Monica LaBarge

Monica LaBarge

Assistant Professor

Overview

Dr. LaBarge examines how marketing can positively affect consumer well-being, examining topics including charitable giving and non-profit marketing, health promotion and health systems, food insecurity and waste, as well as how vulnerable populations (such as older adults) cope with and overcome vulnerability in the marketplace.

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Academic Area

  • Marketing

Interest Topics

  • Behaviour & Psychology
  • Brand
  • Communication
  • Crisis Management
  • Ethics
  • Government & Policy
  • Healthcare
  • Marketing & Sales
  • Retail

Faculty Details

Profile

Full Bio

Dr. LaBarge was born in Ottawa, Ontario and earned a B.Comm. and a M.Sc. in Marketing at Smith School of Business, Queen's University in Kingston, Ontario and a Ph.D. in Marketing at the University of Oregon. Her work experience includes: Corel Corporation, Proctor & Gamble, Raid the North Adventure Racing, Hill & Knowlton and High Road Communications.

Prior to working at the Smith School of Business at Queen’s University as an Assistant Professor of Marketing, she held the same position at the University of Montana. She regularly works with community organizations in Kingston, and is currently serving as a Board Member for the Community Foundation of Kingston & Area and as the President of the Queen’s Daycare Centre.

Dr. LaBarge's research interests centre around public policy issues in marketing and how marketing can positively affect consumer well-being. Her work has been published in journals and books including Journal of Public Policy & Marketing, Journal of Consumer Affairs, Non-Profit Voluntary Sector Quarterly, Media Psychology and Journal of Medical Internet Research. She was a member of the research team that won the 2020 Thomas C. Kinnear Award for the outstanding article in the Journal of Public Policy & Marketing, for the article entitled: “The Squander Sequence: Understanding Food Waste at Each Stage of the Consumer Decision-Making Process”

Her research examines topics including charitable giving and non-profit marketing, health promotion and health systems, food insecurity and waste, as well as how vulnerable populations (such as older adults) cope with and overcome vulnerability in the marketplace. She is a frequent speaker on these topics to practitioner groups and media outlets including CBC Radio and Television, the Globe & Mail, the National Post, CTV, Global TV, Huffington Post, and other news outlets across Canada.

Academic Degrees

Doctor of Philosophy in Business Administration (Marketing)
University of Oregon (2007)

Master of Science in Management (Marketing)
Queen’s University (2002)

Bachelor of Commerce
Queen’s University (1998)

Academic Experience

Smith School of Business, Queen's University
Assistant Professor of Marketing (2009 - Present)
Researcher and Case-Writer (1997)

University of Montana
Assistant Professor of Marketing (2007-2009)

University of Oregon
Instructor/Research Assistant (2002-2007)

Publications

Journal Publications

Brower, Jacob, Monica C. LaBarge, Lauren White and Marc Mitchell, (forthcoming) “Examining Individual Responsiveness to an Incentive-Based Mobile Health App: A Longitudinal Observational Study,” Journal of Medical Internet Research - 2019 Journal Impact Factor 5.03

LaBarge, Monica C. and Martin Pyle (2020), “Staying in the Works of Living: How Older Adults Employ Marketplace Resources to Age Successfully,” Journal of Consumer Affairs, 54 (2), 742-774.

Block, Lauren G., Punam A. Keller, Sara Williamson, Mia M. Birau, Amir Grinstein, Kelly L. Haws, Monica C. LaBarge, Cait Lamberton, Elizabeth S. Moore, Emily M. Moscato, Rebecca Walker Reczek, Andrea Heintz Tangari, and Beth Vallen. (2016) “Food Waste at the Intersection of Marketing and Consumers: An Analysis of Food Loss and Food Squander,” Journal of Public Policy & Marketing, 35 (2 – Fall), 292-304.

  • Listed as Most Cited Article on journal website through 2019; viewed and downloaded 715 times (as of September 1, 2019).
  • Winner of 2020 Thomas C. Kinnear Award for most impactful article in JPP&M between 2016 and 2018.

LaBarge, Monica C. and Jeffrey L. Stinson (2014), “The Role of Mental Budgeting in Philanthropic Decision-Making,” Nonprofit and Voluntary Sector Quarterly. Vol. 43 (6), 993-1013. 

