Professor Chris Hand
Contact
- Email: c.hand@kingston.ac.uk
- Location: Kingston Hill
- Faculty: Faculty of Business and Social Sciences
- School: Kingston Business School
- Department: Department of Strategy, Marketing and Innovation
- ORCID
About
I'm a Professor of Marketing in the Department of Strategy, Marketing and Innovation where I lead the Customer Insights Research Hub. I led the MRes in Business and Management (the Business School's Doctoral training programme) and have also been the Course Director for the BSc in International Business and the BBA. I joined Kingston Business School in 2003.
I'm an Economist by training; that background and a spell as Research Fellow in Television Audience Statistics at Bournemouth Media School and the Department of Media Arts at Royal Holloway eventually led me to the quantitative side of Marketing.
I gained my PhD in Economics from the University of Portsmouth in 2001. I hold a BA in Economics and an MSc in Business Economics also from the University of Portsmouth and an MA in Strategic Marketing Management from Kingston University. I also hold a Postgraduate Certificate in Learning and Teaching in Higher Education and am a Fellow of the Higher Education Academy.
Academic responsibilities
Professor of Marketing
Qualifications
- BA(Hons) Economics
- PgC Learning and Teaching in Higher Education
- MSc Business Economics
- MA Strategic Marketing Management
- PhD Economics (thesis title: Empirical Studies of the Demand for the Cinema in the UK)
- Fellow, Higher Education Academy
- Certified Member, Market Research Society
Teaching and learning
I teach or have taught at undergraduate, postgraduate and Doctoral levels. My teaching focuses on Data Analysis and using data to inform (Marketing) decision making. At the moment I lead and teach on the Market Research and Data Analysis module and Research Proposal and Dissertation module on our postgraduate Marketing programmes. I have previously taught the Market Analysis and Big Data module on the BSc in Entrepreneurship and Innovation Management, the Marketing Metrics module on the BSc in Marketing and Advertising and Market Research modules at 2nd year and 3rd year undergraduate level.
I led the MRes in Business and Management which formed part of our PhD and taught on various modules on the programme covering research philosophy, research design and quantitative data analysis.
Postgraduate courses taught
Research
My research interests lie in the fields of Consumer Behaviour and in Applied / Behavioural Economics. My work in Consumer Behaviour focuses on online buying, arts audience behaviour, applications of stochastic models of brand choice and sensory marketing. Alongside these I maintain research interests in Applied Economics, in particular in Cultural Economics and the economics of life satisfaction / subjective well-being. I have also worked with Entrepreneurship colleagues on inter-regional and international convergence in self-employment rates and on entrepreneurs' social identity and self-efficacy.
My work across these areas is underpinned by an interest in identifying and modelling patterns of behaviour using descriptive models (such as the NBD-Dirichlet model) as well as multivariate and micro-econometric techniques. More recently I have started to explore the use of Machine Learning methods. I apply these techniques to data from surveys (including secondary and big data sets) and from experiments.
I am a member of the Editorial Advisory Board for Internet Research and the Journal of Philanthropy and Marketing; I also review for a range of Marketing, Economics, Tourism and Leisure journals. In 2024 I joined the BAM Peer Review College as Member.
Publications
Number of items: 68.
Article
Hand, Christopher and Fitkov-Norris, Elena (2024) Not seeing the wood for the trees : influences on random forest accuracy. International Journal of Market Research, ISSN (print) 1470-7853 (Epub Ahead of Print)
Tennakoon, Hemamali, Betts, Lucy, Chandrakumara, Anil, Saridakis, George and Hand, Chris (2024) Exploring the effects of personal and situational factors on cyber aggression. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 18(3), p. 7. ISSN (print) 1802-7962
Litsardopulos, Nicholas, Saridakis, George, Georgellis, Yannis and Hand, Chris (2022) Self-employment experience effects on well-being : a longitudinal study. Economic and Industrial Democracy, ISSN (print) 0143-831X (Epub Ahead of Print)
