Faculty: John Molson School of Business
Expertise: • Consumer decision making, its managerial and public policy implications • In-StoreEffects in retail environment • Socially responsible consumption and marketing practice • Social influences on individual and joint consumer decisions • Consumer responses to price and price information
Within consumer behaviour and marketing domains, my research program relates to one primary goal, reducing the negative impact of consumption decisions and consumer behaviours on the well-being of consumers, with implications for marketers, brand managers, and the society.
The research questions I works on relate to helping consumers make more sustainable consumption decisions, designing marketing communications and marketing actions to increase sustainable consumption, finding directions for brands and firms to be more sustainable in their product offerings and practices, and helping consumers make better decisions for their own well-being.
My research has practical implications in brand management and communication, product design, online and offline retail environments, pricing, promotion of socially responsible consumption and health behaviours.
Methods, Funding, and Publications:
I use a number of different methodologies that include lab experiments, surveys, and field studies using self-reports, consumer behaviour observations online or offline, and neurophysiological measures.
The research projects I have been involved in received external funding from SSHRC, FQRSC, CRIR, and industry partners (approximate external funding of $3.45 million). My research appeared in a number top tier journals in our field (e.g., Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Business Ethics, Psychology & Marketing) as well as specialized journals (e.g., Journal of Vision) and more than 60 refereed conference proceedings.
Graduate Student Supervision and Collaborations:
I enjoy working with graduate students, as a supervisor, committee member, or collaborator (more 24 PhD and 55 MSc student projects so far). As much as I focus on publishing in the above domains, I nurture research directions beyond my past interests when working with graduate students (e.g., music consumption, social media marketing). Please email me if you are interested.