Madrigal, Robert, Colleen C. Bee, Johnny Chen and Monica C. LaBarge (2011), “The Effect of Suspense on Enjoyment Following a Desirable Outcome: The Mediating Role of Relief” Media Psychology, 14 (3), 259-288.

Book Chapters

LaBarge, Monica C., Sarah Evans, Beth Vallen and Lauren Block, “Packaging, Portion Size & Plate Choice: Effects on Food Waste” (2020), The Handbook of Food Waste, Routledge (Taylor & Francis), p400-412.

LaBarge, Monica C., Jay M. Handelman, and Alex Mitchell (2016), “Patient Engagement for Healthcare System Change,” in Managing a Canadian Healthcare Strategy, Carson, A. Scott. and Nossal, Kim R. (Eds.), Kingston ON: McGill-Queen’s University Press.

Baker, Stacey M., Monica C. LaBarge, and Courtney N. Baker (2015) “Consumer Vulnerability: Foundations, Phenomena, and Future Investigations,” in Vulnerable Consumers: Conditions, Contexts & Characteristics, eds. Susan Dunnett, Kathy Hamilton, and Maria Piacentini, Routledge.  p13-30.

Madrigal, Robert, Colleen C. Bee and Monica C. LaBarge (2005), “Using the Olympics and FIFA World Cup to Enhance Global Brand Equity: A Case Study of Two Companies in the Payment Services Category,” in Global Sport Sponsorship, eds. John Amis and T. Bettina Cornwell, Berg Publishers. p336.

Published Teaching Cases

Dante Pirouz, Monica C. LaBarge, and Karam Putros (2015). ParticipACTION: A Social Marketing Challenge to Halt Canada’s Obesity Epidemic. Ivey ID: 9B15A011. London, Canada: Ivey Publishing.

Research

Interests

Transformative consumer research, affective influences in persuasion, decision-making and attitude change, consumer empowerment and engagement, consumer health and well-being, philanthropy and charitable giving, food well-being and waste, and vulnerable consumer populations in the marketplace.

Presentations

Presentations to Research & Practitioner Audiences

LaBarge, Monica C. (2019), “Staying in the Works of Living: How Older Adults Employ Marketplace Resources to Age Successfully” Invited Research Presentation, Otago Business School, February 2020.

LaBarge, Monica C. (2019), “Successful Aging: How Older Adults Pursue Consumer Well-Being” Invited Research Presentation, Edwards School of Business, University of Saskatchewan, October 2019.

LaBarge, Monica C. (2019), “Successful Aging: How Older Adults Pursue Consumer Well-Being” Invited Research Presentation, Trinity School of Business (Dublin, IR), May 17, 2019.

LaBarge, Monica C. (2019), “Consumer Food Waste: The Tricks Our Mind & Marketers Play on Us and How We Waste So Much,” Address to Queen’s Retired Person’s Association, April 16 2018.

LaBarge, Monica C. and Jacob Brower (2018), “Examining Individual Responsiveness to Mobile Health App – Carrot Rewards British Columbia Roll-Out,” Nudge 2.0, (Toronto, ON), November 28, 2018

LaBarge, Monica C. (2018), “Successful Aging: How Older Adults Pursue Consumer Well-Being,” Invited Research Presentation, University of Ottawa, (Ottawa, ON), October 25, 2018.

LaBarge, Monica C. and Jacob Brower (2018), Invited Presentation at Edwards School of Business, University of Saskatchewan – M.Sc. Research Camp, (Saskatoon, Saskatchewan), October 5, 2018.

LaBarge, Monica C. (2017), “Successful Aging: How Older Adults Pursue Consumer Well-Being,” Brownbag Presentation for Smith School of Business Centre for Social Impact, (Kingston, ON), March 21, 2017.

LaBarge, Monica C. (2017), “In Pursuit of Transformation,” Pecha Kucha for Smith School of Business Research Office, (Kingston, ON), January 24, 2017.

LaBarge, Monica C. (2016), “Maximizing Gifts and Strengthening Donor Relationships: The Role of Mental Accounting in Philanthropic Decision-Making,” Association of Fundraising Professionals Luncheon, Eastern Ontario Chapter (Kingston, ON). September 26, 2016.

