Scholarship

Marketing recognizes consumers with dementia in theory but fails to include them in practice.

Advances the idea of service displacement as a catalyst for innovation.

Crafted six poems capturing pandemic experiences in long-term care homes.

A new lens for exploring the symbolic richness of online interactions and narratives.

Insights into staycation trends, destination resilience and evolving travel patterns.

Geopolitical borders influence the population's perceptions of travel safety.

Compared espoused corporate values to B2B  salespeople's employment reviews.

Studied online forums about caring for individuals with dementia in hospitals during the pandemic.

Distinguished dignity-related discourse themes on Twitter during the first year of the pandemic. 

• • Age-friendly branding: A definition, review, and framework for inclusivity (with Linda Garcia and Dan Padgett). Journal of Product and Brand Management (accepted).

  • Consumers living with dementia: A scoping review of overlooked marketplace experiences (with Valentina Primossi and Linda Garcia). Journal of Marketing Management (Published online: 11 Aug 2025).

  • Working it out: Service displacement and the dynamics of consumer adaptation (with Christopher Belanger and Dmitri Bakker). Journal of Services Marketing 39(5) (2025) 458-474.

  • “Where it’s okay if we die”: Exploring older Canadians’ perspective on long-term care through found poetry (with Camille Joanisse et al.) The Gerontologist 65(6) (2025) gnaf040.

  • Cultural cartography: Pathways to enhance netnographic integration (with Christopher Belanger and Partha Krishnamurthy). Proceedings of the 58th Hawaii International Conference on System Sciences (2025) 2743-2752.

  • Global staycation trends: A comparative analysis of consumer interest across time and regions (with Statia Elliot and Michael Lever). Tourism Analysis 30(1) (2025) 87-106.

  • “I have an image of myself, it’s strong and resilient”: Assets Supporting Resilience of Older Adults and Their Communities during the COVID-19 Pandemic (with Samantha Oostlander et al.). Canadian Journal on Ageing 44(2) (2025):194-202.

  • Occupational participation among older adults during the COVID-19 pandemic (with Samantha Oostlander et al.), Canadian Journal of Occupational Therapy (preprint 2 October 2024).

  • A typology of residents’ travel safety perceptions and geopolitical border hesitancy (with Michael Lever and Statia Elliot). Journal of Vacation Marketing (preprint 14 March 2024).

  • Culture uncovered: B2B salesforce job reviews as windows into corporate values (with Joey Lam, Karen Robson, and Leyland Pitt). Journal of Business & Industrial Marketing 39(5) (2024) 1077-1091.

  • Perceptions of hospital care for persons with dementia during the COVID-19 pandemic: a social media sentiment analysis (with Alixe Ménard, Tracey O'Sullivan, Christopher Belanger, and Sarah Fraser). The Gerontologist 64(7) (2024).

  • Drivers of vaccine hesitancy among vulnerable populations in India: A cross-sectional multi-state study (with Partha Krishnamurthy et al.). Frontiers of Public Health 11(2023) 1-11.

  • Upholding dignity during a pandemic via Twitter (with Tracey O'Sullivan and Sarah Fraser). F1000Research 12(183) (2023) 1-14.

  • Crowdsourced views on consumer misbehaviour in service encounters: Know your rights! (with Bart Wernaart and Brishna Nader) Applied Human Rights,  Wageningen Academic Publishers (2023) 225-246.

  • Sustaining travel dreams in retirement: Guidance at the crossroads (with Dan Padgett and Michael Lever). Well-being In Later Life: The Notion of Connected Autonomy,  Routledge (2023) 65-81. 

  • Looking through the Glassdoor: The stories that B2B Salespeople tell (with Joey Lam and Karen Robson) Industrial Marketing Management 105(August) (2022) 478-488.

  • Understanding the emotions of those with a gambling disorder: Insights from automated text analysis (with Terrence Brown, Albert Caruana, and Leyland Pitt) Journal of Gambling Issues 47(May) (2021) 121-142.

