SAMEER DESHPANDE
Associate Professor, Marketing
Faculty of Management, University of Lethbridge
4401 University Drive, Lethbridge, Alberta T1K 3M4, CANADA
Phone: (403) 329-5196; Fax: (403) 329-2038; Email: sameer.deshpande@uleth.ca
UPDATED: April 11, 2013
EDUCATION
Ph.D., School of Journalism and Mass Communication, University of WisconsinMadison [http://www.journalism.wisc.edu/], 2004
M.A., School of Journalism and Mass Communication, University of WisconsinMadison [http://www.journalism.wisc.edu/], 1999
Post Graduate Diploma in Advertising and Communications Management, Narsee
Monjee Institute of Management Studies [http://www.nmims.edu/], Mumbai, 1995
Bachelor of Commerce, R. A. Podar College of Commerce & Economics
[http://www.rapodar.ac.in/], University of Mumbai [http://www.mu.ac.in/], 1992
EMPLOYMENT
Marketing Area, Faculty of Management, University of Lethbridge
[http://www.uleth.ca/management/]

Associate Professor, fall 2008 onwards.

Assistant Professor, 2003-2008.
Media Intern, D’Arcy Masius Benton & Bowles, Detroit, MI, Summer 1998
Media Planner, Trikaya Grey Advertising, Mumbai, June 1995 – June 1997
[http://www.grey.com/India/]
Other Associations

Member, Research Advisory Group (2011- ), Campaign Committee (2012- ),
ParticipACTION campaign [http://www.participACTION.com]

Visiting Scholar (Social Marketing), Griffith University School of Business, Brisbane,
Australia [http://www.griffith.edu.au/business-government/griffith-business-school],
summer 2011

Member, Alberta Inflammatory Bowel Disease Consortium
[http://www.albertaibdconsortium.ca/], 2010-

Faculty Mentor, Journalism Mentor, Mumbai [http://www.journalismmentor.in/], 2009-

Adjunct Associate Professor, Department of Medicine, Faculty of Medicine, University
of Calgary [http://www.departmentofmedicine.com/], 2009-

Associate member, the Snyder Institute of Infection, Immunity and Inflammation,
Faculty of Medicine, University of Calgary
[http://medicine.ucalgary.ca/about/research_07-08_snyder_institute], 2009-

Adjunct Associate Professor, Centre for Health Promotion Studies, School of Public
Health, University of Alberta
[http://www.publichealth.ualberta.ca/centres_departments/chps.aspx], 2009-

Research Associate, Canada Northwest FASD Partnership
[http://www.cnfasdpartnership.ca/], 2008-2012

