Hélène Deval
Associate Professor; MScB Program Director
Email: HDeval@dal.ca
Phone: 902-494-8997
Fax: 902-494-1107
Mailing Address:
- Advertising
- Consumer behaviour
- Pricing
Education
- PhD, MBA (Cincinnati)
- MM (Toulouse)
Current Teaching
Research Interests
Dr. Deval’s research focuses on consumer behaviour, especially inference processes. In everyday judgments consumers rely on limited information, using a variety of inferential strategies to “fill in the gaps” left by incomplete information and insufficient knowledge. Her research includes the use of naïve theories as inference rules, sensitivity to missing information and social influence strategies.
Selected Awards and Honours
- 2009 Honorable Mention, Society for Consumer Psychology Dissertation Proposal Competition
- 2009 AMA Sheth Foundation Doctoral Consortium Fellow
Selected Publications
- Naïve theories and about marketing and consumption in consumer inference. Deval, H., M.L. Cronley, S.P. Mantel & F.R. Kardes. In C. V. Jansson-Boyd & M. Zawisza, M. (Eds.), Routledge International Handbook of Consumer Psychology (429-446). Abingdon, UK: Routledge (2017)
- The effect of construal level on sensitivity to missing information. Pfeiffer, B.E., H. Deval, D.R. Ewing, X. Han, M.L. Cronley & F.R. Kardes, Psychology and Marketing, 31(11), 992-1007 (2014)
- No product is perfect: The positive influence of acknowledging the negative. Pfeiffer, B.E., H. Deval, F.R. Kardes, E.R. Hirt, S.C. Karpen & B.M. Fennis, Thinking & Reasoning, 20(4), 500-512 (2014)
- How naïve theories drive opposing inferences from the same information. Deval, H., S.S. Posavac, S.P. Mantel, & F.R. Kardes, Journal of Consumer Research, 39 (April), 1185-201 (2013)
- Discriminating Between naturally-occurring versus measurement-induced judgment processes in persuasion and choice. Cronley, M.L., F.R. Kardes, S.P. Mantel, & H. Deval. In S.S. Posavac (Ed.), Cracking the Code: How Managers Can Drive Profits by Leveraging Principles of Consumer Psychology. Armonk, NY: M.E. Sharpe (2011)