• photo of Kelley Main wearing a red shirt. the university of Manitoba administrative building is in the background
  • Dean, Faculty of Graduate Studies
    Professor of Marketing, Asper School of Business
    F. Ross Johnson Fellow

    Marketing Department
    Room 500, University Crescent
    65 Chancellors Circle
    University of Manitoba (Fort Garry Campus)
    Winnipeg, Manitoba R3T 2N2

    T: 204-474-7986

    Curriculum vitae


Kelley Main is a Professor in the Asper School of Business’s Marketing Department and the Dean of the Faculty of Graduate Studies at the University of Manitoba. Prior to joining the Asper School of Business, she was at the Schulich School of Business at York University for three years. Dr. Main’s prior administrative service at the University of Manitoba includes being an Associate Dean for Social Sciences in the Faculty of Graduate Studies, Head of the Marketing Department, and an Acting Associate Dean of Research and Graduate Programs at the Asper School of Business.

Dr. Main’s research is in the area of consumer behaviour, and as such, has been recognized with several national awards. She has been the recipient of the Park Prize for Outstanding Contribution to the Journal of Consumer Psychology (2010) and the Journal of Consumer Psychology Young Contributor Award (2007). She is currently on the editorial board of the Journal of Public Policy and Marketing. She has over 30 publications in various high-quality publication outlets, including the Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Public Policy & Marketing, Journal of Advertising, and Journal of Business Research, to name a few.

Dr. Main received her B.A. (Hons) in Psychology from the University of Winnipeg, her M.A. in Psychology from the University of Manitoba, and a Ph.D. in Business Administration with a specialization in Marketing from the University of British Columbia.

Research Interests

  • Consumer Persuasion
  • Consumer Trust and Suspicion
  • Advertising
  • Public Policy and Marketing

Teaching Interests

•    Research Methods
•    Marketing Research
•    Consumer Behaviour

Community Outreach

Recent Publications

Brianna Barker Caza, Kelley J. Main and Anastasia Stuart-Edwards, “Jack of all trades, master of none? Exploring factors that influence responses to white collar professionals with multiple jobs.”, (manuscript in press at Academy of Management Discoveries). https://doi.org/10.5465/amd.2020.0109 
Featured on Academy of Management Insights 

Lavoie, Raymond and Kelley J. Main, “Optimizing product trials by eliciting flow states: the enabling roles of curiosity, openness and information valence", European Journal of Marketing, Vol. 56 No. 13, pp. 50-77.

Raymond Lavoie, Anastasia Stuart-Edwards and Kelley Main, “Flow Theory: Advancing the two-dimensional conceptualization” (2022), Motivation and Emotion, 46(1) 38-58. doi:10.1007/s11031-021-09911-4   

Sara Penner and Kelley J. Main (2021) “In memoriam fundraising: An empirical exploration of donor motivations”, Social Business. doi:10.1362/204440821X16206324311204 

Lavoie, Raymond, Kelley J. Main, JoAndrea Hoegg and Wenxia Guo (2021), “Employee reactions to pre-service tips and compliments”, Journal of Service Research, 24(3), 421-434. doi:10.1177/1094670520960231

Lavoie, Raymond, Main, Kelley J., King, Corey and King, Danielle (2021), "Virtual experience, real consequences: The potential negative emotional consequences of virtual reality gameplay", Virtual Reality, 25, 69-81. One-year impact factor (IF): 3.63. 

El-Hazzouri, Mohammed, Carvahlo, Sergio and Main, Kelley J. (2021), “Dissociative threat: Underperforming to distance the self from undesirable groups”, European Journal of Marketing, 55(3), 814-839. 

Guo, Wenxia and Main, Kelley J. (2021), “She shares, but he does not: Gender differences in the sharing of charity-related content on social networking sites”, Canadian Journal of Administrative Sciences, 38(1), 5-16. IF: 0.75.

El-Hazzouri, Mohammed, Main, Kelley J. and Shabgard, Donya (2020), “Reminders of the sun affect men's preferences for luxury products”, Journal of Business Research Special Issue on Evolutionary Consumption, 120, 551-560. IF: 2.51. 

Main, Kelley J. and Darke, Peter R. (2020), “Crying wolf or ever-vigilant?: Do wide-ranging product warnings increase or decrease sensitivity to other product warnings?”, Journal of Public Policy and Marketing, 39(1), 62–75. IF: 2.79.

Main, Kelley J., Aghakhani, Hamed, Labroo, Aparna and Greidanus, Nathan (2020) “Change it up: Inactivity, and repetitive activity, reduce creative thinking”, Journal of Creative Behavior, 54(2), 395–406. IF: 1.62. 

Main, Kelley J., Guo, Wenxia and White, Katherine (2019), “Sensitivity to ulterior motives: The moderating role of agent vs. consumer identity”, Journal of Retailing, 95(3), 63-75. IF: 4.5.

Bullard, Olya, Penner, Sara and Main, Kelley J. (2019), “Why things change or how they remain stable: Can implicit theory influence construal level?”, Journal of Consumer Psychology, 29(4), 662-670. FT-List Journal, IF: 2.96. 

Lavoie, Raymond and Main, Kelley J. (2019), “Consumer microflow experiences”, Psychology and  Marketing, 36, 1133–1142. IF: 2.38. 

Lavoie, Raymond and Main, Kelley J. (2019), “When losing money and time is enjoyable: The paradoxical role of flow in gambling", Journal of Gambling Issues, 41, 53-72. IF: 061. 

El-Hazzouri, Mohammed, Main, Kelley J. and Sinclair, Lisa (2019), “Out of the closet: When moral identity and Protestant work ethic improve attitudes toward advertising featuring same-sex models”, Journal of Advertising, 48(2), 181-196. IF: 2.9. 

Aghakhani, Hamed, Akhgari, Mehdi and Main, Kelley J. (2019), “When does money priming affect helping behavior?”, Australasian Marketing Journal, 27(1), 32-40. IF: 1.1. 

Aghakhani, Hamed and Main, Kelley J. (2019), “Can two negatives make a positive? Social exclusion prevents carryover effects from deceptive advertising”, Journal of Retailing and Customer Services, 47(March), 206-214. IF: 2.9.