Dr Richard Granville Starr Jr
Rick’s research interests include marketing and public policy, with research interests that have been shaped by his experience as a product manager.
Rich has an active family life. His wife Nancy is a Priest in the Anglican Church. They have three sons, Richard (16), Walker (13) and Thomas (1). The family is currently renovating a bungalow in Mt Eden.
Research | Current
Areas of research
Rick's future research interests are primarily centred in the consumer behaviour paradigm. These include studying the effects of colour on brand imagery, studies of the properties of the Internet as a medium, and in testing new uses of graphics for more effective analysis and presentation of marketing research.
Research in progress
Current research in progress includes dissertation research, an empirical study of seller reactions to the Nutritional Labeling and Education Act of 1990; experimental studies of the effects of colour on product perceptions; work to synthesize 3 projects on advertising on the Internet, with Philip Shum, Marenco Kemp, and Jason Taylor; a study examining changing consumer perceptions of words that denote frequency or probability across a fifty-year period; and initial work exploring how to quantify the environmental friendliness of different products. A paper exploring the relationship between package shape and volume perceptions, co-authored with Laurance Garber, has been accepted for Marketing Science 1998.
Teaching | Current
Rick has over a decade of management experience including extensive experience in the marketing departments of Procter and Gamble and Johnson Wax. This experience, combined with his consulting and research, gives him a strong applied teaching focus. His main teaching areas include consumer Behaviour, Applied Marketing Research, and Marketing Management and Strategy.
Areas of expertise
- Strategic Marketing and Public Policy in Marketing
Selected publications and creative works (Research Outputs)
- Starr, R. G. (2011). The Certification of Authenticity: Effects on product perception The University of Auckland. ResearchSpace@Auckland.
- Starr Jr, R. G., & Fernandez, K. V. (2011). Applying Co-word Analysis for Exploratory Studies: a Demonstration using Web-based Data on the Authenticity Construct. Paper presented at Australian & New Zealand Marketing Academy ANZMAC 2011, Perth, Australia. 28 November - 30 November 2011. Proceedings of the ANZMAC 2011 Conference.
- Starr Jr, R. G., & Douglas, T.C. (2008). Thinking Outside the Investment Square: The Case for Reappraisal of New Zealand Investments.
- Starr, R. G., & Fernandez, K. V. (2007). The Mindcam methodology: Perceiving through the native's eye. Qualitative Market Research, 10 (2), 168-182. 10.1108/13522750710740835
Other University of Auckland co-authors: Karen Fernandez