Ashworth, Laurence

Associate Professor

Laurence is interested in social and affective influences on consumer judgment and decision making. He has examined the psychological processes involved in perceptions of fairness and how consumers’ react to perceived unfair treatment. He has also conducted research on impression management. In particular, his research has shown that consumers will sometimes avoid saving money in order to avoid appearing cheap in front of others. These concerns were particularly prevalent in men when they were around women who they viewed as a potential partner. This research ties in with his interest in evolutionary psychology. In particular, he is planning on conducting research into how individuals allocate their resources in line with evolutionary important goals. Finally, he has looked at how consumers use their emotions when making important decisions and how individuals’ current feelings are differentially affected by the anticipation of future events and recollection of past events.

Laurence is originally from Stratford-upon-Avon, England. He has spent the last 9 years in Vancouver where he completed an undergraduate degree in commerce at UBC and went on to do a Ph.D in consumer behavior. He moved to Kingston in August, 2003.

Download CV Download Image