Peter Darke, York University

Research

consumer trust construal theory attitudes consumer behaviour

Latest funding

Offensive advertising and consumer complaints: The role of social media backlash
SSHRC · 2023 · Co-investigator
$52,845
Construal of trust and suspicion in marketing contexts
SSHRC · 2017 · Principal investigator
$78,460
Cognitive and motivation processes in consumer suspicion
SSHRC · 2011 · Principal investigator
$78,038

Offensive advertising and consumer complaints: The role of social media backlash

Co-investigatorSSHRC2023Insight Development Grant

Principal investigators: Kermani, Mohammad Saeid

Keywords: Advertising Ethics; Consumer Complaints; Social Media Regulation; Corporate Social Responsibility; Consumer Welfare; Social Influence; Moral Judgement; Brand Transgression; Consumer Psychology; Offensive Advertising

$52,845

Construal of trust and suspicion in marketing contexts

Principal investigatorSSHRC2017Insight Grants

Principal investigators: Darke, Peter R.

Keywords: consumer trust; construal theory; attitudes; consumer behaviour

$78,460

Cognitive and motivation processes in consumer suspicion

Principal investigatorSSHRC2011Standard Research Grants program

Principal investigators: Darke, Peter R.

Keywords: marketing; consumer judgment; consumer decision making; consumer behavior; information processing; trust/suspicion

$78,038

How consumers use persuasion knowledge to judge interpersonal marketing communications

Co-investigatorSSHRC2009Standard Research Grants

Principal investigators: Main, Kelley J.

Keywords: persuasion knowledge; sinister attribution error; suspicion

$72,124

Consumer defensiveness and distrust in a broader context

Principal investigatorSSHRC2008Standard Research Grants

Principal investigators: Darke, Peter R.

Keywords: consumer trust; information processing; consumer judgment; attitudes; advertising

$76,575

From CIHR, NSERC and SSHRC funding decisions: CIHR since 2008, NSERC since 1991 and SSHRC since 1998, including their latest published competition results.

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Applying for

Subject: Prospective PhD student: consumer trust Dear Professor Darke, My name is [your name], and I am a [your current degree or role] at [your institution]. I am applying for a PhD position starting in [term and year]. Your research on consumer trust connects closely to my own work on [your research topic]. [One or two sentences on what you did and what you learned.] Are you accepting new PhD students for [term and year]? I have attached my CV and transcripts, and I would be glad to talk at a time that suits you. Thank you for your time. Kind regards, [your name]