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Elizabeth Cowley

Photo of Elizabeth Cowley

BA Wat.; MBA McGill; PhD Toronto
Deputy Dean;
Professor

Rm 5176
H70 - Abercrombie Building
The University of Sydney
NSW 2006 Australia

Telephone +61 2 9351 6433
Fax +61 2 9351 6732
elizabeth.cowley@sydney.edu.au

Bio

Elizabeth Cowley has an MBA in Marketing and Management Information Systems from McGill University in Montreal. After graduating, Elizabeth worked for several years in the Marketing and Marketing Planning departments of the largest integrated oil company in Canada. Her doctorate was completed at the University of Toronto. Her research interests are consumer memory, decision making, deception, and motivated memory reconstruction.

Elizabeth's research is published in the Journal of Consumer Research, the Journal of Consumer Psychology, the International Journal of Research in Marketing, the Academy of Marketing Science, the Journal of Advertising, and the Journal of Business Research.

Editorial Review Board Membership

International Journal of Research in Marketing (past)
Journal of Consumer Research
Journal of the Academy of Marketing Science
Recherche et Applications en Marketing

Selected publications

2018

Journal Article

Cowley E, and Anthony (nee Ioannou) C (2018) Deception Memory: When Will Consumers Remember Their Lies? Journal of Consumer Research, In Press. [More Information]

Book Chapter

Anthony (nee Ioannou) C, and Cowley E (2018) The Lies Consumers Tell: The Opportunities and Challenges of Studying Consumer Deception The Routledge Companion to Consumer Behavior; Routledge (Taylor and Francis), London, United Kingdom.

2016

Journal Articles

Blaszczynski A, Cowley E, Anthony (nee Ioannou) C, and Hinsley K (2016) Breaks in Play: Do They Achieve Intended Aims? Journal of Gambling Studies, 32 (2), 789-800. [More Information]

Fernandes D, Puntoni S, van Osselaer S, and Cowley E (2016) When and why we forget to buy Journal of Consumer Psychology, 26 (3), 363-380. [More Information]

2015

Journal Article

Cowley E, Briley D, and Farrell C (2015) How do gamblers maintain an illusion of control? Journal of Business Research, 68 (10), 2181-2188. [More Information]

2014

Journal Article

Cowley E (2014) Consumers Telling Consumption Stories: Word-of-Mouth and Retrospective Evaluations Journal of Business Research, 67 (7), 1522-1529. [More Information]

2013

Journal Article

Cowley E (2013) Forgetting the Anxiety: Gamblers' Reactions to Outcome Uncertainty Journal of Business Research, 66 (9), 1591-1597. [More Information]

2012

Journal Articles

Anthony (nee Ioannou) C, and Cowley E (2012) The Labor of Lies: How Lying for Material Rewards Polarizes Consumers' Outcome Satisfaction Journal of Consumer Research, 39 (3), 478-492. [More Information]

Cowley E, and Czellar S (2012) The Moderating Role of Self-Monitoring on the Interpersonal Aspects of Attitude Ambivalence Journal of Personality, 80 (4), 949-968. [More Information]

Conference Proceeding

Cowley E, Anthony (nee Ioannou) C, and Duhachek A (2012) Saying Sorry: Exploring the Temporal Match between Forgiveness Motivations and Apology Gift Types 41st Annual European Marketing Academy EMAC Conference 2012 - "Marketing to Citizens: Going beyond Customers and Consumers"; European Marketing Academy (EMAC), Brussels, Belgium.

Book Chapter

Cowley E (2012) As a Backdrop, Part of the Plot, or a Goal in a Game: The Ubiquitous Product Placement The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion; Routledge imprint of Taylor & Francis, New York, United States, 37-63. [More Information]

2011

Conference Proceeding

Cowley E, and McNally S (2011) Over the Radar: Disconfirmed Expectations and Consumers' Susceptibility to Advertising Misinformation Effects 40th European Marketing Academy EMAC Conference 2011; European Marketing Academy (EMAC), Slovenia.

Book Chapter

Md noor S, Styles C, and Cowley E (2011) Brand Equity: Linking Financial and Customer Perspectives Perspectives on Brand Management; Tilde University Press, Prahran, Australia, 22-39.

2010

Conference Proceedings

Anthony (nee Ioannou) C, and Cowley E (2010) Re-lying on Lying 39th European Marketing Academy EMAC Conference 2010; European Marketing Academy (EMAC), Copenhagen, Denmark.

Cowley E, and Anthony (nee Ioannou) C (2010) Using a rear view mirror as a crystal ball: The informational value of trends in hedonic profiles Society for Consumer Psychology Annual Winter Conference 2010; Society for Consumer Psychology (SCP), United States.

Cowley E, and Anthony (nee Ioannou) C (2010) Daydreaming: Basing Risky Decisions On What Didn't Happen 39th European Marketing Academy EMAC Conference 2010; European Marketing Academy (EMAC), Copenhagen, Denmark.

