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Patrick Fagan

Staff details

PositionAssociate Lecturer
Email p.fagan (@gold.ac.uk)
Phone+44 (0)20 7 296 4220
Patrick Fagan

Patrick is a consumer psychologist who specialises in applying psychological science to business insight. Academically, Patrick lectures on consumer behaviour and has published papers on topics ranging from pricing to Facebook; he has also written for publications like AdMap and The Guardian and has been interviewed by the likes of the BBC and London Live.

His book, #Hooked: Why cute sells... and other marketing magic we just can't resist, has been published with Pearson. Commercially, Patrick is currently Head of Emotion Sciences for emotion-capture company CrowdEmotion, where he has headed award-winning research projects utlising cutting-edge methods incuding facial coding and implicit testing for brands like the BBC. On an independent basis, Patrick has provided consultancy and conducted experiments for blue-chip brands including eBay, Trainline and Vodafone.

Academic qualifications

  • MSc International Marketing, King's College London, 2010
  • BSc Psychology, University College London, 2009

Teaching

Associate Lecturer in Consumer Behaviour, Goldsmiths

Lecturer in Consumer Psychology, University of the Arts London

Area of supervision

Patrick's primary area of supervision is consumer behaviour. In particular, quantitative research (including psychometric surveys, controlled experiments, and the use of innovative research methods such as implicit testing) which aims to uncover true consumer responses and behaviours rather than what consumers claim.

Professional projects

Patrick has conducted several robust psychological experiments for blue-chip brands on a range of subjects, around the topic of consumer behaviour science. These have included: the effect of meeting rooms on productivity; the effect of background noises on online shopping; the effect of environmental cues on emotions while driving; the effect of films on cognition; children's learning styles and technology; the effect of the internet on wellbeing; psychological responses to sport sponsorship; profiles of music video fandom; and much more. Experimentally, Patrick's focus is using the best psychological methodologies to get to true responses and behaviours, rather than claimed. Beyond research, Patrick also helps brands with their marketing strategy, using psychology to create effective advertising and branding, and understanding how consumers actually behave in order to grow brands.

Featured publications

  • Fagan, P. (2016). #Hooked: Why cute sells... and other marketing magic we just can't resist. London, UK: Pearson
  • Ahmetoglu, G., Furnham, A., & Fagan, P. (2014). Pricing practices: A critical review of their effects on consumer perceptions and behaviour. Journal of Retailing and Consumer Services, 21(5), 696-707.
  • Anderson, B., Fagan, P., Woodnutt, T., & Chamorro-Premuzic, T. (2012). Facebook psychology: Popular questions answered by research. Psychology of Popular Media Culture, 1(1), 23.
  • Chamorro-Premuzic, T., Fagan, P., & Furnham, A. (2010). Personality and uses of music as predictors of preferences for music consensually classified as happy, sad, complex, and social. Psychology of Aesthetics, Creativity, and the Arts, 4(4), 205.

Research Interests

Consumer Psychology

Marketing Science

Advertising

Publications

Article

Pricing practices: A critical review of their effects on consumer perceptions and behaviour
Ahmetoglu, Gorkan; Furnham, Adrian and Fagan, Patrick. 2014. Pricing practices: A critical review of their effects on consumer perceptions and behaviour. Journal of Retailing and Consumer Services, 21(5), pp. 696-707. ISSN 0969-6989

Facebook psychology: Popular questions answered by research
Fagan, Patrick; Woodnutt, Tom; Anderson, Beth and Chamorro-Premuzic, Tomas. 2012. Facebook psychology: Popular questions answered by research. Psychology of Popular Media Culture, 1(1), pp. 23-37. ISSN 2160-4134

Personality and uses of music as predictors of preferences for music consensually classified as happy, sad, complex, and social.
Chamorro-Premuzic, Tomas; Fagan, Patrick and Furnham, Adrian. 2010. Personality and uses of music as predictors of preferences for music consensually classified as happy, sad, complex, and social. Psychology of Aesthetics, Creativity, and the Arts, 4(4), pp. 205-213. ISSN 1931-3896