Faculty Member, Centre for Socially Responsible Marketing, University of Lethbridge
[http://www.uleth.ca/management/about-faculty/research-centres/centre-sociallyresponsible-marketing], 2003-
RESEARCH
Visit Google scholar citations page for a summary of impact of my research:
http://scholar.google.ca/citations?user=OLR01z8AAAAJ&hl=en&oi=ao
Select Research Grants
Faulkner, Guy, John Spence, Tanya Berry, C. Cameron, Sameer Deshpande, Amy Latimer,
Ron Plotnikoff, Ryan Rhodes, & Mark Tremblay, “ParticipACTION after 5 years: Assessing
impact on the promotion of physical activity and the behaviour of Canadians,” Canadian
Institutes of Health Research Operating Grant March 2012 Competition ($182,238), 201214.
Faulkner, Guy, Christa Costas-Bradstreet, Tanya Berry, Sameer Deshpande, Amy Latimer,
Ryan Rhodes, John Spence, & Mark Tremblay, “Active 20/20: Developing an Evaluation
Plan for a National Physical Activity Policy,” Canadian Institutes of Health Research
Planning Grants: Winter 2012 Competition ($24,012), 2012-2013.
Deshpande, Sameer, Herman Barkema, Daniel Grigat, & Deep Mazumdar, “Barriers and
Strategies for Tobacco Cessation for Crohn’s Disease Patients,” Alberta Inflammatory Bowel
Disease Consortium ($50,000), 2012-14.
Deshpande, Sameer, “Multi-perspective understanding of Ganesh pilgrimage sites in
Maharashtra,” Shastri Indo-Canadian Institute, 2010-11.
Deshpande, Sameer, Lavack, Anne, Magdalena Cismaru, & Noreen Agrey, “Using social
marketing to prevent fetal alcohol syndrome disorders,” Canada Northwest FASD
Partnership ($37,159.56), 2011-12.
[http://www.canfasd.ca/networkActionTeams/Evaluation-Research-Materials.aspx]
Lavack, Anne, Sameer Deshpande, Magdalena Cismaru, & Noreen Agrey, “Using social
marketing to prevent fetal alcohol syndrome disorders,” Canada Northwest FASD
Partnership ($127,254), 2009 -10. [http://www.canfasd.ca/networkActionTeams/EvaluationResearch-Materials.aspx]
Bjornlund, Henning, Kurt Klein, Danny Le Roy, Sameer Deshpande, Surya Acharya, Ruth
Grant-Kalischuk, & Rod Bennett, “Water: Making do with what we have,” Alberta Water
Research Institute ($1,713,000), 2009-12.
Basil, Debra, Sameer Deshpande, & Mary Runte, “Perceptions about cause-related marketing
among nonprofit managers,” Social Sciences and Humanities Research Council ($76,000),
2008-11.
Deshpande, Sameer, Magdalena Cismaru & Noreen Agrey, “Primary prevention of fetal
alcohol spectrum disorder: Research applications in the evaluation of prevention materials,”
Social Sciences and Humanities Research Council ($14,925), 2008.
Basil, Michael, Sameer Deshpande, & Debra Basil, “Nutrition, price, and quality factors,”
University of Lethbridge Research Fund ($6,400), 2007-08.
Deshpande, Sameer, “Managing stakeholder relations in Indian social marketing
organizations,” Shastri Indo-Canadian Institute, 2007-08.
Lavack, Anne, Sameer Deshpande, Michael Basil, & Debra Basil, "Using social marketing to
increase occupational health and safety," WorkSafe B.C. ($98,750), 2006-07.
Basford, Lynn et al. (core team member), “State of the evidence review: Prevention of fetal
alcohol spectrum disorder,” the Alberta Centre for Child, Family and Community Research
($70,000), 2004.
Refereed Journal Publications
[24] Deshpande, Sameer, Samia Chreim, Roberto Bello, & Terry Ross Evashkevich
(forthcoming), “An exploration of seniors’ relationships with pharmaceutical brands,”
International Journal of Pharmaceutical and Healthcare Marketing, 7(2).
[23] Waller, David, Sameer Deshpande, & B. Zafer Erdogan (forthcoming), “Use of violence
in controversial advertising,” Journal of Promotion Management.
[22] Singh, Ajay & Sameer Deshpande (forthcoming), “Perceived Superiority of Female
Condoms among Female Sex Workers in India,” International Journal of Nonprofit &
Voluntary Sector Marketing, DOI: 10.1002/nvsm.1466, 2013 [link].
[21] Nelson, Michelle & Sameer Deshpande, “The Prevalence of and Consumer Response to
Foreign and Domestic Brand Placement in Bollywood Movies,” Journal of Advertising,
42(1), 1-15, 2013 [link].
[20] Basil, Michael, Debra Basil, Sameer Deshpande, & Anne Lavack, “Applying the
Extended Parallel Process Model to workplace safety messages,” Health Communication,
28(1), 29-39, 2013 [link].
[19] Gross Doug P., Sameer Deshpande, Eric L. Werner, Michiel F. Reneman, Maxi A.
Miciak, & Rachelle Buchbinder, “Fostering social change in back pain beliefs and behaviors:
When Public Education Isn’t Enough,” The Spine Journal, 12(11), 979-988, 2012 [link].
[18] Lafreniere, Katherine, Gordon Hunter, & Sameer Deshpande, “Comparing and
prioritizing the factors affecting innovation adoption in a post-secondary educational setting,”
Journal of Information, Information Technology, and Organizations, 6, 15-39, 2011-12
[link].
[17] Gok, Kubilay, Sameer Deshpande, Anant P. Deshpande, & Gordon M. Hunter,
"Comparing promoter and employee attributions for the causes of firm failure: the case of an
Indian petrochemical company," International Journal of Human Resource Management,
23(12), 2576-2596, 2012 [link].
[16] Deshpande, Sameer & Sharyn Rundle-Thiele, “Segmenting and targeting American
university students to promote responsible alcohol use: A case for applying social marketing
principles," Health Marketing Quarterly, 28(4), 287-303, 2011 [link].
[15] Magdalena Cismaru, Sameer Deshpande, Robin Thurmeier, Anne M. Lavack, & Noreen
Agrey, “Preventing fetal alcohol syndrome disorders: The role of protection motivation
theory,” Health Marketing Quarterly, 27(1), 66-85, 2010 [link].
[14] Dooley, Jennifer, Sameer Deshpande, & Carol Adair, “Comparing adolescent-focused
obesity prevention and reduction messages,” Journal of Business Research, 63, 154-160,
2010. [link]
[13] Runte, Mary, Debra Basil, & Sameer Deshpande, “Cause-related marketing from the
nonprofit’s perspective: Classifying goals and experienced outcomes,” Journal of Nonprofit
and Public Sector Marketing, 21(3), 255-270, 2009 [link].
Among the five most downloaded articles in 2009 in that journal.
[12] Basil, Michael D., Debra Z. Basil, & Sameer Deshpande, “A comparison of consumers
and dieticians: Nutrition focus, food choice, and mental accounting,” Journal of Nonprofit
and Public Sector Marketing, 21(3), 283-297, 2009 [link].
[11] Deshpande, Sameer, Michael Basil, & Debra Z. Basil, “Factors influencing healthy
eating habits among college students: An application of the health belief model,” Health
Marketing Quarterly, 26(2), 145-164, 2009 [link].
[10] Lavack, Anne, Sherry Magnuson, Sameer Deshpande, Debra Basil, Michael Basil, &
James Mintz, “Enhancing occupational health and safety in young workers: The role of social
marketing,” International Journal of Nonprofit & Voluntary Sector Marketing, 13(3), 193204, 2008 [link].
[9] Deshpande, Sameer & Francois Lagarde, “International survey on advanced-level social
marketing training events,” Social Marketing Quarterly, 14(2), 50-66, 2008 [link].
[8] Mah, Manuel, Yat Cho Tam, & Sameer Deshpande, “A social marketing analysis of 20
years of hand hygiene promotion,” Infection Control and Hospital Epidemiology, 29(3), 262270, 2008 [link].
[7] Erdogan, B. Zafer, Sameer Deshpande, & Stephen Tagg, “Clustering medical journal
readership among GPs: Implications for media planning, Journal of Medical Marketing, 7(2),
162-168, 2007[link].
[6] Mah, Manuel, Sameer Deshpande & Michael Rothschild, “Social marketing: A behavior
change technology for infection control,” American Journal of Infection Control, 34(7), 452457, 2006 [link].
[5] Deshpande, Sameer, Michael Basil, Lynn Basford, Karran Thorpe, Noella PiquetteTomei, Judith Droessler, Kelly Cardwell, Robert J. Williams, & Alexandre Bureau,
“Promoting alcohol abstinence among pregnant women: Potential social change strategies,”
Health Marketing Quarterly, 23(2), 45-67, 2006 [link].
[4] Deshpande, Sameer, Michael L. Rothschild & Richard S. Brooks, “New product
development in social marketing” Social Marketing Quarterly, 10(3-4), 39-49, 2004 [link].
[3] McCluskey, Michael R., Sameer Deshpande, Dhavan V. Shah, & Doug M. McLeod,
“Evaluations of actual and desired citizen efficacy: Their media sources and civic
consequences,” International Journal of Public Opinion Research, 16(4), 437-455, 2004
[link].
[2] Keum, Heejo, Narayan Devanathan, Sameer Deshpande, Michelle Nelson, & Dhavan
Shah, “The citizen-consumer: Media effects at the intersection of consumer and civic
culture,” Political Communication, 21(3), 369-391, 2004 [link].
[1] Deshpande, Sameer & Jacqueline Hitchon, “Cause-related marketing ads in the
light of negative news,” Journalism and Mass Communication Quarterly, 79(4), 905926, 2002 [link].
Revised and submitted
[1] Lafreniere, Katherine, Sameer Deshpande, Henning Bjornlund, & Gordon Hunter, “The
decision making process for social issue behaviors: A stakeholder perspective,” Journal of
Environmental Management.
