Rate My Professor Liudmila Tarabashkina

Dr. Liudmila Tarabashkina is a Senior Lecturer in Marketing at the UWA Business School, University of Western Australia. She currently serves as Master of Marketing Program Coordinator, having previously been Honours Program Coordinator in the Marketing Department from 2020 to 2024. Before joining academia, she worked as a marketing research and strategy consultant specializing in data-driven decision-making, quantitative and qualitative analytics, complex segmentation, experimental design, and new product testing. Her research specializations include corporate social responsibility, sustainable consumption, greenwashing, persuasion and manipulation through visual and linguistic means, consumer errors in judgments, trade-offs, hypocrisy, and social influences. She collaborates with researchers from the University of Tasmania, University of Adelaide, Hainan University in China, and Edith Cowan University. Her expertise supports UN Sustainable Development Goals such as Quality Education, Industry Innovation and Infrastructure, Sustainable Cities and Communities, Responsible Consumption and Production, Climate Action, and Partnerships for the Goals.

Tarabashkina has received the Business School Teaching & Learning Award (2024), UWA Award for Excellence in Teaching (2022), Teaching Excellence Award for Postgraduate Teaching (2021), Business School Early Career Research Award (2021), and Early-Career Research Award Special Commendation (2022). Key publications include 'The Effect of Zoomorphic AI Robot Design on Consumer Tolerance of Service Failures: The Mediating Role of Perceived Warmth' (Journal of Consumer Behaviour, 2026), 'Blurred vision: understanding barriers to initiating collaborative market driving' (European Journal of Marketing, 2025), 'What do consumers prioritise when selecting climate-affected produce and what trumps empathy towards farmers?' (Food Quality and Preference, 2025), 'From creation to growth: Examining agile and business planning for sustained ventures' (International Journal of Entrepreneurial Behaviour & Research, 2025), and 'Climate-affected produce is here to stay. Here’s what it takes for consumers to embrace it' (The Conversation, 2025). She teaches Applied Marketing Research (MKTG5465), New Product Development (MKTG3303), and Marketing Principles (MKTG5550), serves on the Editorial Advisory Board of Young Consumers Journal, and reviews for European Journal of Marketing, Psychology & Marketing, and Journal of Product & Brand Management. She accepts PhD, Masters, and Honours students with experimental research backgrounds.