Nicole Robitaille

Nicole Robitaille

Assistant Professor

Overview

Nicole Robitaille is an Assistant Professor of Marketing at the Smith School of Business, Queen’s University. Her research is in the area of behavioural science and its applications to consumer wellbeing, marketing and public policy.

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Academic Area

  • Marketing

Interest Topics

  • Behaviour & Psychology
  • Behavioural Economics
  • Brand
  • Decision Making
  • Ethics
  • Government & Policy
  • Healthcare
  • Marketing
  • Marketing & Sales
  • Other
  • Social Impact & Sustainability

Faculty Details

Profile

Full Bio

Nicole is an Assistant Professor of Marketing at the Smith School of Business, Queen’s University. As a behavioral scientist, Nicole investigates how consumers make decisions, why they choose to engage in certain actions, and designs and develops interventions to improve consumer wellbeing, marketing, and public policy. She uses both laboratory and field experiments to investigate questions across a variety of domains including financial, health and ethical decision-making.

In addition to her academic work, Nicole currently serves on the National Financial Literacy Research Sub-Committee for the Financial Consumer Agency of Canada. She also has worked as advisor to the Government of Canada’s Behavioural Insights Unit and the Ontario Government’s Behavioural Insights Unit, where she formally worked as Chief Researcher. Her work on increasing organ donation with the Ontario Government was awarded the prestigious Amethyst award for outstanding achievement.

Nicole received her PhD from the University of Toronto’s Rotman School of Management; her dissertation investigated consumer moral licensing behavior. She earned her MSc
(Marketing) from Concordia University’s John Molson School of Business.

Academic Degrees

PhD Marketing
University of Toronto, Rotman School of Management (2014)   

MSc Marketing
Concordia University, John Molson School of Business (2008)

BSc Psychology (Behavioral Neuroscience)
Concordia University, Canada (2006)

Academic Experience

Smith School of Business, Queen's University
Assistant Professor of Marketing (2014 - Present)

Publications

Manuscripts under Review/Working Papers

Robitaille, Nicole, Nina Mazar, Claire Tsai and Elizabeth Hardy, “Effectiveness of Planning Prompts on Organizations’ Likelihood to File their Overdue Taxes: A Multiwave Field Experiment,” revising for 3rd round review at Journal of Marketing.

Philp, Matt, Laurence Ashworth, Nicole Robitaille and Suzanne Rath, “Gifted Preferences: How Gift-Receipt Can Change Recipient Preferences,” revising for 2nd round review at Journal of Consumer Psychology

Mazar, Nina, Hilke Plassmann, Nicole Robitaille and Axel Lindner, “Pain of Paying – A Metaphor Gone Literal: Evidence from Neurobiology and Behavioral Decision Making,” revising for 2nd round review at Journal of Consumer Research

Robitaille, Nicole, Nina Mazar and Andrew Mitchell, “Removing Individuals’ License to Misbehave,” manuscript in preparation.

Suzanne Rath, Laurence Ashworth, Nicole Robitaille, and Matthew Philp, “Friend or Firm: When Friendliness Reduces Comfort Perceptions During Sales Interactions,” manuscript in preparation.

Suzanne Rath, Laurence Ashworth, and Nicole Robitaille, “Pangs from Persuasion: When Recommendations Undermine Consumers' Social Worth,” manuscript in preparation.

Kamila Sobol, Nicole Robitaille, and Darlene Walsh, “The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure,” manuscript in preparation.

Research in Progress

Robitaille, Nicole, and Pankaj Aggarwal, “What happens in Vegas: Using Mental Boundaries to Justify Misbehaving.” Data Collection in Progress. 

Robitaille, Nicole, Nina Mazar and Andrew Mitchell, “Expectations to Compensate.” Data Collection in Progress. 

Robitaille, Nicole and Julian House, “Enhancing Legitimacy with Deadlines.” Data Collection in Progress. 

Laurence Ashworth and Nicole Robitaille, “Purchase Reluctance: The Effect of Irrelevant Price Offers.” Data collection in Process.

