Mark Morrison

Associate Dean

Professor Mark Morrison

BEc (Macquarie), PhD (UNSW)

Associate Dean, Research
Building 1411 Room 325

Mark is Associate Dean, Research in the Faculty of Business, Justice and Behavioural Sciences. In recent years his research has been funded by the Australian Research Council (Discovery and Linkage Grants), Indigenous Business Australia, NSW Environmental Trust, Land and Water Australia, Country Energy, Trade & Investment NSW and CareWest.

Mark's research interests include non-market valuation, technology adoption, market-based instruments, Indigenous entrepreneurship, climate change communications and human resource management. 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, Museums & Galleries NSW, the Australian Communications Authority, and the Australian Bureau of Agricultural and Resource Economics.

Administrative Requirements

  • Associate Dean, Research in the Faculty of Business, Justice and Behavioural Sciences.


Research focus

  • Non-market valuation
  • Choice modelling
  • Indigenous entrepreneurship
  • Technology adoption
  • Market-based instruments
  • Market segmentation
  • Human Resource Management in a health context
  • Climate change and environmental communication
  • Encouraging landholder participation in natural resource management programs


  • 2013-2015 Roderick Duncan, Mark Morrison, David Godden, Philip Birtles.  Valuing Improved River Health in the Georges and Cooks Catchments.  Sydney CMA $90,000.
  • 2013-2014 Mark Morrison, Debra Da Silva, Oliver Burmeister and Zahid Islam.  Reducing Functional Decline through Workforce Redesign.  CareWest $25,000.
  • 2013 Mark Morrison.  Evaluation of the Lachlan Soil Carbon Initiative.  Trade and Investment NSW $40,000.
  • 2012-2014 Sonya Pearce, Jock Collins, Mark Morrison, Dennis Foley. Indigenous women and entrepreneurship in NSW Australian Research Council (ARC) Indigenous Discovery Grant. $104,000
  • 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).

Selected Publications

Journal Articles

  • Boyle, K. Morrison, M., Hatton-MacDonald, D., Rose, J. And Duncan, R. (2015). Investigating Internet and Mail Implementation of Stated-Preference Surveys While Controlling for Differences in Sample Frames. Environmental and Resource Economics, Published online 5 March 2015.
  • Lockwood, M., Raymond, C., Oczkowski, E., Morrison, M. (2015). Measuring the dimensions of adaptive capacity: a psychometric approach. Ecology and Society. 20(1): 37.
  • Morrison, M., McCulloch, R., Greig., J., Read, D., Waller, D.  Communicating information to difficult to reach landholders: Perspectives of natural resource management communication practitioners. Australasian Journal of Environmental Management. (accepted 7/8/14).
  • Hine, D.W., Reser, J.P., Morrison, M., Phillips, W.J., Nunn, P. and Cooksey, R. (forthcoming). Audience Segmentation and Climate Change Communications: Conceptual and Methodological Considerations. WIREs Climate Change.  (accepted 20/3/14).
  • Sherely,  C., Morrison, M., Duncan, R. And Parton, K. (forthcoming). Using Segmentation and Prototyping in Engaging Politically-Salient Climate Change Household Segments. Journal of Public Sector and Nor For Profit Marketing. (accepted 6/02/14).
  • Dowell, D., Morrison, M. and Heffernan, T. (forthcoming). The Changing Importance of Affective and Cognitive Trust Across the Relationship Lifecycle: A Study of Business-to-Business Relationships. Industrial Marketing Management. (accepted 12/12/13).
  • Kleinschafer, J. and Morrison, M. (forthcoming). Household norms and their role in reducing household electricity consumption. International Journal of Consumer Studies (accepted 17/09/13).
  • Morrison, M.D., Parton, K.A. and Duncan, R. (forthcoming). Targeting segments in the Australian community to increase support for climate change policy. Australasian Marketing Journal. (accepted 16/09/13).
  • Morrison, M. and Dowell, D. (forthcoming). Sense of Place and Willingness to Pay: Complementary Concepts When Evaluating Contributions of Cultural Resources to Regional Communities. Regional Studies. (accepted 23/02/13).
  • Hatton-MacDonald, D., Morrison, M., Ward, J. and Cast, A. (2013). Do Natural Resource Management Leaders reflect the Values and Attitudes of Landholders? Land Use Policy, 34: 53-61.
  • Morrison, M. and Lockwood, M. (2014). Informing program design for connectivity conservation in the NSW Southern Highlands, Australia. Society and Natural Resources, 27(1): 70-87.
  • Morrison, M., Kleinschafer, J. and Hicks, J. (2013). Improving consumers' responsiveness to electricity demand management initiatives in regional New South Wales: the potential use of behavioural-based constructs for identifying market segments. Australasian Journal of Regional Studies, 19(2): 1-34.
  • Morrison, M., Duncan, R., Sherley, C. And Parton, P. (2013). A Comparison between Attitudes to Climate Change in Australian and the United States. Australasian Journal of Environmental Management, 20(2): 87-100.
  • Dowell, D., Heffernan, T. and Morrison, M. (2013). Trust Formation at the Growth Stage of a Business-to-Business Relationship: A Qualitative Investigation. Qualitative Market Research: An International Journal.  16(4): 436-451.
  • Morrison, M.D., Wheeler, S.A. and Hatton MacDonald, D. (2012). Towards a More Nuanced Discussion of the Net-Benefits of Sharing Water in the Murray-Darling Basin. Australian Farm Business Management Journal, 8(2): 27-38.
  • Morrison, M., Durante, G., Greig, J., Ward, J. and Oczkowski, E. (2012). Segmenting Landholders for Improving the Targeting of Natural Resource Management Expenditures. Journal of Environmental Planning and Management. 55(1): 17-37.
  • Morrison, M., Oczkowski, E. and Greig, J. (2011). 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. 55(4): 560-578.
  • Shaw, R., Greig, J., Bone, R. and Morrison. M. (2011). Mapping the Funding and Communication Practices of Aged Care Services in a Regional Australian Community. Rural Society.  21(1): 74-80.
  • Morrison, M. and Hatton MacDonald, D. (2011). A Comparison of Compensating Surplus and Budget Reallocation with Opportunity Costs Specified. Applied Economics. 43(30): 4677-4688.
  • 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.
  • Wheeler, S., Morrison, M., & Hatton MacDonald, D., (2011). Towards a more nuanced discussion of the new-benefits pf sharing water in the Murray-Darling Basin. AFBM Journal. 8(2): 27-38.
  • Hatton MacDonald, D. & 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 & 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. & 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. & 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 methods by Chinese SMEs. Asia Pacific Journal of Economics and Business, 11(1), 25-39.
  • Mallawaarachchi, T., Morrison, M., & Blamey, R. K. (2006). Choice modelling to determine the significance of environmental amenity and production alternatives in the community value of peri-urban land: Sunshine Coast, Australia. Land use Policy, 23(3), 323-332.
  • Morrison, M., & Hatton MacDonald, D., (2006). Valuing Biodiversity: A comparison of compensating surplus and compensating tax reallocation. Third World Congress of Environmental and Resource Economics. Kyoto, Japan, 3-7 July 2006.
  • 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., (2012). 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.
  • Morrison, M. (2011). A Guide for Estimating the Non-Market Values Associated with Improved Fire Management. Bushfire Cooperative Research Centre.
  • 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, Emerald Group Publishing Limited.
  • 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. & Bennett, J. (Eds). Choice Modelling and the Transfer of Environmental Values. Edward Elgar, Cheltenham.
  • Bennett, J., Rolfe, J. & 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. & 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. & Morrison, M. (1999). Valuing Wetland Rehabilitation. In Streever, B. (ed). An International Perspective on Wetland Rehabilitation, pp.217-224.
  • Morrison, M., Groenhout, R. & Moore, W. (1995). ENVALUE: NSW EPA ENVIRONMENTAL VALUATION DATABASE. NSW Environment Protection Authority, Chatswood.

