David Houghton


David is a Lecturer in Marketing at Birmingham Business School, University of Birmingham. He has a Ph.D. in Management from the University of Bath, conducted under the supervision of Prof. Adam Joinson and Dr. Nigel Caldwell.

His research centres on the psychology of communication online, with a specific interest in privacy, information disclosure, uncertainty reduction, and relationship formation, maintenance and deterioration. He investigates how users manage their privacy and sharing demands within online environments, from the perspective of forming and building relationships. This research is combined with digital marketing and social media to develop an understanding of how to best engage with consumers through computer-mediated platforms. More recently, David’s research has involved consumers’ physiological responses to brand content for text, image and video formats. David holds a general research interest in psychology, technology and digital marketing.

If you have any questions or comments about anything you see on this site, please feel free to contact David via email: contact 'at' davidjhoughton.co.uk


This site describes the work of David Houghton.