Voyer, Benjamin G.

Dr Benjamin G. Voyer  


Position held

Non LSE positions held

ESCP Europe Business School

Associate Professor of Marketing, Academic Director, BSc in Management


Experience keywords:

Advertising; Branding; Consumer behaviour; Cultural influence; Decision making; Leadership; Luxury; Market research; Marketing; Organisational psychology; Postconsumerism; Power; Psychology; Research methods; Self & Identity; Social Influence; Strategy

Research summary > [Click to expand]

I am an applied chartered psychologist with research interests in consumer, cross-cultural, social and organisational psychology. I am a multi-method, multi-epistemology researcher.

In consumer psychology, my current and previous research focuses on the conceptualization of attitudes, and the relation between thought associations, implicit and explicit brand attitudes – especially in the context of System 1/System 2 information processing. I am also interested in applying self-construal theory (independent vs interdependent self) to the field of (cross-cultural) consumer psychology. Three topics recently captured my attention: the psychological consequences of co-producing goods (‘IKEA effect’), the consumption of luxury goods (especially in a cross-cultural context), and alternative forms of consumption.

My research in social and organisational psychology focuses on self-construal, i.e. the way individuals define their self in terms of interpersonal relations (interdependent self-construal) or uniqueness (independent self-construal, Markus and Kitayama, 1991). In my previous research, I investigated the role of power in determining individuals’ level of independent and interdependent self-construal. I am also interested in the role of creativity in processes of self-construal and influence.

The methods I use are both quantitative and qualitative. In terms of quantitative methods, I have been running both laboratory and online experiments, and I have also used questionnaires and secondary data analysis. As a quantitative researcher, I am knowledgeable with advances statistical procedures, including multiple regressions, log-linear models, analysis of variance, factor analysis, and reliability analysis. In terms of qualitative methods, I have run focus groups and interviews, and used netnography (online ethnographies). As a qualitative researcher, I am knowledgeable with content and thematic analysis. Finally, I am particularly interested in new research techniques, such as video camera (subcams) and computer programs measuring implicit attitudes (IAT test), and the potential of those techniques to improve research methods in psychology.

I am also a freelance consultant in applied consumer and organizational research.

Sectors and industries to which research relates:

Consultancy; Creative Industries and Culture; Information Technology; Media Technology and New Media; Public Administration

Countries and regions to which research relates:

Asia; Europe; France; North America; UK; USA


French [Spoken: Fluent, Written: Fluent]; German [Spoken: Intermediate, Written: N/A]

Media experience:

Has written for mainstream press; Radio; TV

Contact Points

LSE phone number:

+44 (0)20 7955 7955

LSE email:




Voyer, Benjamin G. (2018) What power does to you - the psychological consequences of power LSE Business Review (14 May 2018) Blog entry


von Wallpach, Sylvia and Voyer, Benjamin G. and Kastanakis, Minas N. and Mühlbacher, Hans (2017) Co-creating stakeholder and brand identities: introduction to the special section Journal of Business Research, 70. 395-398. ISSN 0148-2963

Voyer, Benjamin G. and Kastanakis, Minas N. and Rhode, Ann Kristin (2017) Co-creating stakeholder and brand identities: a cross-cultural consumer perspective Journal of Business Research, 70. 399 - 410. ISSN 0148-2963


Leban, Marina and Voyer, Benjamin G. (2016) Luxury brand forums set the scene for status competition between consumers LSE Business Review (4 Oct 2016) Blog entry

Rhode, Ann Kristin and Voyer, Benjamin G. and Gleibs, Ilka H. (2016) Does language matter? Exploring Chinese-Korean differences in holistic perception Frontiers in Psychology, 7 (1508). ISSN 1664-1078


Voyer, Benjamin G. (2015) Understanding teamwork and leadership: the role of self-construal Psychology at LSE (13 Apr 2015) blog

Voyer, Benjamin G. (2015) ‘Nudging’ behaviours in healthcare: insights from behavioural economics British Journal of Healthcare Management, 21 (3). 130-135. ISSN 1358-0574