Journal Publications

Robitaille, Nicole, Julian House and Nina Mazar (Forthcoming) “Effectiveness of Planning Prompts on Organizations’ Likelihood to File their Overdue Taxes: A Multiwave Field Experiment,” Management Science

Teaching

PhD Committees

  • Committee Member, Suzanne Rath, Queen’s University (2019)

Masters Student Committees

  • Chair, Donella Plastik, Queen’s University (2019)
  • Reader, Sean Buford (2019)
  • Chair, Alyssa Whalen, Queen’s University (2018)
  • Reader, Stephen Carney, Queen’s University (2018)
  • Reader, K. B. Koo, Queen’s University (2015)
  • Reader, Jennah Kerman, Queen’s University (2016)

Teaching Certificates  

  • Case Teaching: 2-day workshop (2013) University of Toronto; 1-day workshop (2016) Queen’s University
  • Teaching Business in College and University: 10-week course (2012) University of Toronto

Instructor

Introduction to Marketing (Winter 2015, 2016, 2017, 2019), Queen’s University Psychology Special Directed Lab Course (Winter 2017), Queen’s University 

Guest Lecturer

‘Consumer Behavior’ for Principles of Marketing (Winter 2011), University of Toronto

Research

Interests

Behavioral science, morality, pro-social behavior, public policy, and social welfare 

Presentations

Published Conference Proceedings and Refereed Conference Presentations (*presenter)

Kamila Sobol*, Nicole Robitaille, Darlene Walsh (2019), “The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure,” poster presented at Society for Judgment and Decision Making Conference, Montreal, QC.

Suzanne Rath*, Laurence Ashworth, Nicole Robitaille (2019), “Perceived Persuasion Conveys a Threat to Consumers’ Social Worth,” presented at Association for Consumer Research Conference, Atlanta, GA.

Robitaille, Nicole*, Nina Mazar, Claire Tsai and Elizabeth Hardy (2019), “Nudging to Increase Organ and Tissue Donor Registrations,” paper presented at Behavioural Insights into Business for Social Good, Vancouver, BC.

Laurence Ashworth*, Nicole Robitaille (2019), “Purchase Reluctance: The Effect of Irrelevant Price Offers,” paper presented at Southern Ontario Behavioral Decision Research Conference, Waterloo, ON.

Rath, Suzanne*, Laurence Ashworth, Nicole Robitaille (2018), “Pangs from Persuasion: When Recommendations Undermine Consumers’ Social Worth,” paper presented at Association for Consumer Research, Dallas, TX. 

Robitaille, Nicole*, Julian House, Nina Mazar (2018), “Effectiveness of Repeated Implementation Intension- Interventions on Organizations’ likelihood to File their Overdue Taxes,” paper presented at International Congress of Applied Psychology, Montreal, QC. 

Philp, Matthew*, Laurence Ashworth, Nicole Robitaille, Suzanne Rath (2018), “You Are What You Get: The Effects of Receiving Gifts on Reflected Appraisals, Identity, and Future Consumption,” paper presented at Society for Consumer Psychology, Dallas, TX. 

Suzanne Rath*, Laurence Ashworth, Nicole Robitaille and Matthew Philp (2017), “Friend or Firm: When Friendliness Reduces Comfort Perceptions During Sales Interactions,” paper presented at Association for Consumer Research, San Diego, CA.

House, Julian*, Nicole Robitaille and Nina Mazar (2017), “Implementation Intentions: How to Nudge Organizations to Pay their Overdue Taxes,” paper presented at Southern Ontario Behavioral Decision Research Conference, Kingston, ON.

Suzanne Rath*, Laurence Ashworth, Nicole Robitaille and Matthew Philp (2017), “Friend or Firm: When Friendliness Reduces Comfort Perceptions During Sales Interactions,” paper presented at Ivey Symposium on Consumer Behavior, London, ON.

Tsai, Claire*, Min Zhao, and Nicole Robitaille (2016), “How ‘Time until the End’ Influences Actual versus Predicted Consumer Experiences: A Resource Allocation Account,” paper presented at Association for Consumer Research, Berlin, Germany.

Philp, Matt*, Laurence Ashworth, Nicole Robitaille and Suzanne Rath (2016), “Gifting and Identity: The Effect of Gifts on Receiver Self-Identity,” paper presented at Association for Consumer Research, Berlin, Germany.

Suzanne Rath*, Laurence Ashworth, Nicole Robitaille and Matthew Philp (2016), “Friend or Firm: When Friendliness Reduces Comfort Perceptions During Sales Interactions,” poster presented at Association for Consumer Research, Berlin, Germany.

Robitaille, Nicole*, Nina Mazar and Claire Tsai (2016), “Nudging to Increase Organ and Tissue Donor Registrations,” paper presented at Behavioral Decision Research in Management, Toronto, ON.

Robitaille, Nicole*, Nina Mazar and Claire Tsai (2016), “Nudging to Increase Organ and Tissue Donor Registrations,” paper presented at Southern Ontario Behavioral Decision Research Conference, London, ON.

Suzanne Rath*, Laurence Ashworth, Nicole Robitaille, Matthew Philp and Jennah Kerman (2016), “I’m not your Friend, Buddy: The Unfavourable Effects of Firm Friendliness on Consumer Attitudes,” paper presented at Brand and Brand Relationships Conference, Toronto, ON.

