Voyer, Benjamin G.

Dr Benjamin G. Voyer   (CPsychol, CSci, AFBPsS, MCIM)


Position held

Department of Social Psychology

Visiting Fellow

Non LSE positions held


Position held

ESCP Europe Business School

Associate Professor of Marketing, Academic Director, BSc in Management

Experience keywords:

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

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:

ConsultancyCreative Industries and CultureInformation TechnologyMedia Technology and New MediaPublic Administration

Countries and regions to which research relates:

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


French [Spoken: Fluent, Written: Fluent]; German [Spoken: Intermediate]

Media experience:

Has written for mainstream pressRadioTV

Contact Points

LSE phone number:

+44 (0)20 7955 5113


LSE Research Online, Funnelback Search


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 01482963

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


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


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

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

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