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Professor Gerard Hastings

Prof Gerard  Hastings

Profile summary

  • Central Academic Staff
  • Professor of Social Marketing
  • The Faculty of Business and Law
  • The Open University Business School
  • Department for Strategy and Marketing

Professional biography

Gerard Hastings is the first UK Professor of Social Marketing and founder/director of the Institute for Social Marketing and Centre for Tobacco Control Research at Stirling and the Open University. He researches the applicability of marketing principles such as consumer orientation, relationship building and strategic planning to the solution of health and social problems. He also conducts critical marketing research into the impact of potentially health damaging marketing, such as alcohol advertising and fast food promotion.

Professor Hastings has acted as an expert witness in litigation against the tobacco industry, Chairs the Advisory Board of the EC’s HELP campaign, and is a regular advisor to the World Health Organisation, and the Scottish, UK and European Parliaments. He also led the team of academics who conducted the Review of Research on the Effects of Food Promotion to Children which underpins the UK Government's recent decision to restrict television advertising of energy dense foods to children.

Professor Hastings teaches and writes about social marketing and tobacco control both in the UK, where he has run Masters and Honours level programmes, and internationally in the North America, South East Asia, the Middle East and Europe. He has published over eighty refereed papers in major journals such as the European Journal of Marketing, the International Journal of Advertising, the Journal of Macromarketing, Psychology and Marketing, Social Marketing Quarterly, the British Medical Journal, the British Dental Journal.

His book The Potential of Social Marketing: Why Should the Devil have all the Best Tunes? was published by Butterworth Heinemann in May 2007.



