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

    6009 Perth


  • 69 Citations
  • 4 h-Index

Research output per year

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Personal profile


I love marketing research and statistics. I worked as a consultant in the marketing research industry and this helped me develop sharper analytical skills and gave me an exposure to multiple industries and specific industry sectors. I use this knowledge and experience with my students to provide them with real-life job skills they need in business and data analytics. Following lectures, student groups work on client briefs developed by local industry partners and project owners, providing students with sound, real-life data to develop marketing and research skills for start-ups and larger firms. My core areas of interest are consumer psychology, corporate social responsibility, sustainable consumption, branding strategies, persuasion and manipulation (visual and/or linguistic). Prospective PhD students should get in with me directly if they want to work with me. 

Roles and responsibilities

Lecturer in marketing - undergraduate and postgraduate units

2020 - present: Honours program coordinator (marketing discipline)

2018 - 2019: Master of Marketing program coordinator

HDR supervision: 


K. Ho, 2018-current, with Prof. Fang Liu and Thierry Volery. Topic: Developing labelling strategies to market Australian honey worldwide

A. Vorster, 2020-current, with Assoc. Prof. Joanne Sneddon. Topic: Sustainable consumption and consumer choices

L. Alkhamisi, 2020-current, with Assoc. Prof. Paul Harrigan. Topic: Fake reviews and their impact on consumers  

Master of research:

I. Zhang, 2019-2020, with Dr. Richard L. Gruner. Topic: Sustainable behaviours and information processing

Honours supervision:

I. Zhang, 2017-2018. Topic: The relationship between motivational regulation and social comparison on self-identity and physical activity: The case of young adults in Australia

Funding overview

  • 2018 UWA Business School Future Fund Research Grant (10,000), chief investigator 
  • 2017 UWA Business School Research Startup Grant ($10,000), chief investogator 
  • 2017 Competitive Momentum Grant, co-investigator in collaboration with Prof Noel Lindsay and Dr. Gerard Reed with Entrepreneurship, Commercialisation and Innovation Centre (University of Adelaide) ($8,250)

Industrial relevance

Marketing research - qualitative and quantitative analytics

Data-driven decision making

Marketing strategy

New concept/product testing

Teaching overview

2019: Marketing Management MKTG5561 (postgraduate)
Applied Marketing Research MKTG5465 (postgraduate)
New Product Development and Commercialisation MKTG3303 (undergraduate)


  • Consumer psychology (trade-offs, knowledge-attitude gaps, social influences)
  • Consumer creativity 
  • Persuasion and manipulation in advertising 
  • Sustainable consumption
  • Corporate social responsibility
  • Branding strategies 

External positions

Australasian Marketing Journal - reviewer

Member of the Editorial Advisory Board, Young Consumers Journal

European Journal of Marketing - reviewer

Young Consumers - reviewer

Australian Journal of Education - reviewer

Journal of Consumer Behaviour - reviewer

Research expertise keywords

  • Consumer behaviour
  • Consumer psychology
  • Sustainability and corporate social responsibility
  • Marketing research
  • Branding And Brand Management
  • Creativity
  • Quantitative data analysis
  • Experimental research
  • Corporate social responsibility

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Research Output

  • 69 Citations
  • 4 h-Index
  • 8 Article
  • 3 Abstract
  • 1 Chapter
  • 1 Conference paper

Family fun: a vital ingredient of early adolescents having a good life

Lietz, P., Dix, K. L., Tarabashkina, L., O'Grady, E. & Ahmed, S. K., 4 Jan 2018, In : Journal of Family Studies. 18 p.

Research output: Contribution to journalArticle

  • Perceived informative intention in advertising and its attenuating effect on persuasion attribution among children

    Tarabashkina, L., Quester, P. G. & Tarabashkina, O., 19 Jul 2018, In : Psychology & Marketing. 12 p.

    Research output: Contribution to journalArticle

  • 4 Citations (Scopus)

    When persuasive intent and product’s healthiness make a difference for young consumers

    Tarabashkina, L., Quester, P., Tarabashkina, O. & Proksch, M., 1 Jan 2018, In : Young Consumers. 19, 1, p. 38-54 17 p.

    Research output: Contribution to journalArticle

  • 1 Citation (Scopus)

    Children and energy-dense foods – parents, peers, acceptability or advertising?

    Tarabashkina, L., Quester, P. G. & Crouch, R., 2017, In : European Journal of Marketing. 51, 9-10, p. 1669-1694

    Research output: Contribution to journalArticle

  • 3 Citations (Scopus)

    Social media context’s enhancement of brand image

    Zwicker, S., Proksch, M., Hardiman, M. & Tarabashkina, L., 2017.

    Research output: Contribution to conferenceAbstract