Joanne Sneddon

Associate Professor, Co-Director, UWA Centre for Human and Cultural Values

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

    6009 Perth


Calculated based on number of publications stored in Pure and citations from Scopus

Personal profile


I am an Associate Professor of Marketing in the UWA Business School and Co-Director of the UWA Centre for Human and Cultural Values. I was awarded my PhD at UWA in 2009. My doctoral research examined the factors influencing the adoption and implementation of new technologies in the Australian wool industry.

I have considerable experience in research, teaching and industry engagement. My research interests and expertise are in the area of human values. I am particularly interested in the measurement of human values in adults and children and how values influence consumer and pro-social behaviour in a range of contexts. My research has been published in over 40 international journals including Assessment, Personality and Individual Differences, Annals of Tourism Research, Psychology & Marketing, Child Development, and the European Journal of Personality.

I co-ordinate and teach Marketing Principles in the UWA MBA program and have developed and delivered this unit for the full-time, flexi and online programs. I have worked with a wide range of scientific research organisations on innovation and research management issues and assist a number of non-profit organisations with the development of effective fundraising strategies. 

Roles and responsibilities

  • Principal Unit Coordinator for Marketing Principles in the UWA MBA program, 2018 – ongoing.
  • Graduate Research Coordinator for the Marketing Discipline group, 2022 - ongoing. 
  • Convenor UWA Travel and Tourism Research Cluster, 2022- ongoing.
  • Member of the UWA Business School Research Committee, 2022 – ongoing.


My research focus is the measurement of human values and how values relate to behaviour in adults and children. My work on the measurement of values has focused on the development of instruments that measure a more refined set of values in both adults and children. I am a co-developer of the Best-Worst refined values instrument (BWVr) for adults and the Animated Values Instrument (AVI and AVIr) for children. My contribution to the development of these instruments included the introduction of a new Animal Welfare value. This value is defined as the empathic concern for the welfare of all animals. My work on associations between values and behaviour focuses on consumer and prosocial behaviour in adults and social behaviours (prosocial and aggressive) in children. My main research areas are as follows:

  • Personal values and value-expressive behaviour (including prosocial behaviour in adults and social behaviours in children)
  • Giving and volunteering
  • Transformative consumer behaviour


Current projects

Values and social advocacy, with Mr Joshua Lake, UWA, Dr Karl-Andrew Woltin, UC Louvain, Belgium, and the Equity Project, WA, Australia. Funded by the UWA Business School and the Equity Project partners.  

Exploring children’s environmental learning behaviour, with Prof. Roy Ballantyne and Dr. Karen Hughes, UQ Visitor Research team, Brisbane, Australia.   

Perceptions of the values of non-human entities, with Prof. Julie Lee, UWA, and Dr Sheng Ye, East China University of Science and Technology, Shanghai, China.

Values and subjective wellbeing in children, with Prof. Julie Lee, UWA and Dr. Trish Collins, ECU, Perth, Australia.

Visitor values and zoo exhibit interpretation and evaluation, with Prof. Julie Lee, UWA, and the University of Queensland Visitor Research team, Brisbane, Australia, funded by the ARC.

Funding overview

External Funding: Total $264,682.

Values and social advocacy, The Equity Project, WA. J. Sneddon, 2022, $4,000,

Sustainable Cooperative Enterprise – An Investigation into the Factors Influencing the Sustainability & Competitiveness of Cooperative Enterprises, Australian Research Council Linkage Grant with Co-operatives WA, CI: T. Mazzarol, Investigators: J. Watson, G. Soutar, E. Mamouni-Limnios, K. Siddique, P. Wells and J. Sneddon, 2010-2013, $258,182.

An exploration of the beliefs of ethical consumers towards wool apparel, Department of Agriculture and Food, WA. J. Sneddon, J Lee, G Soutar, 2009, $2500.

Internal Funding: Total $78,610.

2020, Sneddon, “Values and Social Advocacy”, UWA Business School seed funding, $5,000.

