Yasmine Pritchard

PhD Researcher

Faculty:Faculty of Science and Engineering

School:Psychology and Sport Science

Location: Cambridge



Research interests

Thesis title:

Extending social perception theories to advertising context to predict purchase intent.

Supervisory Team

Dr Magdalena Zawisza

Research Group

Yasmine is a member of our Societies Group which forms part of our ARU Centre for Societies and Groups.

Summary of Research

Yasmine's research aims to extend the current Brands International Agents Framework (BIAF) model to include brand type (hedonic, utilitarian, hedonic/utilitarian), brand attachment (self-versus prominence) and advert design (warm, competence, admiration) to predict purchase intent. The focus is to understand how manipulating advertising designs may interact with other variables present in consumer context but absent in social context to predict Purchase Intent (PI).