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Research Interests

Professor Trifts’ research interests relate to consumer information search and decision-making. Her work explores various psychological and situational variables that impact the amount of information search undertaken by consumers, and how this subsequently influences their preferences for brands.

Selected Awards and Honours

• 2017Ìý Mills Faculty Award in Marketing
  
• 2016-2018 ÌýÌý Social Sciences and Humanities Research Council of Canada, Insight DevelopmentÌý Grant ($64,509 – Sole Investigator)
• 2015-2017Ìý Â鶹´«Ã½'s Research and Development Fund Grant ($3,500 - Principal Investigator)
  
• 2009-2012Ìý Social Sciences and Humanities Research Council of Canada, Standard Research Grant 410-2009-0304 ($94,506 – Principal Investigator)
• 2007-2010Ìý Social Sciences and Humanities Research Council of Canada, Standard Research Grant 410-2007-2290 ($136,428 – Co-applicant)

Selected Publications

• Consumer self-construal and trust as determinants of the reactance to a recommender adviceÌý Aljukhadar, M., Trifts, V. & Senecal, S. Psychology & Marketing 34(7), 708-719 (2017)
  
• Price versus nice? How unfavorable price comparisons help retain customersÌý Trifts, V., Huang, L. & Häubl, G.Ìý Journal of Marketing Theory and Practice 21(2), 163-178 (2013)
  
• Preferences for alternative short sea shipping opportunities: Valuation of travel time, reliability and frequencyÌý Puckett, S. M., Hensher, D. A., Brooks, M. R. & Trifts, V.Ìý Transportation Research 47(2), 182-189 (2011)
  
• Information availability and consumer preference: Can online retailers benefit from providing access to competitor price information?Ìý Trifts, V. & Häubl, G.Ìý Journal of Consumer Psychology 13 (1&2), 149-159 (2003)
  
• Consumer decision making in online shopping environments: The effects of interactive decision aids (lead article) Häubl, G. & Trifts, V.Ìý Marketing Science 19 (1), 4-21 (2000)

Current Teaching

• COMM/MGMT 2401 - Introduction to Marketing
• COMM/MGMT 3710 - Business in Emerging Markets