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Research Statement

Moira Dean is a Professor in Consumer psychology and food security. She has carried out research into consumer food choice, food safety, Food fraud, risk perceptions and food supply chain management in the areas of organic food, beef, fish, wholegrain, portion size, healthy shopping, cooking skills and food labeling, with different stakeholders. Moira has worked on a number of projects funded by the Food Standards Agency, Safefood, The Danish Agency for Science Technology and Innovation, Medical Research Council, Economic and Social Research Council, the European Union and Industry. She is experienced in qualitative and quantitative methodologies for the assessment of attitudes, values, perceptions and barriers associated with food, health and sustainable living.

Moira coordinates the Honours project module (BIO3302) on the Food Quality, Safety and Nutrition Degree.


Fingerprint Dive into the research topics where Moira Dean is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

  • 11 Similar Profiles
Food Medicine & Life Sciences
Portion Size Medicine & Life Sciences
Cooking Medicine & Life Sciences
consumer attitudes Agriculture & Biology
Health Medicine & Life Sciences
Fraud Medicine & Life Sciences
fraud Agriculture & Biology
health claims Agriculture & Biology

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Projects 2010 2020

Research Output 1999 2020

Belief Systems and Risk Perceptions: Which is more frightening, illness or changes to the species?

Chryssochoou, X. & Dean, M., 2000, In the proceedings of the 5th International Conference on Social Representations.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Including affect and moral concerns in attitudes towards organic food choice

Dean, M. & Shepherd, R., 2003, Appetite. Vol. 41.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

14 Citations (Scopus)

Comparison of elicitation methods for moral and affective beliefs in the theory of planned behaviour

Dean, M., Shepherd, R., Arvola, A., Vassallo, M., Lahteenmaki, L., Raats, M. M. & Saba, A., Sep 2006, In : Appetite. 47 (2), 2, p. 244-252 9 p.

Research output: Contribution to journalArticle

Organic Food
27 Citations (Scopus)

Effects of information from sources in conflict and in consensus on perceptions of genetically modified food.

Dean, M. & Shepherd, R., Mar 2007, In : Food quality and preference. 18 (2), 2, p. 460-469 10 p.

Research output: Contribution to journalArticle


PI, "Good Days Bad Days", Safefood funded project

Moira Dean (Recipient), Oct 2010

Prize: Fellowship awarded competitively

Activities 2007 2013

Project SENSEWELL - Member of the Advisory Committee

Moira Dean (Member)
01 Nov 20112013

Activity: Consultancy typesContribution to the work of national or international committees and working groups

Society of Biology (External organisation)

Moira Dean (Member)
01 Nov 2008 → …

Activity: Membership typesMembership of peer review panel or committee

School of Biological Sciences (Organisational unit)

Moira Dean (Member)
01 Sep 2008 → …

Activity: Membership typesMembership of peer review panel or committee


Moira Dean (Speaker)
23 May 2013

Activity: Participating in or organising an event typesParticipation in conference

How Do We Shop for Food?

Moira Dean (Speaker)
08 Jun 2012

Activity: Talk or presentation typesInvited talk