Dr. Margaret-Anne Lawlor


Lecturer in Marketing and Marketing Communications

Room 4-104,
School of Marketing,

T: +353 1 402 7172
E: malawlor@dit.ie

Dr. Margaret-Anne Lawlor is a lecturer in Marketing and Marketing Communications in the School of Marketing, College of Business, Dublin Institute of Technology.

Margaret-Anne’s research interests focus on children’s interaction with marketing communications and media environments, and the accompanying implications for children’s advertising / commercial media literacy. Her PhD explored children’s understanding of, attitudes towards, and uses of television advertising. She was awarded her PhD for her research in this area, by the Michael Smurfit Graduate School of Business, University College Dublin, Ireland.

Margaret-Anne’s research interests also encompass the area of digital marketing with regard to the nature of digital consumer behaviour, and more specifically, consumers’ use of social media as a means of interacting with other consumers, and with organisations and brands. Margaret-Anne welcomes expressions of interest from prospective MPhil/PhD students in the above or related areas of research.

Margaret-Anne’s research has been published in the European Journal of Marketing, Journal of Marketing Management, Journal of Research in Interactive Marketing, Irish Marketing Review and the Services Industries Journal.

Margaret-Anne has presented papers at a number of national and international academic conferences such as the American Marketing Association’s Summer Educators’ Conference, the Academy of Marketing (UK) annual conference, and the Child and Teen Consumption International Conference. She has published over forty articles in Irish practitioner publications such as Marketing.ie, Irish Marketing Journal and Shelflife.

Publications in Peer-Reviewed Journals

  • Lawlor, M.A. & Prothero, A. (2011) “Pester Power - A Battle of Wills Between Children and their Parents”, Journal of Marketing Management, 27 (5-6), pp.561-581.
  • Dunne, A., Lawlor, M.A. & Rowley, J.  (2010) “Young People’s Use of Online Social Networking Sites – A Uses and Gratifications Perspective”, Journal of Research in Interactive Marketing. 4 (1), pp.46-58.
  • Lawlor, M.A. (2009) “Advertising Connoisseurs – Children’s Active Engagement with and Enjoyment of Television Advertising”, Irish Marketing Review, 20 (1), pp.23-34.
  • Lawlor, M.A. & Prothero, A. (2008) “Exploring Children’s Understanding of Television Advertising – Beyond the Advertiser’s Perspective”, European Journal of Marketing. 42 (11/12), pp.1203-1223.
  • Lawlor, M.A. & Prothero, A. (2003) “Children’s Understanding of Television Advertising Intent”, Journal of Marketing Management, 19 (3/4), 411-431.
  • Lawlor, M.A. & Prothero, A. (2002) “The Established and Potential Mediating Variables in the Child’s Understanding of Advertising Intent: Towards a Research Agenda”, Journal of Marketing Management, 18 (5/6), 481-499.
  • Lawlor, M.A. & Durkin, M. (2001) “Implications of the Internet for the Advertising-Agency Client Relationship”, The Services Industries Journal, 21 (2), 175-190.

