Overview
Background
Dr Josephine Previte’s research examines how marketing, services and technology shape people’s everyday lives, wellbeing and participation in society. Her work brings together social marketing, transformative service research and social entrepreneurship to examine how people experience complex systems, and how organisations can respond with more inclusive, ethical and effective forms of change.
Current projects extend this agenda through research on disability-inclusive services, homelessness, mission-led social entrepreneurship and changing alcohol cultures, including shifts toward low- and no-alcohol consumption. Across these projects, her research focuses on how people navigate complex systems and how organisations can design more responsive, equitable and human-centred interventions. Applied research is central to this agenda, bringing marketing insight to behaviour change and service-system challenges.
Her methodological expertise spans qualitative and mixed-method research, with a strong interest in alternative and innovative methodologies. This includes expertise in using Q methodology, videography, digital and technology-enabled research approaches, and interpretive designs that reveal the complexity of people’s lives.
Across this work, Josephine is committed to research that generates practical insight, strengthens social change efforts, and brings meaningful benefits to people, organisations and society.
Availability
- Associate Professor Josephine Previte is:
- Available for supervision
- Media expert
Fields of research
Qualifications
- Doctor of Philosophy, Queensland University of Technology
- Graduate Certificate in Learning and Teaching in Higher Education, The University of Queensland
Research interests
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Transformative Service Research for Social Impact
Services shape people’s access to care, dignity, inclusion and wellbeing. My research examines the social impact of service systems, with a focus on how organisations, frontline actors and communities respond to vulnerability and exclusion. Current projects investigate disability-inclusive service and accessibility readiness, alongside service responses to homelessness, to understand how services can create more equitable and transformative social outcomes.
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Social Marketing for Behavioural and Social Change
Changing behaviour is rarely a matter of simply changing minds. My research examines how social marketing can address complex health and social issues by engaging with lived experience, social norms, market systems and policy contexts. It includes sustained work on alcohol-related behaviour change and low- and no-alcohol consumption, alongside research into gendered experiences, inequalities and social change.
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Qualitative Inquiry and Research Innovation
A distinctive contribution of qualitative inquiry is its capacity to reveal the complexity of people’s lives. My methodological expertise is grounded in context, empathy and meaning, using qualitative approaches to understand lived experience, social practices and how people make sense of change. It extends to methodological innovation through Q methodology, videography, visual methods and interpretive research design.
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Health Service Experience and Systems Change
Health services are experienced through complex interactions between people, providers and systems. My research integrates social marketing and service thinking to understand health service access, engagement and impact from multiple perspectives. It includes research in women’s health, alongside current work examining mental health service experiences, provider challenges and opportunities to design more responsive, person-centred systems of care.
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Technology, Markets and Everyday Life
Technology is reshaping everyday life, from how people connect and consume to how markets collect data, personalise experiences and influence choice. My research examines consumer and societal engagements with technology, including platform use, data-driven marketing, privacy, trust and consumer wellbeing. It also extends to digital and technology-enabled methodologies for understanding contemporary market and social life.
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Mission, Markets and Systems Change
Social enterprises often work where existing systems fall short. My research examines how founders and leaders balance mission and money while creating sustainable responses to complex social issues. It connects social entrepreneurship with systems social marketing to understand how market-based, community-centred and socially innovative approaches can support broader systems change.
Research impacts
Josephine’s research creates impact by helping organisations, governments and community partners turn lived-experience insights into more inclusive, responsive and effective services.
Her work translates marketing, social marketing and service research into practical evidence that supports better decision-making, stronger engagement and improved outcomes for communities. This includes evidence-based frameworks, evaluation insights, policy recommendations and organisational capability-building.
Across her research activities, Josephine is invested in working with organisations to create meaningful change. Her approach uses co-design, consultation and collaborative research to translate evidence into practical strategies that improve services, strengthen participation and deliver benefits for people, organisations and communities.
Works
Search Professor Josephine Previte’s works on UQ eSpace
2023
Book
Consumer behaviour: buying, having, being
Solomon, Michael, Russell-Bennett, Rebekah, Previte, Josephine and Payne, Ryan (2023). Consumer behaviour: buying, having, being. 5th ed. Melbourne, VIC Australia: Pearson Australia.
2023
Conference Publication
Embracing brand vulnerability: systematic literature review and conceptualisation
France, Cassandra, Previte, Josephine, Weerawardena, Jay, Popkowski-Leszczyc, Peter, Brodie, Roderick and Lin, Jinling (2023). Embracing brand vulnerability: systematic literature review and conceptualisation. ANZMAC 2023: Marketing for good, Dunedin, New Zealand, 4 - 6 December 2023. Dunedin, New Zealand: University of Otago.
