Burns Visiting Scholar Dr. Sue Burton shares about marketing research impact and consumer challenges

Elisabeth Morgan -

This semester, the Dhillon School of Business welcomed Dr. Sue Burton on campus as the Burns Visiting Scholar. The Burns Scholars program brings acclaimed academics to the University of Lethbridge to share their knowledge with students and engage in research collaborations with faculty members.

Dr. Burton is a professor of marketing at the School of Business at Western Sydney University in Sydney, Australia. She first connected with Dhillon faculty members several years ago, at the SMART (social marketing) conference hosted by Dhillon School of Business faculty from the Institute for Consumer and Social Well-being. Ever since, Dr. Burton has become a long-time co-researcher with Dhillon professor, Dr. Debra Basil. While she’s here, Dr. Burton is looking forward to meeting more students and faculty, and working with Professor Basil on a new research project.

In this Q&A, Dr. Burton shares insights from her research on consumer behaviour, highlights some of the key challenges facing the business landscape today and talks about the real-world impact of her work. She also offers valuable advice for students preparing to step into their business careers.

Tell us about your research interests and what inspired you to pursue this field? 

My primary research would be classified as consumer behaviour, because I’m interested in most aspects of human behaviour. Within that field, I’m most interested in when people make decisions that aren’t in their best interests. So much of my work intersects with health research and research in social marketing.

I fear that because of recent political trends and media changes, there will be both a loosening of regulations that protect consumers and a media environment that means that consumers will be less informed. That has the potential to mean that consumers will have less protection against unethical marketing and/or misinformation.

How is your current research impacting business practices?

My work in tobacco control has contributed to (and continues to contribute to) changes in tobacco retailing legislation in Australia (which are likely to be followed by changes in other countries). That legislation, in turn, means that fewer consumers are likely to start smoking, and people who are trying to quit smoking are likely to find it less difficult to quit.

What advice would you give to students or young professionals entering today’s business environment?

Work hard, read widely (a characteristic that is increasingly rare, but which can bring huge benefits in ongoing learning) and be a good colleague. Nothing guarantees success, and sometimes you will end up working at an institution or with colleagues you don’t like, but if you are good at what you do, that will increase your chances of getting a job and colleagues that you like. And finally, if you don’t like what you are doing, think about changing, even if it requires further study. Never be afraid to invest in your own career.

Thank you Dr. Burton!

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