Author's profile

Vincent-Wayne Mitchell
Cass Business School


Professor of Consumer Marketing, Faculty of Management.

Before joining Cass as as head of the marketing group in 2004, Professor Vincent-Wayne Mitchell studied for his MSc and PhD in Marketing at UMIST where he was UMIST's youngest Professor. His main research interests are in consumer-behaviour including: Theory of Perceived Risk; customer complaining, retail branding, consumer ethics and consumer confusion.

Author articles