Mesler, Rhiannon

Mesler, Rhiannon
Area Chair and Faculty

Dhillon School of Business - Marketing

Phone
(403) 332-4653
Email
rhiannon.mesler@uleth.ca
Campus
Calgary
Faculty

Dhillon School of Business - Calgary Campus

Phone
(403) 332-4653

Biography

Professor Rhiannon M. Mesler is a tenured Full Professor in Marketing at the Dhillon School of Business at the University of Lethbridge (Calgary Campus), Canada, and Director of the Institute for Consumer and Social Well-Being. 


Her research on consumer behavior has been featured in top (FT50) journals including Journal of Consumer Research, Journal of Marketing, and Journal of Marketing Research, and has received an Outstanding Paper Award from Emerald Publishing. She regularly holds prestigious national grants from the Social Sciences and Humanities Research Council of Canada.


Professor Mesler holds a PhD in Management and an MSc in Industrial-Organizational Psychology from the University of Calgary, and a BA in Psychology from the University of Waterloo. She also completed a post-doctoral fellowship at the University of Alberta and holds the Institute for Corporate Directors’ ICD.D designation.


Professor Mesler’s teaching experience has spanned countries including Canada, the United States, the United Kingdom, the Netherlands, and Germany. She has been awarded the Dhillon Distinguished Scholar and Rising Scholar Awards, the Queen Elizabeth II Platinum Jubilee Medal, the Dean’s Teaching and Learning Prize for Excellence in Teaching and the Vice Chancellor’s Award for Excellence in Research and Teaching.

Publications

SELECTED FT50 AND HIGH IMPACT PUBLICATIONS:

Nardini, G., Besharat, A., & Mesler, R. M.: (2024) “Bringing ethical consumption to the forefront in emerging markets: The role of product categorization”, Journal of Business Ethics (FT50/A).


Mesler, R. M., Leary, R. B., & Montford, W. J. (2021): “The impact of masculinity stress on preferences and willingness-to-pay for red meat”, Appetite (A).


MacDonnell, R. & White, K. (2015): “How Construals of Money Versus Time Impact Consumer Charitable Giving”, Journal of Consumer Research (FT50/A*).


White, K., MacDonnell, R., & Ellard, J. Belief in a just world: Consumer intentions and behaviors toward fair trade products. (2012), Journal of Marketing, 76(1), p. 103-118. (FT50/A*).


White, K., MacDonnell, R., & Dahl, D. (2011) “It's the mind-set that matters: The role of construal level and message framing in influencing consumer efficacy and conservation behaviors”. Journal of Marketing Research, 48(3), p. 472-485. (FT50/A*)


Harker-Martin, B. & MacDonnell, R. (2011) “Is Telework Effective for Organizations? A Meta-Analysis of Empirical Research on Perceptions of Telework and Organizational Outcomes”, Management Research Review, 35(7).

  • Outstanding Paper Award Winner, Literati Network Awards for Excellence, Emerald Publishing (2013)
  • Selected Policy Impact: World Bank, 2024. http://hdl.handle.net/10986/42255

 

OTHER PEER REVIEWED PUBLICATIONS:

Howie, K., Vredenburg, J. & Mesler, R. M. (2026): “Strategic Opportunities for Bystander Brands: How Political Orientation Shapes Reactions to Brand Activism” (Journal of Marketing Theory and Practice; B).

Chertoff, S., & Mesler, R. M. (2026): “Fidgeting and First Impressions: The Impact of Nonverbal Cues on Personality Perception” (Acta Psychologica; A).

Howie, K., Mesler, R. M., Chernishenko, J. & Yang, L. (2025): “‘Can you see it?’ How one-for-one promotions increase imagery vividness, empathy, and brand intentions in cause-related marketing” (International Journal of Advertising; A).

Simpson, B., Mesler, R. M., White, K. (2024): “Perceiving Less but Wasting More? The Association Between Perceived Scarcity and Consumer Food Waste” (Appetite; A).

Howie, K., Mesler, R. M., Tu, K. & Chernishenko, J. (2024): “Associations Between Protestant Work Ethic and Multilevel Marketing Participation and Financial Outcomes”, Acta Psychologica (A).

Mesler, R. M., Howie, K., Shen, M. N., Chernishenko, J., & Vredenburg, J. (2024): “The Association Between Political Identity Centrality and Cancelling Proclivity”, Acta Psychologica (A).

