Neil Brigden
LinkedIn
Google Scholar
Degrees
PhD (University of Alberta)
BCom (University of Calgary)
BA (University of Calgary)
BIOGRAPHY:
Neil Brigden is an Assistant Professor in the Bissett School of Business at Mount Royal University where he studies consumer decision making and teaches courses in marketing and evidence-based decision making. Dr. Brigden’s primary research stream examines repeated and related decisions that consumers make across time. He is particularly interested in how people get into (and out of) decision-making ruts, where they fail to take actions that would lead to better outcomes. This research considers the effects of decision deferral, comparison of current opportunities to those that were forgone, and the way in which alternatives are discovered or categorized, on consumer choice, investment performance, and consumption experience. He has published articles in top-tier marketing journals including the Journal of Marketing Research and the Journal of Consumer Psychology and had his research covered in popular press outlets such as The Globe and Mail. Neil has received awards for teaching, research, and tall-bike riding.
PROFESSIONAL ACCOMPLISHMENTS
Grants, Scholarships, and Honours
SSHRC Insight Grant ..........................................................2021-2024
Marketing Science Institute Research Grant .......................2016
Alumni Teaching Scholar .....................................................2014-2015
Teaching Experience
Evidence-Based Marketing
Data Analytics
Digital Marketing Analytics
Marketing Research
Consumer Behaviour
Introduction to Marketing
Adjunct Professor, University of Alberta (Experimental Design)
RESEARCH AND SCHOLARLY WORK
Research Interests
Consumer decision-making, consumer inaction, financial decision-making, consumption
experience, artificial intelligence, search.
Publications
Pogacar, R,, Brigden, N., Plant, E., Kardes, F.R., & Kellaris, J. (2023) The Reference Dependence Roots of Inaction Inertia: A Query Theory Account.
PLOS One 18(3): e0282876. https://doi.org/10.
Brigden, N. & Häubl, G. (2020) Inaction Traps in Consumer Response to Product Malfunctions. Journal of Marketing Research. https://doi.org/10.1177%2F0022243719889336 media coverage: The Globe and Mail, LinkedIn
DelVecchio, D., Wang, J., & Brigden, N. (2020). All at Once or One at a Time? The Effect of Simultaneous Versus Sequential Discount Presentation on Store Patronage Intentions. Psychology and Marketing. https://doi.org/10.1002/mar.21336
Ge, X., Brigden, N., & Häubl, G. (2015). The Preference-Signaling Effect of Search. Journal of Consumer Psychology. DOI: https://doi.org/10.1016/j.
Swait, J., Brigden, N., & Johnson, R. D. (2014). Categories shape preferences: A model of taste heterogeneity arising from categorization of alternatives. Journal of Choice Modelling. DOI:https://doi.org/10.1016/j.