Duncan Guest

Duncan Guest

Lecturer/Senior Lecturer

School of Social Sciences

Staff Group(s)


Duncan is a senior lecturer in psychology, teaching on a range of undergraduate and postgraduate courses on various psychological topics, as well as research methods and statistics. Duncan is currently the Course Leader for the BSc Psychology course (and the BSc Psychology SW course). He supervises a number of undergraduate and postgraduate research projects typically on topics in cognitive psychology (particularly visual perception) or consumer behaviour.

Duncan is actively involved in research, running research projects at Nottingham Trent and at a range of other institutions through national and international collaborations. Duncan's research typically involves quantitative methods and experimentation. As a cognitive psychologist Duncan is interested in a broad range of cognitive phenomenon (e.g. visual perception, categorisation, attention, memory). His main two fields of research are in visual cognition and consumer behaviour.

Career overview

Duncan completed his PhD at Warwick in 2007 and held subsequent postdoctoral research positions in Psychology departments at Warwick University and Oxford Brookes University and in Marketing departments at Universita Bocconi (Milan, Italy) and Università della Svizzera Italiana (Lugano, Switzerland). Duncan joined Nottingham Trent as a Lecturer in September 2010.

Duncan’s research focuses mainly on visual cognition and cognition in consumer behaviour and has been published in a range of international journals (recently winning an award), written about in the mainstream press and presented at national and international conferences. Outside academia Duncan has researched factors influencing the long term gas and electricity demand in the UK (RWE Npower) and the affordability and accessibility of medicines in the developing world (Oxfam).

Other academic roles have included organising two international conferences (the 2011 Thought Leaders Conference in Brand Management held in Lugano and the 2013 British Psychological Society Cognitive Section conference in Nottingham) as well as co-editing journals. He is currently the Editor of the newly launched Cognitive Psychology Bulletin.

Research areas

As a cognitive psychologist Duncan is interested in a broad range of cognitive phenomenon (e.g. visual perception, categorisation, attention, memory). Duncan's main two fields of research are:

Visual Perception - including:

  • Visual search – How we search for and find objects we are looking for.
  • Visual attention – What controls attention and how visual attention influences on perception and decision.
  • Visual masking – Exploring what visual masking can tell us about how we represent objects.
  • Aging and visual information processing.
  • Perceptual categorisation and attention – How attention influences how we process information during categorisation.
  • Absolute identification – Modelling the decisional and perceptual processes in this task
  • Hazard perception in mobility scooter users

Consumer Behaviour - including:

  • Brand names – How brand name characteristics influence brand/product perceptions.
  • Product relations/extensions and product categorisation – How consumers perceive the relations between brands/products, how these perceptions can be changed and what effect they have on brand/product evaluations.
  • Sensory branding – How experiencing brands through multiple senses influence product/brand perceptions.

External activity

Duncan is a member of the BPS Cognitive Section committee and Editor of the Cognitive Psychology Bulletin. He reviews articles for numerous journals and funding bodies and has ongoing collaborative research projects in a number of national and international institutions (see sponsors and collaborators tab).

Sponsors and collaborators

Current collaborators include:

  • Professor Michael Gibbert (University of Lugano (Università della Svizzera italiana))
  • Dr Zachary Este (Bocconi University)
  • Professor David Mazursky (The Jerusalem School of Business Administration)
  • Dr Michael Pilling (Oxford Brookes University)
  • Dr James Adelman (Warwick University)
  • Dr Chris Kent (Bristol University)
  • Dr Louise Brown (University of Strathclyde)
  • Dr Christina Howard (Nottingham Trent University)
  • Dr Angela Young (Nottingham Trent University)
  • Dr Steven Badham (Nottingham Trent University

Press expertise

  • Attention and memory
  • Visual processing of older people
  • Cognition and consumer behaviour