Professor Mirella Yani-De-Soriano
Professor of Marketing
- Available for postgraduate supervision
Overview
Mirella Yani-de-Soriano (PhD) is Professor of Marketing at Cardiff Business School. She is the Pathway Convenor of the MSc Social Science Research Methods (SSRM) for Management and Business studies.
Mirella held management and consultancy roles at international corporations before joining academia. Her research promotes positive social impact by addressing global health and well-being issues through transformative consumer research.
Her main research interests include online (addiction) behaviour, cross-cultural consumer behaviour, and emotions in consumption and retail environments. She has published in leading journals, including the European Journal of Marketing, Journal of Business Research, Journal of Business Ethics, Psychology & Marketing, Computers in Human Behavior, and Journal of Social Marketing.
Publication
2025
- Yani-de-Soriano, M. et al. 2025. Devoted or addicted? Modeling gaming addiction in eSports. Computers in Human Behavior 162 108470. (10.1016/j.chb.2024.108470)
2024
- Yani-De-Soriano, M. and Rosier, E. 2024. Being Real? The relationship between authenticity, life satisfaction, and online self-presentation. Presented at: Academy of Marketing 2024 Annual Conference and Doctoral Colloquium Cardiff 1 - 4 July 2024. Published in: Strong, C. et al., Academy of Marketing Conference 2024 Paper Proceedings. Academy of Marketing
2022
- Bastos, A. et al., 2022. Leveraging macro-social marketing to achieve sustainable development goals: a city-wide intervention addressing obesity in Brazil. Journal of Social Marketing 12 (1), pp.29-48. (10.1108/JSOCM-09-2020-0187)
2019
- Al-Masri, L. and Yani-De-Soriano, M. 2019. Why do I follow fashion bloggers? Insights from Jordanian consumers: an abstract. Presented at: AMSWMC 2018: Finding New Ways to Engage and Satisfy Global Customers Porto, Portugal 27-29 June 2018. Published in: Rossi, P. and Krey, N. eds. Finding New Ways to Engage and Satisfy Global Customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC). Developments in Marketing Science: Proceedings of the Academy of Marketing Science Cham, Switzerland: Springer. , pp.145-146. (10.1007/978-3-030-02568-7_42)
- Grott, E. et al., 2019. How cross culture affects the outcomes of co-creation. European Business Review 31 (4), pp.544-566. (10.1108/EBR-01-2018-0022)
- Yani-De-Soriano, M. et al. 2019. Investigating the role of customers: Perceptions of employee effort and justice in service recovery: A cross-cultural perspective. European Journal of Marketing 53 (4), pp.708-732. (10.1108/EJM-09-2017-0570)
2018
- Alhidari, I. et al., 2018. Modeling the effect of multi-dimensional trust on individual monetary donations to charitable organizations. Nonprofit and Voluntary Sector Quarterly 47 (3), pp.623-644. (10.1177/0899764017753559)
- Saeed, S. et al., 2018. The role of perceived university support in the formation of students' entrepreneurial intention. In: Lindgreen, A. et al., Sustainable Entrepreneurship: Discovering, Creating and Seizing Opportunities for Blended Value Generation. Oxford ; New York, NY: Routledge. , pp.3-23. (10.4324/9781315611495-1)
2017
- Fagerstrøm, A. et al., 2017. That personal profile image might jeopardize your rental opportunity! On the relative impact of the seller's facial expressions upon buying behavior on Airbnb. Computers in Human Behavior 72 , pp.123-131. (10.1016/j.chb.2017.02.029)
- Rosier, E. and Yani-De-Soriano, M. 2017. Encouraging the uptake of PhD programmes by female UGs/PGTs. Presented at: Association of Business Schools Learning and Teaching Conference Bristol April 2017.