Litsardopoulos, Nicholas, Saridakis, George and Hand, Christopher (2021) Does the accumulation of self-employment experience impact life satisfaction? Journal of Business Venturing Insights, 16, e00259. ISSN (print) 2352-6734
Harris, Patricia, Dall'Olmo Riley, Francesca and Hand, Chris (2021) Multichannel shopping : the effect of decision making style on shopper journey configuration and satisfaction. Journal of Retailing and Consumer Services, 58, p. 102286. ISSN (print) 0969-6989
Hand, Chris (2020) Biology and being green : the effect of prenatal testosterone exposure on pro-environmental consumption behaviour. Journal of Business Research, 120, pp. 619-626. ISSN (print) 0148-2963
Saridakis, George, Mendoza Gonzalez, Miguel A., Hand, Chris and Muñoz Torres, Rebeca I. (2020) Do regional self-employment rates converge in the UK? Empirical evidence using club-clustering algorithm. The Annals of Regional Science, 65, pp. 179-192. ISSN (print) 0570-1864
Hand, Chris, Iskandarova, Marfuga and Blackburn, Robert (2020) Founders' social identity and entrepreneurial self-efficacy amongst nascent entrepreneurs : a configurational perspective. Journal of Business Venturing Insights, 13, e00160. ISSN (print) 2352-6734
Hand, Chris (2020) Spatial influences on domains of life satisfaction in the UK. Regional Studies, 54(6), pp. 802-813. ISSN (print) 0034-3404
Litsardopoulos, Nicholas, Saridakis, George and Hand, Christopher (2020) The effects of rural and urban areas on time allocated in self-employment : differences between men and women. Sustainability, 12(17), e7049. ISSN (print) 2071-1050
Saridakis, George, Mendoza Gonzalez, Miguel A., Munoz Torres, Rebeca I. and Hand, Chris (2019) Do self-employment rates converge? Evidence from European OECD countries. Journal Of Common Market Studies, 57(3), pp. 551-562. ISSN (print) 0021-9886
Abubakar, Yazid Abdullahi, Hand, Chris, Smallbone, David and Saridakis, George (2019) What specific modes of internationalization influence SME innovation in Sub-Saharan least developed countries (LDCs)? Technovation, 79, pp. 56-70. ISSN (print) 0166-4972
Benson, Vladlena, Hand, Chris and Hartshorne, Richard (2019) How compulsive use of social media affects performance : insights from the UK by purpose of use. Behaviour & Information Technology, 38(6), pp. 549-563. ISSN (print) 0144-929X
Benson, Vladlena, Ezingeard, Jean-Noel and Hand, Chris (2019) An empirical study of purchase behaviour on social platforms : the role of risk, beliefs and characteristics. Information Technology & People, 32(4), pp. 876-896. ISSN (print) 0959-3845
Harris, Patricia, Dall'Olmo Riley, Francesca and Hand, Chris (2018) Understanding multichannel shopper journey configuration : an application of goal theory. Journal of Retailing and Consumer Services, 44, pp. 108-117. ISSN (print) 0969-6989
Hand, Chris (2018) Do the arts make you happy? A quantile regression approach. Journal of Cultural Economics, 42(2), pp. 271-286. ISSN (print) 0885-2545
Harris, Patricia, Dall'Olmo Riley, Francesca, Hand, Chris and Riley, Debra (2017) Online and store patronage : a typology of grocery shoppers. International Journal of Retail & Distribution Management, 45(4), pp. 419-445. ISSN (print) 0959-0552
Hand, Chris and Dall'Olmo Riley, Francesca (2016) Audience behaviour or buyer behaviour : what can models of brand buying behaviour say about arts audiences? International Journal of Arts Management, 19(1), pp. 69-82. ISSN (print) 1480-8986
East, Robert, Uncles, Mark D., Romaniuk, Jenni and Hand, Chris (2014) The decay of positive and negative word of mouth after product experience. Australasian Marketing Journal, 22(4), pp. 350-355. ISSN (print) 1441-3582
Dall'Olmo Riley, Francesca, Hand, Chris and Guido, Francesca (2014) Evaluating brand extensions, fit perceptions and post-extension brand image: does size matter? Journal of Marketing Management, 30(9-10), pp. 904-924. ISSN (print) 0267-257X
Hand, Chris and Singh, Jaywant (2014) Segmenting the betting market in England. International Journal of Market Research, 56(1), pp. 111-127. ISSN (print) 1470-7853
East, Robert, Uncles, Mark D., Romaniuk, Jenni and Hand, Chris (2013) Distortion in retrospective measures of word of mouth. International Journal of Market Research, 55(4), pp. 477-486. ISSN (print) 1470-7853
Singh, Jaywant, Dall'Olmo Riley, Francesca, Hand, Christopher and Maeda, Mari (2012) Measuring brand choice in the older customer segment in Japan. International Journal of Market Research, 54(3), pp. 347-368. ISSN (print) 1470-7853
