Tandy DayleThomas
Assistant Professor

Tandy's research interests lie at the intersection fo consumer culture theory and social psychology. Her research, encompassing a variety of methodological techniques (survey, experimental, and interpretive), examines how the social contexts in which individuals are embedded impact their responses to marketing stimuli, especially advertisements. She examines this at the level of individual, social and collective identity. Her current projects explore perceptions of advertisements and how these are socially embedded, with a focus on how perceptions of others' views influence advertisement evaluations. In addition, she examines the role of authenticity perceptions in advertising: uncovering how they relate to consumers' experiences, how they impact ad liking, and why this matters for marketing managers. Finally, she also explores how salient social identities and membership in consumption subcultures influence individuals' consumption practices and responses to marketing stimuli. Tandy's research has been presented at numerous national and international conferences and supported by a variety of awards and scholarships, including a doctoral fellowship from the Social Sciences and Humanities Research Council of Canada.

Tandy completed her PhD in 2009 at the University of Arizona. She also holds a BComm and MSc in Marketing degrees from Queen's University.

Smith School of Business
Goodes Hall, Queen's University
Kingston, Ontario
Canada K7L 3N6

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