Dr Anthony Grimes

BA (Hons), MSc, PhD

Management School

Senior Lecturer in Marketing

Director of BRISTT research cluster

Marketing and Cultural Creative Industries Group


Full contact details

Dr Anthony Grimes
Management School
Sheffield University Management School
Conduit Road
S10 1FL

Tony specialises in the psychological aspects of consumer behaviour; including how consumers imagine, perceive and remember events and experiences, the non-conscious processes that underpin consumer judgments and decisions, and the implications of this for marketing theory and practice. His work has been published in a range of prestigious journals, including Sociology, Journal of Services Research, Journal of Business Research, European Journal of Marketing, Psychology and Marketing, Studies in Higher Education and Journal of Advertising Research. During a 25 year academic career at four major UK Universities, Tony has held leadership roles in the areas of teaching and research, engaged in high-level executive education and taught MBA courses in the UK, Middle East and South America. Prior to his academic career, Tony held marketing and consumer insight roles in the financial services industry and delivered training and consultancy to organisations across Europe.

  • BA (Hons) Business Studies - Sheffield Hallam University
  • MSc International Marketing - Sheffield Hallam University
  • PhD (Consumer Psychology) - University of Hull
Research interests
  • Consumer judgments and decision-making
  • Behavioural science and consumer behaviour
  • Services marketing
  • Marketing communications

Journal articles

Research group

Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT)

Teaching interests

Tony enjoys teaching students across UG and PGT levels as well as executive learners. He has taught marketing management, strategic marketing, consumer behaviour, services marketing, marketing communications, and research methods at all levels. With over 25 years' experience as a marketing educator, Tony draws on a wide range of approaches to teaching and learning, including problem-centred learning, action-oriented learning, client-focussed projects, and the use of class-based experimentation and simulations. Tony has acted as external examiner for PGT programmes at the University of Kent and he has also examined a number of PhD and DBAs.

Teaching activities

Postgraduate taught modules: Marketing Management, International Consumer Behaviour, Marketing and Society

MBA: Marketing Consultancy Challenge