Alex Belli

Dr Alex Belli


Adelaide Business School

Faculty of Arts, Business, Law and Economics

Eligible to supervise Masters and PhD - email supervisor to discuss availability.

Dr Alex Belli is a lecturer (assistant professor) in marketing at The University of Adelaide. He completed his PhD in Marketing at the University of Technology Sydney (UTS) in 2019, and since 2014 he has been working as a lecturer and workshop facilitator across five Australian Universities, including UTS, the University of Sydney, and Macquarie University.

His research has been featured in the Journal of Consumer Psychology and the Journal of the Academy of the Marketing Science, among others. His research interests include consumer choice, judgement and decision making, consumer wellbeing, interpersonal relationships, and promotional strategies. Dr Belli was nominated Emerging Researcher of the Year at the Adelaide Business School in 2022 and received two accolades for Outstanding Academic Achievement in 2021 and 2022.

His passion for teaching has been formally acknowledged by two Universities over the years, with a Higher Commendation for Teaching at UTS in 2018 and a Student-led award at Macquarie University in 2017. His teaching initiatives have also been featured in several University media outlets.

Dr Belli's research is driven by discovering applicable and impactful real-world solutions to consumer, marketing, and public policy issues faced today and improving modern society’s quality of life. In particular, his research interests cover the following broad areas:

  1. Decision-making and consumer wellbeing;
  2. Social influence and interpersonal relationships, including consumer interactions online and with A.I. recommendation agents;
  3. The effectiveness of sales promotions, brand loyalty and product-launch strategies.

Dr Belli has mainly adopted a mixed-method approach using meta-analytical modelling and experimental research to investigate these research domains. Specifically, meta-analysis allows him to understand and identify theoretical gaps in the extant literature while uncovering novel angles to explore substantive marketing and consumer behaviour problems. In turn, the complementary use of experimental research enables him to test for new psychological processes and theories previously emerged from his meta-analytical results.

To date, his research has been featured in the Journal of Consumer Psychology, the Journal of the Academy of Marketing Science (both A*, Financial Times 50), the Journal of Consumer Marketing (A), and The International Review of Retail Distribution and Consumer Research (B). He has also served as an ad-hoc reviewer for the European Journal of Marketing (A*).

During his PhD, he won the 3 Minute Thesis (3MT) Competition at the University of Technology Sydney in 2017 and represented his University at the semi-finals at the University of Queensland.


Research Accolades

Emerging Researcher of the Year 2022, Adelaide Business School, 2022.

Excellence in Research 2021 for Outstanding Academic Achievement, Adelaide Business School, 2022.

Excellence in Research 2021 for Outstanding Academic Achievement, Adelaide Business School, 2021.

Maximizing Utility but Minimizing Well-being: A Meta-Analysis on the Maximizers’ Paradox” ranked in the top 29 Working Papers of the conference and invited at the DataBlitz session at the ACR conference, 2017.

ACR Travel Stipend Recipient, 2017.

3-Minute Thesis Competition Winner at UTS (out of all the University-wide PhD students), 2017

Finalist for Best Paper Award at the ANZMAC mid-year Doctoral Colloquium (Curtin University), 2016.

  • Language Competencies

    Language Competency
    English Can read, write, speak, understand spoken and peer review
    French Can read, write, speak and understand spoken
    German Can read, write, speak and understand spoken
    Italian Can read, write, speak, understand spoken and peer review
  • Education

    Date Institution name Country Title
    2013 - 2018 University of Technology Sydney Australia PhD
    2009 - 2012 University of Modena and Reggio Emilia Italy Master's of International Management
    2008 - 2012 Augsburg University of Applied Sciences Germany Diploma in Business Administration
    2006 - 2009 University of Modena and Reggio Emilia Italy Bachelor's in International Economics and Marketing
  • Research Interests

  • Journals

    Year Citation
    2022 O’Rourke, A. M., Belli, A., & Mathmann, F. (2022). Mitigating implicit racial bias in tipping: when direct and indirect experience matters. Journal of Consumer Marketing.
    2021 Belli, A., Anne-Maree, O., Carrillat, F., Pupovac, L., Melnyk, V., & Na[polova, E. (2021). 40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis. Journal of the Academy of Marketing Science, 50(1), 147-173.
    DOI Scopus2 WoS1
    2021 Belli, A., Carrillat, F. A., Zlatevska, N., & Cowley, E. (2021). The Wellbeing Implications of Maximizing: A Conceptual Framework and Meta‐Analysis. Journal of Consumer Psychology, 32(4), 24 pages.
    DOI Scopus1 WoS1
    2015 Martinelli, E., Belli, A., & Marchi, G. (2015). The role of customer loyalty as a brand extension purchase predictor. International Review of Retail, Distribution and Consumer Research, 25(2), 105-119.
    DOI Scopus13

ACR Travel Stipend Recipient (Association for Consumer Research), 2017.

Behavioural Grant Lab Recipient (UTS Business School), 2017.

Current Courses Delivered

  • MARKETNG2002: Marketing Analytics
  • MARKETNG3008: Data-driven Customer Engagement


Teaching Interests

Marketing Research, Digital Marketing and Social Media, Consumer Analytics (Big Data), Services Marketing, International Marketing, Consumer Behaviour.


Teaching Accolades

High Commendation at the 2018 UTS Teaching and Learning Awards, 2018 Category: Teaching by a Casual or Sessional Staff Member - 'For his great efforts in engaging and inspiring students, conveying his passion for marketing, his professionalism and his ability to facilitate learning in this discipline’ 

Macquarie University Faculty of Business and Economics Student Nominated Teaching Award, 2017

Macquarie University Student Experience Award 2015 – Dean’s Excellence Award for Teaching, 2016

UTS Undergraduate Business Prize for Excellence in Teaching Spring 2015, 2016

  • Offices Held

    Date Office Name Institution Country
    2020 - 2021 Lecturer in Marketing University of Technology Sydney Australia
    2019 - 2019 Lecturer in Marketing Australian Catholic University Australia
  • Position: Lecturer
  • Phone: 83130184
  • Email:
  • Campus: North Terrace
  • Building: Nexus 10, floor 10
  • Org Unit: Marketing

Connect With Me
External Profiles