Timothy Silk

Tim teaches brand management, new product development and consumer behaviour at the UBC Sauder School of Business. A leading expert in pricing and promotion-related consumer behaviour, he helps major international organizations to identify strategic market opportunities for new products. He has also helped shape consumer-friendly public policies for government agencies. Formerly he was a marketing manager for a soft-drink company and an advertising account executive.

Education

• 2004 PhD, Marketing, University of Florida, Gainesville, FL
• 1997 BBA, Wilfrid Laurier University, Waterloo, Canada

Research Interests

Consumer judgment and decision making and attitude-behavioural consistency (procrastination, affective forecasting, monetary formats, frequency reward programs, mental accounting, consumer rebates, attribute framing, new product forecasting).

Research and Teaching Awards

• MBA Society Teaching Award, Sauder School of Business, UBC (2017)
• MBA Society Teaching Award, Sauder School of Business, UBC (2015)
• Runner Up, CUS Teaching Excellence Award, Sauder School of Business, UBC (2013)
• CGA Graduate Master Teacher Award, Sauder School of Business, UBC (2012)
• Runner Up, CUS Teaching Excellence Award, Sauder School of Business, UBC (2010)
• MBA Society Teaching Award, Sauder School of Business, UBC (2008)
• MBA Teaching Award, Moore School of Business, University of South Carolina (2006)
• MBA Teaching Award, Moore School of Business, University of South Carolina (2005)
• Doctoral Dissertation Award in Behavioral Pricing, Fordham Pricing Center (2003)
• Grinter Research Fellowship, University of Florida (2000-2004)
• Finalist, Undergraduate Teacher of the Year, University of Western Ontario (2000)
• Teaching Excellence Award, Ivey School of Business, U. of Western Ontario (1998, 1999, 2000)

Research Grants

• SSHRC Grant, Schedules of Reinforcement and Frequency Reward Programs (2011-2014) $74,767
• Hampton Grant, Consumer Procrastination (2011-2013) $20,111
• CFI Infrastructure Grant, Consumer Behavior Research Lab (2010-2015) $96,951
• Sauder SSHRC Grant, Affective Forecasting and Consumer Procrastination (2010) $4,940
• Sauder SSHRC Grant, Loyalty Programs as Negative Reinforcements (2009) $4,938
• SSHRC Grant, Mental Accounts and Gift Card Spending Behavior (2007-2010) $67,842
• HSS Small Grant, Rebate Promotions and Consumer Welfare (2007) $944

Selected Recent Publications

• Pechmann, C. and Silk, T.G. (2013), Policy and Research Related to Consumer Rebates: A Comprehensive Review. Journal of Public Policy & Marketing, 32 (2), 255-270. (authors contributed equally)
• Cohen, Joel B., Julia Belyavsky, and Tim Silk (2008), "Using Visualization to Alter the Balance Between Desirability and Feasibility During Choice," Journal of Consumer Psychology, 18, 270-275.
• Janiszewski, Chris, Tim Silk, and Alan D. J. Cooke (2003), "Different Scales for Different Frames: The Role of Subjective Scales and Experience in Explaining Attribute Framing Effects," Journal of Consumer Research, 30, 311-325 (lead article).