LaBarge, Monica C. (2016), “Old age isn't so bad when you consider the alternative”: How Older Adults Overcome Vulnerability in the Marketplace,” Smith School of Business Marketing Area Brownbag Series, (Kingston, ON), March 2016.

LaBarge, Monica C. (2014), “The Science of Giving: Translating Consumer Psychology into Stakeholder Insight,” QSB Insight Webinar, (Kingston, ON), November 17, 2014.

LaBarge, Monica C. (2014), “The Science of Giving: Using Consumer Psychology to Understand Charitable Behavior,” Association of Fundraising Professionals Luncheon, Eastern Ontario Chapter (Kingston, ON). January 15, 2014.

LaBarge, Monica C. (2013), “The Science of Giving: Using Consumer Psychology to Understand Charitable Behavior,” Canadian Higher Education Annual Giving Congress (Toronto, ON). October 25, 2013.

LaBarge, Monica C. (2013), “Strategies for Teaching Sustainability in Marketing Webinar,” Network for Business Sustainability, Ivey School of Business, Western University (London, ON). August 2013.

LaBarge, Monica C. (2013), “The Science of Giving: Using Consumer Psychology to Understand Charitable Behavior,” Association of Fundraising Professionals Fundraising Day, Toronto Chapter (Toronto, ON). June 5, 2013.

LaBarge, Monica C. (2010), “Translating Consumer Psychology into Stakeholder Insight,” Voluntary Sector Reporting Awards Luncheon Keynote Address (North York). November 26, 2010.

LaBarge, Monica C. (2010), “The Role of Mental Accounting in Philanthropic Decision Making,” Schulich School of Business Research Seminar, York University (North York). November 19, 2010.

LaBarge, Monica C. and Jeffrey Stinson (2010), “The Role of Mental Accounting in Philanthropic Decision Making,” Queen’s School of Business Research Seminar (Kingston). November 5, 2010.

LaBarge, Monica C. (2010), “Mental Budgeting and Charitable Giving: Matching Motives, Incentives and Budgets to Maximize Giving,” Ivey School of Business Consumer Behavior Camp, London, ON. January 29, 2010.

Conference Proceedings & Presentations

Pavia, Teresa, Kathrynn Pounders, and Monica C. LaBarge (2019), “Relational Autonomy and the Pregnancy, Childbirth and Post-partum Customer Journey:  Micro, Meso and Macro Perspective,” Macromarketing Conference (Cleveland, OH). June 28, 2019.

LaBarge, Monica C. (2012), “The Role of Mental Accounting in Philanthropic Decision-Making,” Marketing & Public Policy Annual Conference (Atlanta, GA). June 9, 2012.

LaBarge, Monica C. (2012), “Are Older Adults Really As Vulnerable As we Think?,” Marketing & Public Policy Annual Conference (Atlanta, GA). June 8, 2012.

Hyodo, Jamie D. and Monica C. LaBarge (2012), “When a “Thank You” Doesn’t Work: The Impact that Expressions of Gratitude from Organizations Have on Consumer Attitudes,” Society of Consumer Psychology Proceedings, Las Vegas, NV.

LaBarge, Monica C. and Martin Pyle (2011),” “Old age isn't so bad when you consider the alternative”: How Older Adults Make Good Decisions.” Society of Consumer Psychology Proceedings, Atlanta, GA.

LaBarge, Monica C. and Lindsay McShane (2011),”Guilt or Pride: Which is the More Motivational Self-Conscious Emotion?” Society of Consumer Psychology Proceedings, Atlanta, GA.

LaBarge, Monica C. and Jeffrey Stinson (2010), “Mental Budgeting and Motivations related to Charitable Giving & Philanthropy.” Academy of Marketing Science Proceedings, Portland, OR.

Madrigal, Robert, Colleen C. Bee, Johnny Chen and Monica C. LaBarge (2009), “On the Enjoyment of Suspense,” Society of Consumer Psychology Proceedings, San Diego, CA.

Robert Madrigal, Johnny Chen, Monica C. LaBarge, and Namika Sagara (2009),"Consumers’ Response to Advocacy Advertising: a Process Model of Consumer Skepticism, Empathic Response, and Prosocial Behavior", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 731-732.

