RESEARCH GRANTS

Social Sciences and Humanities Research Council of Canada Standard Research Grant, "The Influence of Analogies on Consumer Learning from Direct to Consumer Drug Advertising," Principal Investigator, 2009 - 2012 ($56,570)

RESEARCH IN PROGRESS

"Conceptual Metaphors in Pharmaceutical Ads: A Comparison of Direct-to-Consumer Ads and Physician-targeted Ads."

"Consumer Persuasion Knowledge in Non-conventional Marketplaces: The Case of Branded Prescription Drugs" with Mei-Ling Wei, Saint Mary's University.

"Corporate Social Responsibility and Green Advertising: Consumer Reactions to Explicit vs. Implied Environmental Claims," with David Zhang, University of Saskatchewan.

RESEARCH INTERESTS

• Persuasion, metaphors, rhetorical figures
• Analogical knowledge transfer, consumer learning
• Pharmaceutical marketing, controversial products
• Knowledge management and market orientation