Submitted [under first review]
[1] Escobar, Luis & Sameer Deshpande, “Good intentions and the misalignment of
transaction, resources, and governance: A case study of HIV/AIDS-related social marketing
efforts in India,” Organizational Studies.
To be submitted in next three months
[9] Basil, Michael, Debra Basil, & Sameer Deshpande, “Processing nutrition labels: Effects
of instructions, health conditions and label length,” Journal TBA.
[8] Vilela, Alexandra, Sameer Deshpande, & Michelle Nelson, “Gendered perceptions?
Exploring first- versus third-person perception and effects of product placement in
Bollywood cinema,” Mass Communication and Society.
[7] Lafreniere, Katherine, Sameer Deshpande, & Henning Bjornlund, “Applying conjoint
analysis to understand the decision making process for social issue behaviours,” Agricultural
Water Management.
[6] Thurmeier, Robin, Magdalena Cismaru, Sameer Deshpande, et al. “Conversations with
Women: Using the Principles of Social Marketing to Explore Intervention Development in
FASD Prevention,” (journal to be determined)
[5] Rundle-Thiele, Sharyn & Sameer Deshpande, “Benchmarking alcohol literacy: A multi
country study,” Australasian Marketing Journal.
[4] Rundle-Thiele, Sharyn & Sameer Deshpande, “Interventions valued by Australian
pregnant women: A social marketing typology,” Australasian Marketing Journal.
[3] Sameer Deshpande, & Luis Escobar, "Enhancing stakeholder analysis by investigating
underlying factors in Indian condom social marketing campaigns", European Journal of
Marketing.
[2] Deshpande, Sameer et al., “Effect of storyboard and finished commercial pretest on recall
measures,” American Journal of Health Promotion.
[1] Deshpande, Sameer et al., “Impact of severe obesity on Canadians: Supporting Canadians
to find credible weight management resources,” Canadian Journal of Public Health.
Publications in Refereed Conference Proceedings
[2] Chen, Sheena, Sameer Deshpande, & Debra Basil, “Influence of fit on CRM: Moderating
effects of collectivism and awareness”, in Asia-Pacific Advances in Consumer Research IX,
Zhihong Yi, Jing Jian Xiao, June Cotte, Linda Price (eds.), Duluth, MN: Association for
Consumer Research, 281-288, 2011 [link].
[1] Basil, Debra, Sameer Deshpande, & Mary Runte, “The impact of cause-related marketing
on nonprofit organizations,” in Partnerships, Proof and Practice - International Nonprofit
and Social Marketing Conference 2008 - Proceedings, Sandra Jones (ed.), Centre for Health
Initiatives, Faculty of Health and Behavioural Sciences, University of Wollongong, Paper 21,
2008 [http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1020&context=insm08].
Books
[2] Deshpande, Sameer and Nancy Lee (2013), Social Marketing in India. New Delhi:
Sage.
[1] Shimazaki, Hiroshi, Anant Deshpande, Sameer Deshpande, & Amrita Deshpande,
India: The Way We See It. Kolkata: Font & Pixel, 2011.
Book Chapters
[12] Lafreniere, Katherine, C. & Sameer Deshpande (forthcoming), “The social behaviour
influence model of behaviour management,” In Krzysztof Kubacki & Sharyn Rundle-Thiele
(eds.), Contemporary Issues in Social Marketing, Cambridge Scholars, U.K., 2013.
[11] Deshpande, Sameer (forthcoming), “Promoting female condoms through peer
educators,” in Gerard Hastings (ed.), Social Marketing: Why Should the Devil Have All the
Best Tunes? 2nd edition, Butterworth Heinemann, 2013.
[10] Deshpande, Sameer, “Social marketing”, Integrated marketing communications”, and
“Cause marketing”, In Andrew M. Farrell & Nick Lee (eds.), The Wiley Encyclopedia of
Management, Marketing, 2013.
[9] Gross, Douglas P., Sameer Deshpande, Maxi Miciak, Erik L. Werner, Michiel, F.
Reneman, & Rachelle Buchbinder, “Informing the public: Preventing work disability and
fostering behavioural change at the societal Level,” In Patrick Loisel & Johannes R. Anema
(eds.), Handbook of Work Disability: Prevention and Management, NY: Springer, 389-408,
2013 [link].
[8] Lafreniere, Katherine, Henning Bjornlund & Sameer Deshpande, “Against the grain:
Segmenting and profiling irrigators opposed to water transfers in Alberta, Canada,” In H.
Bjornlund, C. A. Brebbia, & S. Wheeler (eds.), Sustainable Irrigation Technology and
Policies IV. Southampton, U.K.: WIT Press, 459-468, 2013 [link].
[7] Alden, Dana, Michael Basil, & Sameer Deshpande, “Communications in social
marketing,” in Gerard Hastings, Carol Bryant, and Kathryn Angus (eds.), The Sage
Handbook of Social Marketing. Thousand Oaks, CA: Sage, 167-177, 2011 [link].
[6] Thurmeier, Robin, Sameer Deshpande, Anne Lavack, Noreen Agrey, & Madgalena
Cismaru, “Next steps in FASD primary prevention,” Edward P. Riley, Sterling Clarren,
Joanne Weinberg, and Egon Jonsson (eds.), Fetal Alcohol Syndrome Disorders: Management
and Policy Perspectives of FASD, Wiley-VCH Verlag, Weinheim, 175-191, 2010 [link].
[5] Deshpande, Sameer, Jaidev Balakrishnan, Anurudra Bhanot, & Sanjeev Dham,
“Contraceptive social marketing attempts in India,” in Hong Cheng, Philip Kotler, and Nancy
Lee (eds.): Social Marketing for Public Health: Global Trends and Success Stories. Sudbury,
MA: Jones and Bartlett, 327-355, 2009 [link].
[4] Deshpande, Sameer, “The challenge of using social marketing in India: The case of
HIV/AIDS prevention,” in Gerard Hastings (ed.), Social Marketing: Why Should the Devil
Have All the Best Tunes? Butterworth Heinemann, 297-301, 2007 [link].
[3] Park, David J., Sameer Deshpande, Bernard Cova & Stefano Pace, “Seeking community
through battle: Understanding the meaning of consumption processes for Warhammer
gamers’ communities across borders” In Bernard Cova, Robert V. Kozinets & Avi Shankar
(eds.), Consumer Tribes, Butterworth-Heinemann, 212-224, 2007 [link].
[2] Deshpande, Sameer & Michael Basil, “Lessons from research on social marketing for
mobilizing adults for positive youth development,” In E. Gil Clary & Jean E. Rhodes (eds.),
Mobilizing Adults for Positive Youth Development: Lessons from the Behavioral Sciences on
Promoting Socially Valued Activities. New York: Kluwer/Plenum, 211-231, 2006 [link].
[1] Nelson, Michelle & Sameer Deshpande, “Love without borders: An examination
of cross cultural wedding rituals.” In Cele C. Otnes & Tina M. Lowrey (eds.),
Contemporary Consumption Rituals: An Interdisciplinary Research Anthology,
Lawrence Erlbaum, 125-148, 2003 [link].
Other Academic Publications
[2] Basil, Michael, Sameer Deshpande, John Usher, & Debra Basil, “Fast food business
strategy: Responding to nutritional concerns and competition,” The ICFAI Journal of
Business Strategy, 2(4), 24-31, 2005 [link].
[1] Rothschild, Michael & Sameer Deshpande, “How marketers develop new products:
Alternative ride programs for alcohol impaired drivers”, Social Marketing Quarterly, 9(1),
Spring 2003.
Peer Reviewed Published Abstracts
[19] Rundle-Thiele, Sharyn & Sameer Deshpande, “Not drinking is the safest option:
Communication strategies targeting FASD,” in 2012 International Social Marketing
Conference Proceedings, Krzysztof Kubacki and Sharyn Rundle-Thiele (eds.), Brisbane,
QLD: Department of Marketing, Griffith University, 198-202, 2012 [link].
[18] Lafreniere, Katherine & Sameer Deshpande, “Decision framing and the role of
commitment in social choice: Implications for social marketing and communications,” in
2012 International Social Marketing Conference Proceedings, Krzysztof Kubacki and
Sharyn Rundle-Thiele (eds.), Brisbane, QLD: Department of Marketing, Griffith University,
132-135, 2012 [link].
[17] Buyucek, Nuray, Sharyn Rundle-Thiele, & Sameer Deshpande, “Reducing alcohol
drinking: An examination of the social marketing evidence base,” in 2012 International
Social Marketing Conference Proceedings, Krzysztof Kubacki and Sharyn Rundle-Thiele
(eds.), Brisbane, QLD: Department of Marketing, Griffith University, 38-42, 2012 [link].
[16] Murumets Kelly, Christa Costas-Bradstreet, Tanya Berry, Cora Craig, Sameer
Deshpande, Guy Faulkner, Amy Latimer, Ryan Rhodes, John Spence, & Mark Tremblay,
“Think Again: Social Marketing Campaign,” Journal of Science and Medicine in Sport,
15(Supplement 1), S205, 2012 [link].
[15] Deshpande, Sameer, "Enhancing stakeholder analysis by investigating underlying factors
in Indian condom social marketing campaigns", in Asia-Pacific Advances in Consumer
Research VIII, Sridhar Samu, Rajiv Vaidyanathan and Dipankar Chakravarti (eds.), Duluth,
MN : Association for Consumer Research, 209-210, 2009 [link]; [Session Chair: “Indian
Social Marketing Campaigns”, 208-210].
[14] Basil, Michael, Debra Basil, & Sameer Deshpande, "A Comparison of Dieticians and the
Public: Nutrition Focus, Food Choice, and Mental Accounting" in Partnerships, Proof and
Practice - International Nonprofit and Social Marketing Conference 2008 – Proceedings,
Sandra Jones (ed.), Paper 3 [http://ro.uow.edu.au/insm08/3]
[13] Waller, David S., Sameer Deshpande, & B. Zafer Erdogan, “Protect or restrict?: EastWest attitudes towards advertising regulations,” in Australian and New Zealand
