Dr. David Lewis is an Assistant Professor at Ted Rogers School of Retail Management at Ryerson University. He earned his Ph.D. in Marketing from the Lazaridis School of Business and Economics, Wilfrid Laurier University. He completed his MBA at the Schulich School of Business at York University. David is also a Chartered Financial Analyst. Prior to pursuing his PhD, David held numerous senior positions including Head of Technology, Head of Marketing, President, CEO and Chairman of the Board, at global financial institutions including Barclays Wealth USA, UBS Bank USA, UBS Financial Services Americas, ING DIRECT USA and Bank of Nova Scotia. Ad Age Magazine recognized David as being one of the Top 50 marketers in the United States. During his career, he presented as a featured or key note speaker at multiple industry conferences.
Dr. Lewis’s research considers retail consumer behaviour, digital retailing and retail innovation. His research considers consumer behaviour, behavioural economics and psychology to explain consumer decision-making, advice seeking, decision difficulty, and choice satisfaction regarding retail goods and services.
Areas of Expertise (4)
Foundations in University Teaching
May 2014 – Present
The Centre for Teaching Innovation and Excellence, Wilfrid Laurier University
Tri-Council Policy Statement: Ethical Conduct for Research Involving Humans
Nov 2011 – Present
Panel on Research Ethics
Chartered Financial Analyst (CFA)
Lazaridis School of Business & Economics at Wilfrid Laurier University: Ph.D., Marketing 2017
Schulich School of Business at York University: MBA, Finance and Strategy 1990
Københavns Universitet: DIS, International Business, Economics, Strategy 1987
- CST Consultants : Chair of the Board
- Lewis and Associates Consulting : Consultant and Independent Director
Selected Media Appearances (5)
Interview on Holt Renfrew's store expansion
680 News Toronto (CFTR-AM) radio
Dr. Lewis joined 680 News Toronto to discuss the expansion of Holt Renfrew and their stores.
Online Reviews and Implications for Businesses
CBC Radio 1 National radio
Dr. Lewis joins CBC Radio to discuss On-line reviews with implications for businesses and consumers.
Ontario Today with Rita Celli
CBC Radio radio
Where Canadians are drawing a line in the sand when it comes to shopping in the United States or for United States made products.
Popup shops a low-risk starting point for testing market waters
Financial Post online
The popup concept is becoming increasingly pervasive for startups and larger operations alike, says David Lewis, assistant professor of marketing at the Ted Rogers School of Retail Management. “Seasonal popups have been around for a while, but the idea has become much more serious in the past couple of years. They make a lot of sense because you don’t have the long-term commitment of a lease and they work well for businesses trying to enter a market.”
Ontario Morning from CBC Radio with Wei Chen
CBC News radio
Our man in Barrie, Haydn Watters visits some ice fishermen at Lake Simcoe; Order of Ontario winner, Peter Dinsdale; Jason Osler explores 'experiential retail'; Paul Haavarsrud has the business digest; Dan Misener talks about his show ' Grownups Read Things They Wrote As Kids'
Selected Articles (3)
David R. Lewis
Consumers regularly make decisions. Some of these decisions are relatively simple, such as a selecting a jam or a coffee, where the choice is entirely subjective. Others, such as investment decision-making, are risky, complex, consequential, and there is a normatively optimal choice. Seeking advice from an expert is a reasonable solution in these circumstances, and yet a minority of investors turn to a professional for advice.
Consumers regularly make decisions. Some of these decisions are relatively simple, such as a selecting a jam or a coffee, where the choice is entirely subjective. Others, such as investment decision-making, are risky, complex, consequential and there is a normatively optimal choice. Seeking advice from an expert is a reasonable solution in these circumstances and yet a minority of investors turn to a professional for advice.
David Lewis, Tripat Gill
This study seeks to replicate and extend the work of Mogilner, Rudnick, and Iyengar (2008) on the mere categorization effect (i.e., placing choice options into categories – even uninformative ones – can increase perceived variety and choice satisfaction among novices). This effect did not extend to the context of investments. We suggest that decision complexity and intangibility are possible boundary conditions such that consumers expend additional cognitive effort rather than rely on heuristics such as perceptual variety cues.