Ashleigh Druce

Ashleigh's research interests centre around using experimental methods to shed light on what motivates consumers to share online word-of-mouth.

RMIT Program: PhD (Marketing)
Transitioning from undergraduate to postgraduate studies it was important that I choose somewhere that would allow me to develop my interest in experimental methods, the behavioural sciences and their application in the business world.

Ashleigh Druce is a PhD student in the School of Economics, Finance and Marketing. Ashleigh completed a Bachelor of Social Science (Psychology) (Honours) at the University of the Sunshine Coast. During her Honours studies, she developed her interest in consumer psychology by completing a research project that examined the impact of valence and source credibility on the persuasiveness of online product reviews.

Currently, Ashleigh’s interests centre around online word-of-mouth. She is particularly interested in using experimental methods to shed light on what motivates consumers to share online word-of-mouth, as well as the factors that lead to persuasion in this context.

Ashleigh says that when she needed to choose a university to undertake her PhD, the School of Economics, Finance and Marketing at RMIT stood out for a number of reasons. In addition to a strong reputation, RMIT provided a flexible program that allowed her to focus on developing a breadth of skills that would be needed for success after completing her PhD.

“In transitioning from my undergraduate studies in psychology to my postgraduate studies in marketing it was important that I choose somewhere which would allow me to develop my interest in experimental methods, the behavioural sciences, and their application in the business world."

Through my involvement with the Behavioural Business Lab, RMIT has facilitated me to work with accomplished academic supervisors who bring a wide range of expertise to my research.

She adds that the key factor in choosing RMIT was the supervision team; experts in psychology and business who use experimental methods to reveal cause-effect relationships.

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