- Veludo-de-Oliveira, T. et al., 2017. Comparing the explanatory and predictive power of intention-based theories of personal monetary donation to charitable organizations. Voluntas: International Journal of Voluntary and Nonprofit Organizations 28 (2)(10.1007/s11266-016-9690-7)
2015
- Saeed, S. et al., 2015. The role of perceived university support in the formation of students' entrepreneurial intention. Journal of Small Business Management 53 (4), pp.1127-1145. (10.1111/jsbm.12090)
2013
- Yani-De-Soriano, M. M. , Foxall, G. R. and Newman, A. J. 2013. The impact of the interaction of utilitarian and informational reinforcement and behaviour setting scope on consumer response. Psychology and Marketing 30 (2), pp.148-159. (10.1002/mar.20594)
2012
- Foxall, G. R. et al. 2012. The role of neurophysiology, emotion and contingency in the explanation of consumer choice. In: Wells, V. K. and Foxall, G. R. eds. Handbook of Developments in Consumer Behaviour. Elgar Original Reference Cheltenham: Edward Elgar. , pp.461-522.
- Slater, S. and Yani-De-Soriano, M. M. 2012. Researching consumers in multicultural societies: Emerging methodological issues. In: Piacentini, M. G. and Cui, C. C. eds. Multicultural Perspectives in Customer Behaviour. Key Issues in Marketing Management London: Routledge. , pp.149-166.
- Yani-De-Soriano, M. M. , Javed, U. and Yousafzai, S. 2012. Can an industry be socially responsible if its products harm consumers? The case of online gambling. Journal of Business Ethics 110 (4), pp.481-497. (10.1007/s10551-012-1495-z)
- Yousafzai, S. and Yani-De-Soriano, M. M. 2012. Understanding customer-specific factors underpinning internet banking adoption. International Journal of Bank Marketing 30 (1), pp.60-81. (10.1108/02652321211195703)
2011
- Foxall, G. R. et al. 2011. Contexts and individual differences as influences on consumers' delay discounting. The Psychological Record 61 (4), pp.599-611.
- Foxall, G. R. and Yani-De-Soriano, M. M. 2011. Influence of reinforcement contingencies and cognitive styles on affective responses: an examination of Rolls' theory of emotion in the context of consumer choice. Journal of Applied Social Psychology 41 (10), pp.2508-2537. (10.1111/j.1559-1816.2011.00823.x)
- Gillani, A. et al. 2011. Consumer cynicism: an emergent phenomenon in fairtrade?. Presented at: Academy of Marketing Conference 2011: Marketing Fields Forever Liverpool, UK 5-7 July 2011.
2010
- Moqbel, A. Y. , Yani-De-Soriano, M. M. and Yousafzai, S. 2010. Mobile commerce use among UK mobile users. International Journal of Technology Diffusion 1 (2), pp.1-35. (10.4018/jtd.2010040101)
- Slater, S. and Yani-De-Soriano, M. M. 2010. Researching consumers in multicultural societies: emerging methodological issues. Journal of Marketing Management 26 (11-12), pp.1143-1160. (10.1080/0267257X.2010.509581)
- Yousafzai, S. , Javed, U. and Yani-De-Soriano, M. M. 2010. Proposed model for understanding the psycho-social influences and negative outcomes of PIU and MMORPG addiction. Presented at: 15th International Business Information Management Association Conference Cairo, Egypt 6-7 November 2010.
2009
- Yani-De-Soriano, M. M. and Slater, S. 2009. Revisiting Drucker's theory: has consumerism led to the overuse of marketing?. Journal of Management History 15 (4), pp.452-466. (10.1108/17511340910987347)
2008
- Foxall, G. R. et al. 2008. Consumer behaviour analysis and social marketing: the case of environmental conservation. In: Jaya, K. S. ed. Marketing for social change: perspectives and experience. Hyderabad, India: Icfai Press. , pp.117-144.
2007
- Jamal, A. , Yani-De-Soriano, M. M. and Harhoush, A. 2007. Fashion branding: an empirical investigation of consumer choice criteria in Qatar.. Presented at: Fourth AGBA World Congress Penang, Malaysia 21-25 May 2007.
- Yani-De-Soriano, M. M. , Foxall, G. R. and Newman, A. 2007. Synergistic effects of the BPM's structural dimensions on consumer behavior. Presented at: 1st International Symposium on Consumer Behavior Analysis Cardiff, UK 5-6 Sep 2007.