Montford, W. J., Mesler, R. M., Chernishenko, J., Leary, R. B. (2024): “Better or different: How horizontal and vertical advertisements interact with self-theories to influence prosocial consumer behavior”, Journal of Philanthropy and Marketing (B).

Tu, K., Chen, S., & Mesler, R. M. (2023): “Policy stringency and the spread of COVID-19: The moderating role of culture and its implications on first responses”, Health Policy.

Leary, R. B., Mesler, R. M., Montford, W. J., & Chernishenko, J. (2023): “This meat or that alternative? How masculinity stress influences food choice when goals are conflicted”, Frontiers in Nutrition.

Bates, Z-L., Mesler, R. M., Chernishenko, J., & MacInnis, C. (2023): Open to Experiencing…Meat Alternatives? The HEXACO Personality Model and Willingness to Try, Buy, and Pay Among Omnivores”, Food Quality and Preference (A).

Leary, R. B., Mesler, R. M., Simpson, B., Meng, M. D., & Montford, W. J. (2022): “Scarcity Effects on COVID-19 Consumer Stimulus Spending: The Roles of Ontological Insecurity and Mutability in Predicting Prosocial Outcomes”, Journal of Consumer Affairs (A).

Mesler, R. M., Simpson, B., Chernishenko, J., Jain, S., Dunn, L. H., & White, K. (2022), “Identity Salience Moderates the Effect of Social Dominance Orientation on COVID-19 ‘Rule Bending’”, Acta Psychologica (A).

Mesler, R. M., Simpson, B., Bates, Z., & Hinrichs, Y. (2022), “Healthiness of food choices in adulthood: The role of childhood financial adversity, situational scarcity, and self-control”, Food Quality and Preference (A).

Mesler, R. M., Howie, K., Vredenburg, J. & Chernishenko, J. (2022): “Athlete Endorsements in the Era of Cancel Culture”, peer-reviewed book chapter, Sports Management Series.

Mesler, R. M., Leary, R. B., & Montford, W. J. (2022): “The relationships between masculine gender role discrepancy, discrepancy stress and men's health-related behavior”, Personality and Individual Differences (A).

Tu, K., Chen, S., & Mesler, R. M. (2022): ““We” are in this pandemic, but “you” can get through this: the effects of pronouns on likelihood to stay-at-home during COVID-19”, Journal of Language and Social Psychology special issue on COVID-19 (B).

Ghafoorifard, N., Mesler, R. M., & Basil, M. (2021): “Economic Hardship, Ontological Insecurity, and Household Food Waste”, Food Quality and Preference (A).

Mesler, R. M., Corbin, C., & Harker-Martin, B. (2021): “Teacher Mindset is Associated with Growth Mindset Development in Students”, Journal of Applied Developmental Psychology (B).

Chernishenko, J., Mesler, R. M., & Basil, D. Z. (2021): “I Can Be Perfect: Growth Mindset Moderates the Relationship Between Perfectionism and Disordered Eating Behavior”, Personality and Individual Differences (A).

Mesler, R. M. & Simpson, B. (2021): “How Affective Displays and Self-Construal Impact Consumers’ Generosity”, Journal of Nonprofit and Voluntary Sector Marketing (B).

Tu, K., Chen, S., & Mesler, R. M. (2021): “Trait Self-Construal, Inclusion of Others in the Self and Self-Control Predict Stay-At-Home Adherence During COVID-19” (2021), Personality and Individual Differences (A).

Steel, P. D. G. & MacDonnell, R. When Rewards Go Wrong: A Tale of Five Motivational Misdirects (2012), Performance Improvement Journal, 51(8), p. 19-25.

MacDonnell, R., O’Neill T., Kline, T. J. B. & Hambley, L. A. (2009) Bringing Group-Level Personality to the Electronic Realm: A Comparison of Face-to-Face and Virtual Contexts. The Psychologist-Manager Journal, 12(1), p. 1-24.

Hambley, L. A., O’Neill, T., MacDonnell, R., Greidanus, N. & Kline, T. J. B (2009) Predicting Teleworker Success: The Role of Personality, Motivational, and Situational Characteristics. New Work, Employment and Technology, 24(2), p. 144-162.


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