  • Social marketing interventions to promote physical activity among 60 years and older: a systematic review of the literature (with Luc Goethals et al) BMC Public Health 20(1312)(2020) 1-12.

  • A cross-national comparison of intra-generational variability in social media sharing (with Michael Lever and Statia Eliot) Journal of Travel Research 59(7)(2020): 1204–1220.

  • Quantitative insights from online qualitative data: An example from the healthcare sector (with Christine Pitt and Jan Kietzmann) Psychology & Marketing 35(12)(2018):1010-1017.

  • Planning pre-launch positioning: Segmentation via willingness-to-pay and means-end brand differentiators (with Charles Gengler) Journal of Brand Management 24(3) (2017), 230-249.

  • Perspective-taking for policy-making: An analysis of Canadian cross-border shopping (with Charles Gengler and Michael Lever) NMIMS Journal of Economic and Public Policy 1(1) (2016), 27-39.

  • Understanding innovation-values fit from the consumer perspective: A new xixed-model approach (with Charles Gengler) NMIMS Management Review 23(October) (2013): 18-46.

  • Mining deeper meaning in consumer decision maps (with Beena Kavalam) Qualitative Market Research 13(4) (2010): 372-388.

  • Experiential positioning: Strategic differentiation of customer-brand relationships (with Dan Padgett) Innovative Marketing 5(3) (2009): 81-90.

  • Differentiation via technology: Strategic positioning of services following the introduction of disruptive technology (with Dan Padgett) Journal of Retailing 83(4) (2007): 375-391 [lead article].

  • The invisible narrator: Attributes and consumer attitudes (with Barbara B. Stern) Advances in Consumer Research XXXI Edited by Barbara Kahn and Mary Frances Luce, Valdosta GA: Association for Consumer Research (2004): 178-185.

  • Content analysis research themes 1977-2000: Evolution and change (with Barbara B. Stern) Advances in Consumer Research XXXI Edited by Barbara Kahn and Mary Frances Luce, Valdosta GA: Association for Consumer Research (2004): 728-734.

  • Invoking the rhetorical power of character to create identifications (with Carmen Medina) Persuasive Imagery: A Consumer Response Perspective Edited by Linda M. Scott and Rajeev Batra, Mahwah, NJ: Lawrence Erlbaum Associates (2003): 223-245.

  • Same ad, different story: Consumer readings of storied ads (with Dan Padgett) Proceedings of the 4th International Seminar on Marketing Communications and Consumer Behavior Edited by Christian Derbaix, Lynn Kahle, Dwight Merunka, and Alain Stazzieri, Aix-en-Provence, France: Universite d'Aix - Marseille (2001): 413-427.

  • A means-end analysis of mothers' infant feeding choices (with Charles Gengler and Janet Oglethorpe) Journal of Public Policy and Marketing 18(2) (1999): 172-188. 

  • Understanding the Meanings of Money and Consumers' Money Strategies Doctoral dissertation, Penn State University, Dissertation Abstracts International, 58(07) (1997): 2746. 

  • Improving the graphic representation of means-end results (with Charles Gengler and David Klenosky) International Journal of Research in Marketing 12(3) (1995): 245-256. 

  • Exploring the relationship between means-end knowledge and involvement (with Jerry Olson, Richard Celsi and Beth Walker) Advances in Consumer Research XXI Edited by Chris Allen and Deborah Roedder John, Provo UT: Association for Consumer Research (1994): 51-57.

  • Understanding the factors influencing ski destination choice: A means-end analytic approach (with David Klenosky and Charles Gengler) Journal of Leisure Research 24(4) (1993): 362-379. Reprinted in Consumer Behavior in Travel and Tourism Edited by Abraham Pizam and Yoel Mansfeld, New York: The Haworth Hospitality Press (1999): 59-79.

• • Hidden dynamics: Dyad interactions mediating accessibility in complex service ecosystems (with Valentina Primossi), Frontiers in Service, (July 2025) Montreal.