Public attitudes towards alcohol control policies in Scotland and England: Results from a mixed-methods study (2017-03)
Li, Jessica; Lovatt, Melanie; Eadie, Douglas; Dobbie, Fiona; Meier, Petra; Holmes, John; Hastings, Gerard and MacKintosh, Anne Marie
Social Science & Medicine, 177 (pp. 177-189)
Rebels with a cause: the spiritual dimension of social marketing (2017)
Hastings, Gerard
Journal of Social Marketing, 7(2) (pp. 223-232)
CSR: The Parable of the Bad Samaritan (2016-12-01)
Hastings, Gerard
Social Marketing Quarterly, 22(4) (pp. 280-289)
Teenage perceptions of electronic cigarettes in Scottish tobacco-education school interventions: co-production and innovative engagement through a pop-up radio project (2016-09-01)
de Andrade, Marisa; Angus, Kathryn and Hastings, Gerard
Perspectives in Public Health, 136(5) (pp. 288-293)
Marketing as if people mattered (2016-03-01)
Hastings, Gerard
Social Business, 6(1) (pp. 5-14)
Adolescents’ responses to the promotion and flavouring of e-cigarettes (2016)
Ford, Allison; MacKintosh, Anne Marie; Bauld, Linda; Moodie, Crawford and Hastings, Gerard
International Journal of Public Health, 61(2) (pp. 215-224)
Adolescents’ Perceptions of an On-cigarette Health Warning (2016)
Moodie, Crawford; MacKintosh, Anne Marie; Gallopel-Morvan, Karine; Hastings, Gerard and Ford, Allison
Nicotine & Tobacco Research (pp. 1232-1237)
Awareness of, and participation with, digital alcohol marketing, and the association with frequency of high episodic drinking among young adults (2016)
Critchlow, Nathan; Moodie, Crawford; Bauld, Linda; Bonner, Adrian and Hastings, Gerard
Drugs: Education, Prevention and Policy, 23(4) (pp. 328-336)
Consumer Socialization and the Role of Branding in Hazardous Adolescent Drinking (2015-12)
Harris, Fiona; Gordon, Ross; MacKintosh, Anne Marie and Hastings, Gerard
Psychology & Marketing, 32(12) (pp. 1175-1190)
Lay epidemiology and the interpretation of low-risk drinking guidelines by adults in the United Kingdom (2015-12)
Lovatt, Melanie; Eadie, Douglas; Meier, Petra S.; Li, Jessica; Bauld, Linda; Hastings, Gerard and Holmes, John
Addiction, 110(12) (pp. 1912-1919)
‘Well, he would say that, wouldn't he?’ (2015-08)
Hastings, Gerard
Addiction, 110(8) (pp. 1226-1227)
Public health and the value of disobedience (2015-08)
Hastings, Gerard
Public Health, 129(8) (pp. 1046-1054)
Death of a salesman (2015-04-01)
Hastings, Gerard B. and Moodie, Crawford
Tobacco Control, 24(Suppl 2) (ii1-ii2)
Where is the evidence? (2015-03)
McCambridge, Jim; Kypri, Kypros; Miller, Peter; Hawkins, Ben and Hastings, Gerard
Addiction, 110(3) (pp. 540-541)
Adolescents' response to pictorial warnings on the reverse panel of cigarette packs: a repeat cross-sectional study (2015-03)
Moodie, Crawford; Mackintosh, Anne M. and Hastings, Gerard
Tobacco Control, 24(e1) (e93-e97)
Be aware of Drinkaware (2014-04)
McCambridge, Jim; Kypri, Kypros; Miller, Peter; Hawkins, Ben and Hastings, Gerard
Addiction, 109(4) (pp. 519-524)
From tobacco control to alcohol policy (2014)
McCambridge, Jim; Kypri, Kypros; Miller, Peter; Hawkins, Ben and Hastings, Gerard
Addiction, 109(4) (pp. 528-529)
Adolescent perceptions of cigarette appearance (2014)
Ford, Allison; Moodie, Crawford; MacKintosh, Anne M. and Hastings, Gerard
European Journal of Public Health, 24(3) (pp. 464-468)
Systematic reviews of the evidence on the nature, extent and effects of food marketing to children. A retrospective summary (2013-03-01)
Cairns, Georgina; Angus, Kathryn; Hastings, Gerard and Caraher, Martin
Appetite, 62 (pp. 209-215)
Tobacco harm reduction: the devil is in the deployment (2012-12-17)
Hastings, Gerard; de Andrade, Marisa and Moodie, Crawford
BMJ, 345, Article e8412
Why corporate power is a public health priority (2012-08-21)
Hastings, Gerard
British Medical Journal, 345 (e5124)
The International Alcohol Control (IAC) Study: evaluating the impact of alcohol policies (2012-08)
Casswell, Sally; Meier, Petra; MacKintosh, Anne M.; Brown, Abraham; Hastings, Gerard; Thamarangsi, Thaksaphon; Chaiyasong, Surasak; Chun, Sungsoo; Huckle, Taisia; Wall, Martin and You, Ru Q..