2009

Conference Proceeding

Cowley E, and Anthony (nee Ioannou) C (2009) Being Cautious or Throwing Caution to the Wind 38th European Marketing Academy Conference EMAC 2009; European Marketing Academy (EMAC), France.

2008

Journal Articles

Cowley E (2008) The Perils of Hedonic Editing Journal of Consumer Research, 35 (1), 71-84. [More Information]

Cowley E (2008) Looking back at an experience through rose-colored glasses Journal of Business Research, 61 (10), 1046-1052. [More Information]

Cowley E, and Barron C (2008) When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence Journal of Advertising, 37 (1 (Spring 2008)), 89-98. [More Information]

Conference Proceedings

Anthony (nee Ioannou) C, and Cowley E (2008) The glass is both half full and half empty: the strategic use of mixed counterfactual thoughts 7th IEEE International Conference on Cloud Computing Technology and Science, CloudCom 2015; Institute of Electrical and Electronics Engineers (IEEE), Piscataway.

Cowley E (2008) Telling Stories: Word-of-mouth and retospective evaluations 37th EMAC (European Marketing Academy Conference) 2008 - Marketing Landscapes: A Pause for Thought; European Marketing Academy (EMAC), Brighton, United Kingdom.

Cowley E, Briley D, and Farrell C (2008) Under Control: Using Memory to Maintain an Illusion of Control 37th EMAC (European Marketing Academy Conference) 2008 - Marketing Landscapes: A Pause for Thought; European Marketing Academy (EMAC), Brighton, United Kingdom.

Laurent G, Cowley E, and Czellar S (2008) The Moderating Role of Self-Monitoring on the Antecedents of Ambivalent Attitudes 37th EMAC (European Marketing Academy Conference) 2008 - Marketing Landscapes: A Pause for Thought; European Marketing Academy (EMAC), Brighton, United Kingdom.

2007

Journal Article

Cowley E (2007) How Enjoyable Was It? Remembering an Affective Reaction to a Previous Consumption Experience Journal of Consumer Research, 34 (4), 494-505. [More Information]

Conference Proceedings

Anthony (nee Ioannou) C, and Cowley E (2007) It is not whether you win or lose, but how you play the game: the role of memory in how consumers feel after lying 7th IEEE International Conference on Cloud Computing Technology and Science, CloudCom 2015; Institute of Electrical and Electronics Engineers (IEEE), Piscataway.

Cowley E (2007) Consumers generating their own misinformation: how passing on word-of-mouth affects autobiographical memory The Society for Consumer Psychology (SCP) Winter Conference 2007; Society for Consumer Psychology (SCP), Las Vegas, NV.

Cowley E (2007) Is change good? We think so beforehand, but not after 2007 EMAC 36th Conference; Reykjavik University, Iceland.

Czellar S, Cowley E, and Laurent G (2007) Experiencing Mixed Feelings About Consumption Objects: Self-Monitoring and the Antecedents of Attitude Ambivalence 2007 EMAC 36th Conference; Reykjavik University, Iceland.

Zlatevska N, and Cowley E (2007) Regenerating Self Regulatory Resources: Identifying Individual Differences 2007 EMAC 36th Conference; Reykjavik University, Iceland.

2006

Journal Articles

Cowley E (2006) Processing exaggerated advertising claims Journal of Business Research, 59 (6), 728-734. [More Information]

Cowley E (2006) Remembering the impressions of others as our own: How post-experience decisions can distort autobiographical memory Applied Cognitive Psychology, 20 (2), 227-238. [More Information]

Patterson P, Cowley E, and Prasongsukarn K (2006) Service failure recovery: The moderating impact of individual-level cultural value orientation on perceptions of justice International Journal of Research in Marketing, 23 (3), 263-277. [More Information]

Conference Proceedings

Cowley E, and Farrell C (2006) Recollections of Pleasure and Pain: When Losers are Motivated to Edit their Retrospective Evaluations Advances in Consumer Research; Association for Consumer Research, Atlanta, Georgia.

Cowley E, and Farrell C (2006) Retrospective Evaluations: Will Chance versus Luck Oriented Individuals select different moments of an experience? Advances in Consumer Research; Association for Consumer Research, Atlanta, Georgia.

Cowley E, and Zlatevska N (2006) Regenerating Self-Regulatory Resources European Academy of Marketing Conference.

Farrell C, Cowley E, and Edwardson M (2006) Strategies to Improve the Probability of Winning a Lottery: Gamblers and their Illusions of Control European Advances in Consumer Research; Association for Consumer Research.

Farrell C, Cowley E, and Edwardson M (2006) A New Classification of Uncertainty Orientation: Exploring the Susceptibility to the Hindsight Bias in a Gambling Context Advances in Consumer Research; Association for Consumer Research, Atlanta, Georgia.

Marylousie C, and Cowley E (2006) Motivation to Attend the Performing Arts.