2006
- Foxall, G. R. et al. 2006. Consumer behavior analysis and social marketing: the case of environmental conservation. Behavior and Social Issues 15 (1), pp.101-124.
- Yani-De-Soriano, M. M. and Foxall, G. R. 2006. The emotional power of place: The fall and rise of dominance in retail research. Journal of Retailing and Consumer Services 13 (6), pp.403-416. (10.1016/j.jretconser.2006.02.007)
2005
- Foxall, G. R. and Yani-de-Soriano, M. M. 2005. Situational influences on consumers' attitudes and behavior. Journal of Business Research 58 (4), pp.518-526. (10.1016/S0148-2963(03)00142-5)
2002
- Pearson, G. , Soriano-Meier, H. and Yani-De-Soriano, M. M. 2002. Fundamentos económicos de la estrategia. Presented at: V Jornadas Científico Técnicas de la Facultad de Ingeniería Mérida, Venezuela 18-22 Mar 2002.
- Yani-De-Soriano, M. , Foxall, G. R. and Soriano-Meier, H. 2002. Estrategias metodológicas trans-culturales en la investigación gerencial. Presented at: V. Jornadas Científico Técnicas de la Facultad de Ingeniería, Mérida, Venezuela Mérida, Venezuela 18-22 March 2002.
- Yani-De-Soriano, M. M. and Foxall, G. R. 2002. A Spanish translation of Mehrabian and Russell's emotionality scales for environmental consumer psychology. Journal of Consumer Behaviour 2 (1), pp.23-36. (10.1002/cb.87)
- Yani-De-Soriano, M. M. , Foxall, G. R. and Pearson, G. J. 2002. Emotion and environment: a test of the behavioural perspective model in a Latin American context. Journal of Consumer Behaviour 2 (2), pp.138-154. (10.1002/cb.96)
Articles
- Alhidari, I. et al., 2018. Modeling the effect of multi-dimensional trust on individual monetary donations to charitable organizations. Nonprofit and Voluntary Sector Quarterly 47 (3), pp.623-644. (10.1177/0899764017753559)
- Bastos, A. et al., 2022. Leveraging macro-social marketing to achieve sustainable development goals: a city-wide intervention addressing obesity in Brazil. Journal of Social Marketing 12 (1), pp.29-48. (10.1108/JSOCM-09-2020-0187)
- Fagerstrøm, A. et al., 2017. That personal profile image might jeopardize your rental opportunity! On the relative impact of the seller's facial expressions upon buying behavior on Airbnb. Computers in Human Behavior 72 , pp.123-131. (10.1016/j.chb.2017.02.029)
- Foxall, G. R. et al. 2011. Contexts and individual differences as influences on consumers' delay discounting. The Psychological Record 61 (4), pp.599-611.
- Foxall, G. R. et al. 2006. Consumer behavior analysis and social marketing: the case of environmental conservation. Behavior and Social Issues 15 (1), pp.101-124.
