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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 behavior. Much of my research focuses on whether judgment is biased or not; and if so, whether there are any functional benefits that might explain such biases. This research has implications for marketing in areas such as advertising and sales interactions, behavioral pricing, sales promotion, and word-of-mouth behavior.
Honours
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
1999-2008 Finning Ltd. Professorship in Marketing (1999-2006)
1994 Tanaka Dissertation Award in Personality Psychology
Recent Publications
Articles Published in Refereed Journals:
Darke, P.R., Brady, M.K., Benedicktus, R.L., and Wilson, A.E. (2015). Feeling Close From Afar: The Role of Psychological Distance in Offsetting Distrust in Unfamilar Online Retailers,” Journal of Retailing, conditionally accepted.
Cowart, K.O. and Darke, P. (2014), “Targeting Miss Daisy: Using Age and Gender to Target Unethical Sales Tactics,” Marketing Letters, 25(1), 67-75.
Darke, P. and Sobol, K. (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.
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.
Benedicktus, R.L., Brady, M.K., Darke, P. R. & Voorhees, C.M. (2010). Conveying Trustworthiness to Online Consumers: Reactions to Brand, Consensus, Physical Presence, and Suspicion. Journal of Retailing, 85(4), 310-323.
Darke, P.R., Ashworth, L., & Main, K.J. (2010). Great Expectations and Broken Promises: Misleading Advertising, Product Failure, Expectancy Disconfirmation and Consumer Suspicion. Journal of Academy of Marketing Science, 38 (3), 347-362.
Edited Book Chapter:
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 Behavior
Social Psychology Seminar
Computer Applications for Statistics Laboratory.
Undergraduate:
Marketing Communications
Consumer Behavior
Introduction to Marketing
Introduction to Social Psychology
Advanced Social Psychology
Social Psychology LaboratoryGrants
Project Title Role Award Amount Year Awarded Granting Agency 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 behavior: 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
Peter Darke
Professor of Marketing
BSc (McMaster)MA & PhD (Toronto)