Communication Association Conference, Wellington, New Zealand, 2008 [link].
[12] Park, David J., Sameer Deshpande, Bernard Cova, & Stefano Pace, "Cross border
consumption and community: Meanings for Warhammer enthusiasts", in European Advances
in Consumer Research VIII, Stefania Borghini, Mary Ann McGrath and Cele Otnes (eds.),
Duluth, MN : Association for Consumer Research, 31-32, 2007 [link].
[11] Deshpande, Sameer, Debra Basil, & Michael Basil, “Factors influencing healthy eating
habits among college students: Application of health belief model,” in Society for Consumer
Psychology Conference, David Lerman and David Luna (eds.), 32, 2007.
[10] Lavack, Anne, Sherry Magnuson, Sameer Deshpande, Debra Basil, Michael Basil, &
James Mintz, “Using social marketing to improve workplace safety: A qualitative analysis,”
in the Social Marketing Advances in Research and Theory (SMART) Conference
Proceedings, Tanya Drollinger (ed.), Lethbridge, AB: The University of Lethbridge, 2006.
[9] Deshpande, Sameer, “Segmenting and targeting American university students to promote
responsible alcohol use: A case for applying social marketing principles” in Advances in
Consumer Research XXXIV, Vicky Morwitz and Gavan Fitzsimons (eds.), Valdosta, CA:
Association for Consumer Research, 164-165, 2006 [link].
[8] Basil, Michael, Debra Basil, & Sameer Deshpande, “Nutrition labels: The effect of
specific health concerns on decision quality and decision time,” in 2006 AMA Winter
Marketing Educators' Conference: Marketing Theory and Applications, Jean L. Johnson and
John Hulland (eds.), Chicago, IL: American Marketing Association, 89-90, 2006 [link].
[7] Basil, Debra, Michael Basil, & Sameer Deshpande, “Nutrition labels: The effect of
specific health concerns on decision quality and search time,” in Marketing and Public
Policy: Challenges for an Era of Continuous Change, Don Lloyd Cook, Jeff Langenderfer,
and Jerome Williams (eds.), Chicago, IL: American Marketing Association, 23-24, 2005
[link].
[6] Piquette-Tomei, Noella, Judith Droessler, Karran Thorpe, Lynn Basford, Robert
Williams, Sameer Deshpande, & Alexandre Bureau, “State of the evidence review: FASD
prevention.” Conference proceedings. 2005 FASD National Conference. Fetal Alcohol
Spectrum Disorder Equality of Access: Rights and the Right Thing to Do, Vancouver, B.C.:
The University of British Columbia, 104-115, 2005 [link].
[5] Nelson, Michelle, R., Sameer Deshpande, Narayan Devanathan, & C. R. Lakshmi, “If the
table for McWorld has been set by Hollywood, what is served by Bollywood?” in Advances
in Consumer Research, Volume XXXII, Geeta Menon and Akshay Rao (eds.), Valdosta, CA:
Association for Consumer Research, 473, 2004 [link].
[4] Deshpande, Sameer, “Transitions in drinking habits from high school to university: An
approach to segment students and address the drinking problem on American college
campuses,” in the Social Marketing Advances in Research and Theory (SMART) Conference
Proceedings, Debra Basil (ed.), Lethbridge, AB: The University of Lethbridge, 48, 2004
[link].
[3] Basil, Debra, Sameer Deshpande, & Michael Basil, “Nutrition labels: The effect of label
length and health concerns on decision quality and search time” in Marketing and Public
Policy: Research Reaching New Heights Proceedings, Debbie Scammon, Marlys Mason and
Rob Mayer (eds.), Chicago, IL: American Marketing Association, 80-82, 2004 [link].
[2] Park, Dave & Sameer Deshpande, “Seeking entertainment through battle: understanding
the meaning of consumption processes for male Warhammer enthusiasts,” in the Association
for Consumer Research Conference on Gender, Marketing and Consumer Behavior, Volume
VII, Linda Scott and Craig Thompson (eds.), Madison, WI: Association for Consumer
Research, 2004 [link].
[1] Devanathan, Narayan, Michelle R. Nelson, John McCarty, Sameer Deshpande, Hye-Jin
Paek, Ratanasuda Punnahitanond, Susan E. Stein, Alexandra M. Vilela, & Ronald Yaros,
“Product placements go global: An examination of brand contacts across five countries,” in
Advances in Consumer Research, Volume XXX, Punam Anand Keller and Dennis W. Rook
(eds.), Valdosta, CA: Association for Consumer Research, 170-171, 2003.
Refereed Conference Papers/Posters
(other than Published Abstracts and Conference Proceedings)
[46] Deshpande, Sameer, Robin Thurmeier, Sharyn Rundle-Thiele, Magdalena Cismaru,
Anne Lavack, & Noreen Agrey, “Comparing FASD prevention interventions valued by
Australian and Canadian women,” First International Conference on Prevention of FASD,
Edmonton, Alberta, 2013.
[45] Deshpande, Sameer, Anurudra Bhanot, Sudhir Maknikar, & Michael Madore,
“Assessing the Influence of Sales Force Training in a Primary Healthcare Setting,” The
International Research Symposium in Service Marketing, Kerala, 2013.
[44] Deshpande, Sameer, Anurudra Bhanot, & Sudhir Maknikar, “Assessing the Influence of
360-Degree Campaign with a 360-Degree Feedback,” The International Research
Symposium in Service Marketing, Kerala, 2013.
[43] Jarvis, Jocelyn W., Tanya Berry, Sameer Deshpande, Guy Faulkner, Ryan Rhodes, John
C. Spence, Mark Tremblay, & Amy E. Latimer-Cheung, “Building the Brand Equity of a
National Physical Activity Promotion Organization,” 34th Annual Meeting of the Society of
Behavioral Medicine, San Francisco, CA, 2013.
[42] White, L., A. Luciani, Tanya Berry, Sameer Deshpande, Amy Latimer-Cheung, Ryan
Rhodes, John Spence, Mark Tremblay, & Guy Faulkner, “Sports Day in Canada: Examining
Correlates of Awareness and Intentions to Participate in Sport,” Canadian Public Health
Association Annual Conference, Ottawa, ON, 2013.
[41] Rutledge, Daniel & Sameer Deshpande, “Influence of Future Orientation on Promotion
of Personal Finance Behaviours,” Academy of Marketing Science, Monterey, CA, 2013.
[40] Basil, Debra Z., Mary Runte, & Sameer Deshpande, “Cause-related Marketing--Why
not? A North American survey of nonparticipating nonprofits,” 2012 Las Vegas International
Academic Conference in the Business & Economics Tract.
[39] Runte, Mary, Gail McKenzie, Debra Z. Basil, & Sameer Deshpande, “Unpacking the
Experience of Cause Related Marketing: Lessons for Nonprofits,” 2012 Las Vegas
International Academic Conference in the Business & Economics Tract.
[38] Basil, Debra Z., Mary Runte, & Sameer Deshpande, “Cause-related marketing in the
USA: A quantitative study examining how nonprofit organizations successfully navigate
business alliance relationships,” International Third Sector Research Conference, Sienna,
Italy, 2012.
[37] Lafreniere, Katherine, Henning Bjornlund & Sameer Deshpande, “Against the grain:
Segmenting and profiling irrigators opposed to water transfers in Alberta, Canada,” the
Sustainable Irrigation Conference, Adelaide, 2012.
[36] Grigat, Daniel, Deep Mazumdar, Herman Barkema, Gil Kaplan, Stephanie Coward,
Steve Heitman, & Sameer Deshpande, “Designing an Interdisciplinary Research Program for
Tobacco Cessation in Crohn's Disease,” the Alberta Innovates - Health Solutions' Knowledge
Translation Conference, Edmonton, 2012 [POSTER].
[35] Escobar, Luis & Sameer Deshpande, “The cost of misaligned capabilities, strategies and
governance: The case of HIV/AIDS -related social marketing efforts in India,” the AIM
International Conference on Innovations in Marketing for Emerging Markets: Global
Challenges and Opportunities, Bangaluru, India, 2012.
[34] Escobar, Luis & Sameer Deshpande, “The cost of misaligned capabilities, strategies and
governance: The case of HIV/AIDS -related social marketing efforts in India,” International
Association for Business & Society, Asheville, NC, 2012.
[33] Deshpande, Sameer, Samia Chreim, Terry Ross Evashkevich, & Roberto Bello, “An
exploration of seniors’ relationships with pharmaceutical brands,” Consumer Brand
Relationships, Boston, 2012 [POSTER].
[32] Basil, Debra, Mary Runte, & Sameer Deshpande, “Cause-related marketing in the USA:
A quantitative study examining how nonprofit organizations successfully navigate business
alliance relationships,” the 10th International Conference of the International Society for
Third-Sector Research, Siena, Italy, 2012.
[31] Lafreniere, Katherine & Sameer Deshpande, “The Decision Framing Process in
Behavior Choice: Implications for Social Marketing and Communications,” Fifth Conference
on Health Communication, Marketing and Media, Atlanta, GA, 2011 [POSTER].
[30] Nelson, Michelle, Sameer Deshpande, & Alexandra Vilela, “Exploring First- Vs. ThirdPerson Perception and Effects of Product Placement in Bollywood Cinema on Indian
Consumers,” Yale China India Consumer Insights Conference, Delhi, 2011.
[29] Rundle-Thiele, Sharyn, Dariusz Siemieniako, Krzysztof Kubacki, & Sameer Deshpande,
“Benchmarking alcohol literacy: A multi-country study,” Academy of Marketing Science
World Marketing Congress, Champagne, France, 2011.
