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    United Kingdom

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Research output per year

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Personal profile

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.


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Research Output

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

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

  • 14 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

    29 Citations (Scopus)


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

    Dean, Moira (Recipient), Oct 2010

    Prize: Fellowship awarded competitively


    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


    An Analysis of the Northern Ireland Beef Supply Chain- Barriers, Opportunities and Recommendations for Optimal Performance

    Author: Brooks, S., 2017

    Supervisor: Dean, M. (Supervisor), Elliott, C. (Supervisor) & McAneney, H. (Supervisor)

    Student thesis: Doctoral ThesisDoctor of Philosophy