  • Assessing the usefulness of social media and generative AI in pre-travel planning for individuals with mobility challenges (with Michael Lever, Moira McDonald, Aqsa Khan), TTRA Internation (June 2025) Galway.

  • Mapping the terra incognita: Archetypes and intertextuality in ageing narratives [a play] (with Samuel Copland, Kelly Marnfeldt, Valentina Primossi), Netnocon (May 2025) Marseille.

  • Drawing insights: da Vinci-inspired visual methods for netnographers, Netnocon, (May 2025) Marseille.

  • Social astronomy: Mapping the conversational cosmos of Reddit (with Christopher Belanger), IDeaS Workshop [Interpretive Data Science] (May 2025) Ottawa.

  • Decoding demand: Metaphorical logics and algorithmic discourses in taboo traditional medicine (with Gabrielle Dorr) IDeaS Workshop [Interpretive Data Science] (May 2025) Ottawa.

  • Social Astronomy: Mapping uncharted territories on Reddit (with Christopher Belanger), HICSS-58, (January 2025) Waikoloa.

  • Turbulence mitigation: Smoothing the consumer journey via inclusive netnography (with Valentina Primossi), Frontiers in Service, (June 2024) Amelia Island.

  • Down the rabbit hole: Adventures in Reddit and the consequences of curiosity, Netnocon 2024, (May 2024) Milan.

  • Skyward inclusion: Transforming the aviation ecosystem for people living with dementia and their companions (with Valentina Primossi), Netnocon 2024, (May 2024) Milan.

  • Expeditions in visual listening: Mapping anomalies to discover brand insights (with Christopher Belanger and Jerry Olson), International Brand Camp 6, (March 2024) Obergurgl.

  • Evaluation of the dementia friendliness of air travel—a Canadian pilot study (with Linda Garcia et al.), Innovation in Aging 7(S1): 314, Gerontological Society of America (GSA) Conference (November 2023) Tampa.

  • Empowering dementia partnerships: Co-creating a mobile app for age- and dementia-inclusive communities (with Kimberly Campbell et al.), Innovation in Aging 7(S1): 313-314, Canadian Association of Gerontology Conference (October 2023) Toronto.

  • Nous voulons s’assurer que ça ne nous arrive pas à nous» : Perception des centres d’hébergement et de soins de longue durée et implications futures (with Camille Joanisse et al.), Canadian Association of Gerontology Conference (October 2023) Toronto.

  • Crowdsourcing insights into travel accessibility: A social listening playbook (with Michael Lever, Christopher Belanger, and Valentina Primossi), TTRA Canada Conference (September 2023) Kingston.

  • Uncloaking invisible disabilities (with Valentina Primossi), Netnocon23 (July 2023) Manchester.

  • Persona non grata? Examining crowdsourced personas via memes (with Brishna Nader and Bart Wernaart), European Advances in Consumer Research Conference (July 2023) Amsterdam.

  • Using Google Trends to examine a global shift to staycations (with Statia Elliot and Michael Lever), TTRA Europe Conference (April 2023) Dijon. Awarded "best presentation."

  • Accessible and inclusive air travel experiences for passengers with invisible disabilities (with Valentina Primossi), TTRA Europe Conference (April 2023) Dijon.

  • Analyzing marketplace sentiment with linguistic tools: Calling out Karen on Twitter (with Bart Wernaart and Brishna Nader), Consumer Culture Theory Conference (July 2022) Corvallis. 

  • Segmenting sentiment: Categorizing keen and averse travellers during the COVID-19 pandemic (with Michael Lever and Statia Elliot), International Travel and Tourism Research Association Conference (June 2022) Victoria.

  • Accessible and inclusive dementia-friendly air travel experiences (with Valentina Primossi), Marketing + Public Policy Conference (June 2022) Austin.

  • Improving air travel for passengers living with cognitive impairment or dementia (with Valentina Primossi and Linda Garcia), 35th International Conference of Alzheimer’s Disease International (June 2022) London.

  • Vantage points on consumption constellations: Insights via hashtags and images (with Dmitri Bakker), International Brand Camp 5 (April 2022) Obergurgl.

