Dr Hannah Marriott

Publication

• Date
• Type

Research

Research interests:

• Digital consumer psychology
• Artificial Intelligence (AI)
• Digital assistants, voice assistants, chatbots
• Mobile applications

Articles, Books and Conference proceedings:

2024

Auffrey, C., Isaac, M., Kopp, S., Marriott, H., Sundar, A., Taylor, C., & Velasco, F. (2024). A Stakeholder Approach to the Regulation of On-Premise Signs. Interdisciplinary Journal of Signage and Wayfinding, 8(1), 5-22.

Marriott, H. R., & Cowan, K. (2024). Let me consult my e-Travel agent: Use of AI for travel planning. Academy of Marketing Science Conference. Miami, USA (May).

Marriott, H. R., McLean, G., & Barhorst, J. (2024). AI Augmented Reality Digital Assistants: How using an anthropomorphized digital assistant influences phygital service experiences. Miami, USA (May).

2023 

Marriott, H. R., & Pitardi, V. (2023). One is the loneliest number… Two can be as bad as one. The influence of AI friendship apps on users’ well-being and addiction. Psychology & Marketing, 41(1), 86-101.

Velasco, F., & Marriott, H. (2023). Smart Signage: Toward a Transformative Model that Effectively Generates Consumer-Product Relationships. In The Future of Consumption: How Technology, Sustainability and Wellbeing will Transform Retail and Customer Experience (pp. 39-54). Cham: Springer International Publishing.

Marriott, H. R., McLean, G., & Barhorst, J. (2023). Augment Reality Digital Assistants (ARDA): The role of anthropomorphism. Academy of Marketing Science Conference. New Orleans, USA (May).

Barhorst, J., Marriott, H. R., & McLean, G. (2023). Augment Reality Digital Assistants (ARDA): The role of anthropomorphism across brands. 16^th Global Brand Conference. Bergamo, Italy (May).

2022

McLean, G., Al‐Nabhani, K., & Marriott, H. (2022). ‘Regrettable‐escapism’ the negative effects of mobile app use: A retail perspective. Psychology & Marketing, 39(1), 150-167.

Velasco, F., Marriott, H. R., Scarpi, D. Pantano, E. (2022). How Smart Signage is Creating Value and Generating Consumer-Product Relationships. Frontiers in Services Conference. Glasgow, UK (June).

Marriott, H. R. & Pitardi, V. (2022). “Hey google, can I text you?” Investigating AI digital assistants’ modality to service emerging customer needs. Academy of Marketing Science Conference. Monterey Bay, USA (May).

Pitardi, V., Marriott, H. R., & McLean, G. (2022). Text me if you can! The influence of modality in consumers interactions with AI digital assistants. Academy of Marketing Science Conference. Monterey Bay, USA (May).

2021

Pitardi, V., & Marriott, H. R. (2021). Alexa, she's not human but… Unveiling the drivers of consumers' trust in voice‐based artificial intelligence. Psychology & Marketing, 38(4), 626-642.

Marriott, H.R. & Pitardi, V. (2021). Opportunities and challenges facing AI Voice-Based Assistants: Consumer perceptions and technology realities. Academy of Marketing Science Conference. Online (May).

Pitardi, V. & Marriott, H.R. (2021). Hey Alexa, can I trust you? Examining the variables influencing the users’ trust and usage of AI-based voice assistants. Frontiers in Services Conference. Online (June).

2020

McLean, G., Osei-Frimpong, K., Al-Nabhani, K. and Marriott, H. (2020). Examining consumer attitudes towards retailers’ m-commerce mobile applications - An initial adoption vs. continuous use perspective. Journal of Business Research, 106, 139-157.

Marriott, H.R. and McLean, G. (2020). The Negative Effects of Mobile Retail App Use: Dealing with Regrettable Escapism. Academy of Marketing Science Conference. Online (May).

Pitardi, V. and Marriott, H.R. (2020). To trust or not to trust my AI based Voice Assistant: Dealing with consumer uncertainties. Academy of Marketing Conference. Online (May).

2019

Marriott, H. R. (2019). Mimic Social: Use of Simulation Software to Enhance Learning of Social Media Marketing. Univeristy of Winchester L&T Day on Teaching Excellence in the Digital Age. Winchester, UK (June).

Marriott, H.R. and McLean, G. (2019). Modelling for mobile: the mUTAUT model. Academy of Marketing Science Conference. Vancouver, Canada (May).

Sundar, A., Taylor, C.R., Auffret, C., Kopp, S., Marriott, H.R. and Zizcaino, F.V. (2019). Transformation Through Policy: Signage and Communities. Transformative Consumer Research. Florida, USA (May).

2018

Marriott, H. R. and Williams, M. D. (2018). Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study. Journal of Retailing and Consumer Services, 42(1), 133-146.

Marriott, H.R. and Williams, M.D. (2018). Enhancing the customer experience: understanding UK consumers’ m-shopping adoption intention. 46th Academy of Marketing Science Conference, New Orleans, USA (May).

2017

Marriott, H. R., Williams, M. D. and Dwivedi, Y.K. (2017). What do we know about consumer m-shopping behaviour? International Journal of Retail and Distribution Management, 45(6), 568-586.

Marriott, H. R., Williams, M. D. and Dwivedi, Y.K. (2017). Risk, privacy and security concerns in digital retail. The Marketing Review, 17(3), 337-365. 

Teaching

I lead and co-teach Digital Marketing for Undergraduate and Postgraduate students

Biography

Qualifications:

• PhD in Business Management (Digital Marketing), Swansea University
• MSc Business Management (Marketing), Swansea University
• PGCert in Higher Education, University of Winchester
• LLB Law, Swansea University

Professional memberships

• Fellow of the Higher Education Academy (HEA)

Academic positions

• 2023 - present: Lecturer, Cardiff University
• 2020 - 2023: Senior Lecturer, Cardiff Metropolitan University
• 2018 - 2020: Lecturer, University of Winchester

Committees and reviewing

• Journal reviewer for Psychology & Marketing

Supervisions

I am interested in supervising PhD students in the areas of:

• Consumers engagement with AI technology
• Consumer mobile app usage and the long term effects
• The good, the bad and the ugly sides of consumer use of technology
• Technology addiction vs wellbeing

Prospective PhD candidates are encouraged to send Hannah a research proposal outlining their research topic and preferred methodology.