[28] Bhanot, Anurudra, Sonal Chaudhari, Sameer Deshpande, & Malika Malhotra, “Title of
the paper: Comparing the influence of ad perceptions and brand recall with the Theory of
Planned Behavior (TPB) to normalize condoms in India,” the 2nd World Non-Profit and
Social Marketing Conference, Dublin, 2011.
[27] Balkrishnan, Jaidev, Sameer Deshpande, & Sanjeev Dham, “Comparing the
effectiveness of two communication frameworks: A case of promoting contraceptives in the
state of Rajasthan, India,” the 2nd World Non-Profit and Social Marketing Conference,
Dublin, 2011.
[26] Gross, Douglas, Erik Werner, Michiel Reneman, Sameer Deshpande, M. Miciak, Shelley
Bowen, & Rachelle Buchbinder. “Back Pain Mass Media Campaigns: Next
Steps?” International Forum XI on Primary Care Research on Low Back Pain, Melbourne,
Australia, 2011.
[25] Deshpande, Sameer, Anne Lavack, Magdalena Cismaru, Robin Thurmeier, & Noreen
Agrey, “Using Social Marketing Techniques to Strengthen Primary Prevention Efforts in
FASD,” the 4th International Conference on Fetal Alcohol Spectrum Disorder: The Power of
Knowledge: Integrating Research, Policy, and Promising Practice Around the World,
Vancouver, BC, 2011.
[24] Aspen, Cathy, Michael Basil, & Sameer Deshpande, “Sexual appeals in social
marketing: The influence of feminism and sexual attitude,” Association for Consumer
Research Conference on Gender, Marketing and Consumer Behavior, the English Lake
District, U.K., 2010.
[23] Samu, Sridhar, Ajay Singh, & Sameer Deshpande, “Role of perceived superiority of
female condoms over male condoms on the usage of female condoms,” Social Marketing in
Public Health Conference, Clearwater Beach, Florida, 2010.
[22] Rundle-Thiele, Sharyn & Sameer Deshpande, “Increasing alcohol knowledge,”
Academy of Marketing Science, Portland, OR, 2010.
[21] Deshpande, Sameer, Luis Escobar, & Ajay Singh, "Influence of cultural factors on
stakeholder relationship management: A Case of HIV/AIDS-related social marketing efforts
in India,” Indian Academy of Management Conference, Jamshedpur, India, 2009.
[20] Gok, Kubilay, Sameer Deshpande, Anant Deshpande, & Hunter, Gordon, “Comparing
employee and promoter perspectives towards the causes of firm failure: the case of an Indian
petrochemical company,” Indian Academy of Management Conference, Jamshedpur, India,
2009.
[19] Escobar, Luis & Sameer Deshpande, “Capability gaps in managing the governance
structure adopted by the government of India to carry out the HIV/AIDS-related social
marketing efforts", Indian Academy of Management Conference, Jamshedpur, India, 2009.
[18] Deshpande, Sameer & Sharyn Rundle-Thiele, “Competitive analysis in social
marketing,” Third National Conference on Health Communication, Marketing and Media,
Atlanta, GA, 2009. [POSTER]
[17] McKenzie, Gail, Mary Runté, John Usher, Debra Basil, & Sameer Deshpande,
“Neoconservativism: Changing the way nonprofit organizations do business,” Administrative
Sciences Association of Canada Conference, Niagara Falls, ON, 2009.
[16] Cismaru, Magdalena, Anne M. Lavack, Sameer Deshpande, Robin Thurmeier, & Noreen
Agrey, “Preventing fetal alcohol syndrome disorders: The role of protection motivation
theory,” Administrative Sciences Association of Canada Conference, Niagara Falls, ON,
2009.
[15] Deshpande, Sameer, Magdalena Cismaru, Noreen Agrey, & Robin Thurmeier,
“Developing primary prevention strategies: Conversations with women,” Third International
Conference on Fetal Alcohol Spectrum Disorder, Victoria, B.C., 2009 [POSTER].
[14] Basil, Debra, Mary Runte, & Sameer Deshpande, “Why nonprofits don’t partner with
businesses,” The Australian and New Zealand Third Sector Research Conference, Auckland,
New Zealand, 2008.
[13] Dooley, Jennifer, Sameer Deshpande, & Carol Adair, “Comparing effectiveness of
obesity prevention and reduction messages among Canadian adolescents,” World Social
Marketing Conference, Brighton and Howe City, England, 2008.
[12] Basil Debra, Michael D. Basil, Sameer Deshpande, Anne Lavack, Jim Mintz, & Sherry
Magnuson, “Using the parallel process model to assess social marketing communications to
young male workers,” the Second Annual National Social Marketing Centre Conference,
Oxford, England, 2007.
[11] Keum Heejo, Narayan Devanathan, Sameer Deshpande, Michelle R. Nelson, & Dhavan
V. Shah, “The citizen-consumer: The complex relationship among media, consumer culture,
and civic engagement” the annual meeting of the American Political Science Association,
Philadelphia, 2003.
[10] Tajima Atsushi, Dave Park, Seungahn Nah, Sameer Deshpande, Sandy Nichols, Ron
Yaros, & Denise St. Clair, “Shaping an international issue: Analyzing U.S. media coverage
about a 'War with Iraq'” the 'International and Development Communication Division' of the
International Communication Association, San Diego, 2003.
[9] Nah Seung-Ahn, Sameer Deshpande, Michael McCluskey, Elliott Hillback, Doug
McLeod, Dhavan Shah, & Zhongdang Pan, “The effects of interpersonal
communication networks and media use on trust” the American Association for
Public Opinion Research Annual Conference, Nashville, 2003.
[8] Keum Heejo, Narayan Devanathan, Elliot Hillback, Sameer Deshpande, Michelle R.
Nelson, & Dhavan V. Shah, “Media use, consumer culture, and civic engagement: Exploring
assumptions and testing effects” the Midwest Association for Public Opinion Research
Annual Conference, Chicago, 2002.
[7] Nah Seung-Ahn, Sameer Deshpande, Michael McCluskey, Elliott Hillback, Doug
McLeod, Dhavan Shah, & Zhongdang Pan, “Conceptualizing trust: Its causes,
components, and consequences” the Midwest Association for Public Opinion
Research Annual Conference, Chicago, 2002.
[6] Deshpande, Sameer, Michelle R. Nelson, Narayan Devanathan, Ronald Yaros,
Hye-Jin Paek, Ratanasuda Punnahitanond, Susan E. Stein, & Alexandra M. Vilela,
“Exploring international public communication strategies: A cross-cultural case study
of anti-tobacco efforts in six countries,” the ‘International Communication’ Division
at the annual convention of the Association for Education in Journalism and Mass
Communication, Miami, 2002.
[5] McCluskey Michael R., Sameer Deshpande, Hye Lim Yoo, Dhavan V. Shah, &
Doug M. McLeod “Media influences on normative expectations of citizen efficacy
and effects on political participation,” the ‘Communication Theory and Methodology’
Division at the Conference of the Association for Education in Journalism and Mass
Communication, Miami, 2002.
[4] Deshpande, Sameer & Jacqueline Hitchon, “Ethical implications of use of causerelated marketing ads in the light of negative news,” the ‘Media Practices and
Implications for Ethics’ Division at the Conference of the International
Communication Association, Seoul, Korea, 2002.
[3] McLeod Jack, Jessica Zubric, Heejo Keum, Sameer Deshpande, Jaeho Cho, Susan
E Stein, & Mark Heather, “Reflecting and connecting: Testing a communication
mediation model of civic participation,” the ‘Communication Theory and
Methodology’ Division at the Conference of the Association for Education in
Journalism and Mass Communication, Washington, 2001.
[2] Deshpande, Sameer & Jacqueline Hitchon, “Use of cause-related marketing to
bolster image in the light of negative news,” the ‘Communication Theory and
Methodology’ Division at the Conference of the Association for Education in
Journalism and Mass Communication, Phoenix, AZ, 2000.
[1] McLeod, Jack, Jessica Zubric, Nojin Kwak, Maria Powell, Weiwu Zhang, Sameer
Deshpande with Dhavan Shah & Mike Schmierbach, “Cognitive structure as a
mediator of the influence of communication,” the ‘Communication Theory and
Methodology’ Division at the Conference of the Association for Education in
Journalism and Mass Communication, Phoenix, 2000.
Other Publications and Reports
Book Reviews
Deshpande, Sameer, “Cause marketing for nonprofits: Partner for purpose, passion, and
profits” by Jocelyn Daw, Journal of Nonprofit and Public Sector Marketing, 19(2), 93-94,
2008 [link].
Other Publications
Deshpande, Sameer, & Marla Hollander, “Reflections from two emerging social
marketers: The 1998 Innovations in Social Marketing Conference (Publisher’s Notes).
Social Marketing Quarterly, 4(4), 9-11, 1998 [link].
Popular Press
[3] Deshpande, Sameer, “The challenge of AIDS” (in Marathi language), Patrika, Mumbai:
Marathi Vidnyan Parishad, 4-9, December 2007 [link].
[2] Deshpande, Sameer, “Making Swadeshi organizations attractive: Application of social
marketing principles,” Patrika, Mumbai: Marathi Vidnyan Parishad, 2006 [link].
[1] Deshpande, Sameer, “Whose benefit, whose responsibility,” Maharashtra Times, June 6,
2005 [link].
Research/Policy Reports
[5] Saskatchewan Prevention Institute. Creating effective primary prevention FASD
resources: Evaluation processes in health promotion. Prepared for Canada Northwest FASD
Research Network, Saskatoon, SK, 2009.
