Avi Shankar, Professor of Consumer Research in the University’s School of Management, is part of a new BBC1 prime time programme finding out how we shop and opening our eyes to a smarter way to buy.
Shop Well for Less follows two families in their everyday shopping habits, scrutinising the choices they make, presented by Alex Jones from the One Show and Steph McGovern from BBC Breakfast.
Understanding consumer behaviour
Professor Shankar advised the production team on how people behave as consumers, particularly when shopping in-store, and explained how brands persuade people to part with their money.
He said: “As well as providing a basic understanding of consumer behaviour, I helped the production team to understand the shopping ‘problems’ faced by the two families. They would send me some film excerpts of the two families and I would analyse their behaviours and suggest ideas for further filming.
“They also asked me to do a screen test to appear with the presenters. I haven't seen the output from the filming yet and am looking forward to seeing it along with everyone else. While the show is light-hearted, and occasionally funny, it fulfils the Reithian foundations of the BBC to inform, educate and entertain.”
'Science' behind the show
Professor Shankar has written a blog to explain the ‘science’ behind the show and unpack how retailers encourage consumers to spend their money.
'Shop Well for Less' will broadcast on Wednesday 9 and 16 March on BBC1 at 8pm and can be watched via the BBC iPlayer here