||Assistant Professor |
||648 Drake Centre|
Areas of Research Interest: Consumer Distrust and Suspicion, Persuasion Knowledge, Attribution Theory, Information Processing
Areas of Teaching Interest: Fundamentals of Marketing, Marketing Research, Consumer Behavior (undergraduate and graduate), Social Marketing
Dr. Main's research program is characterized by two main streams. The primary stream of research is at the intersection of marketing and psychology and explores the rational and irrational judgment processes that influence multiple facets of consumer behavior. The second stream of research focuses on social marketing issues from a psychological perspective with a particular emphasis on health information and warning labels. In terms of methodology, Dr. Main engages primarily in experimental research using a variety of different techniques such as video based scenarios and field studies. In addition to experimental work, she has used other methods designed to answer the research question of interest such as meta-analysis and content analysis. Her work has been published in the Journal of Consumer Psychology, the Journal of Public Policy and Marketing, the Journal of Personality and Social Psychology and Personality and Social Psychology Bulletin. She has presented work at the Association for Consumer Research and the Society for Consumer Psychology.
Dr. Main received a B.A. (Hons, Psychology) from the University of Winnipeg, a M.A. (Social Psychology) from the University of Manitoba and a Ph.D. (Marketing) from the University of British Columbia.