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Allison Johnson

Assistant Professor, Marketing

Faculty Director of Ivey Research Lab

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  • Consumer Psychology
  • Consumers' Relationships with Brands
  • Consumer Well-Being
  • Consumerism
  • Social Identity and Attachment Theories
  • Emotion

Research Publications

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Professor Allison Johnson's most recent research has been focused on consumer well-being (and conversely, consumer retaliation) as it relates to relationships with brands and service providers, by applying theories of attachment and social identity in the consumer domain. She and her coauthors have been honoured by publication of these works in the field's top journals. On-going research is exploring further contributions to theory and practice by extending these investigations.
The Social Sciences and Humanities Research Council is funding her current works-in-progress investigating the effects of consumerism and hyperchoice situations: specifically, on what effects being chronically immersed in such situations may have on decision-making in moral dilemmas and altruistic choices.

Her other research interests center on consumer inferences and how those inferences are: i) related to consumers' relationships with companies and brands, ii) affected by perceived morality and corporate social responsibility (CSR), and iii) based on the competitive landscape and other corporate associations.

Professor Johnson's research has been published in the Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Psychology and Marketing, and the Review of Marketing Research.  As well, her research has been discussed in Time Magazine Online, Los Angeles Times (Business Online), The Independent, and the Toronto Star.

Recent Refereed Articles

  • Johnson, A. R.; Folkes, V.; Wang, J., 2018, "When One Bad Apple Spoils Consumers' Judgment of the Brand: Exposure to an Employee's Non-Workplace Transgression and Potential Remedies", Journal of the Academy of Marketing Science, July 46(4): 725 - 743.
  • Whelan, J.; Johnson, A. R.; Marshall, T.; Thomson, M., 2016, "Relational Domain Switching: Interpersonal Insecurity Predicts the Strength and Number of Marketplace Relationships", Psychology & Marketing, June 33(6): 465 - 479.
  • Pirouz, D. M.; Johnson, A. R.; Thomson, M.; Pirouz, R., 2015, "Creating Online Videos That Engage Viewers", Sloan Management Review (MIT), June 56(4): 83 - 88.
  • Johnson, A. R.; Thomson, M.; Jeffrey, J., 2015, "What Does Brand Authenticity Mean? Causes and Consequences of Consumer Scrutiny", Review of Marketing Research, June 12: 1 - 28.
  • Sen, S.; Johnson, A. R.; Bhattacharya, C. B.; Wang, J., 2015, "Identification and Attachment in Consumer-Brand Relationships", Review of Marketing Research, June 12: 151 - 174.
  • Thomson, M.; Whelan, J.; Johnson, A. R., 2012, "Why Brands Should Fear Fearful Consumers: How Attachment Style Predicts Retaliation", Journal of Consumer Psychology, June 22(2): 289 - 298.
  • Johnson, A. R.; Matear, M.; Thomson, M., 2011, "A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions", Journal of Consumer Research, June 38(1): 108 - 125.
  • Johnson, A. R.; Folkes, V. S., 2007, "How Consumers' Assessments of the Difficulty of Manufacturing a Product Influence Quality Perceptions", Journal of the Academy of Marketing Science, September 35(3): 317 - 328.
  • Thomson, M.; Johnson, A. R., 2006, "Marketplace and Personal Space: Investigating the Differential Effects of Attachment Style Across Relationship Contexts", Psychology & Marketing, August 23(8): 711 - 726.
  • Einwiller, S. A.; Fedorikhin, A.; Johnson, A. R.; Kamins, M. A., 2006, "Enough is Enough When Identification no Longer Prevents Negative Corporate Associations", Journal of the Academy of Marketing Science, March 34(2): 185 - 194.

For more publications please see our Research Database


  • Faculty Director, Ivey Behavioural Research Lab, 2014 – present.
  • Co-author (with Natalie Mauro) of Ivey’s #1 (of ~4,400) Best Selling Case (“The Pillsbury Cookie Challenge”) which also won Bestselling Case Awards in 2012, 2013, 2014 and 2015.
  • Editorial Review Board Member, Journal of the Academy of Marketing Science, 2007-2013.
  • Co-Chair Consumer Behaviour Track, 2010 and 2007 Academy of Marketing Science Conferences.
  • Sustainability in Business Award, SAP Canada 2010.