Karen Tejedor Bowen

Karen Tejedor Bowen


After my MSc, I went back to my career in-industry, gathering a total of 8 years’ experience in international brand management, creative marketing strategy and retail design. I used my extensive work with global sports brands as inspiration for my PhD topic: ‘Social group impact on motivation for virtuous behaviours’. My research aims to gain a better understanding of how to enhance consumer wellbeing by combining social comparison and motivation theories. These are also my areas of interest to expand my future research agenda: wellbeing, vice vs virtue, social groups and group behaviours, and motivation development.

Research interests

Consumer behaviour; motivation; virtue; wellbeing; health; exercise; social comparison.


  • MSc¬†International Marketing Management - University of Leeds
  • Cert DMP Digital and Direct Marketing - The Institute of Direct Marketing
  • Bachelor's degree in Advertising and Public Relations - Universidad Europea de Madrid