Kyle Murray, BSc, PhD

Stanley A Milner Chair & Dean, Alberta School of Business - Deans Office

Pronouns: he, him, his


Stanley A Milner Chair & Dean, Alberta School of Business - Deans Office
(780) 248-1091
4-40G Business Building
11203 Saskatchewan Drive NW
Edmonton AB
T6G 2R6



I currently serve as the Acting Dean of the Alberta School of Business. I was previously Vice Dean at the School (2017 to 2021) and before that the Director of the School of Retailing at the University of Alberta (2008 to 2017). I began my career as an Assistant Professor at the Richard Ivey School of Business and I have been a visiting professor at INSEAD (France), Monash Business School (Melbourne, Australia), and TU Dublin (Ireland). I hold a B.Sc. in Psychology and Ph.D. in Marketing and Psychology from the University of Alberta.


I study innovation and behaviour change challenges in business and society, including work on the Canada-wide BIOrg project. I use the tools of experimental psychology and behavioural economics to better understand the choices that people make. My work has been published in leading journals in marketing, management information systems and organizational behaviour, including the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, MIS Quarterly, MIT Sloan Management Review and Organizational Behaviour and Human Decision Processes. My two books are The Retail Value Proposition and Consumer Behavior (CB, Canadian Edition).

My research and teaching have been recognized with a variety of awards, including the McCalla Professorship, Killam Professorship, Petro-Canada Young Innovators Award and the Mackenzie Teaching Award of Excellence.

My work has applications in consumer marketing, customer loyalty, e-commerce, and pricing. I have consulted in these areas for clients including Air Miles, Competition Bureau of Canada, Consumers Council of Canada, General Motors, Industry Canada, Johnson and Johnson, Leger, The Research Intelligence Group, and Microsoft.


MARK 799 - Individual Research

Special studies for advanced students. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of the Business PhD Program Director is also required for non-PhD students.

Fall Term 2021

Browse more courses taught by Kyle Murray

Scholarly Activities

Research - Articles

Wesley, J., & Murray, K. B. (2021). To market or demarket? Public sector branding of cannabis in Canada. Administration & Society, forthcoming.

Kim, S., Moore, S., & Murray, K. (2021). “Don’t Buy” or “Do Not Buy”? How Negation Style in Online Reviews Influences Consumer Product Evaluations. Journal of Marketing Theory and Practice, forthcoming.

Noseworthy, T., Murray, K. B., & Di Muro, F. (2018). When two wrongs make a right: Using conjunctive enablers to enhance evaluations for extremely incongruent new products. Journal of Consumer Research, 44(6), 1379-1396.

Bellman, S. & Murray, K. B. (2018). Feedback, task performance, and interface preferences. European Journal of Information Systems, 27(6), 654-669.

Thomas, D., Olsen, D., & Murray, K. B. (2018). Evaluations of a sequence of affective events presented simultaneously: An investigation of the peak-end rule. European Journal of Marketing, 52(3/4), 866-881.

Trudel, R., Murray, K. B., Kim, S., & Chen, S. (2015). The impact of traffic light color-coding on food health perceptions and choice. Journal of Experimental Psychology: Applied, 21(3), 255-275.

Noseworthy, T., Di Muro, F. & Murray, K.B. (2014). The role of arousal in congruity-based evaluation. Journal of Consumer Research, 41 (4), 1108-1126.

Trudel, R. & Murray, K. B. (2013). Self-regulatory strength amplification through selective information processing. Journal of Consumer Psychology, 23(1), 61-73. 

Di Muro, F. & Murray, K. B. (2012). An arousal regulation explanation of mood effects on consumer choice. Journal of Consumer Research, 39. 

Godek, J. & Murray, K. B. (2012). The effect of spikes in the price of gasoline on behavioral intentions: A mental accounting explanation. Journal of Behavioral Decision Making, 25 (3), 295-302. 

Trudel, R., Murray, K. B. & Cotte, J. (2012). Beyond Expectation: The effect of regulatory focus on consumer satisfaction. International Journal of Marketing Research, 29 (1), 93-97. 

Murray, K. B. & Häubl, G. (2012). Why dominant companies are vulnerable. MIT Sloan Management Review, 53(2), 12-14. 

Murray, K. B. & Häubl, G. (2011). Freedom of choice, ease of use, and the formation of interface preference. MIS Quarterly, 35(4), 955-976. 

Trudel, R. & Murray, K. B. (2011). Why didn't I think of that? Self-regulation through selective information processing. Journal of Marketing Research, 48(4), 701-712. 

Fisher, R. J., Gregoire, Y. & Murray K. B. (2011). The limited effects of power on satisfaction with joint consumption decisions. Journal of Consumer Psychology, (21), 277-289. 

Murray, K. B. & Bellman, S. (2011). Productive play time: How consumers optimize hedonic experiences. Journal of the Academy of Marketing Science, forthcoming. 