LaBarge, Monica C. (2009),"Integral Affect and Attitude Strength in Health Communications", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 883- 883.

LaBarge, Monica C., Johnny Chen, and Robert Madrigal (2008), “Consumers’ Responses to Advocacy Advertising: Sympathy, Empathy, and Attitudes” Academy of Marketing Science Proceedings, Vancouver, BC.

Madrigal, Robert, Monica C. LaBarge and Johnny Chen (2007), "A Hierarchical Model of Consumers’ Response to Advocacy Advertising:  Consumer Skepticism, Empathic Response, Empathic Emotions, and Pro-social Behavior," Society for Consumer Psychology Winter Conference Proceedings, Las Vegas NV.

LaBarge, Monica C. (2006) “The Role of Affect in Health Communications” Marketing & Public Policy Conference Proceedings, Long Beach, CA.

LaBarge, Monica C. and John Godek (2005). "Mothers, Food, Love and Career: The Four Major Guilt Groups?," Advances in Consumer Research, Vol. 33, San Antonio TX.

Madrigal, Robert, Colleen C. Bee and Monica C. LaBarge (2005), "Experiencing Suspenseful Drama: The Sequencing of Emotions and Retrospective Judgments," Society for Consumer Psychology Winter Conference Proceedings, St. Petersburg, FL..

LaBarge, Monica C. and John Godek (2004). "Differential Effects of Guilt Appeals in Persuasive Marketing Communications," Advances in Consumer Research, Vol. 32. p.260.

Madrigal, Robert, Colleen C. Bee and Monica C. LaBarge (2004), "It’s Off to the Races: Moment-to-Moment Emotion, Summary Relief and the Entertainment Value Derived from Watching Different Levels of Suspense," Society for Consumer Psychology, Winter Conference Proceedings, San Francisco, CA.

LaBarge, Monica C. and Peter A. Dacin (2003). "A Motivational Framework for Self-Directed Hedonic Consumption," Advances in Consumer Research, Vol. 31, p316-317.

Other Conference Participation

Academic

Research Camp Leader, University of Saskatchewan Edwards School of Business Research Camp for MSc. Marketing students, October 5, 2018.

Participant (Competitive Application): Transformative Consumer Research Conference

  • Women & Health Track (Chairs: Marlys Mason & Kathrynn Pounders). Cornell University, June 2017.
  • Food Waste Track (Chairs: Lauren Block, Punam Keller & Sara Williamson). Villanova University, June 2015.

Creator & Organizer, Consumer Well-Being Conference, Queen’s University

  • 2011 – Keynote: Paul Slovic & Brent Beardsley (Aide de Camp to General Romeo D’Allaire), The Collapse of Compassion – The Genocide in Rwanda
  • 2012 – Keynote: Russ Belk – Sharing in the Marketplace
  • 2013 – Keynote: Christa Costas-Bradstreet - Social Marketing & ParticipACTION

Co-Organizer:

  • Southern Ontario Behavioural Decision Research Conference – May 2017 – Queen’s University. Keynote: Michael Norton – On Pay Gaps, Biases & Zero-Sum Thinking
  • Queen’s Marketing Area Seminar Series – 2014-15

Marketing & Public Policy Research Workshop

  • Invited Mentor, Washington DC 2019
  • Participant
    • Washington, DC, May 2013
    • Atlanta Georgia, June 2012
    • Los Angeles, June 2006

Marketing & Public Policy Conference

  • Washington, DC - 2019
  • Columbus, OH – 2018
  • Washington, DC – 2017
  • Boston, MA – 2014
  • Washington, DC – 2013
  • Atlanta, GA – 2012
  • Long Beach, CA - 2006

Association of Consumer Research

  • Baltimore, MD - 2014
  • Chicago, IL - 2013
  • Pittsburgh, PA – 2009
  • San Francisco, CA - 2008
  • San Antonio, TX - 2005
  • Portland, OR - 2004
  • Toronto, ON - 2003

Academy of Marketing Science

  • Portland, OR – 2010 (Session Chair)
  • Vancouver, BC - 2008

Society for Consumer Psychology

  • Atlanta, GA - 2011
  • San Diego, CA - 2009
  • New Orleans, LA - 2008
  • Las Vegas, NV - 2007
  • St. Petersburg, FL - 2005
  • San Francisco, CA - 2004

American Marketing Association

  • Boston, MA – August 2018 (Session Chair)
  • San Antonio, TX – February 2015

Practitioner-Focused

Invited Participant, Canadian Governor General’s Conference on Giving: Working Together for the Common Good, April 2017.

