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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 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
2021-present Associate Editor, Journal of Public Policy and Marketing
2017-2020 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:
Astray, T., Darke, P.R., & Tasa, K. (2021). Understanding The Effects of Counterfeit Experiences on Consumer Attitudes Towards Genuine Brands: An Associative Judgment Model. Canadian Journal of Administrative Sciences, in press.
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
Peter Darke
Professor of Marketing
BSc (McMaster)MA & PhD (Toronto)