Meeting, Swinburne University of Technology, Melbourne, October 2017.
  • Gordon, R. (2017). Latest trends in social marketing. Australian Association of Social Marketing NSW Hub Event, University of Wollongong Sydney Business School, Sydney, July 2017.
  • Gordon, R. (2017). Innovations in Social Marketing- Using storytelling, and cognitive neuroscience, to promote energy efficiency. Queensland University of Technology, School of Advertising, Marketing and Public Relations, Research Seminar Series, Brisbane, July 2017.
  • Butler, K., Gordon, R. (2016). Energy+Illawarra: An interdisciplinary energy efficiency social marketing programme. Department of Marketing and Management, Research Seminar Series, Macquarie University, Sydney, October 2016.
  • Gordon, R. (2016). Systems thinking and social change. Plenary session: Think Tank – Systems Thinking in Action. International Social Marketing Conference, Wollongong, September 2016.
  • Gordon, R. (2016). Energy+Illawarra: An interdisciplinary energy efficiency social marketing programme. Energy Transitions Workshop, Faculty of Engineering, Macquarie University, Sydney, August 2016.
  • Gordon, R. (2016). Using narrative videos for health and wellbeing: A case study on energy efficiency. University of Western Australia, Business School Seminar Series, Perth, June 2016.
  • Gordon, R. (2016). Energy+Illawarra: An interdisciplinary energy efficiency social marketing programme. Murdoch University Sustainability Group Seminar Series, Perth, June 2016.
  • Gordon, R. (2016). Workshop: Strategic social marketing and systems thinking. 23rd National conference of the Australian Health Promotion Association, Perth, June 2016.
  • Gordon, R. (2016). Narrative videos in social marketing: A case study on energy efficiency. Centre for Health and Social Research, Lunchtime Seminar Series, Australian Catholic University, Melbourne, June 2016.
  • Gordon, R. (2016). Narrative videos in social marketing: A case study on energy efficiency. Centre for Health and Social Research, Lunchtime Seminar Series, Australian Catholic University, Melbourne, June 2016.
  • Gordon, R. (2016). Studying and learning about social marketing in Australia. International Social Marketing Association Course Fair Webinar. Online, May 2016.
  • Gordon, R. (2016). Strategic social marketing: The state of play and reflections on the future. James Cook University (JCU) Singapore Social Marketing Seminar. Singapore, January 2016.
  • Gordon, R. (2016). Strategic social marketing: The state of play and reflections on the future. University Teknologi Malaysia (UTM) Social Marketing Seminar. Johor Bahru, Malaysia, January 2016.
  • Gordon, R. (2016). Strategic social marketing: The state of play and reflections on the future. Strategic social marketing: Innovations in social and behaviour change seminar. Jakarta, Indonesia, January 2016.
  • Gordon, R. (2015). Workshop: Time to get strategic in social marketing. Australian Association of Social Marketing Symposium: Social Marketing and Behaviour Change – Applying What Works. Melbourne, October 2015.
  • Gordon, R. (2015). Mixed Methods research in action: Social marketing, energy efficiency and the Energy+Illawarra Project. (JRE School of Management, Research Methods Seminar, Greater Noida, India, June 2015).
