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Dr Hannah Marriott

Lecturer in Marketing and Strategy

Cardiff Business School

Aberconway Building, Room C09b, Colum Road, Cathays, Cardiff, CF10 3EU
Available for postgraduate supervision


Hannah Marriott joined Cardiff Business School in 2023 as a Lecturer in Marketing and Strategy. Hannah has a Masters degree (MSc) in Business and Management (Marketing) and a PhD in Business and Management (Digital Marketing). Hannah is also a Fellow of the Higher Education Academy (HEA).

Hannah's research area concerns understanding consumer psychology surrounding their digital behaviour. She is particularly interested in researching consumer behaviour surrounding digial assistants, mobile applications and AI technology.

Hannah's work has been published in inter-disciplinary outlets including marketing, information technology, social psychology and business management, such as Psychology & Marketing and Journal of Business Research. She has also presented her research in national and international conferences, including at the Academy of Marketing Science conference. Hannah acts as an ad hoc reviewer for a number of internationally recognised journals. 










Research interests:

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



McLean, G., Al‐Nabhani, K., & Marriott, H. (2022). ‘Regrettable‐escapism’ the negative effects of mobile app use: A retail perspective. Psychology & Marketing39(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).


Pitardi, V., & Marriott, H. R. (2021). Alexa, she's not human but… Unveiling the drivers of consumers' trust in voice‐based artificial intelligence. Psychology & Marketing38(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).


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 Research106, 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).


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).


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).


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.



  • 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


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.