Hayley Gilman

Title: Teaching Fellow
Phone: +44 (0)1782 733317
Email: h.gilman1@keele.ac.uk
Location: Dorothy Hodgkin Building 0.67
Role:
Contacting me:
HGilman200

I am a part-time PhD candidate and part-time Teaching Fellow in the School of Psychology. My principal research interests lie in the field of explicit and implicit associative effects of celebrity advertising on children's, adolescents' and adults brand attitudes. Most research investigating the development of advertising literacy skills has examined explicit knowledge of advertising - knowledge that is available to conscious reflection. It may be, however, that implicit processes (our automatic response) also have a part to play in decision-making. Recently, researchers have begun to question whether being sceptical of advertising and the tactics they use (e.g. celebrity pairings) actually does make individuals less susceptible to the effects of advertising. There is still some dispute about exactly when children’s advertising literacy skills emerge and become ‘adult-like’ and whether being sceptical of advertising could provide individuals with protection against advertising’s potential adverse effects. My PhD research examines how and when celebrities advertising brands influence brand judgments in children and adults, and also examines whether scepticism to advertising influences these decisions.

Jones, S.E., Fox, C.L., Gilman, H., James, L., Karic, T., Wright-Bevans, K., & Caines, V. (2013). “I’m being called names and I’m being hit”: Challenges of longitudinal research on bullying among 11-13 year-olds. Pastoral Care in Education, 31(4), 321-336.

Rowley, M., Gilman, H. & Sherman, S. M. (under review). Investigating the celebrity effect: the influence of well-liked celebrities on adults’ explicit and implicit attitudes to brands and brand choice.

 

Conferences and Presentations

Gilman, H., Rowley, M. & Sherman, S. M. (2017, May). The effects of celebrity advertising and scepticism to advertising on adults’ and children’s brand preferences. Paper presented as part of a 3-minute thesis competition.

Gilman, H., Rowley, M. & Sherman, S. M. (2017, May). The effects of celebrity advertising and scepticism to advertising on adults’ and children’s brand preferences. Paper presented at Psychologist in the Pub – Stoke’s sub-branch of the BPS West Midlands branch.

Gilman, H., Rowley, M. & Sherman, S. M. (2016, Sept). At what age do children become sceptical of advertising? Measuring attitudinal advertising literacy and the effect it has on explicit brand preference. Paper presented at BPS Developmental Section Annual Conference, Belfast.

Gilman, H., Rowley, M. & Sherman, S. M. (2016, April). Researching explicit and implicit attitudes to brands in both adults and children: findings presented from PhD studies. Paper presented at an advertising conference titled Increase the Effectiveness of Advertising: Insights from Psychological Research.

Gilman, H., Rowley, M. & Sherman, S. M. (2016, April). The effects of advertising on children’s and adults implicit and explicit responses to brands. Paper presented at the Children and Young People’s Research Group, Keele University.

Gilman, H., Rowley, M. & Sherman, S. M. (2015, Sept). “I don’t need that, but I’ll buy it anyway”. Brand advertising – how much do we really understand? Paper presented at BPS Developmental Section and Social Section Annual Conference, Manchester.

Gilman, H., Rowley, M. & Sherman, S. M. (2014, Sept). The effects of advertising on adults’ and children’s implicit and explicit responses to brands. Research poster presented at BPS Developmental Section Annual Conference, Amsterdam.

Lonsdale, P., Fox, C. & Gilman, H. (2014, May). Final Year Students’ Reflections on the Final Year Project in Psychology. Paper presented by myself at HEA Stem Conference, Edinburgh.

Gilman, H., Rowley, M. & Sherman, S. M. (2014, April). The effects of advertising on adults’ and children’s implicit and explicit responses to brands. Paper presented at Keele University’s Psychology PGR Conference.

Gilman, H., Rowley, M. & Lonsdale, P. (2012, Sept). Pairing brands and celebrities: the effect of celebrity on the explicit and implicit brand preferences of children and adolescents. Research poster presented at BPS Annual Conference, London.

Fox, C. L., Hunter, S., James, L. & Gilman, H. (2011, Sept). School bullying and humour: Is laughter the best medicine? Research poster presented at BPS Developmental Psychology Conference, Newcastle-upon-Tyne.

 

From January 2013 I have been responsible for providing teaching and learning support within the School of Psychology. I deliver seminars and laboratory practical classes to both first and second year students, whilst offering further support to students where required. Support is given on a one-to-one basis and in larger group settings during workshops and/or revision sessions. Support is offered to students from all year groups. I also contribute to setting and marking exam scripts, as well as marking essays and laboratory reports (both formative and summative) of first and second year students, in addition to judging the final year project posters of the third year cohort.
Below are details of the modules which I am involved in teaching.

YEAR 1

  • Individuals in Society
  • Cognitive and Biological Psychology
  • Research Methods 1
  • Research Methods 2
  • Applied Psychology

YEAR 2

  • The Psychology of Advertising
  • Cognitive and Biological Research Methods
  • Qualitative Research Methods and Survey Design

Teaching achievements –

  • In 2016 I was awarded Fellowship of the HEA following the CPD route at Keele.
  • I have been nominated for Teaching Excellence Awards (2013-2014, 2015-2016 and 2016-2017) at Keele University.