Dr Lucas Dixon graduated with a PhD in social and consumer psychology from the UQ Business School in 2023. He investigates the psychology of the 'success industry', including the marketing and consumption of small business and solopreneur business education. He also investigates the psychological factors that contribute to participating in multi-level marketing and get-rich-quick schemes. Having run his own small businesses, Lucas aims to reduce fraud, misleading marketing, and improve offerings in this space.

He has published research in Personality and Social Psychology Bulletin, the Journal of Consumer Affairs, Cognitive Behaviour Therapy, and Nonprofit and Voluntary Sector Quarterly. His evolving research specialties include quantitative survey design, psychological scale design, multivariate and multivariable regression modelling, textual analysis, systematic reviews, and meta analyses.     

Lucas also works as a research assistant and tutors courses in the MBA, Master of Business, and undergraduate courses in leadership, marketing, and research methods.