2022
Conference Publication
Developing a resource-advantage theory for social change: Insights from The National Day of Action Against Bullying and Violence
Tarbit, James and Previte, Josephine (2022). Developing a resource-advantage theory for social change: Insights from The National Day of Action Against Bullying and Violence. International Social Marketing Conference, Gold Coast, QLD Australia, 8-9 February 2022.
2021
Journal Article
Adventurous femininities: the value of adventure for women travelers
Clarke, Jasmine Fay, Previte, Josephine and Chien, P. Monica (2021). Adventurous femininities: the value of adventure for women travelers. Journal of Vacation Marketing, 28 (2), 135676672110389-187. doi: 10.1177/13567667211038952
2021
Journal Article
Creating loyal prosocial transformative service consumers: a proposed model with direct and indirect effects
Mulcahy, Rory, Russell-Bennett, Rebekah and Previte, Jo (2021). Creating loyal prosocial transformative service consumers: a proposed model with direct and indirect effects. Australasian Marketing Journal, 29 (1), 41-53. doi: 10.1177/1839334921998518
2021
Book Chapter
Engaging dissensus: innovating social change
Fry, Marie-Louise, Brennan, Linda and Previte, Josephine (2021). Engaging dissensus: innovating social change. Stakeholder involvement in social marketing: challenges and approaches to engagement. (pp. 159-188) edited by Kathy Knox, Krzysztof Kubacki and Sharyn Rundle-Thiele. Abingdon, Oxon, United Kingdom: Routledge. doi: 10.4324/9780429055898-7
2020
Conference Publication
Brand Architecture Challenges in the Digital Age in the Context of a Broad Brand: An Abstract
Gonzalez, Claudia, Alpert, Frank and Previte, Josephine (2020). Brand Architecture Challenges in the Digital Age in the Context of a Broad Brand: An Abstract. Academy of Marketing Science Annual Conference: AMSAC 2019, Vancouver, Canada, 29-31 May 2019. Cham, Switzerland: Springer. doi: 10.1007/978-3-030-39165-2_251
2020
Book Chapter
Collaborative systems thinking for social change
Previte, Josephine and Pomfret, Liam (2020). Collaborative systems thinking for social change. Macro-social marketing insights: systems thinking for wicked problems. (pp. 169-192) edited by Ann-Marie Kennedy. New York, NY USA: Routledge. doi: 10.4324/9780429452307-10
2019
Journal Article
The role of emotional value for reading and giving eWOM in altruistic services
Previte, Josephine, Russell-Bennett, Rebekah, Mulcahy, Rory and Hartel, Charmine (2019). The role of emotional value for reading and giving eWOM in altruistic services. Journal of Business Research, 99, 157-166. doi: 10.1016/j.jbusres.2019.02.030
2018
Newspaper Article
Revealed: how alcohol is at the heart of local sport
Holly Thompson, Kelly, Sarah and Previte, Josephine (2018, 03 01). Revealed: how alcohol is at the heart of local sport Momentum: The business magazine of UQ Business School
2018
Journal Article
Challenging the planned behavior approach in social marketing: emotion and experience matter
Parkinson, Joy, Russell-Bennett, Rebekah and Previte, Josephine (2018). Challenging the planned behavior approach in social marketing: emotion and experience matter. European Journal of Marketing, 52 (3-4), 837-865. doi: 10.1108/EJM-05-2016-0309
2018
Conference Publication
Non-profit brand fragility: perspectives on challenges: an abstract
Weerawardena, Jay and Previte, Jo (2018). Non-profit brand fragility: perspectives on challenges: an abstract. 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC), Coronado, CA United States, 24-26 May 2017. Cham, Switzerland: Springer. doi: 10.1007/978-3-319-68750-6_50
2017
Journal Article
Examining alcohol management practices in community sports clubs: A systems approach
Thompson, Holly, Previte, Josephine A., Kelly, Sarah Jane and Kelly, Adrian (2017). Examining alcohol management practices in community sports clubs: A systems approach. Journal of Social Marketing, 7 (3), 250-267. doi: 10.1108/JSOCM-04-2017-0026
2017
Journal Article
Designing a medicalized wellness service: balancing hospitality and hospital features
Russell-Bennett, Rebekah, Glavas, Charmaine, Previte, Josephine, Hartel, Charmine E. J. and Smith, Geoff (2017). Designing a medicalized wellness service: balancing hospitality and hospital features. Service Industries Journal, 37 (9-10), 657-680. doi: 10.1080/02642069.2017.1354988
2017
Conference Publication
Social media and the privacy-hostile marketplace
Pomfret, Liam and Previte, Josephine (2017). Social media and the privacy-hostile marketplace. 42nd Annual Conference of the Macromarketing Society, Queenstown, New Zealand, 19-23 June. Dunedin, New Zealand: Macromarketing Society.
