Dr Paul Bottomley

Research interests

Obtained a B.A. and an M.A. in Economics from the University of Manchester in 1985 and 1986 respectively, and a Ph.D. from Manchester Business School (1993). His thesis entitled "Competitive Modelling: An Application to High Technology Markets", critically examined the incorporation of competition into models of innovation diffusion and discrete choice from a forecasting perspective. Empirical applications were taken from the recently liberalised U.K. mobile telecommunications markets.

Today, his general research interests concern the use of mathematical models in marketing. He is particularly interested in new product forecasting, and specifically the impact of competition and marketing mix variables on models of innovation diffusion, international comparisons of diffusion patterns and forecasting using analogous products.

However, more recent research has focused on consumer behaviour and decision-making. The former has primarily been concerned with branding, centring on the role of brand extensions, how consumers evaluate them, their launch strategies and the impact of extension failure on the parent brand. Current research projects address the impact that typeface and colour can play, in addition to the brand name itself, in influencing consumers' preferences and choice.

Research on decision-making and the psychology of survey response has investigated the behavioural influences operating on various weight elicitation techniques. It suggests that the choice of weight elicitation method is neither arbitrary nor cost-less, in terms of convergent validity and test-retest reliability, that is whether the methods yield the same weights, and their ability to consistently capture decision makers' preferences over time.

Selected publications

(by subject area)

Research on Decision Making

Doyle, J. R., R. H. Green and P. A. Bottomley (1997), Judging Relative Importance: Direct Rating and Point Allocation Are Not Equivalent, Organizational Behavior and Human Decision Processes, 70 (1), 65-72.

Bottomley, P. A., J. R. Doyle and R. H. Green (2000), Testing the Reliability of Weight Elicitation Methods: Direct Rating Versus Point Allocation, Journal of Marketing Research, 37 (Nov.), 508-513.

Bottomley, P. A., J. R. Doyle, (2001) A Comparison of Three Weight Elicitation Methods: Good, Better and Best, Omega, 29 (6), 553-560.

Research on Branding

van der Lans, R., J. A. Cote, S. M. Leong, A. Smidts, P. W. Henderson, C. Bluemelhuber, P. A. Bottomley, J. R. Doyle, A. Fedorikhin, J. Moorthy, B. Ramaseshan and B. H. Schmitt (2009), "Cross-National Logo Evaluation Analysis: An Individual-Level Approach", Marketing Science, 28 (5), 950-967.

Doyle, John R. annd Paul A. Bottomley (2009), "The Massage in the Medium: Transfer of Connotative Meaning from Typeface to Names and Products," Applied Cognitive Psychology, 23(3), 396-409

Bottomley, P. A. and J. R. Doyle (2006), "The Interactive Effects of Colors and Products on Perceptions of Brand Logo Appropriateness," Marketing Theory, 6 (1), 63-83.

Bottomley, P. A., J. R. Doyle (2004), Font Appropriateness and Brand Choice, Journal of Business Research, Journal of Business Research, 57, (8), 873-880..

Bottomley, P. A., J. R. Doyle (1996), The Formation of Attitudes Towards Brand Extensions: Testing and Generalising Aaker and Keller's Model, International Journal of Research in Marketing, 13 (4), 365-377.

Bottomley, P. A. and S. J. S. Holden (2001), Do We Really Know How Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies,Journal of Marketing Research, 38, 494-500.

Doyle, John R. and Paul A. Bottomley (2006), "Dressed For the Occasion: Font-Product Congruity in the Perception of Logotypes".

Other Marketing Related Topics

Bottomley, P. A. and R. Fildes (1998), "The Role of Prices in Models of Innovation Diffusion." Journal of Forecasting , 17 (7), 539-555.

J. R. Doyle, D. J. O'Connor, G. M. Reynolds and P. A. Bottomley (1999), "The Robustness of the Asymmetrically Dominated Effect: Buying Frames, Phantom Alternatives, and In-Store Purchases," Psychology and Marketing, 16 (3), 225-243.

Nairn, A. and Bottomley, P.A. (2003), "Something approaching science? Cluster analysis procedures in the CRM era" International Journal of Market Research, 45 (2), 241-260.

Bottomley, P.A. (2004), "Managerial Consequences of Inadequately Validated Cluster Analysis Solutions", International Journal of Market Research, 46(2), 171-187.

Robert Heath, Agnes C. Nairn and Paul A. Bottomley (2009), “How Effective is Creativity? Emotive Content in TV Advertising Does Not Increase Attention,” Journal of Advertising Research, 49 (4), 450-463. ISSN: 0021-8499.