School of Management and Marketing

Mark is a Professor who teaches both economics and marketing. He has worked at CSU since 1999. He is Sub-Dean Research in the Faculty of Business and Associate-Director of the Institute for Land, Water and Society. In recent years his research has been funded by the Australian Research Council (Discovery and Linkage Grants), US Environmental Protection Agency and National Science Foundation (Star Grant), NSW Environmental Trust, Land and Water Australia, Country Energy, IPART and the US Forest Service. Mark's research interests include non-market valuation, choice modelling, technology adoption, market-based instruments, market segmentation, consumer decision states and marketing education. He has conducted consultancies for the Murray-Darling Basin Authority, CSIRO, NSW Department of Environment and Conservation, Marsden Jacob, the Allen Consulting Group, the Phonographic Performance Company of Australia, Fitness Australia, NSW Museums & Galleries, the Australian Communications Authority, and the Australian Bureau of Agricultural and Resource Economics.

Teaching Responsibilities

• MKT230 Market Research
• MKT240 Market Analysis

Administrative Responsibilities

• Sub-Dean Research for the Faculty of Business and Associate-Director of the Institute for Land, Water and Society.

Research

Research focus

• Non-market valuation
• Choice modelling
• Technology adoption
• Market-based instruments
• Market segmentation
• Consumer decision states
• Marketing education
• Climate change communication
• Encouraging landholder participation in natural resource management programs

Selected Publications

Journal Articles

• Morrison, M., Oczkowski, E. and Greig, J. (forthcoming). The Primacy of Human Capital and Social Capital in Influencing Landholders' Participation in Programs Designed to Improve Environmental Outcomes. Australian Journal of Agricultural and Resource Economics.
• Shaw, R., Greig, J., Bone, R. and Morrison. M. (forthcoming). Mapping the Funding and Communication Practices of Aged Care Services in a Regional Australian Community. Rural Society.
• Morrison, M. and Hatton MacDonald, D. (forthcoming). A Comparison of Compensating Surplus and Budget Reallocation with Opportunity Costs Specified. Applied Economics
• Morrison, M., Durante, G., Greig, J., Ward, J. and Oczkowski, E. (forthcoming). Segmenting Landholders for Improving the Targeting of Natural Resource Management Expenditures. Journal of Environmental Planning and Management
• Hatton MacDonald, D., Morrison, M., Boyle, K.J. and Rose, J. (2011). Valuing a Multi-state River: The Case of the River Murray. Australian Journal of Agricultural and Resource Economics, 55: 374-392.
• Kleinschafer, J., Dowell, D. and Morrison, M. (2011) Doing more with less: Understanding the contributions of regional art gallery members through marketing segmentation. Arts Marketing, 1(1): 39-55.
• Morrison, M. and Hatfield-Dodds, S. (2011). The Success and Failure of An Inconvenient Truth and the Stern Report in Influencing Australian Public Support for Greenhouse Policy. The Economic Record, 87: 269-281.
• Hatton MacDonald, D. and Morrison, M. (2010). Valuing Biodiversity Using Habitat Types. Australasian Journal of Environmental Management, 17(4): 235-243
• Taylor, L.O., Morrison, M. and Boyle, K.J. (2010).  Exchange Rules and the Incentive Compatibility of Choice Experiments, Environmental and Resource Economics, 47(2): 197-220.
• Hatton-MacDonald, D., Morrison, M. and Barnes, M. (2010). Willingness to Accept Compensation for Changes in Urban Water Customer Service Standards. Water Resources Management, 24(12): 3145-3158.
• Williams, J., Memery,J., Megicks, P. and Morrison, M. (2010). Ethics and Social Responsibility in Australian Grocery Shopping. International Journal of Retail and Distribution Management, 38(4): 297-316.
• Heffernan, T., Morrison, M., Sweeney, T and Jarratt, D. (2010). Personal Attributes of Effective Lecturers: The importance of dynamism, communication, rapport and applied knowledge. International Journal of Management Education, 8(3): 13-27.
• Heffernan, T., Morrison, M., Basu, P. and Sweeney, T. (2010). Cultural Differences, Learning Styles and Transnational Education. Journal of Higher Education Policy and Management, 32(1):27-39
• Sweeney, A., Morrison, M., Jarratt, D. and Heffernan, T. (2009).Modelling the Constructs Contributing to the Effectiveness of Marketing Lecturers. Journal of Marketing Education, 31(3): 190-202.
• Morrison, M. and Brown, T. (2009). Testing the Effectiveness of Certainty Scales, Cheap Talk, and Dissonance-Minimization in Reducing Hypothetical Bias in Contingent Valuation Studies. Environmental and Resource Economics, 44(3): 307-326.
• Morrison, M. (2009). Encouraging the Adoption of Decision Support Systems by Irrigators through Target Marketing. Rural Society, 19(1): 17-31.
• Cast, A. Connor, J., Hatton-MacDonald, D and Morrison, M. (2009). Evaluating Policy Options for Managing Diffuse Source Water Quality in Lake Taupo, New Zealand. The Environmentalist, 29(4): 348-359.
• Morrison, M. and Nalder, C. (2009). Willingness to Pay for Improved Quality of Electricity Supply across Business Types and Location. Energy Journal, 30(2): 93-109.
• Zheng, C. O'Neill, G. and Morrison, M. (2009). Enhancing Chinese SME Performance Through Innovative HR Practices. Personnel Review, 38(2): 175-194.
• Zheng, C. O'Neill, G., & Morrison, M. (2007). Ownership and strategic choice of HR mmethods by Chinese SMEs. Asia Pacific Journal of Economics and Business, 11(1), 25-39.
• Morrison, M., & Bergland, O. (2006). Prospects for the use of choice modelling for benefit transfer. Ecological Economics, 60, 420-428.
• Eastburn, M., & Morrison, M. (2006) A Study of Brand Equity in a Commodity Market. Australasian Marketing Journal,14(1), 62-78.
• Morrison, M., Sweeney, A., & Heffernan, T. (2006). Karns' Learning Styles and Learning Effectiveness: A Rejoinder. Journal of Marketing Education, 28(1), 64-68.
• Zheng, C., Morrison, M., & O'Neill, G. (2006). An Empirical Study of High Performance HRM Practices in Chinese SMEs. The International Journal of Human Resource Management, 17(10), 1772-1803.
• Blamey, R.K., Morrison, M.D., & Mallawaarachchi, T. (2006). Valuing Land Use Changes Using Choice Modelling. Land Use Policy,23(3), 323-332.
• Hatton-McDonald, D., Barnes, M., Bennett, J., Morrison, M., & Young, M. (2005). Willingness to Pay for Higher Customer Service Standards in Urban Water Supply, Journal of the American Water Resources Association, 41(3), 719-728.
• Morrison, M., & Bennett, J. (2004). Valuing NSW Rivers Using Benefit Transfer. Australian Journal of Agricultural and Resource Economics, 48(1), 591-612.
• Sweeney, A., & Morrison, M. (2004). Clicks versus bricks: Internet-facilitated relationships in financial services. International Journal of Internet Marketing and Advertising, 1(4), 350-370.
• Jarratt, D., & Morrison, M. (2003). Dependence and the application of power and control in major business relationship: A study of manufacturing and service firms in the business to business sector. Journal of Strategic Marketing, 11, 235-253.
• Winter, C., Lockwood, M., & Morrison, M. (2003). Value based segmentation of community stakeholders. Natural Resource Management, 6(2), 33-40.
• Morrison, M., Murphy, T., & Nalder, C. (2003). Community preferences for general practitioner Services. Health Marketing Quarterly, 20(3), 3-19.
• Morrison, M., Sweeney, A., & Heffernan, T. (2003). Learning styles of on-campus and off-campus students: The challenge for marketing educators. Journal of Marketing Education, 25, 208-218.

