Laurence Ashworth

Laurence Ashworth is a Full Professor and Associate Dean (Research) at the Smith School of Business, Queen's University. He holds a PhD in Marketing (2004) and B.Com (1998) from the University of British Columbia. His research focuses on social and emotional influences on consumer decision-making, particularly in areas like respect in buyer-seller relationships, self-image concerns, and fairness perceptions. Ashworth teaches courses on consumer behavior and marketing across undergraduate, MBA, and PhD programs.

He has held roles such as Scotiabank Scholar and Associate Dean, and serves on committees including the General Research Ethics Board and Renewal, Tenure, and Promotion Committee. His research has been published in top journals like Journal of Consumer Research and Journal of Marketing, and he has received awards including the Distinguished Faculty Fellow (2019) and Commerce ’83 Fellowship (2011).

Key research themes include gift-giving's impact on identity, the psychology of consumer competence, and the role of perceived respect in satisfaction. His work often bridges theoretical insights with practical implications for marketing strategy and policy.

• Affiliations: Smith School of Business, Scotiabank Centre for Customer Analytics
• Education: PhD (UBC 2004), B.Com (UBC 1998)
• Grants: SSHRC grants ($44k-$52k) for studies on fairness judgments and barriers to financial advice
• Service: Inter-Collegiate Business Competition judge, Shad Valley Program speaker