Hélène Deval

Associate Professor; MScB Program Director

HeleneDeval sq72

Email: HDeval@dal.ca
Phone: 902-494-8997
Fax: 902-494-1107
Mailing Address: 
Kenneth C. Rowe Management Building
6100 University Ave, Room 5104
Halifax, Nova Scotia, Canada B3H 4R2

Research Topics:
  • Advertising
  • Consumer behaviour
  • Pricing



  • PhD, MBA (Cincinnati)
  • MM (Toulouse)

Current Teaching

Research Interests

Dr. Deval’s research focuses on consumer behaviour, especially inference processes. In everyday judgments consumers rely on limited information, using a variety of inferential strategies to “fill in the gaps” left by incomplete information and insufficient knowledge. Her research includes the use of naïve theories as inference rules, sensitivity to missing information and social influence strategies.

Selected Awards and Honours

  • 2009  Honorable Mention, Society for Consumer Psychology Dissertation Proposal Competition
  • 2009  AMA Sheth Foundation Doctoral Consortium Fellow

Selected Publications

  • Naïve theories and about marketing and consumption in consumer inference. Deval, H., M.L. Cronley, S.P. Mantel & F.R. Kardes. In C. V. Jansson-Boyd & M. Zawisza, M. (Eds.), Routledge International Handbook of Consumer Psychology (429-446). Abingdon, UK: Routledge  (2017)
  • The effect of construal level on sensitivity to missing information. Pfeiffer, B.E., H. Deval, D.R. Ewing, X. Han, M.L. Cronley & F.R. Kardes, Psychology and Marketing, 31(11), 992-1007  (2014)
  • No product is perfect: The positive influence of acknowledging the negative. Pfeiffer, B.E., H. Deval, F.R. Kardes, E.R. Hirt, S.C. Karpen & B.M. Fennis, Thinking & Reasoning, 20(4), 500-512  (2014)
  • How naïve theories drive opposing inferences from the same information.  Deval, H., S.S. Posavac, S.P. Mantel, & F.R. Kardes, Journal of Consumer Research, 39 (April), 1185-201 (2013)
  • Discriminating Between naturally-occurring versus measurement-induced judgment processes in persuasion and choice. Cronley, M.L., F.R. Kardes, S.P. Mantel, & H. Deval. In S.S. Posavac (Ed.), Cracking the Code: How Managers Can Drive Profits by Leveraging Principles of Consumer Psychology. Armonk, NY: M.E. Sharpe  (2011)