  • Bauman, A., Lefebvre, C., Jones, S., French, J., Gordon, R., Kitchner, S. (2015). State of the Art in Social Marketing Panel Session. (University of Sydney Social Marketing and Mass Media for NCD Prevention – State of the Art in 2015 Colloquium, Sydney, April 2015.).
  • Gordon, R. (2015). World Social Marketing Conference Welcome to Keynote Session Day 2. (World Social Marketing Conference, Sydney, April 2015).
  • Gordon, R. (2015). World Social Marketing Conference: Meet the Editors Special Session. (World Social Marketing Conference, Sydney, April 2015).
  • French, J., Gordon, R. (2015). Time to get strategic in social marketing. (World Social Marketing Conference Workshop, Sydney, April 2015).
  • Gordon, R. (2015). Understanding gambling from a socio-cultural perspective - Consumption communities of gambling. (Victorian Responsible Gambling Foundation Lunchtime Learning Seminar, Victorian Responsible Gambling Foundation, Melbourne, March 2015).
  • Gordon, R. (2014). Energy efficiency in the 3rd Age. (Centre for Health Initiatives Research Seminar, University of Wollongong, Wollongong, November 2014)
  • Gordon, R. (2014). The value of value theory in environmental research. (Using Social Research in Environmental Governance, University of Technology Sydney, Sydney, November 2014).
  • Gordon, R. (2014). Cognitive neuroscience and social marketing. (Brain and Psychological Sciences Research Centre, Swinburne University, Melbourne, October 2014) 
  • Gordon, R. (2013). Unlocking the potential of branding in social marketing for practitioners. (Leading social change conference, Toronto, April 2013).
  • Gordon, R. (2012). Alcohol marketing: A global problem requiring global solutions. (Centre for Health Initiatives Lunchtime Seminar Series, Wollongong, May 2012).
  • Jones, S., Gordon, R. (2012).Social marketing training. (Southern Region Road Safety Quarterly Meeting, Wollongong, February 2012).
  • Gordon, R., Farrell. T. (2012). Critical social marketing: Investigating alcohol promotion in developing countries. (FORUT AGM, Bangkok, February 2012).
  • Gordon, R. (2010). Alcohol marketing and young people. (Alcohol Concern Annual Conference, London, November 2010).
  • Gordon, R. (2010). Alcohol: lessons from other fields. (Alcohol in Scotland: Changing Our Culture Conference, Edinburgh, June 2010).
  • Gordon, R., Brookes, O., Hastings, G. (2009). Alcohol marketing and young people: moving 'below the line.' (Swedish Presidency of the EU: Expert Conference on Alcohol and Health, Stockholm, September 2009).
  • Gordon, R. (2009). Alcohol marketing and young people: the Scottish perspective. (NYCI Alcohol Strategy Meeting, Dublin, February 2009).
  • Gordon, R. (2008). The effect of different types of alcohol marketing on drinking behaviour: Are some types more harmful than others? (EUCAM Working Conference, Brussels, November 2008).
  • Hastings, G., Gordon, R. (2008). Behaviour change: lessons from alcohol. (NCRI Conference, Berlin, October 2008).
  • Gordon, R. (2008). Alcohol marketing and young people: social marketing - a way forward? (Eurocare General Assembly, Paris, September 2008).
  • Gordon, R. (2008). Alcohol marketing. (Angus DAAT Seminar, Forfar, July 2008).
  • Gordon, R. (2008). Alcohol marketing and young people. (EU Alcohol Policy and Youth Network: Alcohol and Youth Conference, July 2008, Lisbon).