  • Adoption of age-friendly business principles: A review, framework, and agenda (with Dan Padgett and Linda Garcia), American Collegiate Retailing Conference (ACRA, February 2022) New Orleans.

  • Mapping the conceptual contours of a leisure space using #hashtags (with Dmitri Bakker), 2021 Thinking Qualitatively Virtual Conference (July 2021) Kelowna (virtual).

  • Dementia-friendly air travel in Canada (with Maria Howard, Heather Cowie, and Linda Garcia), 34th International Conference of Alzheimer’s Disease International (December 2020) Singapore (virtual).

  • I-D-Air Travel: International Dementia-Air Travel (with Maria Howard et al.), 34th International Conference of Alzheimer’s Disease International, (December 2020) Singapore (virtual).

  • Portraying social possibilities: A socio-visual analysis of consumer groups in travel magazine ads (with Dan Padgett), Brand Camp 2020 (March, cancelled).

  • Profiling the emotional peaks and valleys in stories of cross-border shopping (with Charles Gengler) Travel and Tourism Research Association Conference (September 2019) Saskatoon.

  • Keep exploring, sharing, and tweeting: Connecting millennials, social media and Canada’s brand (with Michael Lever and Statia Elliot) Travel and Tourism Research Association Canada – Annual Conference. 11. (September 2018) Halifax.

  • Using text analytics to detect peak experiences in cross-border shopping (with Charles Gengler) AMA/ACRA 3rd Triennial Conference (June 2018) Toronto.

  • Discerning differences in cross-border shopping occasions (with Michael Lever) Travel and Tourism Research Association: Advancing Tourism Research Globally. 3. (July 2017) Quebec.

  • From hashtags to shopping bags: Measuring the rise of eWOM through social media and its impact on travelers’ shopping patterns (with Michael Lever and Statia Elliot) Travel and Tourism Research Association: Advancing Tourism Research Globally. 12. (July 2017) Quebec.

  • A socio-visual analysis of consumer networks in travel magazine advertisements (with Dan Padgett) Society for Marketing Advances Conference, (November 2016) Atlanta.

  • Goal pursuit and conflict resolution: Evidence from online travel forums (with Judy Ye) International Research Meeting in Business and Management, (July 2016) Nice.

  • Using social media networks for measuring consumer confidence: Problems, issues and prospects (Jane Igboayaka and Gurprit Kindra) Kuala Lumpur International Business and Social Science Research Conference (August 2015) Malaysia.

  • Understanding variability in modern cross-border shopping occasions (with Michael Lever) Travel and Tourism Research Association (TTRA) Canada Conference (September 2014) Whitehorse.

  • Barbara Stern: Muse, colleague, collaborator, confidante, and friend - Essay contributed to "Barbara Stern's Legacy to Consumer Research” (Roundtable organized by: C.A. Russell and S.J. Gould) Association for Consumer Research Conference (October 2010) Jacksonville.

  • Experiential positioning: Strategic differentiation of customer-brand relationships (with Dan Padgett) Society for Marketing Advances Conference (November 2009) New Orleans.

  • Money Meets Motivation: Segmentation via Reservation Prices and Perceived Value Tradeoffs (with Chuck Gengler) Behavioral Pricing Conference (September 2008) Philadelphia.

  • Relationship Segmentation: Analyzing Donor Behavior for a Public Good (with Charles Gengler) European Conference of the Association for Consumer Research (July 2007) Milan.

  • Differentiation via Technology: Strategic Positioning of Services Following an Influx of Technological Innovation (with Dan Padgett) INFORMS Marketing Science Conference (June 2004) Rotterdam. 

  • The Invisible Narrator: Attributes and Consumer Attitudes (with Barbara B. Stern) Association for Consumer Research Conference (October 2003) Toronto.

  • Caveat Investor: System-Level Analysis of Comparative Advertising (with Dan Padgett) Marketing and Public Policy Conference (May 2003) Washington DC.

