Dr Anthony Grimes

BA (Hons), MSc, PhD

Management School

Senior Lecturer in Marketing

Co-Director of BRISTT research cluster

Marketing and Cultural Creative Industries Group

a.grimes@sheffield.ac.uk

Sheffield University Management School

Full contact details

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

Profile: 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.

Qualifications

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

Publications

Journal articles

Han JH, Grimes A & Davies G (2023) When pretesting corporate social responsibility advertising can mislead: feelings vs attitudes. Corporate Communications: An International Journal, 28(6), 924-942.
Kipnis E, McLeay F, Grimes A, de Saille S & Potter S (2022) Service robots in long-term care: a consumer-centric view. Journal of Service Research. View this article in WRRO
Dunn K & Grimes A (2022) Speed and symmetry : developing effective organisational responses to social media criticism of CSR. Computers in Human Behavior, 134. View this article in WRRO
Han JH, Davies G & Grimes A (2021) Recency effects in the buffering of negative news by corporate social responsibility advertising. Corporate Communications: An International Journal, 26(2), 382-402. View this article in WRRO
Story V, Zolkiewski J, Verleye K, Nazifi A, Hannibal C, Grimes A & Abboud L (2020) Stepping out of the shadows: Supporting actors’ strategies for managing end-user experiences in service ecosystems. Journal of Business Research, 116, 401-411. View this article in WRRO
Gillooly L, Medway D, Warnaby G & Grimes T (2020) The importance of context in understanding football fans’ reactions to corporate stadia naming rights sponsorships. European Journal of Marketing, 54(7), 1501-1522. View this article in WRRO
Banister E, Piacentini MG & Grimes A (2019) Identity refusal: Distancing from non-drinking in a drinking culture. Sociology, 53(4), 744-761. View this article in WRRO
Hampson DP, Grimes A, Banister E & McGoldrick PJ (2018) A typology of consumers based on money attitudes after major recession. Journal of Business Research, 91, 159-168. View this article in WRRO
Ganz B & Grimes A (2018) How claim specificity can improve claim credibility in green advertising : measures that can boost outcomes from environmental product claims. Journal of Advertising Research, 58(4), 476-486. View this article in WRRO
Grimes A, Medway D, Foos A & Goatman A (2017) Impact bias in student evaluations of higher education. Studies in Higher Education, 42(6), 945-962. View this article in WRRO
Stafford T & Grimes A (2012) Memory Enhances the Mere Exposure Effect. Psychology & Marketing, 29(12), 995-1003. View this article in WRRO
Grimes A, Doole I & Kitchen PJ (2007) Profiling the capabilities of SMEs to compete internationally. Journal of Small Business and Enterprise Development, 14(1), 64-80. View this article in WRRO

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