معرفی
Peter Darke is Professor of Marketing and Director of the PhD Program at York University's Schulich School of Business. His research examines emotional, motivational, and cognitive aspects of consumer judgment and decision-making, particularly investigating whether judgment biases might have adaptive benefits. This work has significant implications for marketing practices in advertising, sales, behavioral pricing, promotions, and word-of-mouth behavior.
His primary research interests focus on consumer psychology in marketing contexts, including behavioral biases in information processing, ethical decision-making, and persuasion mechanisms. Darke's work bridges theoretical behavioral science and practical marketing applications, exploring how cognitive shortcuts and emotional responses influence consumer choices.
Analysis of Darke's 15 most recent publications reveals consistent themes in consumer psychology research: the psychology of trust/deception in advertising, cognitive biases in judgment, cross-cultural decision-making patterns, and persuasion mechanisms in digital environments. His work demonstrates methodological diversity including experimental designs, behavioral modeling, and cross-cultural comparative studies.
