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Peter Darke

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Peter Darke

Peter Darke

Professor of Marketing

BSc (McMaster)
MA & PhD (Toronto)
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  • Contact Information

    pdarke@schulich.yorku.ca

    416.736.2100, Ext. 44600

    Office: N327

    Area(s) of Expertise

    • Marketing ›
    • Responsible Business ›

    Research Interests

    • Behavioural Sciences
    • Consumer Behavior
    • Consumer Ethics
    • Consumer Information Processing
    • Marketing
    • Marketing Communications
    • Sales Promotion
    Download CV
  • About Peter Darke

    My research examines the emotional, motivational and cognitive aspects of consumer judgment and decision making, as well as other aspects of consumer behaviour. Much of my research focuses on whether judgment is biased or not; and if so, whether there are any adaptive benefits that might explain such biases. This research has implications for marketing in areas such as advertising and sales, behavioural pricing, sales promotion, and word-of-mouth behaviour.

    Honours

    2017-present Associate Editor, Journal of Consumer Research

    2019 Outstanding Reviewer Award, Journal Retailing

    2018-2020 Associate Editor, Business & Society

    2016 Outstanding Reviewer Award, Journal of Consumer Research

    2012-2015 Associate Editor, Journal of Consumer Psychology

    2012 Best Marketing Paper Award, Administrative Sciences Association of Canada Conference

    2010 Park Prize For Outstanding Contribution to the Journal of Consumer Psychology (JCP) for Best Paper appearing in JCP in 2007

    2007 Best Paper Award, Journal of Consumer Psychology

    2002 Best Marketing Paper Award, Administrative Sciences Association of Canada Conference

    1999-2007 Finning Ltd. Professorship in Marketing

    1994 Tanaka Dissertation Award in Personality Psychology

    Recent Publications

    Recent Articles Published in Refereed Journals:

    Germelmann, C.C., Herrmann, J.L., Kacha, M., & Darke, P.R. (2020). Congruence and Incongruence in Advertisement-Medium Combinations: Role of Awareness, Fluency, and Persuasion Knowledge. Journal of Advertising, 49(2), 141-164.

    Aditya, S., & Darke P.R. (2020). Role of Entertainment, Social Goals, and Accuracy Concerns in Knowingly Spreading Questionable Brand Rumors. Journal of Association of Consumer Research, 5(2), 220-237.

    Main, K.J., & Darke, P.R. (2020). Crying Wolf, or the Squeaky Wheel Gets the Grease: Effects of Prior Warnings on Perceived Risk. Journal of Public Policy and Marketing, 39(1), 62–75.

    Ashworth, L.A., Darke, P.R., McShane, L. & Vu, T. (2019). The Rules of Exchange: The Role of an Exchange Premium in Producing the Endowment Effect. Organizational Behaviour and Human Decision Processes, 152, 11-24.

    Odou, P., Darke, P.R., & Voisin, D. (2019). Promoting pro-environmental behaviours through induced hypocrisy. Recherche et Applications en Marketing, 34(1), 74-90. (English edition)

    Darke, P.R., Brady, M.K., Benedicktus, R.L., & Wilson, A.E. (2016). Feeling Close from Afar: The Role of Psychological Distance in Offsetting Distrust in Unfamiliar Online Retailers. Journal of Retailing, 92(3), 287-299.

    Sobol, K. & Darke, P.R. (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, 24(4), 533-544.

    Cowart, K.O. & Darke, P.R. (2014). Targeting Miss Daisy: Using Age and Gender to Target Unethical Sales Tactics. Marketing Letters, 25(1), 67-75.

    Wilson, A.E. & Darke, P.R., (2012). The Optimistic Trust Effect: Use of Belief in a Just World to Cope with Decision Generated Threat. Journal of Consumer Research, 39(3). 615-628.

    Recent Edited Book Chapters:

    Wilson, A.E., & Darke, P.R. (2019). “Occupational Stress and Well-Being of Persuasion Agents,” in Examining the Role of Well-being in the Marketing Discipline, Occupational Stress and Well-Being (Volume 17), pp. 51-69, P.L. Perrewé & P.D. Harms (eds), Emerald Publishing: Bingley, UK.

