Holly Howe
BSc (McMaster University), MSc (University of Toronto), PhD (Duke University)
Assistant Professor, Marketing and Behavioural Science Division
Selected publications
- Wight, K.G., Howe, H.S., Brick, D. & Fitzsimons, G.J. (2026) Communication patterns in joint decision-making. Journal of Marketing Research. doi: 10.1177/00222437261439058
- Abreu, L., Etkin, J. & Howe, H.S. (2026) Didn’t have time or didn’t make time? How language shapes perceived control over time and motivation. Journal of Marketing Research, 63(3), 481–501. doi: 10.1177/00222437251394122
- Oba, D., Howe, H.S. & Fitzsimons, G.J. (2025) Brand teasing: How brands build strong relationships by making fun of their consumers. Journal of Consumer Research, 52(1), 70-92. doi: 10.1093/jcr/ucae051
- Howe, H.S., Wiener, H.J.D. & Chartrand, T.L. (2024) Money can buy me love: Receivers feel better after receiving a gift vs. emotional support. Journal of Consumer Psychology, 35(3), 397-414. doi: 10.1002/jcpy.1438
- Howe, H.S. Zhou, L., Dias, R., & Fitzsimons, G.J. (2023) Aha vs. haha: Brands benefit more from being clever than from being funny. Journal of Consumer Psychology, 33(1), 107-114. doi: 10.1002/jcpy.1307