Robitaille, Nicole*, Nina Mazar and Claire Tsai (2016), “Nudging to Increase Organ and Tissue Donor Registrations,” paper presented at Behavioral Science and Policy Association Conference, Washington, DC.

Robitaille, Nicole*, Nina Mazar and Claire Tsai (2016), “Nudging to Increase Organ and Tissue Donor Registrations,” paper presented at Society for Consumer Psychology, St. Pete Beach, FL.

Philp, Matt*, Laurence Ashworth, Nicole Robitaille and Suzanne Rath (2016), “Gifting and Identity: The Effect of Gifts on Receiver Self-Identity.” paper presented at the Ivey Symposium on Consumer Behavior, London, ON.

Robitaille, Nicole*, Nina Mazar and Claire Tsai (2015), “Nudging to Increase Organ and Tissue Donor Registrations,” paper presented at Society for Judgment and Decision Making, Chicago, IL.

House, Julian*, Nina Mazar and Nicole Robitaille (2015), “Increasing Timely Tax Payment with Implementation Intentions: A Field Experiment,” paper presented at Society for Judgment and Decision Making, Chicago, IL.

Robitaille, Nicole*, Nina Mazar and Claire Tsai (2015), “Nudging to Increase Organ and Tissue Donor Registrations,” paper presented at Association for Consumer Research, New Orleans, LA.

House, Julian*, Nina Mazar and Nicole Robitaille (2015), “Increasing Timely Tax Payment with Implementation Intentions: A Field Experiment,” paper presented at Academy of Management, Vancouver, BC.

Mazar, Nina*, Hilke Plassmann, Nicole Robitaille, and Axel Lindner (2015), “The Origin of the Pain of Paying: Evidence from fMRI and behavioral experiments,” paper presented at European Conference of the Society of Consumer Psychology, Vienna, Austria.

Robitaille, Nicole, Nina Mazar*, and Claire Tsai (2015), “Increasing Organ and Tissue Donor Registration,” paper presented at The La Londe Conference in Marketing Communications and Consumer Behavior, La Londe, France.

Mazar, Nina, Hilke Plassmann*, Nicole Robitaille, and Axel Lindner (2015), “The Origin of the Pain of Paying: Evidence from fMRI and behavioral experiments,” The La Londe Conference in Marketing Communications and Consumer Behavior, La Londe, France.

Robitaille, Nicole*, Nina Mazar and Andrew Mitchell (2014), “Removing Consumers’ License to Misbehave,” paper presented at Association for Consumer Research, Baltimore, MD. 

Mazar, Nina, Hilke Plassmann*, Nicole Robitaille and Axel Lindner (2014), “The Origin of the Pain of Paying: Evidence from fMRI and Behavioral Experiments,” paper presented at Annual Meeting of the Society for NeuroEconomics, Miami, FL.

Mazar, Nina, Hilke Plassmann*, Nicole Robitaille and Axel Lindner (2014), “The Origin of the Pain of Paying: Evidence from fMRI and Behavioral Experiments,” paper presented at Behavioral Decision Research in Management, London, UK.

Mazar, Nina*, Hilke Plassmann, Nicole Robitaille and Axel Lindner (2012), “The Origin of the Pain of Paying,” paper presented at Society for Judgment and Decision Making, Minneapolis, MN.

Mazar, Nina*, Hilke Plassmann, Nicole Robitaille and Axel Lindner (2012), “The Origin of the Pain of Paying,” paper presented at Society for Consumer Psychology, Florence, Italy.

Robitaille, Nicole* and Nina Mazar (2012), “Removing Consumers’ License to Misbehave,” paper presented at Society for Consumer Psychology, Las Vegas, NV. 

Robitaille, Nicole* and Nina Mazar (2012), “Removing Consumers’ License to Misbehave,” paper presented at Ivey Symposium on Consumer Behavior, London, ON.

Robitaille, Nicole* and Nina Mazar (2011), “Removing Consumers’ License to Misbehave,” paper presented at Society for Judgment and Decision Making, Seattle, WA. 

Nina Mazar, Hilke Plassmann, Nicole Robitaille*, and Axel Linder (2011),"The Origin of Pain of Paying," paper presented at Association for Consumer Research, St. Louis, MO.

Robitaille, Nicole*, Bianca Grohmann, Rong Zhou and Michael VonGrunau (2009), “The Effects of Product Display Organization on Consumers’ Visual Attention to Attributes,” poster presented at Society for Consumer Psychology, San Diego, CA.

Penhune, Virginia, Clarisse Longo dos Santos* and Nicole Robitaille (2006), “Consolidation of Implicit and Explicit Learning in a Biconditional Grammar Task,” poster presented at Cognitive Neuroscience Society, San Francisco, CA. 

