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.
- My Research
- Grants and Funding
- Professional Activities
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:
- Decision-making and consumer wellbeing;
- Social influence and interpersonal relationships, including consumer interactions online and with A.I. recommendation agents;
- 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.
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 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
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
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.
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
Marketing Research, Digital Marketing and Social Media, Consumer Analytics (Big Data), Services Marketing, International Marketing, Consumer Behaviour.
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
Current Higher Degree by Research Supervision (University of Adelaide)
Date Role Research Topic Program Degree Type Student Load Student Name 2022 Co-Supervisor Innovative Payment Methods and the Psychological Drivers of Consumer Spending Behaviour: Past, Present, and Future Doctor of Philosophy Doctorate Full Time Mr Lachlan Thomas Schomburgk 2022 Co-Supervisor How and Why a Maximizing Decision-Making Style Affects Individuals' Financial Well-Being Doctor of Philosophy Doctorate Full Time Mr Dietrich Silber 2021 Co-Supervisor Transcendent Customer Experiences Doctor of Philosophy Doctorate Full Time Miss Katelyn Jane Harris
Other Supervision Activities
Date Role Research Topic Location Program Supervision Type Student Load Student Name 2021 - ongoing Co-Supervisor Consumer unethnical behaviour University of Technology Sydney PhD Doctorate Full Time Aimee Smith
Date Office Name Institution Country 2020 - 2021 Lecturer in Marketing University of Technology Sydney Australia 2019 - 2019 Lecturer in Marketing Australian Catholic University Australia
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