- Consumer Behaviour
- Behavioral Psychology
- Read the Impact article featuring research from Professor Duclos
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Associate Professor, Marketing
Professor Duclos is a behavioral psychologist. His research aims to articulate, predict, and shape human decision-making and behavior, all in the pursuit of consumer and societal welfare. Particular issues of interest include: the psychology of financial decision-making and risk-taking; how hormones impact willingness to pay; prosocial behavior; and judicial decision-making. His findings have appeared in premier marketing and psychology journals such as the Journal of Consumer Research, the Journal of Consumer Psychology, and the International Journal of Research in Marketing. His work has also been covered over 100 times in the popular press (e.g., TIME Magazine, CBS, NBC News, US News & World Report, Harvard Business Review). He owes his PhD to the University of North Carolina at Chapel Hill and Duke University.
Prior to joining the Ivey Business School, he taught at the Hong Kong University of Science & Technology (HKUST) and the University of North Carolina at Chapel Hill (Kenan-Flagler Business School). His lectures range from intro courses on Marketing Principles to advanced courses on Global Marketing and Strategic Brand Management.
In addition to research and teaching, Professor Duclos consults for private, governmental, and nonprofit organizations. His clients range from the Americas to Europe to Asia.
- Principles of Marketing
- Global Marketing
- Strategic Brand Management
- Kenan-Flagler School of Business @ the University of North Carolina, Chapel Hill, PhD
- Bellarmine University, MBA
- Institut Supérieur du Commerce de Paris, MSc
Recent Refereed Articles
2015, "The psychology of investment behavior: (De)biasing financial decision-making one graph at a time", Journal of Consumer Psychology, April 25(2): 317 - 325.
Abstract: Consumers' welfare largely depends on the soundness of their financial decisions. To this effect, the present research examines how people process graphical displays of financial information (e.g., stock-prices) to forecast future trends and invest accordingly. In essence, we ask whether and how visual biases in data interpretation impact financial decision-making and risk-taking. Five experiments find that the last trading day(s) of a stock bear a disproportionately (and unduly) high importance on investment behavior, a phenomenon we coin end-anchoring. Specifically, a stock-price closing upward (downward) fosters upward (downward) forecasts for tomorrow and, accordingly, more (less) investing in the present. Substantial investment asymmetries (up to 75%) emerge even as stock-price distributions were generated randomly to simulate times when the market conjuncture is hesitant and no real upward or downward trend can be identified. Allying experimental manipulations to eye-tracking technology, the present research begins to explore the underpinnings of end-anchoring.
Link(s) to publication:
Duclos, R., Barasch, A.,
2014, "Prosocial Behavior in Intergroup Relations: How Donor Self-Construal and Recipient Group-Membership Shape Charitableness", Journal of Consumer Research, June 41(1): 93 - 108.
Abstract: This research examines the interplay of self-construal orientation and victim groupmembership on prosocial behavior. Whereas consumers primed with an independent self-construal demonstrate similar propensities to help needy in-group and out-group others, an interdependent orientation fosters stronger commitments to aid in-group than out-group members. This interaction holds in both individualistic (i.e., the United States) and collectivistic (i.e., China) nations and seems driven by a belief system. For interdependents, the prospect of helping needy in-group (relative to out-group) members heightens the belief that helping others contributes to their own personal happiness, which in turn increases their propensity to act benevolently. Such in-group/out-group distinctions do not seem to operate among independents. The article concludes by discussing the theoretical implications of our findings for the cross-cultural, intergroup-relations, and prosocial literatures before deriving insights for practice.
Link(s) to publication:
Hoeffler, S., Ariely, D., West, W., Duclos, R.,
2013, "Preference Exploration and Learning: The Role of Intensiveness and Extensiveness of Experience", Journal of Consumer Psychology, July 23(3): 330 - 340.
Abstract: In this article, the authors partition the construct of experience into intensiveness (i.e., amount) and extensiveness (i.e., breadth) and examine the impact of the two specific types of experience on preference learning. In the first three studies, the authors' theory that experience can be partitioned into intensiveness (i.e., amount) and extensiveness (i.e., breadth) of experience and that extensiveness has a greater impact on preference learning is supported in environments where prior experience is measured. Further, in study 4 they demonstrate that extensiveness or breadth of experience exerts a larger influence on preference learning in an experiment where each unique type of experience is manipulated as well as measured.
