MS1 en-us
MS2 Assistant Professor
MS3 Assistant Professor (f)
MS4 Assistant Professor
MS2 Assistant Professor
MS3 Assistant Professor (f)
MS4 Assistant Professor
Holly Howe
Assistant Professor, Department of Marketing

Contact information
HEC Montréal3000, chemin de la Côte-Sainte-Catherine
Montréal (Québec)
Canada H3T 2A7
Email : holly.howe@hec.ca
Phone : Not available
Secretary: 514 340-6427
Fax : n/a
Office : 4.721
Personal page
Education
- PhD (Marketing), Duke University
- MSc (Kinesiology), University of Toronto
- Honours BSc (Psychology), McMaster University
Expertise
- Advertising, with a focus on humorous communication.
- Consumer-brand relationships
- Interpersonal relationships in the marketplace
- Health Behaviour
Current research
- Forthcoming
This publication selection covers the last five years.
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Journal articles (13)
HOWE, Holly, WIENER, Hillary J.D., CHARTRAND, Tanya L.;
« Money can buy me love: Gifts are a more effective form of acute social support than conversations »,
Journal of Consumer Psychology, 2025 (status : online).
HOWE, Holly;
« Gender trends in orthopedic surgical residency programs in Canada over 20 years »,
Canadian Journal of Surgery / Journal canadien de chirurgie, vol. 68, no 1, 2025, p. E41-E47.
NDOJA, Silvio, HOWE, Holly, PAPP, Steven R., SCHEMITSCH, Emil, LANTING, Brent;
« Perceptions of readiness for independent practice among graduating orthopedic surgery residents in Ontario in the last 30 years »,
Canadian Journal of Surgery / Journal canadien de chirurgie, vol. 67, no 6, 2024, p. E370-E376.
OBA, Demi, HOWE, Holly, FITZSIMONS, Gavan J.;
« Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers »,
Journal of Consumer Research, 2024 (status : online).
HOWE, Holly, ZHOU, Lingrui, DIAS, Rodrigo S., FITZSIMONS, Gavan J.;
« Aha over Haha: Brands benefit more from being clever than from being funny »,
Journal of Consumer Psychology, vol. 33, no 1, 2023, p. 107-114.
MAKARA, Amanda, HOWE, Holly, COOPER, Marita, HECKERT, Kerri, WEISS, Samantha, KELLOM, Katherine, SCHARF, Danielle, UBEL, Peter A., ORLOFF, Natalia, TIMKO, C. Alix;
« Modifying an Open Science Online Grocery for parents of youth with anorexia nervosa: A proof-of-concept study »,
International Journal of Eating Disorders, vol. 56, no 5, 2023, p. 1011-1020.
MURRAY, Ross, HOWE, Holly, SYLVESTER, Benjamin, WILLSON, Erin, SABISTON, Catherine;
« Associations between resistance training motivation, behaviour and strength »,
International Journal of Sport and Exercise Psychology , vol. 20, no 3, 2022, p. 965-980.
GITAU, Kevin, HOWE, Holly, GINSBERG, Lydia, PERL, Jeffrey, AILON, Jonathan;
« Therapeutic Cannabis Use in Kidney Disease: A Survey of Canadian Nephrologists »,
Kidney Medicine , vol. 4, no 5, 2022, p. 1-10.
HOWE, Holly, UBEL, Peter A., FITZSIMONS, Gavan J.;
« Open Science Online Grocery: A Tool for Studying Choice Context and Food Choice »,
Journal of the Association for Consumer Research, vol. 7, no 4, 2022, p. 393-402.
WIENER, Hillary J.D., HOWE, Holly, CHARTRAND, Tanya L.;
« Being there without being there: Gifts compensate for lack of in-person support »,
Psychology & Marketing, vol. 39, no 6, 2022, p. 1267-1279.
KARLINSKY, April, HOWE, Holly, DE JONGE, Melissa, KINGSTONE, Alan, SABISTON, Catherine, WELSH, Timothy N.;
« Body Image and Voluntary Gaze Behaviors towards Physique-Salient Images »,
International Journal of Environmental Research and Public Health, vol. 18, no 5, 2021, p. 1-15.
DECELLES, Katherine A., ADAMS, Gabrielle, HOWE, Holly, JOHN, Leslie;
« Anger Damns the Innocent »,
Psychological Science, vol. 32, no 8, 2021, p. 1214-1226.
TIMKO, C. Alix, BHATTACHARYA, Anushua, FITZPATRICK, Kathleen Kara, HOWE, Holly, RODRIGUEZ, Daniel, MEARS, Connor, HECKERT, Kerri, UBEL, Peter A., EHRENREICH-MAY, Jill, PEEBLES, Rebecka;
« The shifting perspectives study protocol: Cognitive remediation therapy as an adjunctive treatment to family based treatment for adolescents with anorexia nervosa »,
Contemporary Clinical Trials, vol. 103, 2021, p. 1-11.
This selection of supervision activities covers the last five years.
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Master's thesis direction – MSc in Management (1)
Consumer Responses to Brands' Corporate Social Responsibility Messaging and Actions According to Cultural Values, by Jérémy Turmel
September 2024
September 2024
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Supervised project supervision – MSc in Management (1)
Building Consistent Brands: Overcoming Resistance to Design Systems at Loto-Québec , by Emma Paulos
September 2024
September 2024
Winter 2025
MARK 10100A
Winter 2024
MARK 10100A
MARK 60103A
Winter 2023
MARK 10100A