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Prof Mary McCarthy

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Mary McCarthy

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Cork University Business School
University College Cork
Cork University Business School

M.McCarthy@ucc.ie ORCID profile

Biography

Dr Mary McCarthy is a Professor of Marketing and Vice Dean for Teaching and Learning at the Cork University Business School, UCC. Her specialism is consumer behaviour with a particular focus of food. Drawing on social cognition and social constructionist perspectives, she has explored consumer choice behaviours at product and dietary choice levels and has a particular interest in risk communication. She has examined such matters as habit, innovation, trust, and normative and behavioural beliefs. She is a Principal Investigator in the HRB Centre for Diet and Health Research. In this position she has led research that examines the social and psychological constructs shaping food behaviours. The work: 1) provides insights into critical barriers to translating behavioural intent into behaviour; and has 2) produced reports for health policy makers on acceptance of policy instrument designed to adjust food behaviours and 3) informed health professionals on the impact of socialisation, lived experiences, habits and routines on current behaviour trajectories. She also the Irish PI on a Horizon 2020 SUSFOOD food project that considers sustainable household food practices. Mary has published widely in international journals and recently has had papers accepted for publication in Psychology & Marketing Appetite, European Journal of Marketing, Health Communication and Consumption Markets & Culture.

Grants and Honours

  • 01/05/2020 - Sustainable Healthy Eating Guide (SuHeGuide), Department of Agriculture Fisheries & Forestry (DAFF)
  • 01/05/2018 - Sustainable Food Platforms: Enabling sustainable food practices through socio-technical innovation, European Commission
  • 01/05/2018 - Sustainable Food Platforms: Enabling sustainable food practices through socio-technical innovation, European Commission
  • 22/01/2016 - Investigation into the Balance of Healthy Versus Less-Healthy Food Promotions Among Republic of Ireland Food Retailers (HRB Centre for Health and Diet Research), Health Research Board
  • 12/12/2014 - Trust, Makers, Breakers Brokers, Safefood
  • 12/12/2014 - Trust, Makers, Breakers Brokers, Safefood
  • 01/12/2013 - Data mining of existing consumer behavIour and attitudes databases to inform consumer led NPD, Department of Agriculture Fisheries & Forestry (DAFF)
  • 01/10/2013 - Understanding consumer attitudes and behaviour in relation to the development and consumption of meat by-products., Teagasc
  • 01/10/2013 - Drivers of consumer choice, perception acceptance of new cheese products and reformulations. Eanna Heffernan, Teagasc
  • 01/01/2000 - Literati Club Award for Excellence
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Other Activities

  • 03/03/1994 - Encyclopedia of Knowledge Management, Second Edition
  • 03/01/1994 - Academy of Marketing Science Review
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Thesis

  • 2019 - Disrupting Routines, Facilitating Control: Exploring a Change Towards Healthier Food Purchasing Behaviour Using a Health App (Thesis Co-Supervisor)
  • 2023 - Investigating the nature of the sustainability attitude-behaviour gap: A Cognitive Dissonance Perspective, University College Cork (Thesis Co-Supervisor)
  • 2020 - A study of consumers' attitudes towards food products containing beef offal. (Thesis Co-Supervisor)
  • 2017 - An investigation into consumers' evaluations of offals as ingredients in food products (Thesis Co-Supervisor)
  • 2017 - Investigating consumers' attitudes to new cheese concepts taking into account the meaning and role cheese plays in one's food life (Thesis Co-Supervisor)
  • 2013 - Healthy eating intentions: the challenge of implementing and maintaining a healthy diet among health and lifestyle segments. (Thesis Co-Supervisor)
  • 2012 - The role of Food in Neo-Tribal Communities of Consumption (Thesis Co-Supervisor)
  • 2015 - Public Evaluations of Novel Food Technologies: A Qualitative Citizen-Scientist Deliberative Discourse Approach (Thesis Co-Supervisor)
  • 2013 - An examination of the construction of meaning for obesity in Ireland (Thesis Co-Supervisor)
  • 2019 - Exploring the factors influencing consumer motivation to use food product labels in their purchase decisions (Thesis Co-Supervisor)
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Publications