  • Content Analysis Research Themes 1977-2000: Evolution and Change (with Barbara B. Stern) Association for Consumer Research Conference (October 2002) Atlanta.

  • Experiential Positioning through TV Advertising: The Case of Online Trading and Investing (with Dan Padgett) European Conference of the Association for Consumer Research (June 2001) Berlin. 

  • Same Ad, Different Story: Consumer Readings of Storied Ads (with Dan Padgett) The La Londe Seminar: 28th International Research Seminar in Marketing (May 2001) La Londe les Maures. 

  • Do-It-Yourself Investing: Exploring the Ethos of Online Trading (with Carl Stech) Association for Consumer Research Conference (October 2000) Salt Lake City. 

  • How Does it Feel? Reading the Emotions Displayed by Characters in Ads (with Carmen Medina) Advertising and Consumer Psychology Conference (May 2000) Ann Arbor. 

  • Understanding the Meanings of Money and Consumers' Money Strategies (with Jerry Olson) Association for Consumer Research Conference (October 1999) Columbus.

  • Special Session: Experiential Perspectives on the Economics of Everyday Life (with Doug Allen) Association for Consumer Research Conference (October 1999) Columbus.

  • The Invisible Persona: 'Who Speaks Advertising'? (with Barbara Stern) Association for Consumer Research Conference (October 1997) Denver.

  • The Reading Profile: An Interpretive Framework for Analyzing the Meaning of Ads (with Douglas Holt) Association for Consumer Research Conference (October 1996) Tucson.

  • Weighting the Value of Qualitative Positioning Data (with Charles Gengler and Dan Howard) American Marketing Association Summer Educators' Conference (August 1998) Boston.

  • A Qualitative Analysis of Infant Feeding Decisions (with Charles Gengler and Janet Oglethorpe) Marketing & Public Policy Conference (May 1995) Atlanta.

  • Exploring Cultural Differences Using Laddering: An Analysis of French and English Canadians' Ski Destination Choices (with Charles Gengler) Symposium on Cross-Cultural Consumer and Business Studies (December 1993) Honolulu.

  • Exploring the Relationship Between Means-End Knowledge and Involvement (with Jerry Olson, Richard Celsi and Beth Walker) Association for Consumer Research Conference (October 1993) Nashville.

• • Social astronomy: Navigating the conversational currents of Reddit (with Christopher Belanger), MSS Workshop [Methods Summer School] (May 2025) Marseille.

  • Ensuring inclusive mobility at multimodal hubs: Addressing invisible disabilities [Panel]. ITS Canada 2025 Annual Conference & Expo (May 2025) Ottawa.

  • A research idea takes flight. First Annual HRCU Research Camp (October 2024) Ottawa.

  • Uncovering fears of ageing via AI-driven interviews with iconic fictional characters. Incubator Series Talk (October 2024) Ottawa.

  • Enter Sandwoman: Exploring sleep experiences in menopause through visual listening, HRCU Spring Research Meeting (April 2024) Ottawa.

  • En route to accessible air travel: Research in progress (with Valentina Primossi), IATA World Passenger Symposium (October 2023) Chicago.

  • Advancing accessibility: Canadian Airports Council & LIFE Research Institute (with Valentina Primossi), Canadian Airports Council (October 2023) Ottawa.

  • (Dementia) D-Airing to travel across Canada: Out of care and into life (with Linda Garcia, Ali Chiarelli, and Valentina Primissi), Public Health Agency of Canada (September + October 2023) virtual.

  • Sustaining travel dreams in retirement: Guidance at the crossroads. Well Being in Later Life: The Notion of Connected Autonomy (book launch), Invited Speaker (June 2023) Ottawa.

  • Disability inclusive transportation: International and Canadian best practices. Canadian Congress on Disability Inclusion, Panelist (May 2023) Ottawa.

  • Deriving intelligible insights from social media conversations. International Conference of Marketing on Consumer Experience in Digital Era, Keynote Speaker, Indian Institute of Management Bodh Gaya (April 2023) virtual.

