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