Alcoholism: Clinical and Experimental Research, 36(8) (pp. 1462-1467)
The role of packaging for consumer products: understanding the move towards ‘plain’ tobacco packaging (2012-08)
Ford, Allison; Moodie, Crawford and Hastings, Gerard
Addiction Reseach & Theory, 20(4) (pp. 339-347)
The association between point-of-sale displays and youth smoking susceptibility (2012-05)
MacKintosh , Anne Marie ; Moodie, Crawford and Hastings, Gerard
Nicotine & Tobacco Research, 14(5) (pp. 616-620)
Young adult smokers’ perceptions of illicit tobacco and the possible impact of plain packaging on purchase behaviour (2012-04)
Moodie, Crawford; Hastings, Gerard and Joossens, Luk
European Journal of Public Health, 22(2) (pp. 251-253)
Young people’s perceptions of cigarette packaging and plain packaging: an online survey (2012-01)
Moodie, Crawford ; Ford, Allison ; Mackintosh, Anne Marie and Hastings, Gerard
Nicotine & Tobacco Research, 14(1) (pp. 98-105)
The marketing matrix (2012)
Hastings, Gerard
Journal of Social Marketing, 2(3) (pp. 222-226)
Impact of the removal of misleading terms on cigarette pack on smokers' beliefs about ‘light/mild’ cigarettes: cross-country comparisons (2011-12)
Yong, Hua-Hie; Borland, Ron; Cummings, Michael; Hammond, David; O'Connor, Richard J.; Hastings, Gerard and King, Bill
Addiction, 106(12) (pp. 2204-2213)
Alcohol marketing to children (2011-03-24)
Hastings, Gerard and Sheron, Nick
British Medical Journal, 342 (pp. 720-721)
When is social marketing not social marketing? (2011)
Hastings, Gerard and Angus, Kathryn
Journal of Social Marketing, 1(1) (pp. 45-53)
Critical vision in a challenged world (2011)
Hastings, Gerard; Sugden, Roger and Grindle, Mark
Marketing Intelligence and Planning, 29(1) (pp. 30-38)
Young adult smokers' perceptions of plain packaging: a pilot naturalistic study (2011)
Moodie, Crawford; Mackintosh, Anne Marie; Hastings, Gerard and Ford, Allison
Tobacco Control, 20 (pp. 367-373 )
Critical social marketing - the impact of alcohol marketing on youth drinking: qualitative findings (2010-08)
Gordon, Ross; Moodie, Crawford; Eadie, Douglas and Hastings, Gerard
International Journal of Nonprofit and Voluntary Sector Marketing, 15(3) (pp. 265-275)
Alcohol advertising: the last chance saloon (2010)
Hastings, Gerard; Brooks, Oona; Stead, Martine; Angus, Kathryn; Anker, Thomas and Farrell, Tom
BMJ, 340(23 Jan) (pp. 184-186)
Alcohol marketing and young people's drinking: what the evidence base suggests for policy (2010)
Gordon, Ross; Hastings, Gerard and Moodie, Crawford
Journal of Public Affairs, 10(1-2) (pp. 88-101)
The association of normative perceptions with adolescent smoking intentions (2010)
Brown, Abraham Kojo; Moodie, Crawford; Hastings, Gerard; MacKintosh, Anne-Marie; Hassan, Louise and Thrasher, James
Journal of Adolescence, 33(5) (pp. 603-614)
Evaluation of the removal of point-of-sale tobacco displays in Ireland (2010)
McNeill, Ann; Lewis, Sarah; Quinn, Casey; Mulcahy, Maurice; Clancy, Luke; Hastings, Gerard and Edwards, Richard
Tobacco Control, 20(2) (pp. 137-143)
Plain packaging: a time for action (2010)
Moodie, Crawford and Hastings, Gerard
European Journal of Public Health, 20(1) (pp. 10-11)
Tobacco packaging as promotion (2010)
Moodie, Crawford and Hastings, Gerard
Tobacco Control, 19(2) (pp. 168-170)
Responding to change: how did bar workers adapt to the smoke-free legislation in Scotland? (2010)
Eadie, Douglas R.; MacAskill, Susan G.; Heim, Derek and Hastings, Gerard B.
International Journal of Environmental Health Research, 20(1) (pp. 13-26)
Segmentation in social marketing: insights from the European Union's multi-country, antismoking campaign (2010)
Walsh, Gianfranco; Hassan, Louise M.; Shiu, Edward; Andrews, J. Craig and Hastings, Gerard
European Journal of Marketing, 44(7/8) (pp. 1140-1164)
Reported awareness of tobacco advertising and promotion in China compared to Thailand, Austalia and the USA (2009-06)
Li, L.; Yong, H-H.; Borland, R.; Fong, G. T.; Thompson, M. E.; Jiang, Y.; Yang, Y.; Sirirassamee, B.; Hastings, G. and Harris, F.
Tobacco Control, 18(3) (pp. 222-227)
