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Reducing consumption of confectionery foods: A post-hoc segmentation analys...

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Dr Paul Naughton is a Marketing Lecturer in the Business school. He is involved in teaching social marketing and consumer behaviour at undergraduate and postgraduate level. Paul completed his PhD at University College Cork in 2013. The title of his thesis was ‘Healthy Eating Intentions: The Challenge of Implementing and Maintaining a Healthy Diet among Health and Lifestyle Segments’. His research is primarily focused on the analysis of social and environmental issues (e.g. obesity, sustainability) related to agriculture and food. Paul is particularly interested in and experienced using quantitative research methods and survey instruments to apply predictive models of behaviour. These models can be used to identify determinants of behaviour and inform targeted marketing campaigns and policy decisions.


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