[4] Basford, Lynn et al. State of the Evidence: Fetal Alcohol Spectrum Disorder (FASD)
Prevention. Alberta Child and Family Services, 2005 [link].
[3] Brooks, Richard & Sameer Deshpande with Susan Kirby, Kathleen Perkins, Thomas
Reizes and others. Social Marketing and Public Health: Lessons from the Field. Turning
Point Program at the University of Washington, 2003
[http://www.turningpointprogram.org/Pages/pdfs/social_market/smc_lessons_from_field.pdf]
.
[2] Rothschild, Michael, Richard Brooks, Sameer Deshpande, Thomas Miller, Axel
Anderson, Rajsree Gupta, Michelle McDowell, & Sarah Snudden, Using Social
Marketing to Inhibit Driving After Drinking: A report submitted to the Wisconsin
Department of Transportation, 2001
[http://www.dot.wisconsin.gov/library/publications/topic/safety/roadcrew4appendixa.pdf]
[1] Caire, Lisa, Sameer Deshpande & Ashley Towne, Review of the Committee on
Institutional Cooperation (CIC) Seed Grant Program presented by Learning Technology &
Distance Education, University of Wisconsin-Madison to CIC, Illinois, 2000 [link].
Other Conference Participation
Veer, Ekant (Chair), Lisa Cavanaugh, Glenn Christensen, & Sameer Deshpande, “Roundtable
Session: Transformative Consumer Research: Is TCR Flourishing or Perishing in the Asia
Pacific Region?” in Asia-Pacific Advances in Consumer Research IX, Zhihong Yi, Jing Jian
Xiao, June Cotte, Linda Price (eds.), Duluth, MN: Association for Consumer Research, 86,
2011.
Invited Research Talks at Conferences/Meetings
Deshpande, Sameer, “Making behaviour change fun, easy, and popular,” 3rd Saskatchewan
Chronic Disease Prevention and Management Conference Innovation & Impact: Prevention
and Management of Chronic Disease, 2012.
Deshpande, Sameer, Debra Basil, and Mary Runte, “Balancing Mission and Losses in CauseRelated Marketing: The Nonprofit Perspective,” Lethbridge, 2012.
Deshpande, Sameer, “Learning from Social Marketing Practitioners: Stepping Down the
Ivory Tower”, Asia-Pacific Advances in Consumer Research IX, Beijing, 2011. This
presentation was part of following special session: Veer, Ekant (Chair), Lisa Cavanaugh, &
Sameer Deshpande, “Special Session: Transformative Consumer Research: Is TCR
Flourishing or Perishing in the Asia Pacific Region?” in Asia-Pacific Advances in Consumer
Research IX, Zhihong Yi, Jing Jian Xiao, June Cotte, Linda Price (eds.), Duluth, MN:
Association for Consumer Research, 21, 2011.
Deshpande, Sameer, “Enhancing Health Promotion efforts to promote healthy food choices
through Social Marketing,” Saskatchewan Research Day 2011, Regina, 2011.
[http://www.dietitians.ca/Knowledge-Center/Events-and-Learning/Webinars-Podcasts.aspx]
[http://www.youtube.com/watch?v=raUEepgmrlU&feature=relmfu]
Deshpande, Sameer, “The Big Debate: Private/ NGO/ public sector partnerships are the new
hope,” The 2nd World Non-Profit and Social Marketing Conference, Dublin, Ireland, 2011.
Deshpande, Sameer & Ajay Singh, “Role of perceived superiority of female condoms,” The
2nd World Non-Profit and Social Marketing Conference, Dublin, Ireland, 2011.
Deshpande, Sameer, “Clarifying Boundaries of Social Marketing,” International School for
Obesity Research and Management, Lake Louise, 2011.
Deshpande, Sameer, “When Education isn’t Enough. Using Social Marketing to Improve
Healthy Behaviours,” Regina Qu'Appelle Health Region Research Showcase, Regina, 2010.
Deshpande, Sameer, “Social marketing strategies to promote safety,” Edmonton’s
International Conference on Urban Traffic Safety, Edmonton, 2010.
Deshpande, Sameer, “Social marketing strategies to reduce dietary sodium among
Canadians,” Consultation meeting of the Multi-stakeholder Working Group on Dietary
Sodium Reduction, Health Canada, Ottawa, 2009.
Presentation summarized under the section, “Social Marketing” on p. 41 in the
“Report on Stakeholder and Expert Perspectives on Dietary Sodium Reduction in Canada”
[http://www.hc-sc.gc.ca/fn-an/alt_formats/pdf/pubs/nutrition/sodium/2009-reductioneng.pdf].
Deshpande, Sameer and Sudha Tewari, “Sharing learning from Social Marketing practice in
Asia,” World Social Marketing Conference, Brighton and Howe City, England, 2008.
Basil, Debra, Michael Basil, Sameer Deshpande, Anne Lavack, James Mintz, & Sharon
Magnuson, “Using the Extended Parallel Process Model to assess communications to young
male workers.” Presentation to Worksafe Communications Directors, Toronto, 2007.
Deshpande, Sameer, “Social Marketing to Promote Sustainable Transportation,” Luncheon
presentation, Canadian TDM Summit, Calgary, 2007.
Deshpande, Sameer, “The Moderating Role of Cultural Traits in Consumer Reaction to
Cause-Related Marketing Campaigns: A Comparative Study of Chinese and Canadian
Consumers,” Congreso de Marcadotecnia, Universidad Bonaterra, Mexico, relayed live via
video, 2006.
Deshpande, Sameer, “Applying social marketing to promote scientific rationality,” Marathi
Vidnyan Parishad Annual Conference, Mumbai, 2005.
Deshpande, Sameer, “Ethical implications of the use of cause-related marketing ads in light
of negative news” in the session: “Consumer Response to Cause-related Marketing: An
Experimental Approach,” Congreso de Marcadotecnia, Universidad Bonaterra, Mexico,
relayed live via video, 2005.
Deshpande, Sameer, “A Glance at Social Marketing Resources,” MARCOM 2005, Canada's
Public Sector Marketing and Communications Symposium, Ottawa, 2005.
Rothschild, Michael and Sameer Deshpande, “How marketers develop new products:
Alternative ride programs for alcohol impaired drivers,” The Social Marketing in
Public Health Conference, Florida, 2002
Invited Colloquia
Deshpande, Sameer, Debra Basil, and Mary Runte, “Research in cause-related marketing”,
Brownbag Research Seminar, Indian School of Business, Hyderabad (India), 2012.
Deshpande, Sameer, “Application of Social Marketing to Address Alcohol-Related
Behaviors”, Department of Marketing, Griffith Business School, Griffith University,
Brisbane, 2011.
Deshpande, Sameer, “The role of competition in social marketing”, Public Health
Colloquium Series, School of Public Health, University of Alberta, Edmonton, 2010.
Basil, Debra, Michael Basil, Sameer Deshpande, Anne Lavack, James Mintz, & Sharon
Magnuson. “Testing the Extended Parallel Process Model with workplace safety
messages.” Edith Cowan University, Perth, Australia, 2009.
Basil, Debra, Michael Basil, Sameer Deshpande, Anne Lavack, James Mintz, & Sharon
Magnuson, “Testing the Extended Parallel Process Model.” University of Wollongong,
Australia, 2008.
Basil, Debra Z., Sameer Deshpande, & Mary Runté, “Why nonprofits don’t partner with
businesses,” University of Wollongong, Wollongong, Australia, 2008.
Deshpande, Sameer, “Using Theory of Planned Behavior to Segment Markets,” Indian
Institute of Management, Ahmedabad, India, summer 2003.
TEACHING
University of Lethbridge
Undergraduate: Social Marketing, Marketing Research, Advertising & Promotions,
Introduction to Marketing, Marketing Management
Master’s: Research Issues and Integration, Ways of Knowing
Tata Institute of Social Sciences
Master’s: Social marketing (Summer 2012 to students of Centre for Social Entrepreneurship)
Master’s Thesis Supervisor/Committee Member
[11] Naeem, Fahd, “Understanding the role of self-efficacy in behaviour change campaigns,”
Expected to defend by summer 2014.
[10] Yuan Xin, “Systematic review of social marketing efforts to promote physical activity,”
Expected to defend by summer 2013.
[9] Zehua Wang, “Policy implications in relation to controversial advertising,” Expected to
defend by summer 2013.
[8] Daniel Rutledge, “Influence of Future Orientation on Promotion of Personal Finance
Behaviours,” 2012. Daniel received SSHRC grant to complete his Master’s thesis.
[7] Saya Oka, National Institute of Public Health (Mexico), “A pathway for change: Can
social marketing and efficacy explain why Mexican migrants use condoms more than nonmigrants?” 2011.
[6] Katherine Lafreniere, University of Lethbridge, “Determining the Decision Making
Process for Social Issue Behaviours: Inputs to Formulating Social Marketing Strategy,” 2010.
Katherine received scholarship from Alberta Water Institute to complete her Master’s thesis.
[5] Cathy Aspen, University of Lethbridge, “Sexual appeals in social marketing: The
influence of feminism and sexual attitude,” 2008.
[4] Jennifer Dooley, University of Alberta, “Immediate Effects of Public Service
Advertisements aimed at Preventing and Reducing Adolescent Obesity,” 2007. Jennifer
received SSHRC grant to complete her Master’s thesis.
[3] Terry Evashkevich, University of Lethbridge, “Brand dissatisfaction and marriage
relationships for pharmaceutical brands,” 2006.
[2] Fifteen students of Master’s in Communication and Journalism, University of Mumbai,
2006.
[1] Sheena Chen, University of Lethbridge, “Cultural influence on consumer reactions to
cause-marketing campaigns,” 2005.
University of Wisconsin-Madison

