Concordia University

https://www.concordia.ca/content/concordia/en/jmsb/faculty.html

Kamila Sobol, PhD

Assistant Professor, Marketing

Office: S-MB 13241 
John Molson Building,
1450 Guy
Phone: (514) 848-2424 ext. 2725
Email: kamila.sobol@concordia.ca
Availability: by appointment only

Dr. Sobol’s main body of work examines how advertisements that evoke self-related thoughts and images generate positive versus negative effects on consumer outcomes. More specifically, she investigates how self-perceptions and self-goals commonly primed in the mass media (e.g. beauty ideals, “smart shopper”) induce counter-intuitive psychological, motivational and behavioral consumer reactions. Dr. Sobol has published in the Journal of Consumer Psychology and has presented at various international marketing conferences,including Association for Consumer Research (ACR) and Society for Consumer Psychology (SCP).

Dr. Sobol currently teaches the Marketing Management II course, offered to undergraduate Marketing Majors. She has also taught Marketing Management I, Consumer Behavior, Marketing Research and International Marketing.

Education

2013 - Doctor of Philosophy in Administration(Marketing) at Schulich School of Business, York University (Toronto).

2008 - Masters of Science in Administration (Marketing) at John MolsonSchool of Business, Concordia University (Montreal)

Areas of expertise

  • Consumer behavior
  • Self-identity
  • Self-goals
  • Mental imagery
  • Self-regulation, advertising


Teaching activities

Teaching Presently

MARK301 - Marketing Management II


Publications

Refereed journal articles

Sobol, K. & Darke, P. (2014). “I’d like to be that attractive, but at least I’m smart”: How exposure to ideal advertising models motivates improved decision-making. Journal of Consumer Psychology. doi:10.1016/j.jcps.2014.03.005


Participation activities

Refereed conference proceedings

Sobol, K. & Darke, P. (2014). The counter productive effects of fantasies: How visualizations of goal attainment demotivate consumer behavior. Proceedings of the 2014 Association of Consumer Research Conference,Baltimore, Maryland.

Sobol,K. & Darke, P. (2013). Goal disengagement via “vicarious affect”: Why visualizations of an ideal-self demotivate consumer behavior. Proceedings of the 2013 Society for Consumer Psychology Conference, San Antonio, Texas.

Sobol, K. & Darke, P. (2013). Smart shopper metacognition and judgment biases. Proceedings of the 2013 Society for Consumer Psychology Conference, San Antonio, Texas.

Sobol, K. & Darke, P. (2012). Every cloud has a silver lining:positive effects of self-discrepancy on consumer decision making. Proceedings of the 2013 Society for Consumer Psychology Conference, Las Vegas, Nevada.

Gopaldas, A. & Sobol, K.(2011). Conceptions of consumption: Implications for data collection and theory-building. Proceedings of the 2011 Society for Consumer Psychology Conference, Atlanta, Georgia.

Sobol, K. (2010). Institutional pressures, managerial cognition and organizational behavior: Insights from a study of multicultural marketing.Proceedings of the 2010 American Marketing Association Conference, Boston, Massachusetts.

Sobol, K. & Darke, P.(2010). Self-discrepancy and consumer decision making: Optimal decisions and risk aversion. Proceedings of the 2010 Society for Consumer Psychology Conference, St.Petersburg, Florida.

Sobol,K., Cleveland, M., & Laroche, M. (2009). Globalization, culture and consumption behavior: An empirical study of Dutch consumers. Proceedings of the 2009 Global Consumer Culture Conference, Puerto Vallarta, Mexico.

Refereed conference presentations

Sobol, K. & Darke, P. (2014). The counterproductiveeffects of fantasies: How visualizations of goal attainment demotivate consumerbehavior. Presented at the 2014 Association of Consumer Research Conference asa competitive paper.

Sobol,K. & Darke, P. (2013). Goal disengagement via “vicarious affect”: Whyvisualizations of an ideal-self demotivate consumer behavior. Presentedat the 2013 Society for Consumer Psychology Conference as a competitivepaper.

Sobol, K. & Darke, P. (2013). Smart shopper metacognition andjudgment biases. Presentedat the 2013 Society for Consumer Psychology Conference as a working paper.

Sobol, K. & Darke, P. (2012). Every cloud has a silver lining:positive effects of self-discrepancy on consumer decision making. Presented at the 2013 Society for Consumer Psychology Conference as a competitivepaper.

Sobol, K., Ashworth, L. & Darke., P. (2011).Defensive endowment effect: the role of deception in setting prices. Presentedas the 2011 Southern Ontario Behavioral Decision Research Conference as aworking paper.

Gopaldas, A. & Sobol, K.(2011). Conceptions ofconsumption: Implications for data collection and theory-building. Presentedat the 2011 Society for Consumer Psychology Conference as acompetitive paper.

Sobol, K. & Darke, P.(2010). Self-discrepancy andconsumer decision making: Selecting the “optimal” options. Presentedat the 2010 Society for Consumer Psychology Conference as aworking paper.

Sobol, K. (2010). Institutional pressures, managerialcognition and organizational behavior: Insights from a study of multicultural marketing.Presentedat the 2010 American Marketing AssociationConference as a competitive paper.

Sobol, K. & Darke, P.(2010). Self-discrepancy andconsumer decision making: Optimal decisions and risk aversion. Presentedat the 2010 Society for Consumer Psychology Conference as aworking paper.

Sobol,K., Cleveland, M., & Laroche, M. (2009). Globalization, culture and consumption behavior: An empiricalstudy of Dutch consumers. Presented at the 2009 Global ConsumerCulture Conference as a competitive paper.

Back to top

© Concordia University