Holly Howe

Holly Howe

About Me

Research Interests

I am a third year PhD student in Marketing at the Fuqua School of Business. Broadly, my research interests are time use, interpersonal dynamics, and consumer well-being. 

Open Science Online Grocery

I have co-created an open science online grocery store. The store made freely available to researchers to study consumer's habits while they shop.

The store can be found here:

Publications and Ongoing Research


Howe, H.S.,  Welsh, T. & Sabiston, C.M. (2017). The  association between gender  role stereotypes, resistance training  motivation, and participation.  Psychology of Sport and Exercise, 33,  123-130. doi:

Cox, A.E., Ullrich-French, S., Cole, A. Howe, H.S (2017). A pilot  yoga physical education curriculum to promote positive  body image. Body  Image, 23(1). doi: 10.1016/j.bodyim.2017.07.007

Orr, K., Howe, H.S.,  Omran, J., Smith, K., Palmateer, T., Ma,  A.E. & Faulkner, G.  (2015). Validity of smartphone pedometer  applications. BMC Research  Notes, 8(733). doi: 10.1186/s13104-015-1705-8

Bose, A. P., Cogliati, K. M., Howe, H. S., &  Balshine, S.  (2014). Factors influencing cannibalism in the plainfin  midshipman fish.  Animal Behavior, 96, 159-166.  doi:10.1016/j.anbehav.2014.08.008  

Ongoing Projects

Howe, H.S., Etkin, J, Barasch, A. (ongoing) Doing it for the ‘gram: Sacrificing enjoyment when posting online.

Howe, H.S., Chartrand, T., Etkin, J. Consumers anchor time estimates based on previous experience.  

Howe, H.S., Etkin, J. The detrimental consequences of Autoplay.  

Howe, H.S.*, Gullo, K.*, Brick, D., & Fitzsimons, G. Fantasizing Together: The downstream consequences of fantasizing about products.  

Howe, H.S.*,  Zhou, L.*, Dias, R*., & Fitzsimons, G. Aha vs.  Haha: The  consequences of clever vs. funny advertisements on brand  perception.

Howe, H.S., Etkin, J. Consumers mis-estimate when to take breaks during work (Target JCR or JPSP)

*equal or undetermined author order.