Southampton Management School

Nina Reynolds

BSc (Hons), MPhil, PhD, and Chartered Marketer

Primary position:
Professor of Marketing


The University of Southampton

Nina Reynolds is Professor of Marketing at the School of Management, University of Southampton, the Chair of the Academy of Marketing Research Committee (AMRC), and a Chartered Marketer.

She was previously the Professor of Marketing at Bradford University School of Management, has held academic posts at Glasgow University and Swansea University, as well as a brief stint in the marketing department of Miller-Freeman plc (a trade journal publisher). She has a BSc (Hons) in American Management Studies, an MPhil in Marketing Research and her PhD looked at methodological issues in cross-cultural survey research.

Professor Reynolds is on the editorial board of International Marketing Review and is a member of the Chartered Institute of Marketing’s Learning Advisory Board. She regularly reviews for several marketing journals and conferences. In 2011 she was named as a Top 10 reviewer for the International Marketing Review (2008-2010).


Her research work has been presented at various conferences including the Association for Consumer Research, Academy of Marketing Science and European Marketing Academy.

In 2010 her paper with Professor Antonis Simintiras won the William R Darden Award for Best Marketing Research Paper at the Academy of Marketing Science Annual Conference.

Her work has been published in several journals including the Journal of International Business Studies, Journal of Business Research, Journal of Service Research, European Journal of Marketing, International Marketing Review and Journal of Marketing Management.


Nina has taught classes at all levels from foundation year to DBA. In additional to work within her own institution she has also delivered seminars at the Open University and for the Northern Advanced Research Training Initiative (NARTI). Her sessions are well received at all levels.

She has led the design of a number of postgraduate programmes in Management and acted as an external examiner on both postgraduate and undergraduate schemes.

Her teaching interests include:

  • Consumer behaviour
  • Marketing research and analytic methods
  • Research design and literature reviews
Professor Nina Reynolds's photo


The University of Southampton's electronic library (e-prints)


Reynolds, Nina and Ruiz de Maya, Salvador (2013) The impact of complexity and perceived difficulty on consumer revisit intentions. Journal of Marketing Management, 29, (5-6) (In Press).
Muir, Jonathan and Reynolds, Nina (2011) Product deletion: a critical overview and empirical insight into this process. Journal of General Management, 37, (1), 5-30.
Smith, Anne and Reynolds, Nina (2009) Affect and cognition as predictors of behavioral intentions towards services. International Marketing Review, 26, (6), 580-600. (doi:10.1108/02651330911001305 ).
Chami-Castaldi, Elisa, Reynolds, Nina and Wallace, James (2008) Individualised rating-scale procedure: a means of reducing response style contamination in survey data? Electronic Journal of Business Research Methods, 6, (1), 9-20.
Reynolds, Nina, Simintiras, Antonis and Vlachou, Efi (2003) International business negotiations: present knowledge and direction for future research. [in special issue: International Business Negotiations] International Marketing Review, 20, (3), 236-261. (doi:10.1108/02651330310477585).

Book Section

Tomaseti, Eva, Ruiz, Salvador and Reynolds, Nina (2008) Flow and attitude toward the website on the evaluation of products present by means of virtual reality: a conceptual model. In, McGill, Ann L. and Shavitt, Sharon (eds.) Advances in Consumer Research. Association for Consumer Research Conference, Port of Call , Association of Consumer Research, 916-918.

Conference or Workshop Item

Simintiras, Antonias . and Reynolds, Nina L. (2010) Method variation in calculating perceived change. In, Academy of Marketing Science Annual Conference - Achieving Balance: Research, Practice and Career, Portland, US, 26 - 29 May 2010.


Research Interests

Nina Reynolds is interested in how technology impacts on our behaviour as consumers and in how research methods can be improved.

She has previously investigated service quality among different cultural groups, sales negotiations and the impact of technology on sales, consumer satisfaction online, and how time orientation affects consumer behaviour.

Her current projects consider:

  • Consumer neutralization and ethical consumption
  • Self-gift motivations and temporally based outcomes
  • Consumer data privacy
  • Cross-national differences in consumer behaviour
  • Consumer responses to complex decisions

Primary research group:  Marketing Research Group


Professor Nina Reynolds
Southampton Management School
University of Southampton
SO17 1BJ, UK.

Tel +44 (0)23 8059 8592
Fax +44 (0)23 8059 3844

Room Number: 2/4023