F. Ross Johnson Professor of Marketing
||450 Drake Centre
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Consumer Distrust and Suspicion, Persuasion Knowledge, Attribution Theory, Information Processing.
Marketing Research (undergraduate), Research Design and Methodology (graduate).
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 consumer behavior. Two examples of research in this stream include how consumers respond to social influence in retail sales settings and the impact of rejection by the firm on consumers. 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 Research, Journal of Consumer Psychology, Journal of Public Policy and Marketing, Journal of Personality and Social Psychology and Personality and Social Psychology Bulletin. She has presented work at numerous conferences including the Association for Consumer Research and the Society for Consumer Psychology.
Dr. Main’s research on the sinister attribution error was awarded the 2007 JCP Young Contributor Award and the 2010 Park Prize for Outstanding Contribution to the Journal of Consumer Psychology. Dr. Main has also been the recipient of three SSHRC Standard research grants and one Insight Development grant. In 2012, she won the Graduate Student's Association Teaching Award.
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.