Journal article

Year Publication
2005 COLLINS, A., MCCARTHY, M. (2005). Top shelf foods and drinks: Female adolescents’ eating motives, constraints and behaviours during the school day. Details
2017 MCCARTHY, M. B., COLLINS, A., FLAHERTY, S. J., MCCARTHY, S. N. (2017). Healthy eating habit: A role for goals, identity, and self-control?. McCarthy et al.. Psychology and Marketing. Details
2016 HENCHION, M., MCCARTHY, M., RESCONI, V. (2016). Indicators of Beef Quality for Consumers: a Systematic Review. Proceedings in Food System Dynamics. Details
2016 HENCHION, M. M., MCCARTHY, M., O'CALLAGHAN, J. (2016). Transforming beef by-products into valuable ingredients: which spell/recipe to use?. Frontiers in Nutrition. Details
2012 NEWCOMBE, M. A., MCCARTHY, M. B., CRONIN, J. M., MCCARTHY, S. N. (2012). “Eat like a man”. A social constructionist analysis of the role of food in men’s lives. Appetite. Details
2012 KAVANAGH, G., HENCHION, M., MCCARTHY, M., MCCARTHY, S., WILLIAMS, G. (2012). Technological Innovation – A Route Towards Sustainability. Details
2009 MCCARTHY, M., BRENNAN, M. (2009). Food risk communication: Some of the problems and issues faced by communicators on the Island of Ireland (IOI). Food Policy. Details
2007 BRENNAN, M., MCCARTHY, M., RITSON, C. (2007). Why do consumers deviate from best microbiological food safety advice? An examination of ‘high-risk’ consumers on the island of Ireland. Appetite. Details
2004 MCCARTHY, M. (2004). Irish consumer perceptions of meat hazards and use of extrinsic information cues. Details
2019 HAYES, C. B., O’SHEA, M., FOLEY-NOLAN, C., MCCARTHY, M., HARRINGTON, J. (2019). Barriers and facilitators to adoption, implementation and sustainment of obesity prevention interventions in schoolchildren--a DEDIPAC case study. BMC Public Health. Details
2018 AINSCOUGH, K., KENNELLY, M., O'SULLIVAN, E., LINDSAY, K., GIBNEY, E., MCCARTHY, M. (2018). 1014: Impact of a smartphone app supporting a lifestyle intervention in overweight and obese pregnancy on on maternal health and lifestyle outcomes.. American Journal of Obstetrics & Gynecology. Details
2018 TONKIN, E., WILSON, A., COVENEY, J., HENDERSON, J., MCCARTHY, M., MEYER, S., ... WARD, P. (2018). Food-system actors’ perspectives on trust: an international comparison. British Food Journal. Details
2018 M.A., K., AINSCOUGH, K., LINDSAY, K., O'SULLIVAN, E., GIBNEY, E., MCCARTHY, M., ... MCAULIFFE, F. (2018). Pregnancy exercise and nutrition with smartphone application support a randomized controlled trial. Obstetrics and Gynecology. Details
2017 NAUGHTON, P., MCCARTHY, M., MCCARTHY, S. (2017). Reducing consumption of confectionery foods: A post-hoc segmentation analysis using a social cognition approach. Appetite. Details
2017 HYLAND, J., MCCARTHY, M., HENCHION, M., MCCARTHY, S. (2017). Dietary emissions patterns and their effect on the overall climatic impact of food consumption. International Journal of Food Science and Technology. Details
2016 HYLAND, J., HENCHION, M., MCCARTHY, M., MCCARTHY, S. (2016). The climatic impact of food consumption in a representative sample of Irish adults and implications for food and nutrition policy. Public Health Nutrition. Details
2017 HYLAND, J., HENCHION, M., MCCARTHY, M., MCCARTHY, S. (2017). The role of meat in strategies to achieve a sustainable diet lower in greenhouse gas emissions: A review. Meat Science. Details
2016 KENNELLY, M., AINSCOUGH, K., LINDSAY, K., GIBNEY, E., MCCARTHY, M., MCAULIFFE, F. (2016). Pregnancy, exercise and nutrition research study with smart phone app support (Pears): Study protocol of a randomized controlled trial. Contemporary Clinical Trials. Details
2015 NAUGHTON, P., MCCARTHY, M., MCCARTHY, S. (2015). Acting to self-regulate unhealthy eating habits. An investigation into the effects of habit, hedonic hunger and self-regulation on sugar consumption from confectionery foods. Food Quality and Preference. Details
2019 WILSON, A. M., TONKIN, E., COVENEY, J., MEYER, S., MCCULLUM, D., CALNAN, M., ... MCCARTHY, M. (2019). Cross-country comparison of strategies for building consumer trust in food. Health Promotion International. Details
1999 MCCARTHY, M., O'REILLY, S., O'SULLIVAN, C. (1999). Pre-identification of first buyers of a new food product. British Food Journal. Details
2001 MCCARTHY, M., O'REILLY, S., CRONIN, M. (2001). Psychological, attitudinal and behavioural characteristics of Irish speciality cheese customers. British Food Journal. Details
2003 MCCARTHY, M., DE BOER, M., O'REILLY, S., COTTER, L. (2003). Factors influencing intention to purchase beef in the Irish market. Meat Science. Details
