Dr. Svetlana De Vos


Svetlana is a Marketing Lecturer and a Project Coordinator at AIB. She has over ten years' experience in industry and academia. Svetlana earned her PhD degree at the University of Adelaide, for which she received the Dean Commendation Award for Doctoral Thesis Excellence. Svetlana holds an MBA (summa cum laude) from the Uzbek-American Academy in collaboration with Tashkent State University of Economics, and earned Master of Public Health (cum laude) from the University of Maastricht.

Svetlana has attracted a number or research grants and scholarships such as Higher Research Degree Grant, University of Adelaide, Business School; Industry Grant for Gambling Advertising Project with Echo Entertainment; International Postgraduate Research Scholarship at the University of Adelaide Business School, and National Association for Gambling Studies Scholarship.

Her research impact is recognised  by the  industry with selected research  snapshots featured under the “International research impact: Turning research into action” platform  by Gambling Research Exchange Ontario, Canada (GREO), a knowledge translation and exchange organization that aims to eliminate harm from gambling.

Svetlana has published in international academic journals (i.e., Psychology & Marketing) and has authored several book chapters. She is a member of Academy of Marketing Science, the Australian Marketing Institute, National Associations for Gambling Studies and Australian and New Zealand Marketing Academy and European Academy of Marketing. Svetlana has been a peer reviewer of publications for Journal of Advertising, Journal of Gambling Studies, Asia Pacific Journal of Management and World Marketing Congress (American Marketing Association). Svetlana is member of conference scientific committee and a member of a panel for Social Marketing and Non-profit Marketing for AMS World Marketing Congress.

Publications and Presentations

A list of selected recent publications and conferences

De Vos, S.; Crouch, R.; Quester, .& Ilicic, J 2018, ‘You may be trapped forever...set yourself free!" Eliciting mixed emotions to encourage help-seeking behaviour in gambling-afflicted individuals. Abstract published in proceedings  of European Marketing Academy Conference (EMAC) 2018, Glasgow, United Kingdom.

De Vos, S., Crouch, R, Quester, P & Ilicic, J 2018, 'Investigating the Effectiveness of Fear Appeals to Prompt Help Seeking in At-Risk Gamblers: The Moderating Role of Problem Gambling Status: An Abstract', in P Rossi & N Krey (eds), Marketing Transformation: Marketing Practice in an Ever Changing World: Proceedings of the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC), Springer International Publishing, Cham, pp. 283-283.

De Vos, S., Crouch, R., Quester, P. and Ilicic, J. (2017), Examining the effectiveness of fear appeals in prompting help-seeking: The case of at-risk gamblers. Psychology & Marketing., 34: 648–660. doi:10.1002/mar.21012

De Vos, Svetlana, Roberta Crouch, Pascale Quester, Jasmina Ilicic (2017),”Investigating the effectiveness of fear appeals to prompt help-seeking in at-risk gamblers: The moderating role of problem gambling status.” Proceedings of the World Marketing Congress, Christchurch, New Zealand

De Vos, Svetlana, Roberta Crouch, and Jasmina Ilicic (2016), "Emotional advertising to attenuate compulsive consumption: Qualitative insights from gamblers," in Making a difference through marketing: A quest for diverse perspectives, Carolin Plewa and Jodie Conduit, eds.Singapore: Springer Singapore.

De Vos, Svetlana, Roberta Veale, Pascale Quester, and Jasmina Ilicic (2016), "Investigating consumer message processing of fear and challenge based advertising: A conceptual framework," in Looking forward, looking back: Drawing on the past to shape the future of marketing: Proceedings of the 2013 world marketing congress, Colin Campbell and Jonathon Junzhao Ma, eds. Cham: Springer International Publishing.

De Vos, Svetlana, Roberta Crouch, Pascale Quester, Jasmina Ilicic (2015), "Investigating emotional advertising: Fear mixed with challenge appeal and its influence on information processing modes and behavioural intentions". Proceedings of International Conference on Social Media, SEO & Marketing Strategies, Valencia, Spain, Journal of Accounting & Marketing, volume 4, issue 3, page 54.

De Vos, Svetlana, Roberta Crouch, Pascale Quester, Jasmina Ilicic (2015), “The influence of fear mixed with challenge appeals on help-seeking behavioural intentions". Proceedings of Australian and New Zealand Marketing Academy Conference (ANZMAC).

De Vos, Svetlana, Roberta Crouch, Pascale Quester, Jasmina Ilicic (2014), “Exploring effective social marketing campaigns in the gambling context: The use of fear mixed with challenge appeals in advertising.” Proceedings of the 24th National Association for Gambling Studies Conference, page 35-36.

De Vos, Svetlana, Roberta Crouch, Pascale Quester, Jasmina Ilicic (2013), “Investigating Consumer Message Processing of Fear and Challenge Based Advertising: A Conceptual Framework.” Colin Campbell, Editor, Proceedings of the 16th Biennial World Marketing Congress,' VOLUME XVI; Ruston, LA: Academy of Marketing Science, 2013, page 408-417.

De Vos, Gerrit and de Vos Svetlana (2012) “Leadership challenge in development organisations with case study on Central Asia.” Challenges of the twenty first century: A Trans-disciplinary perspective. S. Anand, I. Kumar and A. Shrivastava (eds), Mcmillan Publisher LTD