MY FOCUS - I am an early career Social Scientist exploring behaviour change marketing.  I examine how organisations and individuals build resilience through target market communications. I predominantly use Theories of Change, program logic, network analysis and behaviour change modeling techniques. The insights from these approaches enables me to design, implement and evaluate desired behaviourial outcomes for clients. There is strong demand for behaviour change marketing research  due to the wide range of contextual applications: from small business technology adoption, to consumer health initiatives, to disaster and environmental management. The added benefit for this type of research is that all contextual applications are focused on improving life across our tropical region in accordance with JCU's commitment to the 2030 Agenda, in particular SDG11SDG 13, and SDG 17.  This type of research suits those with an interest in Mixed Methods research (qualitative and quantitative competency) and an ability to work well in multidisciplinary, interdisciplinary and transdisciplinary teams.

MY QUALIFICATIONS - I am able to support you effectively by utilising multi-disciplinary qualifications and practical industry experience, providing a unique strength in organisational problem solving, practical research outcomes and authentic industry focused learning for students.  My qualifications include a Detective's Appointment (QPS), Bachelor of Law (QUT), Masters of Business Administration – Masters of Professional Accounting (JCU), PhD (Commerce-Marketing)(JCU) 'Exploring regional small business engagement with Facebook technology', and membership of the Australian Institute of Company Directors (MAICD). I am also a CPM (Certified Professional Marketer) with AMI (Austrlian Marketing Institute), showing I can do the things I teach and research in the real world.. 

MY PRACTICAL EXPERIENCE - I have always worked full time while studying for my qualifications, practically applying skills and gaining over 20 years management experience across private and public sectors.  I have provided services back to my community as a business consultant advising start-up and turn-around  business ventures, on Executive committees, think tanks and as a Non-Executive Director in Board positions throughout rural, regional and remote Queensland. 

I have several years of experience living and working in Aboriginal communities across the Northern Peninsula of Queensland,  Gulf of Carpentaria and Central Western Queensland

Due to the diversity of skills and experience that support the main thread of ‘resilience’, I have experience in the development, delivery and coordination of undergraduate, postgraduate, executive and professional practice programs (including medical & veterinary) across a number of JCU’s Colleges and Disciplines outside my 'home base' in the College of Business Law & Governance. 

MY STUDENTS - Currently, I am a panel supervisor for Honours and PhD students. These students are accessing my experience with business technology adoption models, Mixed Methods problem solving (using Qualtrics for survey administration, Leximancer software for Qualitative analysis and SPSS software for Quantitative analysis). 

  • Marketing Honours student is exploring relationship of personality traits and FOMO with social media usage and its influence on purchase behaviour amongst the Gen Z.

  • Consumer Behaviour based Cohort of five honours Pharmacy students are all working on different aspects of the compulsory introduction of e-scripting during COVID from a business/pharmacist practice perspective and also through the perceptions of consumers. These supervisions draw on my expertise in SME business technology adoption, consumer behaviour and behaviour change models.
  • Behaviourally based PhD student is working to discover patterns in offender behaviour to locate deceased persons after violent crime to improve efficiencies in SAR resourcing and aid faster case progress for investigators and closure for victims families. I assist this student through practical experience with homicide investigations and police culture and translating that industry knowledge into an academic environment.  
  • PhD student is exploring digitization of business model innovation based in health contexts. 

LET's MEET - Please feel free to connect if you’d like to discuss how I could help support your research project.