Tran, Veronique and Voyer, Benjamin G. (2015) Fostering innovation: an organisational perspective British Journal of Healthcare Management, 21 (3). 141-145. ISSN 1358-0574


Beckham, Daisy and Voyer, Benjamin G. (2014) Can sustainability be luxurious? A mixed-method investigation of implicit and explicit attitudes towards sustainable luxury consumption NA - Advances in Consumer Research, 42. 245-250. ISSN 0098-9258

Voyer, Benjamin G. (2014) Training doctors and nurses for interdependence British Journal of Healthcare Management, 20 (1). 30-31. ISSN 1358-0574

Kastanakis, M. and Voyer, Benjamin G. (2014) The effect of culture on perception and cognition: a conceptual framework Journal of Business Research, 67 (4). 425-433. ISSN 0148-2963

Samson, Alain and Voyer, Benjamin G. (2014) Emergency purchasing situations: implications for consumer decision-making Journal of Economic Psychology, 44. 21-33. ISSN 0167-4870

Voyer, Benjamin G. and Franks, Bradley (2014) Toward a better understanding of self-construal theory: an agency view of the processes of self-construal Review of General Psychology, 18 (2). 101-114. ISSN 1089-2680

Taillard, Marie and Voyer, Benjamin G. and Glaveanu, Vlad Petre and Gritzali, Alkmini (2014) Value creation and consumption: when consumer creativity generates value in online forums NA - Advances in Consumer Research, 42. 381-385. ISSN 0098-9258


McIntosh, Bryan and Voyer, Benjamin G. and Shenoy, Ben (2013) The care dividend: learning from the past British Journal of Healthcare Management, 19 (6). 262-263. ISSN 1358-0574

Voyer, Benjamin (2013) Changes in the relations and roles of doctors and nurses British Journal of Healthcare Management, 19 (1). 16-21. ISSN 1358-0574

Reader, Tom W. and Voyer, Benjamin G. (2013) The self‐construal of nurses and doctors: beliefs on interdependence and independence in the care of older people Journal of Advanced Nursing, 69 (12). 2696-2706. ISSN 1365-2648

Voyer, Benjamin G. and McIntosh, Bryan (2013) The psychological consequences of power on self-perception: implications for leadership Leadership and Organization Development Journal, 34 (7). 1-45. ISSN 0143-7739


Kretz, Gachoucha and Voyer, Benjamin G. (2012) Towards a better understanding of the role of social media in the processes of independent and interdependent identity construction NA - Advances in Consumer Research, 40. 587-588. ISSN 0098-9258

McIntosh, Bryan and Voyer, Benjamin (2012) The perverse psychological contract British Journal of Health Care Management, 18 (6). 290-291. ISSN 1358-0574

Kastanakis, Minas N. and Voyer, Benjamin G. (2012) Cultural effects on perception and cognition:integrating recent findings and reviewing implications for consumer research NA - Advances in Consumer Research, 40. 966-967. ISSN 0098-9258

Samson, Alain and Voyer, Benjamin G. (2012) Two minds, three ways: dual system and dual process models in consumer psychology Ams Review, 2 (2-4). 48-71. ISSN 1869-814X


Voyer, Benjamin G. (2010) Power and self-perception: how does power shape the way we see ourselves?. In: Relating research to reality: interdisciplinary ideas for a changing world. LSE PhD student poster exhibition, 26 May 2010, London School of Economics and Political Science, London, UK


Czellar, Sandor and Voyer, Benjamin G. and Schwob, Alexandre and Luna, David (2009) Whence brand evaluations?: investigating the relevance of personal and extrapersonal associations in brand attitudes Advances in Consumer Research, 36. 681-682. ISSN 0098-9258


Czellar, Sandor and Luna, David and Voyer, Benjamin G. and Schwob, Alexandre (2008) How personal are consumer brand evaluations?: disentangling the role of personal and extrapersonal and extrapersonal associations in consumer judgments Advances in Consumer Research, 35. 997-997. ISSN 0098-9258

LSE Research Online|

Collection of LSE research outputs

LSE Consulting|

Service providing unique access
to LSE's expertise

Create or update your
online profile

[access restricted to staff]

Research highlights|

Short articles about LSE research