Instructor, Advertising and Pop Culture, summer 2002

Teaching Assistant, Introduction to Mass Communication, fall 2001 & spring 2002

Lecturer, Strategic Communication, summer 2001
Teaching Honour
“Fellow of Circle of Excellence in Teaching” by the Centre for the Advancement of
Excellence in Teaching and Learning. Profile featured on their website
[http://www.uleth.ca/crdc/?page_id=5] and their 2006 newsletter.
Select Teaching Development Activities
Teaching Retreat, Faculty of Management, University of Lethbridge, 2004.
Partnership with Professors, Faculty of Education, University of Lethbridge, spring 2004.
Paired with a senior education student for a semester to enhance my teaching skills.
Online Resource
Clarifying Boundaries of Social Marketing (2012). YouTube video
[http://www.youtube.com/watch?v=dCRe711be3Q&feature=relmfu]
INVITED LECTURES AND WORKSHOPS
Workshops
Introductory or intermediate-level social marketing workshops conducted for following
organizations/conferences:
[33] LiveWell Chronic Disease Management (CDM) Chronic Disease Prevention and
Management Conference, Saskatoon, 2012
[32] SMART Conference, Vancouver, 2012
[31] Community and Social Development Group, City of Lethbridge, Lethbridge, 2012
[30] RTNA Conference: Reimagining Health through KT, Alberta Innovates - Health
Solutions (Alberta Government), Edmonton, 2011
[29] Griffith University and Southern Cross University, Brisbane, Australia, 2011
[28] Griffith University and Southern Cross University, Coolongatta, Australia, 2011
[27] University of Alberta, Office of Sustainability, Camrose, 2011
[26] University of Alberta, Office of Sustainability, Edmonton, 2011
[25] Alberta Innovates Health Solutions, Webinar and Lecture, Edmonton, 2011
[24] Alberta Innovates Health Solutions, Webinar and Lecture, Edmonton, 2010
[23] Alberta Motor Association, Edmonton, 2010
[22] Alberta Motor Association, Edmonton, 2010
[21] Alberta Motor Association, Calgary, 2010
[20] Alberta Motor Association, Edmonton, 2010
[19] Alberta Motor Association, Edmonton, 2010
[18] Edmonton’s International Conference on Urban Traffic Safety, 2010
[17] Knowledge Transfer Conference, Alberta Heritage Foundation for Medical Research,
Banff, 2009
[16] Red Deer & District Community Foundation, 2009
[15] Alberta Health Services, Division of Cancer Epidemiology, Prevention, and Screening,
2009
[14] First Nations (Alberta) Technical Services Advisory Group, Calgary, 2009
[13] Alberta Heritage Foundation for Medical Research “Water Cooler” (webinar), Calgary,
2009
[12] Alberta Health and Safety Conference, Edmonton, 2008
[11] Driving Home Safety Conference, Edmonton, 2008
[10] Alberta Council for Environmental Education Leadership Clinic, Kananaskis, AB, 2008
[9] Alberta Mental Health Board, Edmonton, 2008
[8] Alberta Employment, Immigration and Industry, Edmonton, 2008
[7] Sylvan Lake Neighbourhood Place, 2008
[6] Alberta Health Services, Alberta Cancer Board, Calgary, 2008
[5] Alberta Health Services, Alberta Cancer Board, Calgary, 2007
[4] Association for Commuter Transportation of Canada, Calgary, 2007
[3] Alberta Centre for Injury Control and Research, Edmonton, 2007
[2] Social Marketing: Taking it to the Next Level conference, Calgary, 2005
[1] Lethbridge community, 2004
“Demonstration of AMOS,” University of Lethbridge, Faculty of Management, 2005, 2008.
Select Guest Lectures in Academic Settings
Deshpande, Sameer, “Social marketing”, Social Entrepreneurship, School of Management
and Labour Studies, Tata Institute of Social Sciences, Mumbai, 2011.
Deshpande, Sameer, “Social marketing in India”, The ID Division Seminar/Rounds, Division
of Infectious Diseases, Department of Medicine, University of Calgary, Calgary, 2010.
Deshpande, Sameer, “Social marketing”, Indian Institute of Technology, New Delhi, 2009.
Deshpande, Sameer, “Social marketing in public health”, Calvin, Phoebe and Joan Snyder
Institute of Infection, Immunity and Inflammation, Faculty of Medicine, University of
Calgary, 2009.
Deshpande, Sameer, “Research Methodology,” Science Communication course,
Marathi Vidnyan Parishad, Mumbai, December 2005.
Deshpande, Sameer, “Corporate Social Responsibility,” Master’s in Cosmetology, S.
H. Kelkar College, Mumbai, November 2005.
Deshpande, Sameer, “Research Methodology,” Master’s in Communication and Journalism,
University of Mumbai, October 2005.
University of Lethbridge

Deshpande, Sameer, “Advertising Trends in South Asia,” 2011




Deshpande, Sameer, “Advertising Trends in India,” 2007
Deshpande, Sameer, “Social Marketing for Public Health,” Health, Illness and
Healing III, 2007
Deshpande, Sameer, “Depiction of Orientalism in Western Media,” Orientalism, 2007
Deshpande, Sameer, “Corporate Social Responsibility,” Introduction to
Liberal Education, 2004.
University of Wisconsin-Madison


Deshpande, Sameer, “Social Marketing: A Few Case Studies,” Mass Media
and the Consumer, 2003
Deshpande, Sameer, “Social Marketing versus Commercial Marketing,” Mass
Media and the Consumer, 2002
Select Guest Lectures in Non-Academic Settings
Deshpande, Sameer, “Social Entrepreneurship,” Lions Club, Mumbai, July 2012
Deshpande, Sameer, “Health Behavior Models,” Population Services International, New
Delhi, July 2007
Deshpande, Sameer, “My teaching objectives and style,” Teaching in Focus, The Centre for
the Advancement of Excellence in Teaching and Learning, University of Lethbridge, January
2007
Deshpande, Sameer, “Social Marketing in India,” Marathi Bhashik Cultural Society,
Edmonton, June 2006
Deshpande, Sameer, “How Marketers Could Solve Social Problems: Role of
Business,” Lions Club, Mumbai, January 2002
SERVICE
University
Host, Visit of Burns Foundation Fellow, 2011
Marketing Area Coordinator, fall 2008-2009.
Committee Member, Indian Film Festival, fall 2008
India related:

Helped set up India Work/Study program in 2007

Visit of Ministry of Education, Government of Maharashtra, India, 2010

Involved in setting up faculty/student exchange relationships with Karunya University
and Sanjeevani Rural Education Trust.
‘Centre for Socially Responsible Marketing’ at the University of Lethbridge.


Director of the center (2005): Successfully organized a two-day learning symposium
(“Social Marketing: Taking it to the Next Level”) in Calgary, 2005 which was attended by
178 professionals.
Helped organize ‘Social Marketing Advances in Research and Theory’ (SMART)
Conference, 2004, 2006, 2008, 2012
Committee Member:

SSHRC Committee, 2012-

Public Health Advisory Group, 2012-

International Task Force, 2010-

Faculty of Management Executive Committee, 2008-2009

Internal SSHRC Committee, University of Lethbridge, 2009-2010, 2012-

M.Sc. Committee, Faculty of Management, 2008-2009

Research and Ethics Committee, Faculty of Management, 2006-2007, 2010-2011, 2012(Chair)

International Management area of Faculty of Management, 2006-2007, 2010

ULFA Representative, Joint Worksite Health and Safety Committee, 2006

Alcohol Awareness Committee, 2005- 2006

Faculty of Management Representative to Health Science Faculty Council, 2004 –2005,
2010-2011

Faculty Search Committee, University of Lethbridge, 2003

Distinguished Teaching Award Committee, University of Lethbridge, 2009-
Academic Community
Provided guidance to the following publication: Cova Bernard, Stefano Pace, and David J.
Park, “Global brand communities across borders: The Warhammer case,” International
Marketing Review, 24(3), 313-329, 2007.
Scientist Reviewer for Centers for Disease Control and Prevention, U.S. Department of
Health and Human Services, Atlanta, GA,
2004 CDC RO1-Panel2, August 2004
2004 CDC Special Emphasis Panel 3 Special Emphasis Panels, June 2004
Ad Hoc Reviewer, Social Sciences and Humanities Research Council of Canada
External Reviewer, Doctor of Philosophy, Faculty of Business and Law, Edith Cowan
University, Australia
Journal/Book Article Reviewer,

Editorial Board Member
o Social Business [http://www.westburn-publishers.com/social-business/socialbusiness.html]
o Journal of Social Marketing
[http://www.emeraldinsight.com/products/journals/journals.htm?id=JSOCM]
o Paradoxica [http://www.paradoxica.ca/index.php/editorial-board]

Special Issue Editor, International Review on Public and Nonprofit Marketing, 2013.

