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Business School Lecturer Earns Award at Global Conference

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A Worcester Business School lecturer has been awarded the accolade of Best Paper at a recent global Business and Social Science conference.

Dr Jenny Ma, Lecturer in Marketing, attended the second annual Emerging Research Paradigms in Business and Social Science conference in Dubai alongside University of Worcester colleagues Dr Helen Watts, Senior Lecturer in Business, and Dr Marwa Gad Mohsen, Senior Lecturer in Marketing.

Dr Watts and Dr Gad Mohsen presented papers in the Business and Management category, both of which were highly commended by the audience, including the key note speaker Professor Mark Saunders from Surrey University.

Dr Ma’s paper – titled ‘Sex or Gender? Exploring the better indicator of the different impulse buying behaviour between men and women: Cross-cultural evidence from the UK and Taiwan’ - gained the Best Paper Award for Contemporary Psychology.

She explains: "This study has expanded the sex-based view by offering evidence on the differences in impulse buying behaviour between men and women – biological sex, and between masculinity and femininity measured by the Bem Sex-Role Inventory.

“The results show that biological sex is a better indicator in both cultural contexts. The study implies that the differences in impulse buying behaviour between men and women could be explained by biological sex differences such as evolutionary psychology and impulsivity traits.”

The three-day conference brought together academics representing over 100 institutions and showcased research from areas including Business and Management, Economics, Global Social Science and Media and Communication.

Dr Ma continues: “I was thrilled when I heard my name being announced and very grateful that the reviewers recognised my research.

“The accolade is a huge encouragement for an early-career researcher like me. The conference provided an excellent academic debating and networking environment, which I found inspirational – it has given me the motivation to research the topic further.

She adds: “I am also very grateful to the Worcester Business School for the constant support it provides to its academic staff.”