Conference Presentations

  • Lawlor, M-A. (2010) “Children’s Scepticism Towards Television Advertising”, presented at the 9th International Conference on Research in Advertising (ICORIA), Madrid, 25-26 June.
  • Dunne, A., Lawlor, M.A. & Rowley, J. (2009) “Young Tweens’ Relationship with Social Networking Sites”, Academy of Marketing Conference, Leeds, UK, 7-9 July.
  • Lawlor, M.A. (2008) “What do Children do with Advertising? A ‘Uses and Gratifications’ Perspective”, Child and Teen Consumption 2008: 3rd International Conference, Trondheim, Norway, 24-25 April.
  • Naughton, C. & Lawlor, M.A. (2008) “Why do Tweens Shop?” A Study of Store Atmospherics”, Academy of Marketing Conference, Aberdeen, Scotland, 8-10 July.
  • Dunne, A. & Lawlor, M.A. (2008) “Children’s Relationship with the Internet – A Uses and Gratifications Perspective”, Academy of Marketing Conference, Aberdeen, Scotland, 8-10 July.
  • Woulfe, S., Lawlor, M.A. & Lawlor, K. (2005) “Children’s Understanding of Television Advertising Intent – Methodological Issues for Consideration”, Academy of Marketing Conference, Dublin Institute of Technology, Dublin, Ireland, 5-7 July.
  • Lawlor, M.A. (2002) “Children’s Understanding of Advertising Intent”, European Marketing Academy (EMAC) Doctoral Colloquium, Braga, Portugal, 26-28 May.
  • Lawlor, M.A. & Prothero, A. (2002) “The Established and Potential Mediating Variables in the Child’s Understanding of Advertising Intent: Towards a Research Agenda”, Academy of Marketing Conference, Nottingham, UK, 2-5 July.
  • Lawlor, M.A. (2001) “Understanding the Child Market – Dynamics and Dilemmas”, Irish Retail Convention, Dublin, Ireland, 24 May.
  • Lawlor, M.A. (2000) “Advertising to Children – The Irish Experience”, American Marketing Association’s Summer Educators’ Conference, Chicago, USA, 7-10 August.
  • Lawlor, M.A. (2000) “Marketing to Children – An Overview of the Sector,” National Marketing Conference, Dublin, Ireland, 12 October.
  • Lawlor, M.A. (1999) “Integrated Marketing Communications – the Irish Experience”, European Doctoral Programmes Association for Management and Business Administration, Toulouse, France, 24-29 July.
  • Lawlor, M.A. (1999) “Barriers to Integrated Marketing Communications”, American Marketing Association’s Summer Educators’ Conference, San Francisco, USA, 7-10 August.
  • Lawlor, M.A. (1999) “Integrated Marketing Communications – An Irish Client Perspective”, The British Academy of Management Annual Conference, Manchester, UK, 1-3 September.
  • Lawlor, M.A. & Durkin, M. (1998) “Internet Technology – Implications for the Advertising Agency-Client Relationship”, International Conference on Corporate and Marketing Communications, Strathclyde, Scotland, 20-21 April.

Awards Won

Lawlor, M.A. & Prothero, A. (2002) - Prize for Best Paper in the Marketing Communications Track, “The Established and Potential Mediating Variables in the Child’s Understanding of Advertising Intent : Towards a Research Agenda”, Academy of Marketing Conference, University of Nottingham, UK, 2-5 July.