Books/Book Chapters

• Connor, J., Banerjee, O., Hatton MacDonald, D., Tapsuwan, S., Morrison, M., and Ryan, A., (in press). Maximising benefits from Murray Darling water resource Management, in Getting Water Reform Right: Lessons from the Murray Darling Basin, Ed., J. Quiggin, T. Mallawaarachchi and S. Chambers. Edward Elgar Publishing Limited.
• Hatton MacDonald, D., Bark, R., Garrick, D., Banerjee, O., Connor, J., Morrison, M. (2011). Multiple Benefits through the Life Cycle of the Basin Plan. Water Reform in the Murray-Darling Basin. D. Connell and R. Q. Grafton, ed. Canberra, ACT: ANU Press
• Oppewal, H., Morrison, M., Wang, P. and Waller, D. (2010). Preference stability: Modelling how consumer preferences shift after receiving new product information. In Hess, S. and Daly, A. (Ed). Choice Modelling: The State-of-the-art and the State-of-practice Proceedings from the Inaugural International Choice Modelling Conference, EmeraldGroupPublishingLimited
• Morrison, M., J. Durante, J. Greig and J. Ward (2008). Encouraging Participation in Market Based Instruments and Incentive Programs. Land and Water Australia, Canberra ACT.
• Morrison, M. and Bennett, J. (2006). Valuing New South Rivers Using Benefit Transfer. In Rolfe, J. and Bennett, J. (Eds). Choice Modelling and the Transfer of Environmental Values. Edward Elgar, Cheltenham.
• Bennett, J., Rolfe, J. and Morrison, M. (2001). Remnant Vegetation and Wetlands Protection: Non-market Valuation. In Bennett, J. and Blamey, R. (Eds). The Choice Modelling Approach to Non-Market Valuation. Edward Elgar, Cheltenham.
• Blamey, R., Bennett, J., Louviere, J. and Morrison, M. (2001). Green Product Choice. In Bennett, J. and Blamey, R. (Eds). The Choice Modelling Approach to Non-Market Valuation. Edward Elgar, Cheltenham.
• Morrison, M.D. (1999). The Social Benefits and Costs of Irrigation. In Kingsford, R.T. (ed). Free-flowing River: the ecology of the Paroo River. NSW National Parks and Wildlife Service, Sydney.
• Bennett, J. and Morrison, M. (1999). Valuing Wetland Rehabilitation. In Streever, B. (ed). An International Perspective on Wetland Rehabilitation, pp.217-224.
• Morrison, M., Groenhout, R. and Moore, W. (1995). ENVALUE: NSW EPA ENVIRONMENTAL VALUATION DATABASE. NSW Environment Protection Authority, Chatswood.

