I'm a behavioural scientist and Dean of the Lazaridis School of Business and Economics at Wilfrid Laurier University. I study innovation and behaviour change challenges in business and society, using the tools of experimental psychology and behavioural economics to better understand the choices that people make. My research has been published in leading journals in marketing, management information systems and organizational behaviour, including the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, Journal of the Academy of Marketing Science, MIS Quarterly, MIT Sloan Management Review and Organizational Behaviour and Human Decision Processes. I have also published two books: The Retail Value Proposition and Consumer Behavior (CB, now in its 3rd Canadian Edition).

​

As a consultant, I have worked in the areas of consumer marketing, customer loyalty, e-commerce, and pricing for clients including Competition Bureau of Canada, Consumers Council of Canada, General Motors, Industry Canada, Johnson and Johnson, Leger, The Research Intelligence Group, LoyaltyOne and Microsoft.

​

Prior roles include Acting Dean (2021 to 2023), Vice Dean (2017 to 2021) and Director of the School of Retailing (2008 to 2017) at the Alberta School of Business. I began my career as an Assistant Professor at the Richard Ivey School of Business and I have been a visiting professor at INSEAD (France), Monash Business School (Melbourne, Australia), and TU Dublin (Ireland). I hold a B.Sc. in Psychology and Ph.D. in Marketing and Psychology from the University of Alberta. My research and teaching have been recognized with a variety of awards, including the McCalla Professorship, Killam Professorship, Petro-Canada Young Innovators Award and the Mackenzie Teaching Award of Excellence.