- Associate Professor in Marketing, Business and Society, University of Bath
Dr Annayah Prosser is an Associate Professor (Senior Lecturer) in Marketing, Business and Society at the University of Bath School of Management. She is the Deputy Director of the Centre for Qualitative Research. Her research explores the importance of events and identities for creating positive change in the world.
Her primary research interest concerns how individuals and groups respond to societal crises, such as the climate and ecological emergency. She explores how our group identities can both help and hinder societal transformations, and why some groups act in more prosocial and proenvironmental ways than others. She also explores how events such as festivals and mass-gatherings can impact our personal and social identities.
She is also interested in how organisations, policy makers and activists can help to promote societal change towards more sustainable futures. She has worked with a number of governmental and non-governmental organisations, including: the Scottish Government, Northern Ireland Government, the British Standards Institution, Nottingham City Council and BaNES Council. She is always looking for new opportunities to collaborate and bridge the gap between academia, organisations and the public.
Experience
-
2026–presentAssociate Professor (Senior Lecturer), School of Management, University of Bath
-
2023–2026Assistant Professor (Lecturer), School of Management, University of Bath
-
2020–2020Policy Research Placement, APPG on the Green New Deal
-
2018–2018Lab Manager, Department of Psychology, Yale University
-
2017–2018Research Assistant, Department of Psychology, University of Bath
-
2015–2018Research Coordinator, Department of Experimental Psychology, University of Oxford
Education
-
2023University of Bath, PhD Psychology
-
2019University of Bath, MRes Sustainable Futures
-
2017University of Bath, BSc (Hons) Psychology with Professional Placement
Publications
-
2025The Psychgeist of Pop Culture: The Legend of Zelda, The Psychgeist of Pop Culture: The Legend of Zelda
-
2025Macho meals? A mixed methods study on traditional masculine norms and animal product consumption in the UK, Journal of Environmental Psychology
-
2025No time like the future? Towards a generative, prospective and possibilities‐focussed ‘futures social psychology’, British Journal of Social Psychology
-
2025Open Science for Qualitative Research, BMJ: Evidence Based Medicine
-
2024Overcoming (vegan) burnout: Mass gatherings can provide respite and rekindle shared identity and social action efforts in moralized minority groups, Political Psychology
-
2024My Stolen Lullabies: Understanding the Impact of the Taylor’s Version Project, The Psychgeist of Pop Culture: Taylor Swift
-
2024‘Talk amongst yourselves’: designing and evaluating a novel remotely-moderated focus groups methodology for exploring group talk, Qualitative Research in Psychology
-
2023When open data closes the door: A critical examination of the past, present and the potential future for open data guidelines in journals, British Journal of Social Psychology
-
2021Understanding the social dynamics of climate change through analyses of discourse, Current Opinion in Psychology
Grants and Contracts
-
2026Small Research Grant
- Role:
- Assistant Professor
- Funding Source:
- Leverhulme Trust
-
2018ESRC PhD Scholarship in Sustainable Futures
- Role:
- PhD Student
- Funding Source:
- Economic and Social Research Council
Contact Annayah for
- General
- Media request
- Speaking request
- Consulting / Advising
- Research collaboration
- Research supervision