  • LB5722: Marketing Strategy, Analytics and Development (Level 5; ONL)
  • Business Consulting & Board Experienced
  • Executive Education
  • Technology Adoption
  • Marketing communications & network analysis
  • Behaviour Change
  • Postgraduate Online Education using Authentic Assessment Practices
  • the use of innovative, commercially viable industry technologies in teaching
  • 2023 to present - Invited Juror, Mumbrella Awards Iinternational Marketing Awards) (Sydney)
  • 2023 to present - Editorial Board Member, Springer Nature (Humanities & Social Sciences Communications)
  • 2023 to present - Juror, AMI Awards (Australian Marketing Industry)
  • Reviewer, Journal of Environmental Science and Policy (Elsevier)
  • Reviewer, ASCILITE (Australian Society for Computers in Learning in Tertiary Education) ("Shaping the future of tertiary education')
  • Grants Assessor, CSADO Panel (MRFF-COVID19 (Medical Research Futures Fund), Department of Industry, Science, Energy and Resources)
  • Panel Chair, Confirmation of Candidature Committee (JCU CBLG) (PhD Candidates Topic: 'Making Corporate Volunteering Work for NFP's'.)
  • Reviewer, Text book chapters (Marketing Ethics & Strategic Marketing Management) (Cengage Learning)
  • Forum Host, 'Reimagining Telehealth - consumer insights', Consumer Health Forum of Australia (CHF) (in collaboration with Digital Health CRC (DHCRC), Curtin University, Deloitte & the Australian Government Department of Health)
  • AACSB Accreditation Planning - Strategic Management & Innovation, Working Group, College of Business, Law & Governance
  • Reviewer, Journal of Wildlife Research: Ecology, management and conservation in natural and modified habitats (CSIRO Publishing)
  • Referee, ANZMAC (Australia & New Zealand Marketing Academy Conference)
  • Consumer Advocate (Invited), Safety and Quality in Health Care & Digital Health Special Interest Group, Consumer Health Forum of Australia (Commission on the National Safety and Quality Health Service Standards)
  • Webinar Panelist (Invited), Topic: Unpacking telehealth: what stories are we hearing? (Digital Health CRC, PhD Student Design Sprint Retreat)
Research Disciplines
  • 2022 - JCU Inclusive Practice Award - Celebrating Excellence in Learning and Teaching at JCU
  • 2021 - JCU Business Teaching & Learning Excellence Award (Subject Design Innovation), College of Business, Law & Governance
  • 2013 - JCU Vice Chancellor's Award for Excellence in Partnerships & Engagement, $5000 prize, awarded for building industry research and teaching partnerships throughout the Bowen catchment region
  • International Advertising Association (IAA)
  • Digital Media Association (DiMA)
  • Australian Institute of Company Directors (MAICD)
  • Consumers Health Forum of Australia (CHFA)
  • International Social Media Association (ISMA)
  • Mixed Method International Research Association (MMIRA)
  • CPM (Certified Professional Marketer) with AMI (Australian Institute of Marketing)
  • ASCILITE (Australasian Society for Computers in Learning in Tertiary Education)
  • JCU BEMAS (Business, Economics, Management and Sustainability) Conference Organising Committee for CITBA (Centre for International Trade and Business in Asia)
  • JCU Singapore EMCA Mentor
  • JCU VETBUS design & delivery of business skills session to 4th year Veterinary students as part of the Professional Practice program
  • JCU CBLG QILT (Quality Indicators of Teaching & Learning Student Surveys) Working Group
  • JCU Division of Tropical Health & Medicine, Workshop Presenter, 'Raising your profile through social media', JCU 10 Year Anniversary Major Conference, Doctoral Studies Program, Health Research: Making Connections
  • JCU Subject Outline Working Group
  • JCU SELT (Student Evaluation of Learning & Teaching) Working Group
  • 2018 to 2022 - JCU Joint Consultative Committee Representative
  • Presenter (team), Social Science Community for the Reef 2022 Meeting 1, RP227 'Communication, discourse and framing: shaping stories for the Great Barrier Reef?
  • Presenter, JCU, LTSE Lunch & Learn Series, Rethinking Assessment Showcase, Opening Presenter in first event of series, Topic: A precensus assessment approach in marketing.
  • AMHHEC (Australasian Mental Health and Higher Education Conference) Organising Committee

These are the most recent publications associated with this author. To see a detailed profile of all publications stored at JCU, visit ResearchOnline@JCU. Hover over Altmetrics badges to see social impact.

Journal Articles
Book Chapters
Conference Papers
Other research outputs

ResearchOnline@JCU stores 14+ research outputs authored by Dr Tracey Mahony from 2013 onwards.

Current Funding

Current and recent Research Funding to JCU is shown by funding source and project.

Department of Natural Resources and Environment Tasmania - Contract Research

Profile of recreational fishers in Tasmania: understanding experiences, behaviours, drivers, communication needs and change factors

Indicative Funding
$5,925 over 1 year (administered by University of Tasmania)
The project is a key initiative under the Flathead for the Future program. In broad terms, the Project aims to enhance the sustainability of the Tasmanian flathead fishery through management settings and responsible fishing initiatives. In doing so, the project will better understand flathead fishers to: 1) develop settings that are widely acceptable, and; 2) inform the development, promotion and targeting of engagement and outreach activities. PI will provide expert input to profiling and segmentation work undertaken from past rec fishing datasets that are available within Tasmanian and will also provide guidance and input on a dedicated 'flathead fishing' survey to be conducted as part of the project.
Tracey Mahony (College of Business and Law & Governance)
Sustainable fisheries management; Marine behaviour change; Environmental communications

Australian Government Department of Agriculture, Water and the Environment - National Environmental Science Program 2 (NESP 2) - Marine and Coastal Hub (NESP MAC Hub)

Project 2.5: Evaluation of recreational fishing behaviour, use, values and motivations that relate to compliance.