2004 MCCARTHY, M., O'REILLY, S., COTTER, L., DE BOER, M. (2004). Factors influencing consumption of pork and poultry in the Irish market. Appetite. 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
2005 HORNIBROOK, S., MCCARTHY, M., FEARNE, A. (2005). Consumers' perception of risk: The case of beef purchases in Irish supermarkets. International Journal of Retail & Distribution Management. Details
2002 RIORDAN, N., COWAN, C., MCCARTHY, M. (2002). Safety of irish beef - Concerns, awareness and knowledge of Irish consumers. Journal of Food Safety. Details
2002 O'DONOVAN, P., MCCARTHY, M. (2002). Irish consumer preference for organic meat. British Food Journal. Details
2002 RYAN, I., COWAN, C., MCCARTHY, M., O'SULLIVAN, C. (2002). Food-Related Lifestyle Segments in Ireland with a Convenience Orientation. Journal of International Food and Agribusiness Marketing. Details
2004 DE BOER, M., MCCARTHY, M., COWAN, C., RYAN, I. (2004). The influence of lifestyle characteristics and beliefs about convenience food on the demand for convenience foods in the Irish market. Food Quality and Preference. Details
2004 RYAN, I., COWAN, C., MCCARTHY, M., O'SULLIVAN, C. (2004). Segmenting Irish food consumers using the food-related lifestyle instrument. Journal of International Food and Agribusiness Marketing. Details
2004 DE BOER, M., MCCARTHY, M., COWAN, C. (2004). Does the reduced food-related lifestyle questionnaire correctly classify new consumers?. Journal of Food Products Marketing. Details
2005 BUCKLEY, M., COWAN, C., MCCARTHY, M., O'SULLIVAN, C. (2005). The convenience consumer and food-related lifestyles in great Britain. Journal of Food Products Marketing. Details
2005 DE BOER, M., MCCARTHY, M., BRENNAN, M., KELLY, A., RITSON, C. (2005). Public understanding of food risk issues and food risk messages on the island of Ireland: The views of food safety experts. Journal of Food Safety. Details
2005 MCCARTHY, M., HENSON, S. (2005). Perceived risk and risk reduction strategies in the choice of beef by Irish consumers. Food Quality and Preference. Details
2006 MAHON, D., COWAN, C., MCCARTHY, M. (2006). The role of attitudes, subjective norm, perceived control and habit in the consumption of ready meals and takeaways in Great Britain. Food Quality and Preference. Details
2006 MCCARTHY, M., BRENNAN, M., RITSON, C., DE BOER, M. (2006). Food hazard characteristics and risk reduction behaviour: The view of consumers on the island of Ireland. British Food Journal. Details
2007 MCCARTHY, M., BRENNAN, M., KELLY, A., RITSON, C., DE BOER, M., THOMPSON, N. (2007). Who is at risk and what do they know? Segmenting a population on their food safety knowledge. Food Quality and Preference. Details
2007 BUCKLEY, M., COWAN, C., MCCARTHY, M. (2007). The convenience food market in Great Britain: Convenience food lifestyle (CFL) segments. Appetite. Details
2007 MCCARTHY, M., MCCARTHY, P. (2007). Parents' perceptions of pork sausages as a meal solution. Journal of Food Products Marketing. Details
2008 WYCHERLEY, A., MCCARTHY, M., COWAN, C. (2008). Speciality food orientation of food related lifestyle (FRL) segments in Great Britain. Food Quality and Preference. Details
2008 MCCARTHY, M., BRENNAN, M., DE BOER, M., RITSON, C. (2008). Media risk communication - What was said by whom and how was it interpreted. Journal of Risk Research. Details
2011 MURPHY, C., HENCHION, M., MCCARTHY, M., WILLIAMS, G. (2011). The prospects for acceptance of animal cloning in the European food chain: Early insights from an Irish sentinel group. AgBioForum.
2011 CRONIN, J., MCCARTHY, M. (2011). Preventing game over: A study of the situated food choice influences within the videogames subculture. Journal of Social Marketing. Details
2011 DELANEY, M., MCCARTHY, M. (2011). Food choice and health across the life course: A qualitative study examining food choice in older irish adults. Journal of Food Products Marketing. Details
2011 CRONIN, J., MCCARTHY, M. (2011). Fast food and fast games: An ethnographic exploration of food consumption complexity among the videogames subculture. British Food Journal. Details
2012 DE BRÚN, A., MCKENZIE, K., MCCARTHY, M., MCGLOIN, A. (2012). The Emergence and Portrayal of Obesity in The Irish Times: Content Analysis of Obesity Coverage, 1997-2009. Health Communication. Details
2012 CRONIN, J., MCCARTHY, M. (2012). Marketing "Gamer Foods": Qualitative Insights into Responsible Strategy Development. Journal of Food Products Marketing. Details
2013 GREEHY, G., MCCARTHY, M., HENCHION, M., DILLON, E., MCCARTHY, S. (2013). Complexity and conundrums. Citizens' evaluations of potentially contentious novel food technologies using a deliberative discourse approach. Appetite. Details
