Darlene Walsh, PhD
Chair and Associate Professor, Marketing
Darlene Walsh is an Associate Professor of Marketing at the John Molson School of Business, Concordia University. She received her Ph.D. in Management with a specialization in Marketing from the University of Toronto.
In her research, she investigates factors that influence and shape the consumer decision making process with an emphasis on choices and decisions that require self-control. For example, she is interested in how priming consumer goals and marketing cues, such as brands and logos, influence consumer goal pursuit. Her interest in this area of consumer behaviour stems from a desire to discover novel ways to facilitate self-control (i.e., help consumers to act in ways that promote better decisions with respect to, for example, eating, saving patterns and impulse control), which is important to both theory and practice in terms of ensuring consumer and societal well-being.
Dr. Walsh publishes her research in various marketing journals, such as the Journal of Consumer Psychology. She also routinely presents her research at international marketing conferences, including the Society for Consumer Psychology and the Association for Consumer Research.
Ph.D. in Management
Rotman School of Management, University of Toronto
Honours B.Sc. with High Distinction in Psychology and Economics
University of Toronto
Selected Journal Articles
Kwon, O, Walsh, D., & Kim, H. (2018). The (dis)advantage of friendship on information search and satisfaction. Canadian Journal of Administrative Sciences, 36(3), 291-4.
Walsh, D., Mantonakis, A. & Joordens, S. (2015). Is “getting started” one way for people to overcome the depletion effect? Canadian Journal of Administrative Sciences, 32 (1), 47-57.
Walsh, D. (2014). Attenuating depletion using goal priming. Journal of Consumer Psychology, 24 (4), 497-505.
Walsh, D. (2014). Can priming a healthy eating goal cause depleted consumers to prefer healthier snacks? Journal of Consumer Marketing, 31 (2), 126-32.
Joordens, S., Walsh, D., & Mantonakis, A. (2013). Intelligence as it relates to conscious and unconscious memory influences: A performance-based process-dissociation approach. Canadian Journal of Experimental Psychology, 67 (3), 165-74.
Selected Conference Proceedings
Walsh,D. & Darriet, C. (Accepted). What a cute lemon!The effect of whimsical cuteness on willingness-to-pay for imperfect produce.To be presented at the 2020 Association for Consumer Research Conference,Oct. 1-4, 2020
Sobol, K. Robitaille, N. &Walsh, D. (2019). The subjective nature of goal failure and its effects onmotivation. Presented at the Society ofJudgment and Decision Making conference, Montreal, Quebec.
Kim,H. J., Walsh, D. & Wodnicki, P. (2019). Goals come in all shapes and sizes: Can goal-shaped products increasewillingness-to-pay? In Advances in Consumer Research, Volume 47, eds. R.Bagchi, L. Block and L. Lee: Association for Consumer Research, Page: 978.
Walsh,D. & Huang,C. (2018). Brand primes can satiate (important) consumer goals. In Advancesin Consumer Research, Volume 46, eds. A. Gershoff, R. Kozinets and T.White: Association for ConsumerResearch, Page: 932.
Walsh, D. & Jarry, F. (2017). The impact of brand exposure on perceived goal progress and goal satiation. In Advances in Consumer Research, Volume 45, eds. A. Gneezy, V. Griskevicius, and P. Williams, Duluth, MN: Association for Consumer Research.
Walsh, D. (2015). The effects of brand exposure on goal satiation and perceived goal progress. In Advances in Consumer Psychology, eds. A. Morales and P. Williams: Society for Consumer Psychology, Page 332.
Walsh, D., Kim, H & Kwon, O. (2014). How firms should manage their corporate social responsibility activities. In INFORMS Marketing Science Conference Proceedings, eds. D. Bowman, M. Lewis and D. Schweidel, Page: 1.
Walsh, D., Mantonakis, A. & Joordens, S. (2012). Does depletion impact our ability to initiate, or to complete, a self-regulation task? In Advances in Consumer Psychology, eds. A. Chakravarti and A. Mukhopadhyay: Society for Consumer Psychology, Pages: 61-62.
Walsh, D. (2011). Do retail store brands satiate or strengthen consumer goals? Examining the influence of goal priming and exposure to retail store brands on consumer preference. In Advances in Consumer Psychology, eds. N. Mandel and D. Silvera: Society for Consumer Psychology, Pages: 121-123.
Insight Grant (Individual Grant), Social Sciences and Humanities Research Council of Canada (2015-20)
Transformative Consumer Research (Individual Grant), Association for Consumer Research Grant (2011)
CASA Grant to Assist M.Sc. Student Research (C. Darriet), John Molson School of Business, Concordia University (2018-19)
CASA Grant to Assist M.Sc. Student Research (C. Huang), John Molson School of Business, Concordia University (2018-19)
Seed Funding Program (Individual Grant), VP Office of Research, Concordia University (2014-17)
Luc Beauregard Center of Excellent in Communications (Team Grant), Concordia University (2013)
CASA General Research Funds (Individual Grant), John Molson School of Business, Concordia University (2013)
Seed Funding Program (Individual Grant), VP Office of Research, Concordia University (2011)
Seed Funding Program (Team Grant), VP Office of Research, Concordia University (2011)
If you are looking for lab experience, or if you are interested in pursuing graduate studies, then you may be interested in working with Dr. Walsh as a Research Assistant.
Interested students are encouraged to contact her via email (please include a brief statement of interest and current resume).
Consumer Behaviour (Concordia University)
Marketing Communications (Concordia University)
Advertising (Concordia University)
Principles of Marketing (University of Toronto)