Sharlene He (She/Her)

Sharlene is a consumer behaviour researcher focused on understanding how people make different types of judgments and decisions. She provides theoretically rigourous insights that address important practical issues or challenges for managers and organizations. She has developed conceptual frameworks that offer novel understanding of how individuals make decisions and what causes people to rely on different kinds of information in forming judgments. She also studies how new technologies (algorithms, AI) affect people’s decision making, with a view towards understanding how these technologies can be implemented responsibly and successfully. Additionally, her research examines how consumers form judgments of willingness-to-pay and the implications for pricing strategy. She has developed a methodology to measure willingness-to-pay—the Comparative Method of Valuation—that can help managers and entrepreneurs answer important questions related to product and pricing. Her research is published in top marketing journals, including Journal of Consumer Research, Journal of Marketing Research, and Journal of Marketing.

• Judgment and decision making in situations of uncertainty and change
• Customer willingness-to-pay and pricing strategy
• Consumer response to new technologies (algorithmic recommendations, AI)

• 2018, PhD, Kellogg School of Management, Northwestern University, USA
• 2011, MA, Economics, University of Toronto, Canada
• 2010, BCom, Queen's School of Business, Queen's University, Canada

• 2023 Dean’s Award for Distinguished Scholarship – Emerging Scholar (John Molson School of Business, Concordia University)
• 2023 Petro-Canada Young Innovator Award

• BET 602 - Marketing Strategies for New Technology-based Ventures
  • Taught in 2024

* Only courses taught in the past 5 years are displayed.

• He, Sharlene, Eric T. Anderson, and Derek D. Rucker (2024), “Comparative Method of Valuation: A New Methodology to Assess Willingness-to-Pay,” Journal of Marketing, 88(3), 50-68.
• He, Sharlene and Brian Sternthal (2023), “Beyond Numbers: An Ambiguity-Accessibility-Applicability Framework to Explain the Attraction Effect,” Journal of Consumer Research, 50(1), 211–232.
• Rocklage, Matthew D., Sharlene He, Derek D. Rucker, and Loran F. Nordgren (2023), “Beyond Sentiment: The Value and Measurement of Consumer Certainty in Language,” Journal of Marketing Research, 60(5), 870–888.
• He, Sharlene and Derek D. Rucker (2023), “How Uncertainty Affects Information Seeking Among Consumers: A Curvilinear Perspective,” Marketing Letters, 34, 415–428.
• Calder, Bobby, Sharlene He, and Brian Sternthal (2023), “Using Theoretical Frameworks in Behavioral Research,” Journal of Business Research, 161.
• He, Sharlene and Eric T. Anderson (2021), “Conceptualizing and Measuring Pathways for How Object Attachment Affects Willingness to Pay (WTP),” Current Opinion in Psychology, 39, 121–124.
• Rucker, Derek D. and Sharlene He (2016), “Psychological Mindsets Affect Consumption: How Different Mindsets Help (Hurt) Portion Control,” Appetite, 103, 425-431.