2013 DE BRÚN, A., MCCARTHY, M., MCKENZIE, K., MCGLOIN, A. (2013). " Fat is your fault". Gatekeepers to health, attributions of responsibility and the portrayal of gender in the Irish media representation of obesity. Appetite. Details
2014 DE BRÚN, A., MCCARTHY, M., MCKENZIE, K., MCGLOIN, A. (2014). Weight stigma and narrative resistance evident in online discussions of obesity. Appetite. Details
2014 CRONIN, J., MCCARTHY, M., BRENNAN, M., MCCARTHY, S. (2014). The bigger society: Considering lived consumption experiences in managing social change around obesity. European Journal of Marketing. Details
2014 O'BRIEN, O., MCCARTHY, M., GIBNEY, E., MCAULIFFE, F. (2014). Technology-supported dietary and lifestyle interventions in healthy pregnant women: A systematic review. European Journal of Clinical Nutrition. Details
2014 DELANEY, M., MCCARTHY, M. (2014). Saints, sinners and non-believers: The moral space of food. A qualitative exploration of beliefs and perspectives on healthy eating of Irish adults aged 50-70. Appetite. Details
2014 CRONIN, J., MCCARTHY, M., NEWCOMBE, M., MCCARTHY, S. (2014). Paradox, performance and food: Managing difference in the construction of femininity. Consumption Markets and Culture. Details
2014 HENCHION, M., MCCARTHY, M., RESCONI, V., TROY, D. (2014). Meat consumption: Trends and quality matters. Meat Science. Details
2014 CRONIN, J., MCCARTHY, M., COLLINS, A. (2014). Creeping edgework: Carnivalesque consumption and the social experience of health risk. Sociology of Health and Illness. Details
2014 CRONIN, J., MCCARTHY, M., COLLINS, A. (2014). Covert distinction: How hipsters practice food-based resistance strategies in the production of identity. Consumption Markets and Culture. Details
2015 NAUGHTON, P., MCCARTHY, S., MCCARTHY, M. (2015). The creation of a healthy eating motivation score and its association with food choice and physical activity in a cross sectional sample of Irish adults. International Journal of Behavioral Nutrition and Physical Activity. Details
2014 DE BRÚN, A., MCCARTHY, M., MCKENZIE, K., MCGLOIN, A. (2014). Examining the Media Portrayal of Obesity Through the Lens of the Common Sense Model of Illness Representations. Health Communication. Details
2015 CRONIN, J., MCCARTHY, M., DELANEY, M. (2015). Deconstructing consumer discipline: How self-management is experienced in the marketplace. European Journal of Marketing. Details
2015 CASOLANI, N., GREEHY, G., FANTINI, A., CHIODO, E., MCCARTHY, M. (2015). Consumer perceptions of nanotechnology applications in Italian wine. Italian Journal of Food Science.
2015 HENCHION, M., MCCARTHY, M., RESCONI, V., BERRY, D., MCPARLAND, S. (2015). Stakeholder involvement in establishing a milk quality sub-index in dairy cow breeding goals: A Delphi approach. Animal. Details
2017 O'BRIEN, O., LINDSAY, K., MCCARTHY, M., MCGLOIN, A., KENNELLY, M., SCULLY, H., MCAULIFFE, F. (2017). Influences on the food choices and physical activity behaviours of overweight and obese pregnant women: A qualitative study. Midwifery. Details
2017 HENCHION, M., MCCARTHY, M., RESCONI, V. (2017). Beef quality attributes: A systematic review of consumer perspectives. Meat Science. Details
2017 FLAHERTY, S.-J., MCCARTHY, M., COLLINS, A., MCAULIFFE, F. (2017). Can existing mobile apps support healthier food purchasing behaviour? Content analysis of nutrition content, behaviour change theory and user quality integration. Public Health Nutrition. Details
2018 FITZGERALD, S., GILGAN, L., MCCARTHY, M., PERRY, I., GEANEY, F. (2018). An evaluation and exploration of Irish food-service businesses' uptake of and attitudes towards a voluntary government-led menu energy (calorie) labelling initiative. Public Health Nutrition. Details
2020 MCCARTHY, M., FLAHERTY, S. J., COLLINS, A., MCCAFFERTY, C., MCAULIFFE, F. (2020). A phenomenological exploration of change towards healthier food purchasing behaviour in women from a lower socioeconomic background using a health app. A phenomenological exploration of change towards healthier food purchasing behaviour in women from a lower socioeconomic background using a health app. Appetite. Details
2020 AINSCOUGH, K. M., O'BRIEN, E. C., LINDSAY, K. L., KENNELLY, M. A., O'SULLIVAN, E. J., O'BRIEN, O. A., ... MCAULIFFE, F. M. (2020). Nutrition, Behavior Change and Physical Activity Outcomes From the PEARS RCT—An mHealth-Supported, Lifestyle Intervention Among Pregnant Women With Overweight and Obesity. Frontiers in Endocrinology. Details
2020 FLAHERTY, S. J., MCCARTHY, M., COLLINS, A., MCCAFFERTY, C., MCAULIFFE, F. M. (2020). A phenomenological exploration of change towards healthier food purchasing behaviour in women from a lower socioeconomic background using a health app. Appetite. Details