  • Travel experience of passengers living with cognitive impairment or dementia. Transport Canada (December 2022) virtual event.

  • Disability and accessibility research: what is new and why it matters for aviation? IATA World Passenger Symposium (November 2022) Manama.

  • Generating insights from tales of travel experiences, Transport Canada – LIFE Research Institute Speaker Series (March 2022) virtual event.

  • Beyond listening: Revelation and divination via social media conversations,  OBHR and Friends Research Incubator Series, Invited Speaker (February 2022) virtual event.

  • Building value-based technology together, International Inaugural Lecture: Bart Weenaart, Invited Speaker and Panelist (June 2022) virtual event.

  • Taking the pulse of vaccine values: Detecting shifts in personal value priorities on Twitter, SFU Beedie School of Business, Invited Speaker (October 2021) virtual event.

  • Assessing the disruptive impact of COVID-19, Tales from the trenches: Opportunities to pivot with changes in consumer behaviour, Telfer Alumni Association, Panelist (July) virtual event.

  • Tracing an outbreak of ageist discourse, 2020 World Elder Abuse Awareness Day: The impact of COVID-19 on violence, abuse and neglect of older persons. Invited Speaker and Panelist (June 2020) virtual event.

  • Obstacles to participation as an older consumer, NAWA-Funded Workshop: Connected Autonomy for Older Canadians. Invited Speaker (October 2019) Ottawa. 

  • Teaming up for effective dementia-friendly air travel, Carleton University School of Industrial Design. Invited Speaker (October 2019) Ottawa. 

  • How organizations use data for social good, Telfer Forum, Organizer and Panelist (April 2019), Ottawa.

  • Meaning management to support social marketing, Health Canada, Invited Speaker (October 2018), Ottawa.

  • Age-friendly retailing and age-friendly travel, Forum on Age-Friendly Societies, Panelist (May 2018), Ottawa.

  • The business value of branding, Conflux Canada, Panelist (May 2018), Ottawa.

  • Inflection points in the customer journey, Telfer Executive Luncheon, Keynote Speaker (May 2017) Toronto.

  • The promise and perils of customer experience benchmarking, The Conference Board of Canada, Customer Experience Council, Keynote Speaker (March 2017) Ottawa.

  • Building a brand from the ground up, City of Ottawa - Parks, Recreation and Cultural Services, PRCS Fall Conference (October 2015) Ottawa

  • Feeling taxed: The emotional dynamics of consumer (in)action, Canada Revenue Agency, Workshop with Academics: Behavioural Economics, (March 2015) Ottawa.

  • The myth-management of customer loyalty, The Conference Board of Canada, Customer Experience Council, Keynote Speaker (June 2014) Ottawa.

  • Fans’ online experience and service expectations, Research Centre for Sport in Canadian Society, Invited Discussant (September 2013) Ottawa.

  • Customer relationship management: The myth of 'managing' the customer relationship, Canadian Marketing Association - Ottawa Chapter (April 2013) Ottawa.

  • Navigating information and using market[ing] research, HUB Academy (March 2013), Ottawa.

  • Engineering career opportunities with a business education, Professional Engineers of Ontario Student Conference (November 2012) Ottawa.

  • A consumer view of Canada-United States cross-border shopping, Senate Committee on National Finance, Meeting No. 12 (October 2011) Ottawa.

  • Greenwashing: Are five-cent plastic bags making a difference?, Cafe Scientifique - Canada Science and Technology Museum (January 2011) Ottawa.

  • Content analysis in consumer research, Rutgers Business School, Newark, NJ (2000).

  • Understanding the Meanings of Money and Consumers' Money Strategies, Rutgers School of Business, Rutgers Camden NJ (1997), The Pamplin College of Business, Virginia Tech (1995), Rutgers Business School, New Brunswick, NJ (1995).

  • Toward Understanding the Meanings of Money, 25th Albert Haring Symposium (March 1995) Indiana University, IAREP Summer School in Economic Psychology (Summer 1993) Linz.