  • Gordon, R. (2008). The impact of food marketing on behaviour. (UIMP Summer School Conference: Mass Media and Eating Disorders - A Gender Perspective, May 2008, Sevilla).
  • Gordon, R., Hastings, G. (2008). Sustainable marketing. (Symposium on Sustainability and Business - A Demand-Oriented Perspective on Sustainability, April 2008, D.I.T, Dublin).
  • Hastings, G., Gordon, R. (2008). Impact of alcohol marketing and communication on youth. (EU Alcohol and Health Forum: Task force Marketing Communication, March 2008, Brussels).
  • Gordon, R. (2008). Alcohol marketing and drinking behaviour. (Changing Culture: The Impact of Alcohol in Renfrewshire, February 2008, Paisley).
  • Gordon, R., Stead, M. (2007). Social marketing developments in Scotland. (Wales Centre for Health: The Potential of Social Marketing in Wales Conference, October 2007, Cardiff).
  • Hastings, G., Gordon, R. (2007). McHealth: is it possible to brand public health? 6th International Colloquium on Non-profit, Social and Arts Marketing Friday 7th September 2007, September 2007, London).
  • Gordon, R., Hastings, G. (2007). Marketing and advertising alcohol. (PEN Network Event - Safer alcohol drinking in the east end meeting, August 2007, Glasgow).
  • Gordon, R., MacAskill, S. (2007). Drinking cultures/assessing the impact of alcohol marketing on youth drinking. (Scottish Government National Communications Group, July 2007, Edinburgh).
  • Gordon, R., Hastings, G., McDermott, L. (2007). Regulations and legislation to limit advertising that may negatively influence the health behaviour of children and adolescents: current practice and evidence of effectiveness. (WHO Technical Meeting on Health, Education Achievements and Development, June 2007, Vancouver).
  • Hastings, G., Gordon, R. (2007). Marketing and advertising alcohol. (Scots on the Rocks: How Do We Solve Scotland's Drink Problem? Conference, May 2007, Edinburgh).
  • Gordon, R. (2007). Women and alcohol: the role of social marketing. (Women and Alcohol in Scotland Conference, April 2007, Edinburgh).
  • Gordon, C., Gordon, R. (2007). Who should deliver public services? (Who delivers for Scottish Public Services Conference, January 2007, Edinburgh).
  • McDermott, L., Stead, M., Gordon, R., Hastings, G., Angus, K. (2006). The effectiveness of social marketing interventions for health improvement: what's the evidence? (UKPHA Conference, March 2006, Telford).
  • Gordon, R. (2006). Assessing the cumulative impact of alcohol marketing communications on youth drinking. (Angus DAAT Expert Seminar: Emerging Issues In Alcohol, March 2006, Arbroath).
  • Hastings, G., Gordon, R. (2005). Alcohol marketing: effects and trends. (ELSA, April 2005, Amsterdam).
  • Gordon, R. (2005). On the outside trying to get in. (Careers in Scottish Local Government Conference, March 2005, Hamilton).
  • Hastings, G., Gordon, R. (2004). Trends in alcohol marketing. (CAMY Conference, November 2004, Washington).
  • Hastings, G., Gordon, R. (2004). The regulation of alcohol marketing. (October 2004, London).
  • Hastings, G., Gordon, R. (2004). Developments in alcohol marketing. (Drinking Alcohol: Risks and Benefits, Royal Society of Medicine Conference, October 2004, London).
  • Hastings, G., Gordon, R. (2004). Alcohol marketing: problems and solutions. (Scottish Executive Alcohol Forum, September 2004, Glasgow).