Hand, Chris and Judge, Guy (2012) Searching for the picture: forecasting UK cinema admissions using Google Trends data. Applied Economics Letters, 19(11), pp. 1051-1055. ISSN (print) 1350-4851
Hand, Chris (2011) Do arts audiences act like consumers? Managing Leisure, 16(2), pp. 88-97. ISSN (print) 1360-6719
Hand, Christopher (2010) Book Review of: 'The Peacock Committee and UK broadcasting policy' by Tom O'Malley and Janet Jones (eds.). Journal of Cultural Economics, 34(3), pp. 241-243. ISSN (print) 0885-2545
Hand, Chris and Judge, Guy (2010) How stable is the seasonal pattern in cinema admissions? Evidence from the UK. Applied Economics Letters, 18(1), pp. 81-85. ISSN (print) 1350-4851
Hand, Christopher (2009) Modelling patterns of attendance at performing arts events: the case of music in the United Kingdom. Creative Industries Journal, 2(3), pp. 259-273. ISSN (print) 1751-0694
Hand, Chris, Dall'Olmo Riley, Francesca, Harris, Patricia, Singh, Jaywant and Rettie, Ruth (2009) Online grocery shopping: the influence of situational factors. European Journal of Marketing, 43(9/10), pp. 1205-1219. ISSN (print) 0309-0566
Collins, Alan, Hand, Chris and Linnell, Maggie (2008) Analyzing repeat consumption of identical cultural goods: some exploratory evidence from moviegoing. Journal of Cultural Economics, 32(3), pp. 187-199. ISSN (print) 0885-2545
Hankinson, Philippa, Lomax, Wendy and Hand, Chris (2007) The time factor in re-branding organizations: its effects on staff knowledge, attitudes and behaviour in UK charities. Journal of Product and Brand Management, 16(4), pp. 236-246. ISSN (print) 1061-0421
Jones, D.F., Collins, A. and Hand, C. (2007) A classification model based on goal programming with non-standard preference functions with application to the prediction of cinema-going behaviour. European Journal of Operational Research, 117(1), pp. 515-524. ISSN (print) 0377-2217
Robinson, Helen, Wysocka, Anna and Hand, Chris (2007) Internet advertising effectiveness: the effect of design for click-through rates for banner ads. International Journal of Advertising, 26(4), pp. 527-541. ISSN (print) 0265-0487
Collins, Alan and Hand, Chris (2006) Vote clustering in tournaments: what can Oscar tell us? Creativity Research Journal, 18(4), pp. 427-434. ISSN (print) 1040-0419
Collins, Alan and Hand, Chris (2005) Analyzing moviegoing demand: an individual-level cross-sectional approach. Managerial and Decision Economics, 26(5), pp. 319-330. ISSN (print) 0143-6570
Collins, Alan, Hand, Chris and Ryder, Andrew (2005) The lure of the multiplex? The interplay of time, distance, and cinema attendance. Environment and Planning A, 37(3), pp. 483-501. ISSN (print) 0308-518X
Collins, Alan, Hand, Chris and Snell, Martin C. (2002) What makes a blockbuster? Economic analysis of film success in the United Kingdom. Managerial and Decision Economics, 23(6), pp. 343-354. ISSN (print) 0143-6570
Hand, Chris (2002) The distribution and predictability of cinema admissions. Journal of Cultural Economics, 26(1), pp. 53-64. ISSN (print) 0885-2545
Book Section
Fitkov-Norris, Elena, Vahid, Samireh and Hand, Chris (2012) Evaluating the impact of categorical data encoding and scaling on neural network classification performance: the case of repeat consumption of identical cultural goods. In: Jayne, Chrisina , Yue, Shigang and Iliadis, Lazaros S., (eds.) Engineering Applications of Neural Networks: 13th International Conference, EANN 2012, London, UK, September 2012, Proceedings. London, U.K. : Springer. pp. 343-352. (Communications in Computer and Information Science, (311)) ISBN 9783642329081
Conference or Workshop Item
Hand, Chris and Kottasz, Rita (2024) Do online arts and music attract different audiences? In: AIMAC 2024 : 17th International Conference on Arts and Cultural Management; 24-26 Jun 2024, Lisbon, Portugal. (Unpublished)
Do, Hang and Hand, Christopher (2023) Great expectations? Insights into UK SMEs’ optimism from the inside and outside view. In: 83rd Annual Meeting of the Academy of Management; 4-8 Aug 2023, Boston, Massachusetts, U.S.. (Unpublished)
Chawdhary, Rahul, Dall'olmo Riley, Francesca and Hand, Christopher (2019) Sharing my experience or yours : the differential influence of self, social and social intention needs in stimulating positive word of mouth. In: British Academy of Management (BAM) Conference 2019 : Building and Sustaining High Performance Organisations in Uncertain Times : Challenges and Opportunities; 03 - 05 Sep 2019, Birmingham, U.K.. (Unpublished)