Link(s) to publication:
Duclos, R., Wan, E.W., Jiang, Y.,
2013, "Show Me the Honey! Effects of Social Exclusion on Financial Risk-Taking", Journal of Consumer Research, June 40(1): 122 - 135.
Abstract: This research examines the effects of social exclusion on a critical aspect of consumer behavior, financial decision-making. Specifically, four lab experiments and one field survey uncover how feeling isolated or ostracized causes consumers to pursue riskier but potentially more profitable financial opportunities. These daring proclivities do not appear driven by impaired affect or self-esteem. Rather, interpersonal rejection exacerbates financial risk-taking by heightening the instrumentality of money (as a substitute for popularity) to obtain benefits in life. Invariably, the quest for wealth that ensues tends to adopt a riskier but potentially more lucrative road. The article concludes by discussing the implications of its findings for behavioral research as well as for societal and individual welfare.
Link(s) to publication:
Yan, D., Duclos, R.,
2013, "Making Sense of Numbers: Effects of Alphanumeric Brands on Consumer Inference", International Journal of Research in Marketing, June 30(2): 179 - 184.
Abstract: This research examines when and how the presence of seemingly innocuous, non-diagnostic numbers in brand names (e.g., 7-UP) impacts consumers' judgments. Building on anchoring theory, our central proposition is that numbers contained in alphanumeric brand names can act as implicit anchors that subsequently bias (either upward or downward) consumers' assessment of a product's price, weight, volume, etc. We qualify this proposition, however, by showing that such anchoring effects occur primarily when (a) the numeric component of a name appears relevant to the judgment at hand and (b) consumers evaluate product attributes superficially (rather than systematically).
Link(s) to publication:
Honours & Awards
- 2017-present - Appointed to the Editorial Review Board (ERB) of the Journal of Consumer Research (JCP; Selectivity: 10%).
- 2017 - present - R.A. Barford Chair Professorship, Ivey Business School. Amount: $22,500.
- 2015 - present - Appointed to the Editorial Review Board (ERB) of the Journal of Consumer Research (JCR; Selectivity: 8%).
- 2015 - present - Appointed to the Editorial Review Board (ERB) of Recherche et Applications en Marketing (RAM).
- 2017 - 2018 - Western University, Research Base Fund (grant BUZV-R5440A01). Amount: $10,000.
- 2017 - 2018 - Western University, SSHRC Reapplication assistance (grant BVGZ-R5440A04). Amount: $5,000
- 2017 - Research Merit Award, Ivey Business School.
- 2017 - Western University R&D Grant. Amount: $25,000.
- 2016 - Western University Faculty Research Development Grant. Amount: $4,000.
- 2016 - Western University Research Grant. Amount: $10,000.
- 2016 - Research Merit Award, Ivey Business School.
- 2016 - Dean’s list for Teaching Excellence (Top 10%), Ivey Business School.
- 2015 - Western University Research Grant. Amount: $10,000.
- 2015 - Western University Start-up Grant. Amount: $15,000.
- 2015 - Nominated to the Editorial Review Board (ERB) of the Journal of Consumer Research (Selectivity: 8%).
- 2015 - Nominated to the Editorial Review Board (ERB) of Recherche et Applications en Marketing (RAM).
- 2015 - Hong Kong University of Science & Technology Research Grant (SBI15BM09). Amount: $36,000.
- 2015 - Dean’s list for Teaching Excellence (HKUST).
- 2014 - Dean’s list for Teaching Excellence (HKUST).
- 2013 - Runner-up for the Franklin Prize for Teaching Excellence (HKUST).
- 2013 - Competitive research grant from the HK Research Grants Council. GRF project 690713. Amount: $526,500.
- 2012 - Dean’s list for Teaching Excellence (HKUST).
- 2011 - Dean’s list for Teaching Excellence (HKUST).
- 2010 - Hong Kong University of Science & Technology Special Research Grant. Amount: $10,000.
- 2010 - Dean’s list for Teaching Excellence (HKUST).
- 2009 - Winner of the Franklin Prize for Teaching Excellence (HKUST).
- 2009 - Competitive research grant from the HK Research Grants Council. GRF project 640509. Amount: $521,640.
- 2008 - HK Research Grants Council - Direct Allocation Grant (DAG08/09.BM09). Amount: $100,000.
- Lecturer, University of North Carolina at Chapel Hill (UNC).
- Assistant Professor, Hong Kong University of Science & Technology (HKUST).
- Associate Professor, Ivey Business School, Western University.