conference toggle icon open Conferences and Presentations

  • Gordon, R., Ciorciari, J. (2016). Cognitive neuroscience and social marketing research: Pre-testing narrative videos about energy efficiency. (International Social Marketing Conference, Wollongong, September 2016). *Awarded best academic paper*
  • Waitt, G., Rogeveen, K., Gordon, R., Butler, K., Cooper, P. (2015). Thrifty pleasures: Telling energy efficiency narratives of older, lower income households. (Royal Geographical Society-Institute of British Geographers Annual International Conference, Exeter, September 2015).
  • Butler, K., Gordon, R., Roggeveen, K., Waitt, G., Cooper, P. (2015). Perceived value of using energy efficiently among low-income older residents. (World Social Marketing Conference, Sydney, April 2015).
  • Gordon, R., Butler, K., Magee, C., Waitt, G., Cooper, P. (2015). Using value theory for segmentation in social marketing. (World Social Marketing Conference, Sydney, April 2015).
  • Gordon, R., Gurrieri, L., Chapman, M. (2014).Lifestyle consumption communities: Exploring the concept in relation to sportsbetting in Australia. (Australia andNew Zealand Marketing Academy Conference, Brisbane, December 2014) .
  • Zainuddin, N., Gordon, R. (2014). Social marketing, value, and behaviour: Some important considerations. (International Social Marketing Conference, Frankston, July 2014).
  • Gordon, R., Zainuddin, N., Powell, S. Unlocking the potential of branding in social marketing. (World Social Marketing Conference, Toronto, April 2013).
  • Gordon, R. (2013). Keynote address. The Next Generation Speaks: Challenges for the future of social marketing. (World Social Marketing Conference, Toronto, April 2013).
  • Gordon, R. (2012). A comparative reflection on academic plagiarism across cultures, countries and subject areas. (Asia-Pacific Forum on Educational Integrity, Adapt & Remix: Academic integrity in action symposium, Sydney, November 2012).
  • Barrie, L., Gordon, R., Jones, S.C. (2012). Alcohol brand websites: Implications for social marketing. (International Social Marketing Conference, Brisbane, June 2012).
  • Gordon, R., Farrell, T. (2012). Critical social marketing: Examining alcohol marketing in developing countries and implications for corporate social responsibility. (ISM-Open Conference, Milton Keynes, May 2012).
  • Farrell, T., Gordon, R. (2012). Critical social marketing: Investigating alcohol marketing in the developing world. (Global Alcohol Policy Conference, Bangkok, February 2012).
  • Gordon, R. (2011). Critical social marketing: towards a definition. (2nd World Non-Profit and Social Marketing Conference, Dublin, April 2011).
  • Farrell, T., Gordon, R. (2011). Reducing alcohol harm in developing nations through the use of social marketing. (2nd World Non-Profit and Social Marketing Conference, Dublin, April 2011).
  • Gordon, R., Harris, F., MacKintosh, A.M. (2009). Critical social marketing: assessing the impact of alcohol marketing on youth drinking. (Australia and New Zealand Marketing Academy Conference, Melbourne, November-December 2009).
  • Gordon, R., Harris, F. (2009). Alcohol and social marketing: the impact of alcohol marketing on youth drinking. (ISM-Open Social Marketing Conference, Milton Keynes, October 2009).
  • Gordon, R., Harris, F. (2009). Assessing the cumulative impact of alcohol marketing on young people's drinking: cross sectional data findings. (Eighth International Congress of the International Association of Public and Non Profit Marketing, Valencia, June 2009).
  • Carrigan, M., Lindridge, A., Gordon, R., MacAskill, S., Eadie, D. (2009). Where's the harm? A social marketing approach to reframing 'problem' drinking cultures. (European Academy of Marketing Conference, May 2009, Nantes).
  • Gordon, R., Moodie, C. (2008). Dead cert or long shot: the utility of social marketing in tackling problem gambling in the UK? (World Social Marketing Conference, September 2008, Brighton).
  • Gordon, R. (2008). The evidence for social marketing as a behaviour change approach. (Universitat Koblenz Landau, Social Marketing Conference: Effectiveness of social marketing campaigns, June 2008, Koblenz).
  • Gordon, R. (2007). Alcohol marketing and youth drinking. (63rd Alcohol Problems Research Symposium, November 2007, Kendal).
  • Gordon, R., Stead, M. (2007). Evaluating social marketing interventions. (National Social Marketing Centre Conference: Social Marketing from Rhetoric to Reality, September 2007, Oxford).
  • Gordon, R. (2007). Critical marketing research: moving social marketing upstream. (National Social Marketing Centre Conference: Social Marketing from Rhetoric to Reality, September 2007, Oxford).
  • Gordon, R., Hastings, G. (2007). Critical marketing from theory into practice: the role of social marketing. (European Academy of Marketing Conference, May 2007, Reykjavik).
  • Gordon, R. (2006). Assessing the cumulative impact of alcohol marketing communications on young people's drinking. (Academy of Marketing Conference, July 2006, London).
  • McDermott, L., Cooke, E., Hastings, G., Anderson, S., Gordon, R. (2005). Corporate social responsibility within the UK alcohol industry. (4th International Conference on Corporate Social Responsibility, September 2005, London).

Affiliations / activities

  • Visiting Academic, London School of Economics and Political Science. (2011-present).
  • Visiting Research Fellow in Social Marketing, The Open University. (2013-present).
  • Honorary Senior Fellow, School of Psychology, Faculty of Social Sciences, University of Wollongong. (2015-present).
  • Member of the Centre for Health Initiatives, University of Wollongong
  • Visiting Academic, University of Wollongong in Hong Kong. (2012).
  • Visiting Academic, University of Strathclyde. (2010).
  • Visiting Academic, University of Birmingham. (2010).
  • Visiting Academic, Dublin Institute of Technology. (2008).

