Biography

Isabel Ding is an Assistant Professor of Marketing at Warwick Business School, University of Warwick. She holds a PhD in Marketing from the National University of Singapore. Her research lies within consumer behaviour and examines how decision frames and contextual cues shape consumer judgement, choice and engagement.

One stream of her research focuses on consumer decision-making and wellbeing, with a particular interest in health behaviour and the adoption and sustained use of health-related services, interventions and technologies. Her work examines how decision frames, beliefs and perceptions influence people’s choices and their willingness to adopt and sustain beneficial behaviours. Her research in health contexts spans public health communication, the self-management of long-term conditions, and behavioural approaches to prevention and treatment adherence. She is particularly interested in how behavioural insights can inform the design and implementation of health services and technologies in ways that support uptake and sustained engagement.

A second stream examines how visual, digital and symbolic cues influence consumers’ responses to brands and marketplace communications. Across both streams, her work is united by an interest in how consumers interpret information and contextual cues, and how these interpretations shape perceptions, preferences, engagement and behaviour. She uses experiments, surveys, evidence synthesis and co-design, and collaborates across disciplinary boundaries.

Her contribution to teaching has been recognised through the WBS CORE Teaching Award. Before entering academia, she worked in the civil service and in business and marketing strategy consulting.

Research Interests

Consumer Behaviour
Consumer Decision-Making and Framing
Health Behaviour and Adoption
Visual and Digital Marketing
Consumer and Societal Wellbeing