Impact of alcohol advertising and media exposure on adolescent alcohol use: a systematic review of longitudinal studies (2009)
Anderson, Peter; de Bruijn, Avalon; Angus, Kathryn; Gordon, Ross and Hastings, Gerard
Alcohol and Alcoholism, 44(3) (pp. 229-243)
The impact of smokefree legislation in Scotland: results from the Scottish ITC Scotland/UK longitudinal surveys (2009)
Hyland, Andrew; Hassan, Louise M.; Higbee, Cheryl; Boudreau, Christian; Fong, Geoffrey T.; Borland, Ron; Cummings, K. Michael; Yan, Mi; Thompson, Mary E. and Hastings, Gerard
European Journal of Public Health, 19(2) (pp. 198-205)
Alcohol marketing and young people's drinking: a review of the research (2005)
Hastings, Gerard; Anderson, Susan; Cooke, Emma and Gordon, Ross
Journal of Public Health Policy, 26(3) (pp. 296-311)
Social Marketing: From Tunes to Symphonies (2nd Edition) (2013-10-02)
Hastings, Gerard and Domegan, Christine
ISBN : 978-0-415-68372-2 | Publisher : Routledge | Published : Abingdon
The Marketing Matrix: How the Corporation Gets Its Power – And How We Can Reclaim It (2012-10-03)
Hastings, Gerard
ISBN : 978-0-415-67862-9 | Publisher : Routledge | Published : Abingdon
Building brands with competitive analysis (2008-09-11)
Gordon, Ross; Hastings, Gerard; McDermott, Laura and Evans, Douglas
In: Evans, Douglas and Hastings, Gerard eds. Public Health Branding – Applying Marketing for Social Change (pp. 73-90)
ISBN : 978-0-19-923713-5 | Publisher : Oxford University Press | Published : Oxford
Critical issues in social marketing: a review and research agenda (2008)
Gordon, Ross; McDermott, Laura and Hastings, Gerard
In: Sargeant, Adrian and Wymer, Walter eds. The Routledge Companion to Nonprofit Marketing (pp. 354-369)
ISBN : 978-0-415-41727-3 | Publisher : Routledge | Published : Abingdon
Measures to assess the effectiveness of restrictions on tobacco marketing communications (2008)
MacKintosh, A. M.; Harris, F. and Hastings, G. B.
In: Borland, R.; Cummings, M. and Dresler, C. eds. IARC Handbook on Tobacco Control. IARC Handbooks of Cancer Prevention (pp. 259-285)
ISBN : 9283230124 | Publisher : World Health Organisation
The critical role of social marketing (2007-05)
Gordon, Ross; Hastings, Gerard; McDermott, Laura and Siquier, Pierre
In: Saren, Michael; Maclaran, Pauline; Goulding, Christina; Elliott, Richard; Shankar, Avi and Caterall, Miriam eds. Critical Marketing: Defining the Field (pp. 159-177)
ISBN : 978-0-7506-8066-0 | Publisher : Butterworth-Heinemann | Published : Oxford
Exposure to tobacco advertising and promotion among adult smokers in China - compared to Thailand, Australia and the USA (2008-10)
Li, L.; Yong, H.; Borland, R.; Fong, G.; Thompson, M.; Yuan, J.; Yan, Y.; Sirirassamee, B.; Hastings, G. and Harris, F.
In : SRNT Conference (28-31 Oct 2008, Bangkok, Thailand)
Assessing the impact of the UK tobacco marketing ban: findings from the ITC Four-Country Survey (2006)
Hassan, Louise; Harris, Fiona; MacKintosh, Anne Marie; Hastings, Gerard; Borland, Ron; Fong, Geoffrey; Hammond, David; Cummings , K. Michael and McNeill, Ann
In : 13th World Conference on Tobacco or Health (12-15 July 2006, Washington DC)
Patterns of awareness of tobacco marketing across four countries: findings from the International Tobacco Control survey (2005)
Mackintosh, A. M; Harris, F.; Anderson, S.; Hastings, G.; Fong, G.; Cummings, K. M. and Borland, R.
In : SRNT Conference (21-23 March 2005, Prague)
Evaluating tobacco control policies of the framework convention on tobacco control: findings from the International Tobacco Control Policy Evaluation Project (2005)
Vollinger, B.; Hastings, G.; Harris, F.; Borland, R.; Hammond, D.; Hyland, A.; Fong, G. T. and Yach, D.
In : The Society for Research on Nicotine and Tobacco (21-23 March 2005, Prague, Czech Republic)
“They'll drink bucket loads of the stuff”: an analysis of internal alcohol industry advertising documents (2009-11)
Hastings, Gerard
The Alcohol Education and Research Council
A review of the effects, uses and interpretations of commercial messages and activities by children (2008)
McDermott, Laura; Hastings, Gerard; Stead, Martine; Carrigan, Marylyn and Harris, Fiona
Department for Education