Indicative Funding
$72,240 over 2 years (administered by University of Tasmania)
This project aims to inform the use of behavioural change interventions to support compliance of recreational fishers and boaters with regulations. It will deliver proof of concept tailoring of behaviour change to inform the practical design of interventions in case studies for further refinement, implementation and evaluation in subsequent research plans. The project will focus on recreational fishers and boaters in 2-3 case study locations, including the Great Barrier Reef Marine Park and within the newly designated Australian Marine Parks of Two Rocks Marine Park and Jurien Marine Park.
Tracey Mahony and Diane Jarvis (College of Business and Law & Governance)
Marketing communications; Behaviour Change; Environmental management; Cost effectiveness analysis; Impact Evaluation; Spatial Planning; Stewardship; Implementation of environmental management plans

Sunshine Coast Regional Council - Land for Wildlife South East Queensland (LFWSEQ)

Socio-Economic Dimensions of the Program for Managing the Land for Wildlife South East Queensland.

Indicative Funding
$24,900 over 1 year
Land for Wildlife is a free, voluntary nature conservation program that encourages and supports landholders to maintain and enhance wildlife habitat on their properties through cooperation and advisory services. This project will explore ecological, social and economic assets, opportunities and barriers within the program, based upon surveying the LfW membership. Priority themes include, but are not limited to, assessing program effectiveness in building conservation skills, knowledge and confidence of LfW members; contributing to member's health and wellbeing; cost effectiveness of outcomes; value for money; alongside profiling the target market to identify potential behavioural appeals to retain and increase membership base.
Diane Jarvis and Tracey Mahony (College of Business and Law & Governance)
Ecological, social and economic benefits; Program impact evaluation; Stewardship; Value for money; Behaviour change; Human dimensions of env Management

Australian Government Department of Agriculture, Water and the Environment - National Environmental Science Program 2 (NESP 2) - Marine and Coastal Hub (NESP MAC Hub)

Project 1.17: Socio-economic dimensions for managing the marine estate

Indicative Funding
$6,000 over 1 year (administered by University of Tasmania)
Effective management of the marine estate requires recognition that we live in a connected human-natural system. Beyond biophysical information, effective management requires a solid understanding of policy priorities and matched social/economic information regarding (a) the social, economic and cultural 'values' of the marine estate; (b) best-practice ways of incorporating multiple values into policy and decision making; and (c) best-practices ways of implementing policy for successful environmental outcomes. This project will consider stakeholder needs; review existing datasets, publications and reports; and identify significant knowledge gaps. Outputs will include reviews &/or synthesis workshops and a prioritised set of socio-economic research needs.
Diane Jarvis and Tracey Mahony (College of Business and Law & Governance)
Non-market valuation; Environmental economic accounting; Impact Assessment; Behaviour change for improved environment management; Stewardship; Implementation of environmental management plans

Queensland Department of Environment and Science - Tender

Understanding the influence of media and community narratives on Great Barrier Reef water quality management

Indicative Funding
$249,546 over 2 years
News media play a key role in communicating knowledge about the Great Barrier Reef and the risks it faces (Foxwell-Norton and Lester 2017). While media influence on community responses in contested marine protected areas has been demonstrated (Voyer et al. 2013), the multiple pathways through which media can influence outcomes for the GBR are not well understood. This project will map the GBR media landscape - the sources of mainstream and social media, the communication networks and the narratives, values and behaviours in water quality decision-making and practice that media both shape and reflect. Ultimately, the analysis will deliver practical outputs through collaboration with GBR water quality management end users.
Maxine Newlands, Tracey Mahony and Erin Bohensky (College of Arts, Society & Education, College of Business, Law & Governance and Commonwealth Scientific & Industrial Research Organisation)
Water Quality; Media; Governance; Social Media; Networks; behavioural

Advisory Accreditation: I can be on your Advisory Panel as a Secondary Advisor.

These Higher Degree Research projects are either current or by students who have completed their studies within the past 5 years at JCU. Linked titles show theses available within ResearchOnline@JCU.

  • Exploring Technological Barriers to Effective Customer Management and Communication between Health Care Service Providers in North QLD (PhD , Secondary Advisor)
  • Exploring the location of missing persons as homicide victims in Queensland (PhD , Secondary Advisor)

The map shows research collaborations by institution from the past 7 years.
Note: Map points are indicative of the countries or states that institutions are associated with.

  • 5+ collaborations
  • 4 collaborations
  • 3 collaborations
  • 2 collaborations
  • 1 collaboration
  • Indicates the Tropics (Torrid Zone)

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