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Dr Sean Tanner

Sean Tanner


Programme Co-director

Management and Marketing
273 O'Rahilly Building
University College Cork
Cork University Business School ResearchGate Profile LinkedIn profile Twitter ORCID profile


Sean Tanner is a Marketing Lecturer in the Department of Management and Marketing, University College Cork and is Programme Co-Director of the BComm (International). Sean’s teaching is in the areas of consumer behaviour, marketing and marketing communications, with a particular interest in consumer journeys as a means of managing marketing communication across channels. His research to date focuses on consumer behaviour and consumer information usage in decision making scenarios considering the digitalisation of communication and its congruency with traditional communication mediums. Sean’s most recent research incorporates eye-tracking methodology and other qualitative techniques to add insights into the acquisition and processing of consumption relevant information. Other areas of research interest include self-quantification and self-tracking, omni-channel communication, the intersection of marketing, technology and consumer wellbeing, consumer trust and privacy and sustainable consumption.


  • English
  • German
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Grants and Honours

  • 17/12/2021 - CUBS Research Excellence Publication Award, Cork University Business School
  • 20/02/2018 - Research Development Fund Award, University College Cork
  • 02/10/2017 - PhD Scholarship, University College Cork
  • 28/04/2016 - ESA 2016 Travel Bursary, Institute of Technology Tralee
  • 21/10/2011 - Faculty of Commerce Scholarship, University College Cork
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Other Activities

  • 29/10/2019 - Journal Reviewer - International Journal of Retail and Distribution Management
  • 01/08/2019 - Programme Academic Board of Studies Member - MSc Strategic Marketing and Practice, Cork University Business School
  • 10/07/2019 - Presenter - 22nd Academy of Marketing Science World Marketing Congress
  • 01/07/2019 - BComm (International) Programme Academic Board of Studies Co-Chair, Cork University Business School
  • 01/06/2019 - Programme Co-Director - BComm (International), Cork University Business School
  • 03/09/2018 - Presenter - Irish Academy of Management 2018 Conference
  • 11/07/2018 - Presenter - Colloquium on European Research in Retailing
  • 06/06/2016 - Presenter - TradeIt Entrepreneurship Summer Academy
  • 06/10/2014 - Exploring the Factors Influencing Consumers’ Motivation to Use Food Product Labels in their Purchase Decisions
  • 08/09/2014 - Administration - European Masters in Food Studies
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Pedagogic Experiences

  • 2020 - Consumer Behaviour and Sustainable Consumption, University College Cork, BComm (Hons) Commerce
  • 2019 - Foundations of Marketing, University College Cork, BComm (Hons) Commerce
  • 2019 - Marketing Communications, University College Cork, BComm (Hons) Commerce
  • 2019 - Omnichannel Marketing Communications, University College Cork, MSc Strategic Marketing and Practice
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Research Domains

  • Consumer behaviour  
  • Consumer food behaviours  
  • Marketing Communications
  • Consumer Research
  • Consumption  
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Journal article

Year Publication
2019 TANNER, S., MCCARTHY, M. B., O'REILLY, S. (2019). Digital labelling in the retail environment: a domain-specific innovativeness perspective. International Journal of Retail & Distribution Management. Details
2019 TANNER, S., MCCARTHY, M., O'REILLY, S. (2019). Exploring the roles of motivation and cognition in label-usage using a combined eye-tracking and retrospective think aloud approach. Appetite. Details

Conference paper

Year Publication
2018 TANNER, S., MCCARTHY, M., O'REILLY, S. (2018). The Efficacy of Digital Labelling in the Attention Economy.
2020 TANNER, S., MCCARTHY, M., O'REILLY, S. (2020). Using Eye-Tracking and Retrospective Think Aloud as a Probing Tool in Food Labelling Research: An Abstract. Enlightened Marketing in Challenging Times (pp. 555-556). Details
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