Chaired Symposia (Referred)

“The Greater Good: Behavioral Research with Social Value.” Session Chairs: Nicole Robitaille and Nina Mazar. (2016) Society for Consumer Psychology Conference, St. Pete Beach, FL.

“The Greater Good: Behavioral Research with Social Value.” Session Chairs: Nicole Robitaille and Nina Mazar. (2015) Association for Consumer Research Conference, New Orleans, LA.

“Spending Hurts? Examining the Antecedes and Consequences of the Pain of Paying.” Session Chair: Nicole Robitaille. (2011) Association for Consumer Research Conference, St. Louis, MI.

Invited Research Talks

Guelph University (2019)

2nd Annual BEworks Summit for Behavioural Science in Business

Behavioral Economics in Action at Rotman (BEAR) Summer Research Retreat, University of Toronto (2019)

Financial Consumer Agency of Canada’s National Research Symposium on Financial Literacy, University of Toronto (2018)

Cognitive Neuroscience Seminar Series, Psychology Department, Queen’s University (2018) 

Behavioral Insights in Canada Conference: Building a BI Practice in Public Policy, University of Toronto (2018) 

Immigration, Refugees and Citizenship Canada (2017)

Employment and Social Development Canada, Service Research Conference (2016) 

University of Ottawa, 4th Canadian PhD and Early Career Workshop on Environmental Economics (2016)

Government of Canada, Behavioral Economics for the Public Sector Conference (2016)

SUNY Stony Brook (2013)

Queen’s University (2013)

Concordia University (2013)

Iowa State University (2013)

BE Works Consulting (2013)

University Tübingen (2010)

Awards

Fellowships

AMA Sheth Doctoral Consortium Fellow, University of Washington (2012)

fMRI Decision Neuroscience Workshop Fellow, University of Michigan (2009)

Doctoral Fellowship, University of Toronto (2008-2013)

Research Awards

D.I. McLeod Research Assistantship, Queen’s University (2014-2015, 2015-2016, 2016-2017, 2017-2018, 2018-2019, 2019-2020)

D.I. McLeod Summer Research Assistantship, Queen’s University (2016, 2018)

Other Awards

Amethyst Award, Behavioural Insights Unit (BIU), Ontario Government (2015)

Ontario Graduate Scholarship (2013-2014)

Grants & Funding

Partnership Grant (Behaviourally Informed Organizations) (2019)
SSHRC

Smith School of Business Conference Funding (2016–2017)
Queen’s University

Michael Lee-Chin Institute for Corporate Citizenship Research Grant (2014)

Michael Lee-Chin Institute for Corporate Citizenship Research Grant (2011)

Research Travel Grant, University of Toronto (2010, 2011)

Service

Faculty Service

  • 2015–2017, 2018–2019 Member of the Smith School of Business Subject Pool and Behavioural Lab Committee
  • 2015–2017, 2018–2019 Marketing Speaker Series Organizer, Smith School of Business
  • 2015–2017, 2018–2019 Marketing Area Group MSc/PhD Application Evaluation Committee
  • 2014, 2015, 2018 Inter-Collegiate Business Competition (ICBC), Preliminary Round Judge
  • 2017–2018 Psychology Comprehensive Exam Committee, Kalee DeFrance
  • 2016–2017 Undergraduate Curriculum Committee, Smith School of Business
  • 2014, 2015 Queen’s Entrepreneurs Competition, Preliminary Round Judge

Ad-Hoc Reviewing

  • Journal of Marketing 
  • Organizational Behavior and Human Decision Processes
  • Journal of Business Research (Outstanding Reviewer – 2015)
  • Marketing Letters
  • Social Psychology
  • Canadian Journal of Administrative Sciences
  • Brand and Brand Relationships Conference
  • Association of Consumer Research Conference  
  • Association of Consumer Research European Conference 
  • Association of Consumer Research Asia-Pacific Conference  
  • Society of Consumer Psychology Conference 
  • Social Sciences and Humanities Research Council of Canada (SSHRC) Insight Grants Fonds de recherche du Québec – Société et culture (FRQSC) Scholarships

Professional Affiliations

  • Association for Consumer Research (ACR) 
  • Association for Psychological Science (APS)
  • Behavioral Science and Policy Association (BSPA)
  • Society for Consumer Psychology (SCP)
  • Society for Judgment and Decision Making (SJDM) 

Conference Chair

2017 Conference co-chair: Southern Ontario Behavioral Decision Research Conference (SOBDR) 

Conference Committee

2019, 2020  Southern Ontario Behavioral Decision Research Conference (SOBDR)