2017
Conference Publication
Social media and the privacy-hostile marketplace
Pomfret, Liam and Previte, Josephine (2017). Social media and the privacy-hostile marketplace. Macromarketing Conference 2017, Queenstown, New Zealand, 19 - 22 June. Auckland, New Zealand: Macromarketing Society.
2017
Journal Article
Social change design: disrupting the benchmark template
Fry, Marie-Louise, Previte, Josephine and Brennan, Linda (2017). Social change design: disrupting the benchmark template. Journal of Social Marketing, 7 (2), 119-134. doi: 10.1108/JSOCM-10-2016-0064
2017
Journal Article
Guest editorial
Previte, Josephine and Brennan, Linda (2017). Guest editorial. Journal of Social Marketing, 7 (3), 234-240. doi: 10.1108/JSOCM-05-2017-0034
2016
Conference Publication
The role of other people in the emotional experience of an altruistic service
Russell-Bennett, R., Glavas, C., Hartel, C. E. J., Previte, J. and Smith, G. (2016). The role of other people in the emotional experience of an altruistic service. International Conference on Emotions and Organizational Life: EMONET X, Rome Italy, 4-5 July 2016.
2016
Journal Article
Understanding the midstream environment within a social change systems continuum
May, Cybele and Previte, Josephine (2016). Understanding the midstream environment within a social change systems continuum. Journal of Social Marketing, 6 (3), 258-276. doi: 10.1108/JSOCM-04-2015-0023
Funding
Past funding
Supervision
Availability
- Associate Professor Josephine Previte is:
- Available for supervision
Looking for a supervisor? Read our advice on how to choose a supervisor.
Supervision history
Current supervision
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Doctor Philosophy
Understanding the impact of Halal labels on perceived product quality between Muslim consumers in non-Muslim countries
Principal Advisor
Other advisors: Dr Muhammad Rashid Saeed
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Doctor Philosophy
Innovation Ecosystems and Generative AI: Collaborations, Standards, and Value Capture
Associate Advisor
Other advisors: Professor Ashish Sinha, Associate Professor Jay Weerawardena
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Doctor Philosophy
Disability-led Innovation and Assistive Technology: Redefining Accessibility in the Global Hospitality Industry
Associate Advisor
Other advisors: Dr Jie Wang
Completed supervision
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2025
Doctor Philosophy
An Investigation of the Social Affect of Consumer Sentiment: Implications for Nonprofit Marketing and Prosocial Behaviour Change
Principal Advisor
Other advisors: Dr Cassandra France
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2022
Doctor Philosophy
How brand purpose is reshaping market-brand relationships: The case of Fast Moving Consumer Goods
Principal Advisor
Other advisors: Dr Alexandra Kriz
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2020
Doctor Philosophy
Battles in contested markets: The processes of legitimation in the 'legal high' market
Principal Advisor
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2018
Doctor Philosophy
Influences on consumer information sharing and privacy choices in online social networking
Principal Advisor
Other advisors: Dr Len Coote
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2016
Doctor Philosophy
The application of social marketing to issues in animal welfare
Principal Advisor
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2025
Doctor Philosophy
Exoskeletons at your Service: Exploration of Service Actor Perspectives Toward Frontline Exoskeleton Usage
Associate Advisor
Other advisors: Professor Nicole Hartley
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2023
Doctor Philosophy
Un-packaging fresh food packaging: A social semiotic perspective
Associate Advisor
Other advisors: Dr Ken Tann
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2018
Doctor Philosophy
Embracing Brand Complexity: Conceptualising and Understanding the Broad Brand Concept
Associate Advisor
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2017
Doctor Philosophy
The role of market learning in social innovation and value creation in Australian social purpose organisations
Associate Advisor
Other advisors: Associate Professor Jay Weerawardena
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2013
Doctor Philosophy
A consumer value theory of innovation in 3G mobile phones: a grounded theory approach
Associate Advisor
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2013
Doctor Philosophy
Consumer Preference for Sustainability
Associate Advisor
Other advisors: Dr Len Coote
Media
Enquiries
Contact Associate Professor Josephine Previte directly for media enquiries about:
- Behaviour change campaigns
- Consumer behaviour
- Gendered consumption
- Social marketing
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