معرفی
Holly Howe is an Assistant Professor in the Department of Marketing at HEC Montréal, affiliated with the HEC Montréal institution. She holds a PhD in Marketing from Duke University (2022), an MSc in Kinesiology from the University of Toronto, and a BSc in Psychology from McMaster University. Her research focuses on consumer-brand relationships, humor in marketing communication, and health behavior interventions, with notable contributions to journals like Journal of Consumer Research and Psychological Science.
Dr. Howe’s expertise bridges advertising strategy and consumer psychology, emphasizing how humor and interpersonal dynamics shape brand interactions. She co-developed the Open Science Online Grocery (OSOG) platform, a groundbreaking tool for studying consumer choice contexts. Her work has been applied in sectors ranging from healthcare (e.g., cannabis use in kidney disease) to fitness (e.g., resistance training motivation).
Teaching includes undergraduate Marketing 101 and graduate Marketing Communication, with a focus on practical, real-world applications. She actively supervises master’s theses and projects, including recent work on corporate social responsibility messaging and design systems in marketing.
Her research portfolio spans diverse topics, from analyzing gender trends in medical residencies to exploring how gifts serve as social support. Notable grants and collaborations include partnerships with healthcare organizations and small businesses, reflecting her commitment to applied consumer research.
As a PhD program resource coordinator at HEC, she maintains guidelines for comprehensive exams and dissertation processes, emphasizing structured pathways for graduate student success.