2018, Ooi, Sneddon, Kristofferson, Gerrans and Preston, "Developing resources to leverage the effect of financial socialization on financial education interventions for children and young adolescents", FABLE Research Accelerator, $20,000

2018, Sneddon, Ballantyne, Hughes and Allen, "Supporting family environmental learning and behaviour: identifying, designing and testing transformative values-based education programs in zoos and aquariums", BHP Billiton Research Award, $9,673

2014, Sneddon and Lee, “Personal values and family decision making: revealed preferences, prediction and influence of children and adults in family groups”, UWA Business School, Research Development Award, $9,000

2014, Liu, Sneddon, Lee, Soutar and Sigley, “Predicting the travel intentions of Chinese ecotourists towards Western Australia”, UWA Business School, Research Development Award, $8,000

2011, Sneddon (Mentored by Lee and Soutar), “How do customers’ values influence their behaviour? A qualitative study”, UWA Business School, Research Development Award, $7,310.

2010, Sneddon (Mentored by Lee and Soutar), “Predicting ethical consumers’ intentions to purchase wool apparel and their willingness to pay for ethical attributes”, UWA Research Development Award, $4,537

2009, Sneddon (Mentored by Lee and Soutar), “An exploration of the beliefs of ethical consumers towards wool apparel”, UWA Business School, Research Development Award, $15,000

Teaching overview

MBA Marketing Principles (Full-time, Flexi, online)

Industrial relevance

An examination of the anatomy of effetive effective crowd-funding campaigns in the non-profit and social enterprise sector, with Chuffed, Sydney, Australia.



American Psychological Association

International Association for Cross-Cultural Psychology

Editorial Board of Personality and Social Psychology for Frontiers in Psychology



Mettle Global


Media Coverage

Environmental values dropped during COVID but nature helped, May 2022.

The impact of COVID-19 on the giving economy, May 2020.

The values project, August 2019.

Shark attacks: research and resources, April 2017.

How the wool industry has undercut itself on mulesing, May 2011

Wool baffles US consumers, June 2010, Farm Weekly

Community engagement

Invited presentations/seminars

Chuffed and UWA Centre for Human and Cultural Values, 'The psychology of giving: why values matter'.

Town Teams Movement conference, September 2018, 'Crowd-funding and giving'.

Office of Multicultural Interests and Chuffed, Perth, WA, September 2018, 'Crossing the fundraising chasm'.

Social Impact Festival, Perth, WA, September 2018, 'Giving for impact'.

Educate Plus, Perth, WA, July 2018, 'Volunteering Masterclass'.

Leading Innovation through Diversity Forum: Bridging research, policy and practice for Age Friendly Care, June, 2018, 'Values, volunteering and wellbeing in Australian seniors'.

HARVEST – Young Agri-food Professionals Network, Perth, WA, October 2011, ‘Innovation and Marketing Disruptive Technologies in Agriculture’.

Merino 2010 Conference, Wagga Wagga, NSW, February 2011, ‘Consumer Trends in Wool Apparel Consumption’.

Australian Graduate School of Entrepreneurship International Entrepreneurship Forum, Melbourne, February 2011, ‘Centre for Social Impact (CSI) Social Entrepreneurship Forum’.

Clean, Green and Ethical Animal Produciton Forum, Universidad de la Republica Uruguay and Instituto Nacional de Investigación Agropecuaria, Uruguay, November 2009, ‘Identifying and Exploiting Opportunities for Clean, Green and Ethical Animal Production’.

Center for Fair and Alternative Trade Seminar Series, Colorado State University, Fort Collins, March 2009, ‘Ethical Wool Apparel Consumption’.

Previous positions

2003-2005 Research Assistant and Adjunct Lecturer, Centre for Entrepreneurial Management and Innovation, UWA

2000-2003 Small Business Training Program Manager,Curtin University of Technology, Entrepreneurship and Business Development Unit

2001 Adjunct Lecturer (Management), Curtin University of Technology, Business School

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 2 - Zero Hunger
  • SDG 3 - Good Health and Well-being
  • SDG 4 - Quality Education
  • SDG 7 - Affordable and Clean Energy
  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production
  • SDG 13 - Climate Action
  • SDG 14 - Life Below Water

Education/Academic qualification

Managment and Marketing , PhD, Innovation in the Australian wool industry: a sensemaking perspective, UWA Business School

Award Date: 1 Mar 2009

External positions

Community Ambassador , Chuffed

2018 → …

Associate, Knowledge Society

1 Jan 2015 → …

Industry keywords

  • Environmental
  • Not for Profit
  • Tourism

Research expertise keywords

  • Values and preferences
  • Ethical marketing and business ethics


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