Refereed Conference Papers

• Waller, D., Wang, P., Oppewal, H., & Morrison, M. (2007). Information acceleration effects on new product purchase intention: The case of Blu-Ray DVD recorders. ANZMAC 2007 Proceedings, 880-887.
• Heffernan, T., Morrison, M., & Sweeney, A. (2006). Learning styles and transnational education: The Chinese-Australian question. ANZMAC 2006 Proceedings.
• Wang, P., Morrison, M., Oppewal, H., & Waller, D. (2006). Consumer characteristics and decision states: A study of new product purchase intention. ANZMAC 2006 Proceedings.
• Heffernan, T., O'Neill, G., Travaglione, T., & Morrison, M. (2005). Relationship marketing, emotional intelligence and performance. ANZMAC 2005 Proceedings, 20-27.
• Morrison, M., Wang, P., Oppewal, H., & Waller, D. (2005). Comparing choice models across decision states: Some preliminary results. ANZMAC 2005 Proceedings, 76-82.
• Oppewal, H., Morrison, M., Rungie, C., Waller, D., Wang, P., Louviere, J., & Devinney, T. (2004). A conceptual model for the modelling of consumer decision states using information acceleration. ANZMAC 2004 Proceedings.
• Morrison, M., Heffernan, T., Jarratt, D., & Sweeney, A. (2004). The attributes of an effective marketing lecturer: Quantitative insights from an Australian university. ANZMAC 2004 Proceedings.
• Rungie, C., Morrison, M., Waller, D., Wang, P., Louviere, J., Oppewal, H., Devinney, T., & Coltman, T. (2004). Decision states and information acceleration. ANZMAC 2004 Proceedings.
• Waller, D., Wang, P., Oppewal, H., Morrison, M., Rungie, C., Louviere, J., & Devinney, T. (2004). Decision states for purchasing a DVD player: A preliminary study. ANZMAC 2004 Proceedings.
• Sweeney, A., & Morrison, M. (2003). The impact of the Internet of consumer lifestyles: Qualitative insights from households in country Australia. ANZMAC 2003 Proceedings, 1680-1686.
• Heffernan, T., Morrison, M., & Sweeney, A. (2003). The attributes of an effective marketing lecturer: Qualitative insights from an Australian university. ANZMAC 2003 Proceedings, 1400-1406.

Research Grants

• 2011-2013 (with Dennis Foley, Jock Collins, Branka Krivokapic-Skoko and PK Basu). Determining the factors influencing the success of private and community-owned Indigenous businesses across remote, regional and urban Australia. Australian Research Council (ARC) Linkage Grant ($254,682) and Indigenous Business Australia ($200,000)
• 2009-2010 Benchmarking values and attitudes to conservation in the Southern Highlands Link of the Great Eastern Ranges Initiative. Environmental Trust Grant, NSW Department of Environment and Climate Change ($110,000) and Hawkesbury-Nepean CMA ($26,000)
• 2006-2008 Understanding Landholder Constraints to the Uptake of Marketing Based Instruments. Land and Water Australia, Central West CMA, Northern Rivers CMA, Queensland Government ($190,400)
• 2005-2009 Household Demand Management of Electricity. Country Energy. ($105,000)
• 2004 Testing Alternative Contingent Valuation Formats Using Experimental Economics. US Forest Service ($25,000)
• 2004-2008 (with Harmen Opperwal, David Waller and Paul Wang). Consumer Decision States. Australian Research Council (ARC) Discovery Grant, ($155,000)
• 2002 (with Laura Taylor and Kevin Boyle). The Impact of Provision Rules on Conjoint Analysis Applications for Environmental Valuation. US Environmental Protection Agency/NSF Star Grant (US$120,000)
• 2001 (with Arthur Sweeney). Community Lifestyles and Internet Usage. Funded by Charles Sturt University Competitive Small Grant ($6000)
• 2000 (with Jeff Bennett). Valuing the Environmental Attributes of River Health Using Choice Modelling, funded by NSW Environment Protection Authority and Land and Water Resources Research and Development Corporation ($120,000).
• 1999 (with Russell Blamey and Thilak Mallwaraachchi). Valuing the Impacts of Sugar Cane Production on the Natural Environment. For the CRC for Sustainable Sugar Production.
• 1999 Macquarie Marshes Choice Modelling Survey. Funded by Charles Sturt University, Macquarie Marshes Catchment Committee, Macquarie Valley Environmental Landholders Association, Macquarie River Food and Fibre, NSW National Parks and Wildlife Service ($14,000).
• 1996-1998 Choice Modelling and Tests of Benefit Transfer (with Jeff Bennett). Funded by NSW National Parks and Wildlife Service, NSW Environment Protection Authority, Environment Australia and Land and Water Resources Research and Development Corporation ($109,000).