Ad Hoc Reviewer
o South Asian Journal of Global Business Research
o American Journal of Preventive Medicine
o European Journal of Marketing
o Health Education
o Journal of Marketing Communications
o Journal of Marketing Education
o Journal of Nonprofit and Public Sector Marketing
o Marketing Education Review
o Preventing Chronic Disease
o Psychological Reports
o Social Marketing Quarterly
o International Journal of Advertising
o Vaccine

“Marketing Research,” Handbook on Technology Management, John Wiley, 2008

“Advertising and Promotions,” Belch, Belch, and Guolla, McGraw-Hill Ryerson, 2010

Kamal Fatehi, Managing Internationally: Succeeding in a Culturally Diverse World,
Sage

Cele C. Otnes & Tina M. Lowrey (Eds.), Contemporary Consumption Rituals: An
Interdisciplinary Research Anthology, Lawrence Erlbaum
Conference Paper Reviewer,

Administrative Sciences Association of Canada

American Academy of Advertising

Association of Consumer Research (North America, Asia-Pacific, Latin America)

Association for Education in Journalism and Mass Communication

International Communication Association Conference

International Nonprofit and Social Marketing Conference

Winter American Marketing Association Conference

Social Marketing Advances in Research and Theory (SMART) Conference

World Marketing Congress

World Social Marketing and Nonprofit Marketing Conference

Consumer Business Relationship Conference
Co-chair of “Marketing and Society” track at the Annual Conference of the Australia and
New Zealand Marketing Academy, Auckland, NZ, 2013.
Co-chair of “Social Marketing and Marketing for Nonprofits” track at the Academy of
Marketing Science Conference, Monterrey, California, 2013.
Practitioner Community
(Also refer to other parts of the CV)
Advisory Group Member, Active Canada 20/20: A Physical Activity Strategy and Change
Agenda for Canada, 2011-12. [http://www.activecanada2020.ca/sections-of-ac-20-20]
Reviewer, Kassirer, J. & Lagarde, F. (2010), Changing transportation behaviours - A social
marketing planning guide, Ottawa (Canada): Transport Canada
[http://www.tc.gc.ca/media/documents/programs/ctb.pdf].
Invited to attend CIHR workshop, Developing a Research Agenda to Support Sodium
Reduction in Canada, Toronto, January 2010
[http://www.cihr.ca/e/documents/inmd_sodium_workshop_report_e.pdf]
Invited to join the organizing committee of the global social marketing association, October
2009 onwards.
Member, International Expert Scrutiny Panel, A Social Marketing Project to Reduce the
Incidence of Deliberate Grass Fires in Wales, South Wales Fire and Rescue Service, U.K.,
2009–11 [http://www.southwalesfire.gov.uk/English/bernie/Documents/4899%20Social%20Marketing%20Report%20Summa
ry_ENGLISH_SCREEN.pdf]
International Review Panel, Cancer Bureau, Alberta Health Services, 2009-10.
Advisory Panel, National Conference on Health Communication, Marketing, and Media,
National Center for Health Marketing, the Office of Enterprise Communication, Centers for
Disease Control and Prevention, the Substance Abuse and Mental Health Services
Administration, the National Cancer Institute and the National Public Health Information
Coalition, 2009- [http://198.246.98.21/healthmarketing/nchcmm2010/]
Board of Director Member, Lethbridge Family Services, 2008 onwards
[http://www.lethbridge-family-services.com/AU/board.php]
Shimazaki, Hiroshi, Anant Deshpande, Sameer Deshpande, & Amrita Deshpande, Art
Exhibition, “India: As we see it,” Nehru Centre, Mumbai, India, May 2009; Lethbridge
Public Library, Canada, October-November 2008.
Advisor, Communications Sub-Committee, Alberta Occupant Restraint Program c/o Royal
Canadian Mounted Police "K" Division Traffic Services (AORP), 2008-09.
Consulting Editor (Marketing), “The Fertilizer Encyclopedia: Over viewing plant growth, soil
fertility, fertilizer chemistry, and nutrition management”, Vasant Gowariker (Author and
Chief Editor), Government of India, 2005
[http://ca.wiley.com/WileyCDA/WileyTitle/productCd-0470410345.html]
Offered consulting to local nonprofits through academic courses:
Course
Semester
Marketing Research Fall 2010
Association,
Nonprofits in Southern Alberta
Marketing Research and Intelligence
Alberta
Social Marketing
Spring 2007
Oldman Watershed Council
Social marketing
Fall 2004
Volunteer Lethbridge, Community
Links, Canadian Yoga Institute, Heart & Stroke
Foundation, Lethbridge Handi-Bus Association,
Canadian Organization for Rare Disorders
(CORD), Big Brothers and Big Sisters, Ten
Thousand Villages.
Social Marketing Consultant





Canadian Obesity Network, 2010-11.
University of Alberta Office of Sustainability, 2010-12.
Calgary Region Airshed Zone, 2010.
Alberta Environment, Well Water project, 2009.
American Red Cross, Badger Chapter, 1997-2000.
Interviews to Media
[22] Teri Fikowski, “New year’s resolutions,” Global Lethbridge, Evening News,
December 31, 2012
[http://www.globallethbridge.com/video/news+hour+dec+31/video.html?v=23223873
93&p=1&s=dd#video;
http://www.globallethbridge.com/tips+to+maintain+your+new+years+resolutions/644
2780394/story.html]
[21] Teri Fikowski, “Responsible drinking,” Global Lethbridge, Evening News,
December 30, 2012
[http://www.globallethbridge.com/video/responsible+drinking/video.html?v=2322226
993#stories;
http://www.globallethbridge.com/professor+calling+on+liquor+companies+to+get+pa
trons+home+safe/6442780190/story.html]
[20] “Alcohol and injury,” CTV Two Alberta, Alberta Primetime, November 21, 2012
[http://www.albertaprimetime.com/Stories.aspx?pd=4497]
[19] Lisa Willemse, “Is Social Marketing a shot in the arm against junk food advertising?”
CONduit, 2011
[http://www.obesitynetwork.ca/page.aspx?page=2719&app=209&cat1=580&tp=12&lk=no&
menu=50]
[18] National Social Marketing Centre, “Effectively Engaging People: Interviews with social
marketing experts,” p. 12 [http://www.nsmcentre.org.uk/component/remository/NSMCPublications/Effectively-Engaging-People-Interviews-with-social-marketing-experts/].
This news was highlighted in several Marathi language newspapers in November 2009.
[17] Delon Shurtz, “New Canadians sworn in: 119 immigrants from 36 countries take oath of
citizenship,” Lethbridge Herald, A1-A2, September 19, 2009 [link].
[16] National Social Marketing Centre, “Effectively Engaging People: Views from the World
Social Marketing Conference 2008,” p. 3.
[http://people.uleth.ca/~sameer.deshpande/documents/NSMC_Report_2008]
[15] “Mumbai attacks,” QR 77, Alberta Weekends, November 29, 2008.
[14] Zentner, Caroline, “Oh God, not again,” Lethbridge Herald, A1-A2, November 28, 2008
[link].
[13] Cuthbertson, Richard, “Mumbai attacks leave Calgarians on edge,” Calgary Herald, A3,
November 28, 2008 [link].
[12] Nikita Banerjee, “Joysticks may kill social ills,” Animation Reporter, Feature, 49,
October 2008.
[11] “Reaction to the Bloody Lucky Campaign,” CBC Calgary, Wild Rose Country, October
29, 2008 [link].
[10] “Application of Social Marketing to Solve Social Problems,” CBC Calgary, Wild Rose
Country, October 21, 2008 [link].
[9] Rishi, Neha, “Social marketing’s condom tales,” Mumbai Mirror, Communities,
January 23, 2008 [link].
[8] Shidhaye, Shriram, “Misplaced strategies” (translated from Marathi language),
Maharashtra Times, Technology, December 12, 2007 [link].
[7] Parulekar, Raju, “Social Marketing,” ETV Marathi, Sanvaad, July 7, 2007 [link].
[6] Featured in 2005-06 University of Lethbridge Community Report, 20 [link].
[5] “Application of Social Marketing to Solve Social Problems,” CBC Calgary, Wild Rose
Country, March 21, 2006.
[4] Boschman, Caroline and Stacy O'Brien, “Minimum drink prices considered to keep the
'happy' in happy hour,” Lethbridge Herald, Local News, A1, March 15, 2006 [link].
[3] Boschman, Caroline, “Social marketing shows potential to cut drinking-driving numbers:
Project carried out in Wisconsin reduced alcohol-related crashes by 17 per cent,” Lethbridge
Herald, City/Region, A4, June 5, 2005 [link].
[2] Management Matters, “Spotlight on research: Using social marketing to prevent fetal
alcohol spectrum disorder,” 8: Faculty of Management, University of Lethbridge, 2005 [link].
[1] Chakraborty, Rashmi, “Cadbury’s Crush: A novel way to reach for the stars,” Asian Age,
The Media, April 7, 1997.
OTHER ACHIEVEMENTS
Fellowship, School of Journalism and Mass Communication, University of WisconsinMadison, 2002-2003.
National Students Advertising Competition: Represented University of Wisconsin-Madison
as Director of Consumer Research and Media teams that won the regional championship for
the most effective 'Hallmark cards' ad campaign, 1998.