ProfessorVince Mitchell

His research interests focus around consumer problems such as; confinement, confusion, risk, complaining behaviour as well as how visually impaired engage with the marketplace and determinants of consumer happiness. Current projects include; consumer privacy issues and the selling of others’ data, captivity coping strategies, consumer inspiration and shopping mall access issues. These interests have potential impact via three market mechanisms namely; how consumers solve their own problems and those of other consumers, how businesses can solve them to create competitive advantage and/or government intervention or self-regulation intervention may be necessary when the first two mechanisms don’t work in creating marketplace enfranchisement and fairness. He is currently working with 5 teams of international researchers from, Germany, France, Israel, Italy, Austria, UK and Australia.