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Prof. Mary McCarthy

Mary McCarthy



Management & Marketing Cork University Business School University College Cork

+353 21 490 2075 ORCID profile


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 Principle 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 an 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.