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

    Marketing Department
    Room 500 University Crescent
    181 Freedman Crescent
    University of Manitoba (Fort Garry Campus)
    Winnipeg, Manitoba R3T 5V4

    T: 204-474-7986
    F: 204-474-7545

    Curriculum vitae

Recent Publications

Sara Penner and Kelley J. Main, “Memoriam Fundraising: an empirical exploration of donor  motivations”, (manuscript  in press at Social Business). 
Lavoie, Raymond, Kelley J. Main, JoAndrea Hoegg and Wenxia Guo “Employee Reactions to Pre- Service Tips and Compliments” (manuscript in press at Journal of Service Research).   
Lavoie, Raymond, Kelley J. Main, Corey King and Danielle King, "Virtual Experience, Real  Consequences: The Potential Negative Emotional Consequences of Virtual Reality Gameplay" (manuscript in press at Virtual Reality). https://doi.org/10.1007/s10055-020-00440-y
One-year impact factor (IF): 3.63. 
Wenxia Guo and Kelley Main, “She shares, but he does not: Gender differences in the sharing of  charity-related content on social networking sites” (in press), Canadian Journal of Administrative Sciences. IF:0.75 
Mohammed El-Hazzouri, Kelley J. Main and Donya Shabgard (in press), “Reminders of the sun affect  men's preferences for luxury products” Journal of Business Research Special Issue on Evolutionary Consumption. IF: 2.51. https://doi.org/10.1016/j.jbusres.2019.04.049 
Mohammed El-Hazzouri, Sergio Carvahlo and Kelley J. Main, (2021) “Dissociative threat:  underperforming to distance the self from undesirable groups”, European Journal of Marketing, 55(3), 814-839. https://doi.org/10.1108/EJM-10-2019-0772. 
Main, Kelley J. and Peter R. Darke (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. https://doi.org/10.1177/0743915619829730 
Main, Kelley J. Hamed Aghakhani, Aparna Labroo, and Nathan Greidanus (2020) “Change  it up: Inactivity, and Repetitive Activity, Reduce Creative Thinking”, Journal of Creative Behavior,54(2), 395 – 406.IF: 1.62. (DOI) - 10.1002/jocb.373 

Main, Kelley J., Wenxia Guo and Katherine White (2019), “Sensitivity to Ulterior Motives: The  Moderating Role of Agent vs. Consumer Identity”, Journal of Retailing. Volume 95, Issue 3, Pages 63-75, IF:4.5  https://doi.org/10.1016/j.jretai.2019.06.004 
Olya Bullard, Sara Penner and Kelley J. Main (2019), “Why Things Change or How They Remain  Stable: Can Implicit Theory Influence Construal Level?”, Journal of Consumer Psychology, Volume 29 Issue 4, 662-670. FT-List Journal, IF: 2.96. https://doi.org/10.1002/jcpy.1101 
Lavoie, Raymond and Kelley J. Main (2019), “Consumer Microflow Experiences”, Psychology and  Marketing, 36, 1133– 1142. IF: 2.38. 
Lavoie, Raymond and Kelley J. Main (2019), “When Losing Money and Time is Enjoyable: The  Paradoxical Role of Flow in Gambling", Journal of Gambling Issues, Volume 41, pages 53-72.  
IF:.061 http://dx.doi.org/10.4309/jgi.2019.41.4 
Mohammed El-Hazzouri, Kelley J. Main and Lisa Sinclair (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. https://doi.org/10.1080/00913367.2018.1518736 
Featured in the Conversation “Out of the closet: Easing the backlash against advertising with same-sex couples”, February 5, 2019
Hamed Aghakhani, Mehdi Akhgari, and Kelley Main (2019), “When Does Money Priming Affect  Helping Behavior?”, Australasian Marketing Journal, 27(1), 32-40. IF: 1.1. https://doi.org/10.1016/j.ausmj.2018.11.002 
Hamed Aghakhani and Kelley J. Main (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. https://doi.org/10.1016/j.jretconser.2018.11.021