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Dr Emma J WilliamsBSc (Hons), PhD(Cardiff)

Lecturer in Marketing

Emma Williams

Dr Emma J WilliamsBSc (Hons), PhD(Cardiff)

Lecturer in Marketing

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Research interests

I am a Chartered Psychologist, Chartered Scientist, and Associate Fellow of the British Psychological Society. I completed a BSc(hons) Psychology at the University of Bath and a PhD in the area of deception at Cardiff University in 2012. Following my PhD, I spent 3 years working within human factors and behavioural science research roles in the public and private sector before returning to academia. In 2017, I was awarded a Vice-Chancellor's Fellowship in Digital Innovation and Wellbeing at the University of Bristol and in 2019 I took up my current lectureship in the area of marketing and consumer behaviour.

Broadly speaking, I am interested in how people behave online and how they make decisions in relation to emerging digital technologies, such as consumer Internet of Things devices. In particular, I am interested in how people perceive and make decisions in relation to security and privacy risks in these contexts.

For example, what makes people susceptible to phishing emails, fake news and online scams? How do people behave and react in relation to security and privacy risks associated with smart devices? And how can we use marketing to better engage consumers regarding these issues? My work aims to contribute to current debates and challenges in order to make the online and digital world a safer place for all.

My current research involves close collaboration with industry and public sector stakeholders, as well as academics in the Bristol Cyber Security Group within the Department of Computer Science, colleagues within the School of Management at the University of Bath and colleagues in the School of Psychology at Cardiff University.

PhD Supervision

I am interested in supervising PhD students who have an interest in psychology and human behaviour in online and digital contexts, particularly in relation to privacy and security risks.

I am interested in exploring this in both consumer contexts (i.e., technology adoption and discontinuance, secure online behaviour) and workplace contexts (i.e., employee security behaviour, security culture, susceptibility to phishing), as well as considering how marketing approaches and practices can encourage people to be more secure online.


Structured keywords and research groupings

  • Jean Golding
  • Cabot Institute City Futures Research

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Postal address:
Howard House
Queen's Avenue
United Kingdom