Dick Mizerski

Emeritus Professor

  • The University of Western Australia (M263), 35 Stirling Highway,

    6009 Perth


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Personal profile



Doctor of Philosophy in Economics and Business Administration, August 1974, University of Florida, Gainesville, Florida
  • Major Fields - Marketing, Economic Theory
  • Minor Fields - Advertising/Communications, Labor Economics

Bachelor of Science in Business Administration, June 1968, Northwestern University, Evanston, Illinois
  • Major Field - Marketing
  • Minor Field – Advertising (Medill School)

Roles and responsibilities

The effects of advertising and sales promotion on consumers and the supply chain, The influence of cultural on marketing products, Word-of-mouth research, predicting repeat purchase, The influence of Following Islam on Muslim's choices of Products and Brands

Future research

The measurement of young children's vulnerability to commercial messages, the effects of persuasion knowledge on children's responses, The influence of having equity on young children's choices, Brand Equity for young children.

Funding overview

Liu, Fang, Dick Mizerski and Wenchao Wang, “The Effect of Mother Tongue Compared to Official Language on the Effectiveness of Communicating Commercial Knowledge Through Television in P.R. China”, Emerald Publishing Research Fund International Competitive Award 2006, $12,500.

Muhamad-Hashim, Nazlida, and Dick Mizerski, “How the Knowledge and Practice of Islam Influences the Decision-making and Behaviour of Muslims towards Taboo Products and Brands”, University of Western Australia Business School Competitive Research Grant, $8,740.

Previous positions

2000-Present University of Western Australia, Perth, Australia
2004-2009 Chair of the Marketing Discipline, Business School, responsible for staffing and curriculum for a discipline group of 10 academics
2000-2003 Head of the Department of Information Management and Marketing, responsible for all funding, staffing and curriculum decisions in a department of 23 staff

1995-1999 Griffith University, Brisbane, Australia
1995-1999 Professor of Marketing, Faculty of Commerce and Administration
1995-1997 Head, School of Marketing, responsible for all funding, staffing and curriculum decisions for a department of 16 staff

1980-1995 Florida State University, Florida, USA
1985-1995 Professor of Marketing, Department of Marketing, College of Business
1980-1984 Associate Professor, Department of Marketing, College of Business
1984-1986 Chair, Department of Marketing, responsible for all funding, staffing, and curriculum decisions for a department of 16 staff
1984-1990 Director of the Florida State University, College of Business Behavioral Laboratories. Responsible for the design, outfitting, oversight of construction and management of a four room audio/visual complex designed for experimental psychological and physiological research on business issues.

1979-1992 United States Federal Trade Commission, Washington, DC; Atlanta, GA, USA
1981-1992 Project Consultant. Responsible for providing counsel to the Federal Trade Commission on policy matters concerning marketing and advertising strategies and techniques as they relate to commission rules, guides, cases, and other activities; on research techniques and methods; and the consumer decision-making process.
1979-1980 Staff Consultant on Advertising and Marketing

1974-1979 University of Cincinnati, Ohio, USA
1976-1979 Assistant Professor of Marketing, Department of Marketing, College of Business
1974-1976 Arizona State University, Arizona, USA
1974-1976 Assistant Professor of Advertising and Marketing, Department of Marketing

Current projects

The link between Brand Knowledge and Brand Equity for Perth Young Children's Fast Food and toy Choices; Consumer habit; The decision-making of Regular and problem gamblers; The effects of rebates on consumers; Comparing Beijing and Perth young adult Brand Knowledge and Brand Equity for Beer, The Effects of Religion in Buyer Behaviour

Industrial relevance

Litigation research and testimony, modeling pricing decisions for government agencies, Testing the fairness of franchiser models of performance, copy writing and analysis for print, broadcast and game-based media

Teaching overview

Integrated Marketing Communications (advertising and sales promotion), Buyer behaviour and decision-making, The Marketing and De-Marketing of Consumer vices


Marketing to children, marketing and de-marketing consumer vices (alcohol, tobacco and gambling), the measurement and implications of habitual purchase, marketing effects on children’s obesity, Social Marketing and public policy issues

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 12 - Responsible Consumption and Production

Research expertise keywords

  • Advertising bans
  • Choice modelling
  • Consumer addictions/vices (alcohol, tobacco, gambling)
  • Consumer behaviour
  • Contemporary marketing issues
  • Effect of advertising and promotion
  • Electronic commerce
  • Electronic/interactive/Internet marketing
  • Gambling
  • International marketing
  • Macromarketing
  • Marketing management
  • Marketing research
  • Marketing to children and adolescents
  • Online gambling
  • Retailing
  • Social marketing
  • Warning labels


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