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