Debra Basil

Debra Basil, a Professor of Marketing at the University of Lethbridge and co-founder of the Institute for Consumer and Social Well-being, is a leading scholar in cause-related marketing, volunteerism, and socially responsible marketing. With academic appointments since 2000 at the Dhillon School of Business, she has conducted fieldwork in Japan, Australia, and France, and served as a consultant for organizations like Deluxe Corporation and Allstate Insurance.

Research Trends: Her recent work spans immigrant integration, non-profit/business partnerships, coercive citation in publishing, and socially conscious consumer behavior. She explores how ethical self-identity influences decision-making and develops frameworks for environmental efficacy and social marketing impact.

• Key Awards: SSHRC Insight Grant (2015), University Scholars Award (2015)
• Notable Media: Appointed as expert witness before the Canadian Senate (2018) on volunteerism; featured in Lethbridge Herald (2006)
• Advising: Mentored MSc students like M. Wehbe, J. S. Wiebe, and Y. Zhu on projects related to reactance, psychological distance, and fear appeals