Refereed Conference Papers

  • Morrison, M., McCulloch, R., Grieg, J., Waller, D., & Filmer, M. (2011). Rational Vs Emotional Appeals with Communications to Landholders: A Review of Focus Group Responses. ANZMAC Conference. Perth, Australia, 28-30 November 2011.
  • Hatton, MacDonald, D., Morrison, M.,, Rose, J.M., & Boyle, K. (2010). Untangling Differences in Values from Internet and Mail Stated Preference Studies. World Congress of Environmental and Resource Economists (WCERE). Montreal, Canada, June 28-July 2.
  • Kleinschafer, J., Dowell, D., & Morrison, M.. (2010). Doing more with less: Understanding the contributions of regional art gallery members. ANZMAC Conference, Christchurch, New Zealand, 29 Nov- 1 Dec.
  • Dowell, D., & Morrison, M.. (2008). The influence of trust gender on performance over the relationship marketing lifecycle. ANZMAC Conference. Sydney, Australia, 1-3 Dec.
  • Kleinschafer, J., Morrison, M., & Duncan, R. (2008). The Role of Household Norms in Household Decision Making. ANZMAC Conference. Sydney, NSW Australia, 1-3 Dec.
  • Memery, J., Megicks, P., Williams, J., & Morrison, M. (2008). Ethical Consumption and Australian Shoppers' Grocery Product Choices. ANZMAC Conference, Sydney, NSW Australia. 1-3 Dec.
  • Waller, D., Wang, P.Z., Oppewal, H., & Morrison, M.. (2008). Brand Awareness of New Technology in the Introduction Stage: A Study of the Blu-Ray Vs HD-DVD Formats. ANZMAC Conference Sydney, NSW Australia, 1-3 Dec.
  • Williams, J., Memery, J., Megicks, P., & Morrison, M. (2008). Do Australian Shoppers' Consider Ethical Consumption When Choosing a Grocery Store. ANZMAC Conference, Sydney, NSW Australia, 1-3 Dec.
  • Waller, D., Wang, P., & Morrison, M., (2007). Media choice for information search to purchase a new technology, ANZCA Annual Conference. Melbourne, Australia, 5-6 July.
  • 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.

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