Pat Auger

Associate Professor of Marketing

Pat Auger joined Melbourne Business School in 2001 and teaches Marketing, Marketing Research, Internet Marketing and Electronic Commerce in the MBA program.

He has also taught in the EMBA and SEMBA programs and was academic director of the SEMBA program from 2008 to 2011.

He holds a B. Sc. with honours in Chemistry and an MBA. Following the completion of a PhD in Marketing and Information Systems at Syracuse University, Pat was an Assistant Professor at the City University of Hong Kong from 1997 to 2001. Pat also has extensive consulting experience in marketing research and online retailing in Hong Kong, China, Canada, Australia and the USA.

Pat’s research focuses on the importance of social issues on consumption behaviour and on the behaviour of consumers online. His research has been published in leading academic journals, including Journal of Business Ethics, International Journal of Research in Marketing, Journal of Business Venturing, Information & Management, Sloan Management Review and more. He is co-author of a book entitled “The Myth of the Ethical Consumer” published by Cambridge University Press in 2010.


The myth of the ethical consumer, Devinney, TM, Auger, P & Eckhardt, GM, 2010, Cambridge University Press (winner of the 2012 Best Book Award from the Social Issues in Management (SIM) Division of the Academy of Management).

Most Notable Research

How much does a company’s reputation matter in recruiting?’ Auger, P, Devinney, TM, Dowling, G, Eckert, C & Lin, N, Spring 2013, Sloan Management Review, vol. 54, no. 3, pp. 79–88.

Do social product features have value to consumers?’ Auger, P, Devinney, TM, Louviere, JJ & Burke, P, 2008, International Journal of Research in Marketing, vol. 25, no. 3, pp. 183–191.

Do what consumers say matter? The misalignment of preferences with unconstrained ethical intentions’, December 2007, TM Devinney, Journal of Business Ethics, vol. 76, no. 4, pp. 361–383.

Using best–worst scaling methodology to investigate consumer ethical beliefs across countries’, Auger, P, Devinney, TM, & Louviere, JJ, February 2007, Journal of Business Ethics, vol. 70, no. 3, pp. 299–326.

What will consumers pay for social product features?’ Auger, P, Burke, Devinney, TM, Louviere & JJ, 2003, Journal of Business Ethics, vol. 42, no. 3, pp. 281–304.