Biography


Robin Ritchie is Associate Professor of Marketing at the Sprott School of Business. He earned a B.A. in Political Science at the University of Calgary, along with an M.Sc. in International Business and a Ph.D. in Marketing from the University of British Columbia.

Professor Ritchie’s research examines consumer suspicion of marketers and its influence on interpretation of advertising claims. He is also investigating the role of trust in consumer behavior, brand-building in virtual environments, marketing in subsistence markets, and the nature of competition in the nonprofit sector. He has co-authored a number of publications, including “Damage from Corrective Advertising: Causes and Cures,” forthcoming in the Journal of Marketing, “The Defensive Consumer: Advertising Deception, Defensive Processing, and Distrust,” published in the Journal of Marketing Research, and “A framework for an industry supported destination marketing information system,” published in Tourism Management. He has conducted media interviews with the Globe & Mail, National Post, Toronto Star, Canwest News, Global Television, CBC Radio, and a variety of local media outlets.

Professor Ritchie’s work experience includes management of marketing research for Travel Alberta (the tourism marketing agency of the province of Alberta, Canada), and consulting for the Valencian Tourism Institute in Valencia, Spain. He has also served as an account manager with Columbus Group Internet Marketing in Vancouver, British Columbia.

Prior to joining Sprott, he was on faculty at the Richard Ivey School of Business, University of Western Ontario, where he taught in the HBA, MBA and Ph.D. programs.

Publications and Research Files