- Foxall, G. R. and Yani-De-Soriano, M. M. 2011. Influence of reinforcement contingencies and cognitive styles on affective responses: an examination of Rolls' theory of emotion in the context of consumer choice. Journal of Applied Social Psychology 41 (10), pp.2508-2537. (10.1111/j.1559-1816.2011.00823.x)
- Foxall, G. R. and Yani-de-Soriano, M. M. 2005. Situational influences on consumers' attitudes and behavior. Journal of Business Research 58 (4), pp.518-526. (10.1016/S0148-2963(03)00142-5)
- Grott, E. et al., 2019. How cross culture affects the outcomes of co-creation. European Business Review 31 (4), pp.544-566. (10.1108/EBR-01-2018-0022)
- Moqbel, A. Y. , Yani-De-Soriano, M. M. and Yousafzai, S. 2010. Mobile commerce use among UK mobile users. International Journal of Technology Diffusion 1 (2), pp.1-35. (10.4018/jtd.2010040101)
- Saeed, S. et al., 2015. The role of perceived university support in the formation of students' entrepreneurial intention. Journal of Small Business Management 53 (4), pp.1127-1145. (10.1111/jsbm.12090)
- Slater, S. and Yani-De-Soriano, M. M. 2010. Researching consumers in multicultural societies: emerging methodological issues. Journal of Marketing Management 26 (11-12), pp.1143-1160. (10.1080/0267257X.2010.509581)
- Veludo-de-Oliveira, T. et al., 2017. Comparing the explanatory and predictive power of intention-based theories of personal monetary donation to charitable organizations. Voluntas: International Journal of Voluntary and Nonprofit Organizations 28 (2)(10.1007/s11266-016-9690-7)
- Yani-De-Soriano, M. M. and Foxall, G. R. 2002. A Spanish translation of Mehrabian and Russell's emotionality scales for environmental consumer psychology. Journal of Consumer Behaviour 2 (1), pp.23-36. (10.1002/cb.87)
- Yani-De-Soriano, M. M. and Foxall, G. R. 2006. The emotional power of place: The fall and rise of dominance in retail research. Journal of Retailing and Consumer Services 13 (6), pp.403-416. (10.1016/j.jretconser.2006.02.007)
- Yani-De-Soriano, M. M. , Foxall, G. R. and Newman, A. J. 2013. The impact of the interaction of utilitarian and informational reinforcement and behaviour setting scope on consumer response. Psychology and Marketing 30 (2), pp.148-159. (10.1002/mar.20594)
- Yani-De-Soriano, M. M. , Foxall, G. R. and Pearson, G. J. 2002. Emotion and environment: a test of the behavioural perspective model in a Latin American context. Journal of Consumer Behaviour 2 (2), pp.138-154. (10.1002/cb.96)
- Yani-De-Soriano, M. M. , Javed, U. and Yousafzai, S. 2012. Can an industry be socially responsible if its products harm consumers? The case of online gambling. Journal of Business Ethics 110 (4), pp.481-497. (10.1007/s10551-012-1495-z)
- Yani-De-Soriano, M. M. and Slater, S. 2009. Revisiting Drucker's theory: has consumerism led to the overuse of marketing?. Journal of Management History 15 (4), pp.452-466. (10.1108/17511340910987347)
- Yani-De-Soriano, M. et al. 2019. Investigating the role of customers: Perceptions of employee effort and justice in service recovery: A cross-cultural perspective. European Journal of Marketing 53 (4), pp.708-732. (10.1108/EJM-09-2017-0570)
- Yani-de-Soriano, M. et al. 2025. Devoted or addicted? Modeling gaming addiction in eSports. Computers in Human Behavior 162 108470. (10.1016/j.chb.2024.108470)
- Yousafzai, S. and Yani-De-Soriano, M. M. 2012. Understanding customer-specific factors underpinning internet banking adoption. International Journal of Bank Marketing 30 (1), pp.60-81. (10.1108/02652321211195703)
Book sections
- Foxall, G. R. et al. 2008. Consumer behaviour analysis and social marketing: the case of environmental conservation. In: Jaya, K. S. ed. Marketing for social change: perspectives and experience. Hyderabad, India: Icfai Press. , pp.117-144.
- Foxall, G. R. et al. 2012. The role of neurophysiology, emotion and contingency in the explanation of consumer choice. In: Wells, V. K. and Foxall, G. R. eds. Handbook of Developments in Consumer Behaviour. Elgar Original Reference Cheltenham: Edward Elgar. , pp.461-522.
- Saeed, S. et al., 2018. The role of perceived university support in the formation of students' entrepreneurial intention. In: Lindgreen, A. et al., Sustainable Entrepreneurship: Discovering, Creating and Seizing Opportunities for Blended Value Generation. Oxford ; New York, NY: Routledge. , pp.3-23. (10.4324/9781315611495-1)
- Slater, S. and Yani-De-Soriano, M. M. 2012. Researching consumers in multicultural societies: Emerging methodological issues. In: Piacentini, M. G. and Cui, C. C. eds. Multicultural Perspectives in Customer Behaviour. Key Issues in Marketing Management London: Routledge. , pp.149-166.
