Dr.Shahid Rasool
RESEARCH AREA
Marketing for Positive Social Change
My research interest in social marketing focuses on how marketing principles can be used to address social challenges and encourage positive behavioural change. I explore how communication, public awareness, and an understanding of human behaviour can support initiatives that benefit individuals, communities, and society.
— Introduction section
Using Marketing to Make a Positive Difference
Social marketing applies marketing principles to encourage behaviours that benefit individuals and society. Rather than focusing primarily on commercial transactions, it aims to understand people’s needs, motivations, and barriers to change in areas such as public health, environmental responsibility, and community well-being.
My interest in this field focuses on how social influences, communication strategies, and consumer behaviour can contribute to meaningful change. Understanding these relationships can help explain how awareness campaigns and social initiatives connect with their audiences and encourage more informed and responsible choices.
Social Behaviour & Behavioural Change
Social marketing seeks to understand the factors that influence people’s behaviours, attitudes, and everyday decisions. Personal motivations, social expectations, cultural values, and practical barriers can all affect whether individuals adopt or maintain a particular behaviour.
My research interest explores how these factors may influence behavioural change in different social contexts. It also considers how carefully designed communication and audience-focused strategies can encourage positive actions. Understanding these influences can help develop a clearer picture of how social initiatives connect with people’s needs and motivations.
Social Awareness & Communication
Social awareness campaigns help communicate important issues and encourage people to reflect on their choices and responsibilities. The effectiveness of these campaigns may depend on message clarity, audience needs, cultural context, and the communication channels used.
My research interest in this area focuses on how social messages are designed, understood, and received by different audiences. It considers how meaningful communication can increase awareness and support informed decision-making. Exploring these factors can provide insights into developing relevant and responsible campaigns for social benefit.
Neuroscience & Marketing Insights
Neuroscience-informed approaches offer additional perspectives on the processes involved in consumer attention, emotional responses, and decision-making. Neuromarketing research may use methods such as eye-tracking, electroencephalography (EEG), and other specialised techniques to investigate responses to marketing stimuli.
This area examines how these approaches can complement traditional consumer research methods. It also highlights the importance of interpreting findings carefully, recognising methodological limitations, and respecting consumer privacy. When applied responsibly, neuroscience-informed insights can contribute to a more comprehensive understanding of consumer responses.
Environmental & Sustainable Behaviour
Advertising and brand communication influence how consumers recognise, remember, and evaluate products and services. Visual design, storytelling, emotional appeals, and message framing can all contribute to the way people experience marketing content.
This research area explores how consumers respond to different advertising approaches and brand experiences. It considers how attention, perception, and emotions may influence brand impressions and consumer preferences. These insights can support the development of more meaningful marketing communication while encouraging responsible and transparent advertising practices.
— Why Social Marketing Matters
Turning Awareness into Meaningful Action
Social marketing provides a framework for understanding how communication and behavioural insights can support positive social outcomes. By considering audience needs, motivations, and barriers, social initiatives can become more relevant to the communities they aim to serve.
My interest in this area centres on exploring how marketing principles can contribute to responsible behaviour, stronger public awareness, and positive change across social and environmental contexts