Miriam McGowan is assistant professor of marketing at Durham University Business School. Her research interests lie in consumer psychology, with a focus on information processing, decision-making, and emotions in a variety of contexts. She is interested in how identity and social influence can help change people’s behaviours for good, such as by encouraging sustainable behaviour and prosocial choices. Most of her research uses an experimental approach. Miriam has also been a lecturer in marketing at the University of Birmingham and Bangor University, where she completed her doctorate.