Conferences
- Al-Masri, L. and Yani-De-Soriano, M. 2019. Why do I follow fashion bloggers? Insights from Jordanian consumers: an abstract. Presented at: AMSWMC 2018: Finding New Ways to Engage and Satisfy Global Customers Porto, Portugal 27-29 June 2018. Published in: Rossi, P. and Krey, N. eds. Finding New Ways to Engage and Satisfy Global Customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC). Developments in Marketing Science: Proceedings of the Academy of Marketing Science Cham, Switzerland: Springer. , pp.145-146. (10.1007/978-3-030-02568-7_42)
- Gillani, A. et al. 2011. Consumer cynicism: an emergent phenomenon in fairtrade?. Presented at: Academy of Marketing Conference 2011: Marketing Fields Forever Liverpool, UK 5-7 July 2011.
- Jamal, A. , Yani-De-Soriano, M. M. and Harhoush, A. 2007. Fashion branding: an empirical investigation of consumer choice criteria in Qatar.. Presented at: Fourth AGBA World Congress Penang, Malaysia 21-25 May 2007.
- Pearson, G. , Soriano-Meier, H. and Yani-De-Soriano, M. M. 2002. Fundamentos económicos de la estrategia. Presented at: V Jornadas Científico Técnicas de la Facultad de Ingeniería Mérida, Venezuela 18-22 Mar 2002.
- Rosier, E. and Yani-De-Soriano, M. 2017. Encouraging the uptake of PhD programmes by female UGs/PGTs. Presented at: Association of Business Schools Learning and Teaching Conference Bristol April 2017.
- Yani-De-Soriano, M. , Foxall, G. R. and Soriano-Meier, H. 2002. Estrategias metodológicas trans-culturales en la investigación gerencial. Presented at: V. Jornadas Científico Técnicas de la Facultad de Ingeniería, Mérida, Venezuela Mérida, Venezuela 18-22 March 2002.
- Yani-De-Soriano, M. and Rosier, E. 2024. Being Real? The relationship between authenticity, life satisfaction, and online self-presentation. Presented at: Academy of Marketing 2024 Annual Conference and Doctoral Colloquium Cardiff 1 - 4 July 2024. Published in: Strong, C. et al., Academy of Marketing Conference 2024 Paper Proceedings. Academy of Marketing
- Yani-De-Soriano, M. M. , Foxall, G. R. and Newman, A. 2007. Synergistic effects of the BPM's structural dimensions on consumer behavior. Presented at: 1st International Symposium on Consumer Behavior Analysis Cardiff, UK 5-6 Sep 2007.
- Yousafzai, S. , Javed, U. and Yani-De-Soriano, M. M. 2010. Proposed model for understanding the psycho-social influences and negative outcomes of PIU and MMORPG addiction. Presented at: 15th International Business Information Management Association Conference Cairo, Egypt 6-7 November 2010.
Research
Research interests
- Transformative Consumer Research (TCR)- online behaviour, particularly online addiction (gambling and gaming); service recovery; anti-consumption behaviour, and co-creation
- Emotions in consumption and retail environments
- Cross-cultural research- methodological issues and strategies in developing economies
PhD supervision research interests
- Transformative co-creation in service research
- Online consumer behaviour
- Emotions, attitudes, values and behaviours in a cross-cultural context
- Anti-consumption
- Ethical consumption/branding
Teaching
Teaching commitments
- MBA People Perspectives
- MSc Consumer Behaviour
- SSRM Conducting Research in Marketing and Strategy
- PhD supervision
- MSc supervision
Biography
Qualifications
- PhD in Marketing, Keele University, UK
- MBA in Management, Bryant University, USA
Professional memberships
- Association for Consumer Research
- American Marketing Association
- British Academy of Management
- European Marketing Academy
Supervisions
- Transformative co-creation in service research
- Online consumer behaviour
- Emotions, attitudes, values and behaviours in a cross-cultural context
- Anti-consumption
- Ethical consumption/branding
PhD supervision research interests
Current supervision
Contact Details
[email protected]
+44 29208 75699
Aberconway Building, Room R01, Colum Road, Cathays, Cardiff, CF10 3EU
+44 29208 75699
Aberconway Building, Room R01, Colum Road, Cathays, Cardiff, CF10 3EU