Dr Richard Granville Starr Jr

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Director - MBA/PGDip


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)

As of 29 October 2020 there will be no automatic updating of 'selected publications and creative works' from Research Outputs. Please continue to keep your Research Outputs profile up to date.
  • 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.
    URL: http://hdl.handle.net/2292/13475
  • 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
    URL: http://hdl.handle.net/2292/12411
    Other University of Auckland co-authors: Karen Fernandez

Contact details

Primary office location

Level 3, Room 376
New Zealand