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The Consumer Research Laboratory is a state-of-the art facility and is a part of the Canada Research Chair (Tier II) awarded to Wilfrid Laurier University faculty member Tripat Gill. The lab enables our marketing faculty and graduate students at Laurier to conduct high-quality, controlled research, in a dedicated space.

The lab was officially opened on Nov. 28, 2012 and has been funded by grants from the Canadian Foundation for Innovation, the Ontario Research Fund and Wilfrid Laurier University. With grants totalling almost $95,000, this lab has been designed for experimental studies, online data collection and analysis, and much more.

Equipment

lab equipmentThe laboratory is equipped with 20 computer terminals, which include Qualtrics software for study design and survey-based, online data collection. The terminals also include MediaLab software for designing studies and measuring response times to specific tasks, as well as SPSS software for data analysis. Equipment to record thought protocols as well as a small break-out room with a one-way mirror provides for focus groups, interviews and other tasks relevant to research studies.

Occupancy

Any research conducted in the lab must be registered at the lab before its implementation. The director of the lab and lab administrator must approve the use of the space and its resources before any project is implemented. To reserve space in the lab, please contact Tripat Gill at tgill@wlu.ca. Note: Priority will be given to Marketing faculty in the Lazaridis school of Business and Economics.

All research conducted in the lab must have received prior ethics approval from the Laurier Research Ethics Board

Research Projects

Consumer Interactions with AI and Autonomous Agents

  • Consumer Aversion and Compliance with Medical AI Agents
    • Researchers: Sakshi Korde (PhD student, Marketing), Tripat Gill
  • Consumer perception and adoption of autonomous vehicles (AVs)
    • Researchers: Tripat Gill, Sakshi Korde (PhD student, Marketing)

Consumer Behaviour and Brand Management

  • The Effect of Dominance vs. Prestige in Status Signalling
    • Researchers: Shirish Panchal (PhD student, Marketing), Tripat Gill
  • Measuring and Mapping Brand Affective Meaning
    • Researchers: Tripat Gill, Floortje Wijnands (former MSc student)

Innovation and New Product Adoption

  • Effect of Emotions on New Product Adoption
    • Supported by: SSHRC Insight Grant (2017-2021)
    • Researchers: Tripat Gill, Zhenfeng Ma, Ping Zhao

Consumer Biases and Stereotypes

  • Effect of skin tone (fair vs. dark) on consumer perception of service providers and human brands.
    • Researchers: Tanuka Ghoshal (Baruch College, NY), Tripat Gill
  • Portion-Size Options and Food (Over) Consumption
    • Researchers: Tripat Gill, Jing Lei (University of Melbourne)

Replications in Marketing and Psychology

  • Jones, B., ......Gill, T...(several others), “To Which World Regions Does the Valence-Dominance Model of Social Perception Apply?,” revise and resubmit to Nature Human Behavior.
  • Protzko, J., ......Gill, T...(several others), “Moral Thinking Across the World,” revise and resubmit to Nature Human Behavior.

Tripat Gill, Director of the Consumer Research Laboratory

E: tgill@wlu.ca
T: 519.884.0710 x4042

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