Chawdhary, Rahul, Dall'olmo Riley, Francesca and Hand, Christopher (2019) Psychological drivers of social talk : my experience or yours? In: 10th Annual Faculty Research Conference: Contemporary Issues in Business and Social Sciences in a period of uncertainty; 03 - 04 Jun 2019, Kingston upon Thames, U.K.. (Unpublished)
Hand, Christopher (2018) Biology and being green: the effect of the digital ratio on the environmental consumption behaviour. In: 9th Annual Faculty of Business Research Conference: Contemporary Issues in Business; 04 Jun 2018, Kingston upon Thames, U.K.. (Unpublished)
Hand, Christopher, Dall'Olmo Riley, Francesca and Kottasz, Rita (2018) What can a model of brand choice tell us about arts participation? In: 9th Annual Faculty of Business Research Conference: Contemporary Issues in Business; 04 Jun 2018, Kingston upon Thames, U.K.. (Unpublished)
Hand, Chris (2017) Modelling makers and doers: applying a stochastic brand choice model to participation in creative arts. In: 16th International Colloquium on Arts, Heritage, Nonprofit and Social Marketing; 08 Sep 2017, Kingston upon Thames, U.K.. (Unpublished)
Hand, Chris and Kottasz, Rita (2016) The effect of social class on multiple cause donation behaviour. In: 15th International Colloquium on Arts, Heritage, Nonprofit and Social Marketing: Considering Myths and Stereotypes in Arts, Heritage, Nonprofit and Social Marketing; 16 Sep 2016, Egham, U.K.. (Unpublished)
Abubakar, Yazid Abdullahi and Hand, Chris (2016) The influence of internationalisation on SME innovation in Least Developed Countries (LDCs). In: International Conference on Innovation and Management (IAM2016 Summer); 12 - 15 Jul 2016, Kuala Lumpur, Malaysia. ISSN (online) 2218-6387 (Unpublished)
Harris, Patricia, Robinson, Helen, Dall'Olmo Riley, Francesca and Hand, Chris (2016) Consumers’ multi-channel shopping experience in the UK grocery sector: purchase behaviour, motivations and perceptions. In: 2016 Academy of Marketing Science (AMS) World Marketing Congress: Marketing at the Confluence between Entertainment and Analytics; 19-23 Jul 2016, Paris, France.
Hand, Chris and Rasmussen, Iselin (2016) Do men see red and pay less? The effect of background colour and gender on offered payments. In: Academy of Marketing (AM) Conference 2016: Radical Marketing; 4-7 Jul 2016, Newcastle, U.K..
Dall'Olmo Riley, Francesca, Hand, Chris, Harris, Patricia, Riley, Debra, Robinson, Helen and Singh, Jaywant (2016) Single-channel or multi-channel? U.K. grocery shoppers purchase behaviour, motivations and perceptions. In: Academy of Marketing (AM) Conference 2016: Radical Marketing; 4-7 Jul 2016, Newcastle, U.K..
Hand, Chris (2015) Comparing purchase patterns in online and offline gambling. In: Academy of Marketing (AM) Conference 2015: The Magic in Marketing; 7-9 Jul 2015, Limerick, Ireland. ISBN 9781905952649
Boatswain, M.L., Kalafatis, S.P. and Hand, C. (2015) Examining the decoy effects in brand positioning. In: 3rd International Conference on Contemporary Marketing Issues (ICCMI) 2015; 30 Jun - 02 Jul 2015, Kingston upon Thames, U.K..
Dall'Olmo Riley, Francesca, Hand, Chris and Singh, Jaywant (2014) The effect of product conspicuousness in vertical downscale extensions: a replication. In: Academy of Marketing (AM) Conference 2014: Marketing Dimensions: People, Places and Spaces; 7-10 Jul 2014, Bournemouth, U.K..
Hand, Chris (2013) Modelling the drivers of film box office performance. In: Academy of Marketing (AM) Conference 2013: Marketing Relevance; 8-11 Jul 2013, Cardiff, Wales.
Hand, Chris and McGill, John (2012) Does arts audience behaviour conform to Dirichlet predictions? A cross-regional investigation. In: Academy of Marketing (AM) Conference 2012: Marketing: catching the technology wave; 2-5 Jul 2012, Southampton, U.K. ISBN 9780854329472
Hand, Chris and Singh, Jaywant (2011) Gambling purchases in England: an empirical analysis of behavioural segments. In: Academy of Marketing Conference 2011: Marketing fields forever; 05-07 Jul 2011, Liverpool, U.K.. (Unpublished)
Singh, J., Dall'Olmo Riley, F. and Hand, C. (2010) How differentiated are branded commodities: an empirical examination of consumer attitudes and behaviour. In: Emerging Issues in Business and Law; 22 Jun 2010, Kingston upon Thames, U.K.. (Unpublished)
Dall'Olmo Riley, Francesca, Singh, Jaywant and Hand, Chris (2010) How differentiated are branded commodities: an empirical examination of consumer attitudes and behaviour. In: The six senses: the essentials of marketing : 39th European Marketing Academy (EMAC) Annual Conference; 01 - 04 Jun, 2010, Copenhagen, Denmark.