Member, Working Group to Revise Canada’s Physical Activity Guidelines - Canadian Society of Exercise Physiology/Public Health Agency of Canada/ParticipACTION, November 2010 

Awards

Fellowships

Queen’s School of Business Fellowship (2001)

Other Awards

Invited Participant, Governor General’s Conference on Giving: Working Together for the Common Good (2017)

University of Montana, School of Business Administration Summer Research Award (2008)

University of Montana, Dean’s Service Award (2007-2008)

University of Oregon, Marketing Department - Merle B. King Scholarship (2002-2006)

Dean’s Honor List (1994-1998)

Royal Bank Academic All-Canadian (1996-97 & 1997-98)

Grants & Funding

D.I. McLeod Term Research Assistantship Funding (2017, 2018, 2019)

Insight Development Grant (2016-2018)
SSHRC | $40,540

Queen’s School of Business Research Grant (2010-2011)

Conference Grant (2010-2013)
Queen’s School of Business | $40,000

4A Research Award (2010)
SSHRC | $10,000

University of Montana, Small Research Grant (2008) 

Service

Academic (External)

Editorial Review Board Member, Journal of Public Policy & Marketing

Ad Hoc Reviewer – Journals

  • Journal of Public Policy & Marketing
  • International Journal of Research in Marketing
  • Business Ethics Quarterly
  • Journal of Consumer Affairs
  • European Journal of Psychological Assessment
  • Canadian Journal of Administrative Sciences
  • Journal of Advertising
  • Food Policy
  • International Journal of Wine Business Research

Ad Hoc Reviewer – Grants

  • Social Sciences and Humanities Research Canada Insight Grants
  • Icelandic Research Fund

Ad Hoc Reviewer – Conferences

  • American Marketing Association (AMA)
  • Academy of Marketing Science (AMS)
  • Association of Consumer Research (ACR)
  • Marketing & Public Policy Conference (MPPC)
  • Society of Consumer Psychology (SCP)

Academic (Internal)

Queen’s University

  • 100+ media appearances in outlets including CBC TV & Radio, CTV, Global News, National Post, Globe & Mail, Canadian Press, Huffington Post, Macleans
  • Conference Organizer – Queen’s University School of Business Conference on Consumer Well-Being – 2010, 2011, 2012
  • Co-Organizer, Southern Ontario Behavioural Decision Research Conference 2017
  • Supervisor, M.Sc. and Ph.D. students
  • Unit Research Ethics Review Board – 2018-2019, 2020-present
  • Academic Integrity Committee – 2017-present
  • Undergraduate Curriculum Committee
  • Faculty Development Fund Committee
  • Marketing Ph.D. Comprehensive Exam Committee
  • Undergraduate Case Competition Judge & Coach

University of Montana - Institutional Review Board, Research Ethics

Community

  • Member, Community Foundation of Kingston Board of Directors (2020-present)
  • President (current), Board of Directors, Queen’s University Daycare (2015-present)
  • Member, Marketing & Fund Development Committees, Loving Spoonful (2017-present)
  • Facilitator, Strategic Planning Retreat, YMCA of Kingston (June 2016)
  • Co-Chair- Marketing, Organizing Committee, Canada-US Rugby in Kingston (2012)
  • Treasurer & Board Member, Kingston Masters Aquatic Club (2010-2012)
  • Board Member, Bike/Walk Alliance of Missoula (2008-2009)
  • President & Executive Committee Member, Team Stampede/5 Valley Velo (2008-2009)
  • Marketing & Events Advisor, Partnership Health Center Non-Profit Clinic (2008)
  • Committed Partners for Youth - Race Director, Truffle Shuffle (2005 & 2006)
  • Board Member, Emerald Aquatics Masters & Club Swim Team (2004-2006)
  • Board Member, Kingston Road Runners Association (2001-2002)
  • Chair, Alma Mater Society Board of Directors (1997-98)