Murray, K. B., Di Muro, F., Finn, A., & Popkowski Leszczyz, P. (2010). The effect of weather on consumer spending. Journal of Retailing and Consumer Services, 17(6), 512-520. 

Murray, K. B., Liang, J., & Häubl, G. (2010). ACT 2.0: The next generation of assistive consumer technology research. Internet Research, forthcoming. 

Murray, K. B. & Brown, N. R. (2009). A feature-based inference model of numerical estimation: The split seed effect. Acta Psychologica, 131, 221-234. 

Murray, K. B., & Häubl, G. (2009). Personalization without interrogation: Towards more effective interactions between consumers and feature-based recommendation agents. Journal of Interactive Marketing, 23 (2), 138-146.

Godek, J. & Murray, K. B. (2008). Willingness to pay for advice: The role of rational and experiential processing. Organizational Behavior and Human Decision Processes, 106 (1), 77-87. 

Murray, K. B., & Häubl, G. (2007). Explaining cognitive lock-in: The role of skill-based habits of use in consumer choice. Journal of Consumer Research, 34(1), 77-88. 

Häubl, G., & Murray, K. B. (2006). Double agents: Assessing the role of electronic product recommendation systems. MIT Sloan Management Review, 47(3), 8-12. 

Häubl, G., & Murray, K. B. (2003). Preference construction and persistence in digital marketplaces: The role of electronic recommendation agents. Journal of Consumer Psychology, 13(1), 75-91. 

Murray, K. B., & Häubl, G. (2003). A human capital perspective of skill acquisition and interface loyalty. Communications of the Association for Computing Machinery, 46(12), 272-278.

Research - Books

Babin, B. J., Harris, E. G., Murray, K. B., & Moore, S. (2022). CB: Consumer Behavior. 3rd  Canadian Edition. Toronto, ON: Cengage, forthcoming.

Babin, B. J., Harris, E. G., & Murray, K. B. (2014, 2017). CB: Consumer Behavior. 1st and 2nd Canadian Editions. Toronto, ON: Nelson Cengage.

Murray, K. B. (2016). The American Retail Value Proposition: Crafting Unique Experiences at Compelling Prices. Toronto, ON: University of Toronto Rotman Press.

Murray, K. B. (2013). The Retail Value Proposition: Crafting Unique Experiences at Compelling Prices. Toronto, ON: University of Toronto Rotman Press

Research - Chapters

Kim, S., Murray, K. B., & Moore, S. (2021). Brand warmth. In Quartier, K. (Ed), The Value of Design in Retail and Branding, forthcoming.

Murray, K. B., & Shen, S. S. (2021). Workplace habits and how to change them. In Soman, D. & Yeung, C. (Ed), Behaviorally Informed Organizations. Toronto, ON: University of Toronto Rotman Press, forthcoming.

Murray, K. B., & Häubl, G. (2008). Interactive consumer decision aids. In Wierenga, B. (Ed), Handbook of marketing decision models (pp. 55-77). New York, NY: Springer Science + Business Media.

Murray, K. B., & Habulin, C. M. (2007). A community facilitation model for e-government: A case study in monitoring water quality. In Hakim, L (Ed), Global e-government: Theory, applications and benchmarking (pp. 114-126). Hersey, PA: Idea Group. Reprinted in Electronic Government: Concepts, Methodologies, Tools and Applications (2008), Anttiroiko, (Ed.), (pp. 307-317). Hershey, PA: IGI Global.

Murray, K. B. (2005). Experiencing quality: The impact of practice on customers’ preference for and perceptions of electronic interfaces. In Krishnamurthy, S. (Ed.), Contemporary research in e-marketing (pp. 130-148) Volume 1. Hersey, PA: Idea Group. Reprinted in Electronic Commerce: Concepts, Methodologies, Tools and Applications (2008), Becker, A. (Ed.). Hershey, PA: IGI Global.

Murray, K. B., & Häubl, G. (2005). Processes of preference construction in agent-assisted online shopping. In C. Haugtvedt, K. Machleit, & R. Yalch (Eds.), Online consumer psychology:  Understanding and influencing behavior in the virtual world (pp. 265-286). Mahwah, NJ: Erlbaum.

Häubl, G., Dellaert, B. G. C., Murray, K. B., & Trifts, V. (2004). Buyer behavior in personalized shopping environments:  Insights from the Institute for Online Consumer Studies. In C. Karat, J. Karat, & J. Blom (Eds.), Designing personalized user experiences in e-commerce (pp. 207-230). New York, NY: Kluwer. 

Häubl, G., Murray, K. B., & Trifts, V. (2003). Personalized product presentation: The influence of electronic recommendation agents on consumer choice. In Rangaswamy, A.& Pal, N. (Eds.), The power of one – Leverage value from personalization technologies (pp. 144-163).  Victoria, BC: Trafford.