    Ng, A., Darke, P.R. (2014). “Cultural Differences in Defensive Bias in Response to Deceptive Advertising,” in The Psychology of the Asian Consumer, pp. 59-62, B. H. Schmitt & L. Lee (eds.), Routledge: NY.

    Valenzuela, A., Darke P., & Briley, D. (2014). “Cultural Identity and the Antecedents of Risk Taking: Am I Good or Am I Lucky?' in The Psychology of the Asian Consumer, pp. 47-50, B. H. Schmitt & L. Lee (eds.), Routledge: NY.

    Darke, P.R., Benedicktus, R.L., & Brady, M.K. (2013). “Online (Dis)trust,” in The Digital Consumer, pp. 404-414, Russell Belk & Rosa Llamas (eds.), Routledge: NY.

    Courses Taught

    PhD: Consumer Judgment and Decision Making

    Masters: Consumer Behaviour

    Undergraduate: Strategic Marketing Communications, Consumer Behaviour

    Grants

    Project Title Role Award Amount Year Awarded Granting Agency
    Project TitleConstrual of Trust and Suspicion in Marketing Contexts RolePrincipal Investigator Award Amount$78,460.00 Year Awarded2017-2021 Granting AgencySocial Science and Hummanities
    Project TitleCognitive and Motivational Processes in Consumer Suspicion RolePrincipal Investigator Award Amount$78,038.00 Year Awarded2011-2016 Granting AgencySocial Sciences and Humanities Research Council - Standard Research Grant
    Project TitleHow consumers use persuasion knowledge to judge interpersonal marketing communications RoleCo-Investigator Award Amount$72,124.00 Year Awarded2009-2012 Granting AgencySocial Sciences and Humanities Research Council - Standard Research Grant
    Project TitleConsumer Defensiveness and Distrust in a Broader Context RolePrincipal Investigator Award Amount$91,575.00 Year Awarded2008-2011 Granting AgencySocial Sciences and Humanities Research Council - Standard Research Grant
    Project TitleUnderstanding consumer judgments of fairness RoleCo-Investigator Award Amount$54,942.00 Year Awarded2007-2010 Granting AgencySocial Sciences and Humanities Research Council - Standard Research Grant
    Project TitleThe Effect of Sales Clerk Flattery on Sinister Attributions RolePrincipal Investigator Award Amount$16,000.00 Year Awarded2007 Granting AgencyFlorida State University Council on Research and Creativity - Award
    Project TitleAn empirical investigation of the antecedents and consequences of consumer suspicion: Implications for consumers and marketers RoleCo-Investigator Award Amount$70,272.00 Year Awarded2005-2008 Granting AgencySocial Sciences and Humanities Research Council - Standard Research Grant
    Project TitleCompetition and ethical behaviour: A study of misleading claims in competitive environments RoleCo-Investigator Award Amount$30,000.00 Year Awarded2005-2006 Granting AgencyUBC Hampton Fund - Research Grant Program
    Project TitleFalse advertising and consumer suspicion RolePrincipal Investigator Award Amount$71,000.00 Year Awarded2004-2007 Granting AgencySocial Sciences and Humanities Research Council - Standard Research Grant
    Project TitleProduct failure and consumer suspicion RolePrincipal Investigator Award Amount$1,285.00 Year Awarded2004-2005 Granting AgencyUniversity of British Columbia - Social Sciences and Humanities Research Council - Grant
    Project TitleNonfinancial motives and getting a bargain RolePrincipal Investigator Award Amount$2,200.00 Year Awarded2003-2004 Granting AgencyUniversity of British Columbia - Social Sciences and Humanities Research Council - Grant
    Project TitleAffect and consumer decision-making. RolePrincipal Investigator Award Amount$78,300.00 Year Awarded2000-2003 Granting AgencySocial Sciences and Humanities Research Council - Standard Research Grant
    Project TitlePrice quality effects and discounts RolePrincipal Investigator Award Amount$1,700.00 Year Awarded1999-2000 Granting AgencyUniversity of British Columbia - Social Sciences and Humanities Research Council - Grant
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