Kamila Sobol, PhD

Assistant Professor, Marketing


Kamila Sobol, PhD
Office: S-MB 13.241 
John Molson Building,
1450 Guy
Phone: (514) 848-2424 ext. 2725
Email: kamila.sobol@concordia.ca
Availability: by appointment only

Education

2013 - Doctor of Philosophy in Administration, Schulich School of Business, York University (Toronto)
2008 - Masters of Science in Administration, John Molson School of Business, Concordia University (Montreal)

Research Interests

Dr. Sobol's research focuses on examining factors that determine how consumers respond to salient self-standards commonly primed in advertisement (e.g., beauty ideals, fear appeals). Specifically, she aims to identify marketing communication cues and design elements that optimize marketing effectiveness by prompting consumers to make motivated decisions and behaviors. In recent years, she has also investigated antecedents and consequences of consumer goal failure. Understanding why and how consumers violate their goals helps in designing appropriate intervention strategies that promote consumer self-regulation and improve overall well-being. Dr. Sobol has published in the Journal of Consumer Psychology, Journal of Business Research, Psychology & Marketing and Appetite, and has presented at various international marketing conferences, including Association for Consumer Research and Society for Consumer Psychology.

Areas of expertise

  • Consumer behavior
  • Goals and motivation, Self-regulation
  • Self-identity
  • Mental imagery
  • Advertising


Teaching activities

Teaching Presently

MARK301 - Marketing Management II


Publications

Refereed journal articles

Tezer, Ali and Kamila Sobol (forthcoming) My Life is a Mess, I Deserve a Brownie: Justifying Indulgence by Overstating the Severity of Life Problems, Psychology & Marketing. https://doi.org/10.1002/mar.21459

Sucapne, Daniella, Caroline Roux and Kamila Sobol (2021) Exploring how Product Descriptors and Packaging Colors Impact Consumers’ Perceptions of Plant-Based Meat Alternative Products, Appetite, 167. https://doi.org/10.1016/j.appet.2021.105590

Kliamenakis, Argiro and Kamila Sobol (2021). When waiting pays off: The impact of delayed goal failure on self-perception and self-regulation, Psychology & Marketing, 38(5), 709-720. https://onlinelibrary.wiley.com/doi/10.1002/mar.21459

Sobol, Kamila, Mark Cleveland and Michel Laroche(2018).
Globalization, national identity, biculturalism and consumer behavior: A longitudinal study of Dutch consumers, Journal of Business Research, 82(January), 340-353. https://doi.org/10.1016/j.jbusres.2016.02.044

Sobol, Kamila and Peter Darke (2014). I’d like to be that attractive, but at least I’m smart: How exposure to ideal advertising motivates improved decision making, Journal of Consumer Psychology, 24(4), 533-540. https://doi.org/10.1016/j.jcps.2014.03.005

Selected work in progress

Sobol, Kamila and Peter Darke. When and why imagery-inducing advertising leads to either lower or higher purchase likelihood and consumption Under review.

Sobol, Kamila and Marilyn Giroux. Threat specificity in fear appeals: Examination of fear response and compliant behavior. Under review.

Huang, Bo,Sandra Laporte, Sylvain Senecal and Kamila Sobol. Partner or servant? The double-edged sword effect of relationship type on service interaction with artificial intelligence Under review

Sobol, Kamila, Nicole Robitaille and Darlene Walsh. The subjective nature of goal failure and its effects on motivation. Manuscript in preparation for submission

Ashworth, Laurence, Peter Darke and Kamila Sobol. The price of suspicion: WTP-WTA differences and the defensive hedging effect Manuscript in preparation for submission


Participation activities

Selected refereed conference proceedings

Sobol, K and Giroux, M. Threat Specificity in Fear Appeals and the Role of Perceived Assimilation to Threat, to be presented at the 2021 Academy of Consumer Research (ACR) Conference, competitive paper

Sobol, K, Robitaille, N, and Walsh, D. Fending Off Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure. presented at the 2021 Southern Ontario Behavioral Decision Research (SOBDR) conference, competitive paper

Huang, B, Laporte, S, Senecal, S and Sobol, K. Partner or Servant? The Effect of Relationship Role on Consumer Interaction with Artificial Intelligence” presented at the 2021 Winter American Marketing Association (AMA) Conference, competitive paper

Sobol, K, Robitaille, N and Walsh, D. The Subjective Nature of Goal Failure and its Effects on Motivation, presented at the 2019 Society of Judgment and Decision Making (SJDM) Conference, working paper

Kliamenakis, A and Sobol, K. Saved for Later: The Positive and Negative Effects of a Delayed Indulgence, presented at the 2019 Academy of Consumer Research (ACR) Conference, competitive paper

Kliamenakis, A and Sobol, K. The Good and Bad of a Delayed Indulgence: Effects on Self-Perception and Purchase Satisfaction, presented at the 2019 Society of Consumer Psychology (SCP) Conference, competitive paper

Sobol, K. Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure,
presented at the 2018 Academy of Consumer Research (ACR) Conference, competitive paper

Roux, C, Goldsmith, K, Sobol, K and Goodyear, L. Framing Health Products as Partners Versus Servants Impacts Pleasure Derived from Indulgences, presented at the 2017 Academy of Consumer Research (ACR) Conference, working paper

Sobol, K and Giroux, M. The Power of Negative Visualizations: When Fear Appeals Motivate Consumer Behavior, presented at the 2017 Academy of Consumer Research (ACR) Conference, competitive paper

Sobol, K and Darke, P. When Smart Shoppers make Foolish Decisions, presented at the 2015 Society of Judgment and Decision Making (SJDM) Conference, working paper

Cleveand, M, Sobol, K and Laroche, M. Globalization, National Identity, Biculturalism and Consumer Behavior: The Case of Dutch Consumers, presented at the 2015 Royal Bank International Research Conference, competitive paper

Sobol, K and Darke, P. The Negative Effects of Visualization on Consumer Motivation, presented at the 2015 Society for Consumer Psychology (SCP) Conference, competitive paper

Sobol, K and Darke, P. The Counterproductive Effects of Fantasies: How Visualizations of Goal Attainment Demotivate Consumer Behavior, presented at the 2014 Academy of Consumer Research (ACR) Conference, competitive paper

 

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