Katie Mehr, PhD

Area of Study / Keywords

consumer behavior word of mouth online reviews motivation online ratings judgment and decision making

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About

I am an Assistant Professor in the Marketing, Business Economics, and Law department at the Alberta School of Business at the University of Alberta. I earned my Ph.D. from The Wharton School at the University of Pennsylvania in May 2023.  

My research focuses on understanding consumer behaviour. Thus far, I have pursued two broad research streams. In my first stream of research, I explore how consumers rate products and experiences, and how they draw inferences from other consumers’ ratings. I ask questions like: How does the way we ask consumers to provide ratings affect the ratings they give? Or how do updated reviews affect consumers' product perceptions? In my second stream of research, I study motivation and prosocial behavior. Here, I ask questions like: How do streak incentives affect persistence? And how do discounts contingent on prosocial behaviour (e.g., donations) affect purchases? 

To learn more about my work, please see my website: katie-mehr.com. 

MARK 432 - Digital Marketing

This course introduces the student to the management of the marketing communication mix with an emphasis on the evolving nature of digital marketing communication tools. It focuses on the techniques used for marketing communications in an environment where consumer and cultural influences strongly interact with strategic marketing decisions to impact outcomes. The role of measurement analytics in the implementation of communications strategy is also examined. Prerequisite: MARK 301.

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Browse more courses taught by Katie Mehr

Katie S. Mehr, Jackie Silverman, Marissa A. Sharif, Alixandra Barasch, Katherine L. Milkman

Organizational Behavior and Human Decision Processes. 2025 March; 10.1016/j.obhdp.2025.104391

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Katie S. Mehr, Joseph P. Simmons

Journal of Consumer Research. 2024 January; 10.1093/jcr/ucae005

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Katie S. Mehr, Amanda Geiser, Katherine L. Milkman, Angela L. Duckworth

Journal of the Association for Consumer Research. 2020 May; 5 (3):329-334

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View additional publications

• Personal website