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Personal profile


Ross is an interdisciplinary Social Science scholar employed as an Associate Professor at Macquarie University in Sydney. He is also President of the Australian Association of Social Marketing (AASM). Ross is a social change activist. His work focuses on social issues and social change, through a critical, reflexive and multi-perspective lens. His discipline expertise lies in social marketing, consumer cultures, and critical marketing teaching and research. He works across various social change topic areas including energy efficiency, environmental sustainability, alcohol and alcohol marketing, gambling, tobacco control, mental health, and workplace bullying. He is also interested in critiques of neoliberalism and related social activism.

Ross uses interdisciplinary and mixed-method and multi-method approaches to his work and has extensive experience using methodologies including longitudinal quantitative surveys, systematic reviews and meta-analyses, focus groups, depth interviews, ethnography, content analysis, and cognitive neuroscience. He also has considerable experience in research, designing, implementing and evaluating behaviour and social change programmes. He has been a principal or named investigator on projects attracting over $6.9m in research funds in Australia, UK, Europe and India from funding bodies including the Australian Research Council (Discovery), Medical Research Council, Economic and Social Research Council, Commonwealth of Australia, and European Commission. He has acted an expert advisor to the Australian Government, the UK and Scottish Governments, the European Commission, WHO, NSW Health, Cancer Institute, and a range of other stakeholders on various topics relating to behaviour and social change.

Ross was formerly employed at the University of Wollongong Faculty of Social Sciences (2010-2014), the Institute for Social Marketing at The Open University Business School (ISM-Open) from 2009-2010, and prior to that the ISM at the University of Stirling (2005-2009). Ross is currently a Visiting Fellow at the Open University, Honorary Research Fellow at Coventry University, a Visiting Academic at London School of Economics and Political Science, and an Honorary Senior Fellow at the University of Wollongong Faculty of Social Sciences.

He has published over 70 academic journals, book chapters and conference papers including in outlets such as European Journal of Marketing, Journal of Business Research, Marketing Theory, Journal of Services Marketing, Journal of Macromarketing, Journal of Social Marketing, Energy Policy, and BMC Public Health. He has also written numerous client reports and regularly gives invited presentations. Ross co-authored a leading textbook on social marketing and social change: Jeff French and Ross Gordon (2015). Strategic Social Marketing. London: Sage. Ross is a keen player and follower of sports including playing football for Macquarie University, some tennis and cycling, loves travelling, enjoys current affairs, and is a big music fan and occasional techno DJ.

Education/Academic qualification

Politics and History, BA Honours, University of Strathclyde

Social Marketing, PhD, University of Stirling

Public Policy, MSc, University of Strathclyde

External positions

Honorary Research Fellow, Coventry University

6 Dec 2017 → …

Board of Directors, International Social Marketing Association

30 Apr 2017 → …

Honorary Senior Fellow, University of Wollongong

1 Nov 2015 → …

President, Australian Association of Social Marketing

30 Jun 2014 → …

Visiting Fellow, The Open University

1 Oct 2013 → …

Visiting Academic, London School of Economics

30 Jun 2011 → …

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Marketing Engineering & Materials Science
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Alcohols Medicine & Life Sciences
Energy efficiency Engineering & Materials Science
Drinking Medicine & Life Sciences
Social marketing Business & Economics
Drinking Behavior Medicine & Life Sciences
Research Medicine & Life Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2014 2018

Selling The Punt: An interdisciplinary analysis of the extent and impact of sports wagering marketing strategies in Australia

Gordon, R., Thomas, S., Daube, M., Hastings, G. & Derevensky, J.


Project: Research

Financial Management

Alcohol policy interventions in Scotland and England - APISE

Gordon, R., Hastings, G., Mackintosh, A., Meier, P. & Harris, F.


Project: Research

Research Outputs 2005 2018

Empirically testing the concept of value-in-behavior and its relevance for social marketing

Gordon, R., Dibb, S., Magee, C., Cooper, P. & Waitt, G., 1 Jan 2018, In : Journal of Business Research. 82, p. 56-67 12 p.

Research output: Contribution to journalArticleResearchpeer-review

Social marketing
Energy efficiency
Latent class
Perceived value

Look before you LIEEP: Practicalities of using ecological systems social marketing to improve thermal comfort

Gordon, R., Butler, K., Cooper, P., Waitt, G. & Magee, C., 2018, In : Journal of Social Marketing. 8, 1, p. 99-119 21 p.

Research output: Contribution to journalArticleResearchpeer-review

Thermal comfort
Energy efficiency
System theory
Ecological systems

Social marketing and social movements: creating inclusive social change coalitions

Gurrieri, L., Gordon, R., Barraket, J., Joyce, A. & Green, C., 2018, In : Journal of Social Marketing. 8, 4, p. 354-377 24 p.

Research output: Contribution to journalArticleResearchpeer-review

Social marketing
Social movements
Public health

Storying energy consumption: Collective video storytelling in energy efficiency social marketing

Gordon, R., Waitt, G., Cooper, P. & Butler, K., 1 May 2018, In : Journal of Environmental Management. 213, p. 1-10 10 p.

Research output: Contribution to journalArticleResearchpeer-review

energy efficiency
Energy efficiency
Energy utilization

The Alcohol Environment Protocol: A new tool for alcohol policy

Casswel, S., Morojele, N., Williams, P. P., Chaiyasong, S., Gordon, R., Gray-Philip, G., Cuong, P. V., MacKintosh, A-M., Halliday, S., Railton, R., Randerson, S. & Parry, C. D. H., 1 Aug 2018, In : Drug and Alcohol Review. 37, S2, p. S18-S26 9 p.

Research output: Contribution to journalArticleResearchpeer-review

Open Access