Articles in Professional Publications

  • Lawlor, M.A. (2012) “Beware of Hidden Tricks’, Marketing.ie, July.
  • Lawlor, M.A.  (2012) “Returning to Basics”, Marketing.ie, January.
  • Lawlor, M.A. (2011) “Digital Metrics that Count”, Marketing.ie, June.
  • Lawlor, M.A. (2010) “Chasing Prime-Timers’, Marketing.ie, May.
  • Lawlor, M.A. (2009) “Tween Phenomenon”, Marketing.ie, June.
  • Lawlor, M.A. (2009) “Blasts from Past - Recycling Old Trends”, Marketing.ie, January,
  • Lawlor, M.A. (2007) “Hyper reality in action”, Marketing, June.
  • Lawlor, M.A. (2007) “Word Spreads about Viral Influence”, Marketing, March.
  • Lawlor, M.A. (2006) “Celebrities Fraught with Fear”, Marketing, November.
  • Lawlor, M.A. (2004) “Seen But Not Heard!” [The Advertising to Children Debate] Irish Marketing Journal, September.
  • Lawlor, M.A. (2004) “Giving a Voice to Children in the Advertising Regulation Debate”, Irish Marketing Journal, October.
  • Lawlor, M.A. (2002) “Knowing the Customer – Where Does One Start?”, Shelflife, January.
  • Lawlor, M.A. (2002) “Taking an Inside-Out Approach – Marketing the Company to the Internal Customer”, Shelflife, February.
  • Lawlor, M.A. (2001) “First Impressions – The Importance of Store Image”, Shelflife, January.
  • Lawlor, M.A. (2001) “Fighting Fit at Fifty Plus – Marketing to the Mature Customer”, Shelflife, February.
  • Lawlor, M.A. (2001) “It Must be True – I Read It in the Papers” – Advertising Regulation in Ireland”, Shelflife, March.
  • Lawlor, M.A. (2001) “Branding – The Importance of Definition, Redefinition and Relevance”, Shelflife, May.
  • Lawlor, M.A. (2001) “Prioritising the Internal Marketers”, Shelflife, July.
  • Lawlor, M.A. (2001) “New Product Development – What’s Really New?” Shelflife, September.
  • Lawlor, M.A. (2001) “The Teeny Shoppers”, Shelflife, November.
  • Lawlor, M.A. (2001) “Getting to the Point – The Importance of Point of Sales Communication”, Shelflife, December.
  • Lawlor, M.A. (2000) “Advertising to Children – Dynamics and Dilemmas”, Shelflife, February.
  • Lawlor, M.A. (2000) “Retailing and the Internet – From Bricks and Mortar to Web-pages and Surfers”, Shelflife, April.
  • Lawlor, M.A. (2000) “Further Evolution in Irish Retailing – The Case of Efficient Consumer Response”, Shelflife, June.
  • Lawlor, M.A. (2000) “Sales Promotion – A Winning Formula?” Shelflife, July.
  • Lawlor, M.A. (2000) “Own Label Brands – The Debate Continues”, Shelflife, August.
  • Lawlor, M.A. (2000) “Expect the Unexpected – Ambient Advertising”, Shelflife, October.
  • Lawlor, M.A. (2000) “Marketing to Children – Rising to the Challenge”, Shelflife, November.
  • Lawlor, M.A. (2000) “Marketing Research – The Lifeblood of the Company”, Shelflife, December.
  • Lawlor, M.A. (1999) “Retail Branding”, Shelflife, January.
  • Lawlor, M.A. (1999) “Sales Promotion – The Pay-Offs, Pitfalls and Perils”, Shelflife, February.
  • Lawlor, M.A. (1999) “Customer Retention – Marketing’s Holy Grail”, Shelflife, May.
  • Lawlor, M.A. (1999) “The Silent Salesperson”, Shelflife, July.
  • Lawlor, M.A. (1999) “Death of the Brand?” Shelflife, September.
  • Lawlor, M.A. (1998) “The Pester Power Phenomenon”, Shelflife, March.
  • Lawlor, M.A. (1998) “Internet Technology – Implications for Marketing”, Business Plus, March.
  • Lawlor, M.A. (1998) “Category Management – Bridging the Gap Between Retailer and Manufacturer”, Shelflife, June.
  • Lawlor, M.A. (1998) “Up for Promotion – The Role of In-Store Promotion”, Shelflife, July.
  • Lawlor, M.A. (1998) “Understanding the Psychology of the Store”, Shelflife, August.
  • Lawlor, M.A. (1998) “Counter Attack – The Importance of Understanding Consumer Behaviour”, Shelflife, September.
  • Lawlor, M.A. (1998) “I Have to Have It Now! The Impulse Buying Phenomenon”, Shelflife, October.
  • Lawlor, M.A. (1998) “Efficient Consumer Response”, Shelflife, November.
  • Lawlor, M.A. (1998) “The Merits of Sponsorship”, Shelflife, December.
  • Lawlor, M.A. (1997) “Loyalty Cards and the Promiscuous Customer”, Shelflife, September.
  • Lawlor, M.A. (1997) “Getting Closer to the Customer”, Shelflife, October.
  • Lawlor, M.A. (1997) “Forecourt Retailing”, Shelflife, November.

Articles in Newspapers

Lawlor, M.A. (2004) “Outdated Studies May Not Show Truth About Kids’ Ads”, Sunday Business Post, 4th July.

Chapters in Books

  • Lawlor, M.A. (2010) “Children’s Interaction with Advertising”, in Hogan, J., Donnelly, P.F. & O’Rourke, B. (eds.) Irish Business and Society – Governing, Participating and Transforming in the 21st Century, Dublin: Gill & Macmillan.
  • Kennedy, A. & Lawlor, M.A. (1998) “Customer Retention”, in Lawlor, M. & Keane, J. (eds.) Direct Marketing in Ireland – Theory and Practice, Dublin: Oaktree Press.