Seminar Papers

Cowley E (2006) "I bought it, I must have liked it": The Construction of an Affective Reaction to a Past Experience 35th European Marketing Academy Conference (EMAC); European Marketing Academy (EMAC), online.

Cowley E (2006) The problem with positive thinking 35th European Marketing Academy Conference (EMAC); European Marketing Academy (EMAC), online.

2005

Journal Articles

Cowley E (2005) Views From Consumers Next in Line: The Fundamental Attribution Error in a Service Setting Journal of the Academy of Marketing Science, 33 (2), 139-152. [More Information]

Cowley E, and Rossiter J (2005) Range Model of Judgments Journal of Consumer Psychology, 15 (3), 250-62.

Cowley E, and Rossiter J (2005) Range Model of Judgements Journal of Consumer Psychology, 15 (3), 250-262. [More Information]

Cowley E, Farrell C, and Edwardson M (2005) The role of affective expectations in memory for a service encounter Journal of Business Research, 58 (10), 1419-1425. [More Information]

Conference Proceedings

Cowley E (2005) Knowing the claim is not very credible, but believing it anyway: Processing exaggerated advertising claims 34th European Marketing Academy (EMAC) Conference 2005; European Marketing Academy (EMAC), Milan, Italy.

Cowley E (2005) Knowing the claim is not very credible, but using it anyway: Processing exaggerated advertising claims European Academy of Marketing Conference.

Cowley E (2005) Reconstructing Memory for Evaluations: The Role of Past Feelings, Past Behavior, and Post-Experience Information European Advances in Consumer Research; Association for Consumer Research.

Cowley E, and Mitchell A (2005) What do Novices Remember? Advances in Consumer Research; Association for Consumer Research, Atlanta, Georgia.

Cowley E, Farrell C, and Edwardson M (2005) The Role of Affective Expectations in a Service Setting International Research Seminar on Marketing Communications and Consumer Behavior, France.

2004

Journal Articles

Cowley E (2004) Recognition confidence, recognition accuracy and choice Journal of Business Research, 57 (6), 641-646. [More Information]

Cowley E, and Janus E (2004) Not Necessarily Better, But Certainly Different: A Limit To The Advertising Misinformation Effect On Memory Journal of Consumer Research, 31 (1), 229-235. [More Information]

Spurr R, Cowley E, Robins P, and Woodside A (2004) Domestic leisure traveler purchase and consumption systems Tourism Analysis, 8 (2), 149-152.

Conference Proceedings

Barron C, and Cowley E (2004) The Role of Programme Liking in Effective Product Placement European Academy of Marketing Conference.

Cowley E, Farrell C, and Edwardson M (2004) Affective Expectation and Uncertainty Orientation: When do Affective Expectations Stop Affecting Affective Reactions? Advances in Consumer Research; Association for Consumer Research, Atlanta, Georgia.

Book Chapter

Cowley E, Spurr R, Robins P, and Woodside A (2004) Domestic leisure traveller consumption systems Consumer Psychology of Tourism, Hospitality and Leisure, Volume 3; CAB international, Oxon, UK, 75-90.

2003

Journal Article

Cowley E, and Mitchell A (2003) The Moderating Effect of Product Knowledge on the Learning and Organization of Product Information Journal of Consumer Research, 30 (3), 443-454. [More Information]

Conference Proceeding

Cowley E (2003) How the Opinions of Others Affect our Memory for Consumption Experiences European Advances in Consumer Research; Association for Consumer Research.

Newsroom articles

  • Why customers get satisfaction out of deceiving retailers 19 Sep 2012

    NBC News

    Business School professors Christina Anthony and Elizabeth Cowley found that consumers who tell lies over the course of a customer-service encounter experience higher satisfaction if they get what they want than people who obtain a favorable outcome by telling the truth.

  • Week in Ideas: The Business of Lying 13 Apr 2012

    Wall Street Journal

    The Wall Street Journal has reported on the research conducted by Dr Christina Anthony and Professor Elizabeth Cowley, Discipline of Marketing at the University of Sydney Business School, which suggests that consumers feel more satisfied if they lie and get what they want than if they tell the truth.

  • How Dishonesty Can Be Good for Consumers 03 Apr 2012

    The Atlantic

    The Atlantic has reported on the results of research conducted by Dr Christina Anthony and Professor Elizabeth Cowley, Discipline of Marketing at the University of Sydney Business School, which suggests that consumers feel more satisfied if they lie and get what they want than if they tell the truth.

  • Lying can bring more satisfaction 25 Mar 2012

    Asian Age

    No doubt, honesty pays. But lying brings more satisfaction, researchers have claimed.

  • Angry customers more likely to be lying 23 Mar 2012

    Marketing Magazine

    Research conducted by Dr Christina Anthony and Professor Elizabeth Cowley, Discipline of Marketing at the University of Sydney Business School, suggests that consumers feel more satisfied if they lie and get what they want than if they tell the truth.

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