Dr Caroline Bowman

Caroline Bowman

Senior Lecturer in Consumer Psychology

Dr Caroline Bowman is a Senior Consumer Psychologist and Director of Teaching & Learning in the School of Psychology.

Caroline is especially interested in how the brain drives behaviour, and her specialism focuses on how emotion can influence financial decision-making. Caroline has led research which investigates whether the type of relationship between two people can change the behaviour of the decision-maker, whether background sounds can alter the nature of decision-making, whether a person’s mood can influence their decision-making, and whether brand personality has the power to modify decision-making.

Follow Caroline on Twitter: @jeanlovesmarie

Caroline’s empirical perspective feeds her passion for identifying and solving problems from within the consumer world, and she has worked with a number of clients, including Aldi, Unilever and Mondelez, on a range of projects, in order to bridge the gap between science and practice.  She also provides training packages in a range of skills related to practice within industry, for example, she has written tailor-made communication workshops suitable for employees from all walks of life.

As an expert in consumer psychology, Caroline has contributed to BBC 1’s X-Ray, BBC Radio Wales, and BBC Radio 4, with regard to shopping behaviour, and the influence of personal relationships on decision-making. In addition, Caroline is a committed and enthusiastic teacher, and uses her background in biological psychology to innovate the consumer psychologists of the future.

Caroline is Deputy Head of School (Teaching & Learning), and a Senior Lecturer in the School of Psychology. At undergraduate level, Caroline is Module Organiser and Lecturer for the Year 2 Biological Psychology module. This module follows the British Psychological Society’s (BPS) requirement for accredited programmes to teach students about the influence of the brain on behaviour. The module’s content includes an exploration of the biological bases of behaviour, neuroscience, and typical and atypical neuropsychology.

At postgraduate level, Caroline is Module Organiser and lecturer for the master’s module Consumer Psychology: Theory. This advanced module investigates how psychological theory and evidence can be applied to the understanding of consumer behaviour, and it forms a core component of the Masters in Consumer Psychology with Business degree.

Caroline supervises undergraduate honours projects in Year 3 of the undergraduate programme and she holds a supervisory role with several doctoral candidates.