Community engagement

  • Academy of Marketing Conference, Stirling, July 2018. Track chair: Critical Marketing.
  • Guest Editor: Special Issue of the Journal of Marketing Management, Advancing Research and Theory in Strategic Social Marketing. 2016.
  • Academic co-chair, World Social Marketing Conference, Sydney, April 2015.
  • Guest Editor: Special Issue of the Journal of Social Marketing, New Ideas - Fresh Thinking, Volume 3, Issue 3, October 2013.
  • Management Committee of the Australian Association of Social Marketing (AASM) and Editor AASM Viewpoint.
  • Reviewer: Australian Research Council National Competitive Grants Program Detailed Assessor, Australian Marketing Institute Awards for Marketing Excellence, Victorian Responsible Gambling Foundation Grants for Gambling Research Final Reports, British Heart Foundation, PhD Studentship scheme, and Alcohol Education and Research Council, Research Grants Scheme.
  • Journal and Conference Reviewing includes: European Journal of Marketing, Journal of Business Ethics, Journal of Marketing Management, Journal of Social Marketing, Marketing Theory, Journal of Macromarketing, Social Science and Medicine, Addiction, BMC Public Health, Alcohol and Alcoholism, International Journal of Non-Profit and Voluntary Sector Marketing, European Marketing Academy Conference, Australia and New Zealand Marketing Academy Conference, Academy of Marketing Conference, World Social Marketing Conference, International Social Marketing Conference.
  • ISM-Open Conference October 2009 and November 2010. Open University Business School, Milton Keynes. Conference organiser and track chair.
  • ESRC Festival of Social Science online event: How Social Marketing Changes Public Behaviour. 12-21 March 2010. Open University Business School, Milton Keynes. Event organiser and contributor (posters/blogs/videos/essays)
  • Open University blog

phd supervision toggle icon open PhD Student Supervision

  • Galib Mohiuddin, Doctor of Philosophy, Macquarie University. Principal Supervisor.  Final year student. Research topic: Measuring ‘Cool’ in a Brand Marketing Context: Conceptualisation, Scale Development and Validation.
  • Aayad Aleid, Macquarie University, Doctor of Philosophy, Associate Supervisor.  1st year student. Research topic: A critical marketing analysis of the concept of personal branding.

honours supervision toggle icon open Honours Supervision

  • Jarreth Vance, Bachelor of Engineering (Environmental), University of Wollongong. 2nd Supervisor. Honours Year. Research Topic: Marketing the liveability of a location: The Web of Liveability Tool. Completed June 2013. University
  • Jeffrey Thom, Masters of Science (Research), University of Wollongong. 1st Supervisor. 1st year student. Research Topic: Marketing location based services.

Professional Membership

  • President and Member of the Australian Association of Social Marketing
  • Member of the Australian Marketing Institute and Certified Practicing Marketer
  • Member of the International Social Marketing Association
  • Member of the European Marketing Academy
  • Member of the Australian Marketing Institute
  • Member of the British Academy of Management
  • Member of the Centre for Health Initiatives, University of Wollongong
  • Member of the European Institute for Advanced Studies in Management
  • Member of the Committee of the International Association of Public & Non-Profit Marketing
  • Member of the Asia Pacific Alcohol Policy Alliance
  • Member of the Asia Pacific Forum on Educational Integrity

Academic Governance and Leadership

  • President, Australian Association of Social Marketing, 2014 –
  • Discipline Expert, Macquarie University Thesis Examination Sub-Committee, 2016 -
  • Discipline Expert, Macquarie University Research Fellowships (MQRF) Committee, 2015 -
  • Discipline Expert, Department of Marketing and Management HDR Protocol Committee, Macquarie University, 2014 -
  • Member of the Group of Energy Efficiency Researchers (GEER) Australia, 2015 -
  • Member of the Management Committee of the International Social Marketing Association, 2014 -
  • Member of University of Wollongong, Faculty of Health and Behavioural Sciences, Faculty Research Committee, 2012-2014.
  • Adjunct Member of University of Wollongong, Faculty of Health and Behavioural Sciences, Faculty Education Committee, 2012.
  • Member of University of Wollongong, School Learning, Teaching and Assessment Committee, 2011-2014.
  • Member of University of Wollongong, Faculty of Health and Behavioural Sciences/Social Sciences, Higher Research Degree Scholarship Ranking Committee, 2012-2013.
  • Member of Australian Association of Social Marketing Management Committee, 2011-present.
  • Course coordinator, Graduate Certificate in Social Marketing, University of Wollongong, 2013-2014.
  • Honours Assessor, University of Wollongong, Faculty of Social Sciences, Faculty of Engineering, 2012-2013.