Singh, Jaywant, Hand, Chris and Chen, Hsin (2009) Differentiation in a branded commodity category: tapping into the behavioural data. In: Australian and New Zealand Marketing Academy (ANZMAC) Conference 2009: Sustainable Management and Marketing; 30 Nov - 02 Dec 2009, Melbourne, Australia. ISBN 1863081585
Hand, Christopher and Chen, Hsin (2009) Grocery brand loyalty transfer from in-store to online. In: Academy of Marketing (AM) Annual Conference 2009: Putting Marketing in its Place; 7-9 Jul 2009, Leeds, U.K..
Hand, Chris, Dall'Olmo Riley, Francesca, Harris, Patricia and Rettie, Ruth (2008) Brand performance in the UK grocery market: does buying online make a difference? In: Academy of Marketing (AM) Annual Conference 2008 - Reflective marketing in a material world; 8-10 Jul 2008, Aberdeen, Scotland.
Harris, Patricia, Dall'Olmo Riley, Francesca, Rettie, Ruth and Hand, Chris (2008) Offline to online : the transfer of store loyalty in grocery shopping in the UK. In: Academy of Marketing (AM) Annual Conference 2008 - Reflective marketing in a material world; 08 - 10 Jul 2008, Aberdeen, U.K..
Hand, Chris and Judge, Guy (2008) How stable are the seasonal patterns in cinema admissions? Evidence from the UK. In: Association for Cultural Economics International (ACEI): 15th International Conference on Cultural Economics; 12-15 Jun 2008, Boston, USA.
Dall'Olmo Riley, Francesca, Hand, Chris, Harris, Patricia, Rettie, Ruth, Robinson, Helen and Singh, Jaywant (2008) Now I shop, now I don't: situational triggers of online grocery shopping behaviour. In: 37th European Marketing Academy (EMAC) Annual Conference 2008: Marketing Landscapes: A Pause for Thought; 27-30 May 2008, Brighton, U.K..
Collins, Alan and Hand, Chris (2007) Analyzing repeat consumption of identical cultural goods: some exploratory evidence from moviegoing. In: 9th International Conference on Arts and Cultural Management; 08 - 11 Jul 2007, Valencia, Spain.
Dall'Olmo Riley, Francesca, Hand, Chris, Rettie, Ruth, Robinson, Helen, Singh, Jaywant and Harris, Patricia (2007) Adoption and motivational factors for online grocery shopping in the UK. In: Academy of Marketing (AM) Annual Conference 2007: Marketing Theory into Practice; 3-6 Jul 2007, Egham, U.K..
Hand, Chris, Robinson, Helen and Wysocka, Anna (2005) Internet advertising effectiveness: the effect of design on click-through rates for banners. In: Conference of the Academy of Marketing: Marketing: Building Business, Shaping Society; 05 - 07 Jul 2005, Dublin, Ireland.
This list was generated on Mon Mar 17 05:07:27 2025 GMT.
Business, knowledge transfer and international
I am a Certified Member of the Market Research Society.
Leadership and management
Currently, my main leadership role is as the Research Lead for the Business School's Customer Insights and Value Research hub. In addition to my course directorships, I have held a number of external examiner and programme review / validation panel memberships, and held roles on the Faculty Research Degrees Committee and Faculty Research Ethics Committee.
External Examiner appointments
2023 - 2026 Marketing and Management undergraduate programme, Durham University.
2013 - 2016 Master of Research at University of Bath School of Management.
2011 - 2014 Master of Research at Manchester Metropolitan University Business School.
Validation and Programme Review panel membership
Professional Doctorate in Education (EdD) Validation panel member, Kingston University, 12th July 2019
Business and Management Internal Subject Review panel member, Kingston University, 7th-8th May 2019
Curriculum Review (undergraduate Business and Management, International Business, Economics and Finance programmes and Business Management and Entrepreneurship), University of Portsmouth, 10th July 2018
Doctor of Business Administration revalidation, Nottingham Trent University, 3rd May 2018.
Marketing and Sales Subject Group Programmes Review, University of Portsmouth, 30th November 2016.
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