Book chapter

Year Publication
2011 MCCARTHY, M., C., C., A., W. (2011). Speciality food segments in Great Britain. Nova Science Publishers.
2019 HENCHION, M. M., MCCARTHY, M. (2019). Facilitators and Barriers for Foods Containing Meat Coproducts. Academic Press. Details
2016 MCCARTHY, M., BRENNAN, M. (2016). Drivers of Decision-Making: Perceived Food Healthiness. Elsevier. Details
2016 BRENNAN, M., MCCARTHY, M. (2016). Food Handling in the Home. Elsevier. Details
2007 BUCKLEY, M., COWAN, C., MCCARTHY, M. (2007). Consumer attitudes towards convenience foods. Understanding Consumers of Food Products.
2004 O'REILLY, S., MCCARTHY, M., O'DONOVAN, P., HOWLETT, B. (2004). Organic food consumers - The Irish case.
2007 COWAN, C., BUCKLEY, M., MAHON, D., MCCARTHY, M. (2007). Meeting the demands of the consumer today and tomorrow: Trends and lifestyles - with particular reference to food related lifestyles in Britain. Gaining the Edge in Pork and Poultry Production: Enhancing Efficiency, Quality and Safety.

Conference paper

Year Publication
2011 GREEHY, G., MCCARTHY, M., HENCHION, M., DILLON, E., MCCARTHY, S. (2011). An Exploration of Irish Consumer Acceptance of Nanotechnology Applications in Food. Details
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

Conference abstract

Year Publication
2017 MCCARTHY, M. (2017). Healthy eating guidelines: Can it be more palatable and convenient for consumers?. Details
2015 MCCARTHY, M. (2015). Healthy aging segments in older Irish adults. Details
2013 NAUGHTON, P., MCCARTHY, S., MCCARTHY, M. (2013). Healthy eating attitudes and healthy living: An examination of the relationship between attitudes, food choices and lifestyle behaviours in a representative sample of Irish adults. Details

Data set

Year Publication
2015 NAUGHTON, P., MCCARTHY, S. N., MCCARTHY, M. B. (2015). Healthy Food Choice Motivation Questionnaire. APA PsycTests. Details
2020 AINSCOUGH, K. M., O'BRIEN, E. C., LINDSAY, K. L., KENNELLY, M. A., O'SULLIVAN, E. J., O'BRIEN, O. A., ... MCAULIFFE, F. M. (2020). Table_1_Nutrition, Behavior Change and Physical Activity Outcomes From the PEARS RCT—An mHealth-Supported, Lifestyle Intervention Among Pregnant Women With Overweight and Obesity.pdf. Frontiers in Endocrinology. Details

Magazine article

Year Publication
2007 MCCARTHY, M., O'REILLY, S., O'SULLIVAN, A., GUERIN, P. (2007). An investigation into the determinants of commitment to organic farming in Ireland. Journal of Farm Management.

Report

Year Publication
2014 HEERY, E., DELANEY, M., KELLEHER, C., WALL, P., MCCARTHY, M. (2014). Attitudes of the public towards policies to address obesity.
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