Ryerson MBA

Biography:

Research Expertise: Marketing, Identity, Consumer Behaviour

Ida E. Berger's research interests are invested in social identity, ethnic diversity, social alliances, consumer behaviour, and advertising. Berger’s research began with an interest in the effect of product experiences and advertisements on consumers’ recognition, attitudes, and behaviour regarding branded consumer products. Berger has conducted extensive academic research; she has held numerous research grants; authored and co-authored numerous papers; presented many papers at conferences; given numerous addresses and refereed many papers; and presented at special conference sessions on subjects related to marketing, branding, advertising, consumer attitudes, and consumer social responsibility. She has been a professor of marketing at the business schools of the University of Toronto, Queen’s, and now the Ted Rogers School of Management and has related work experience including positions at McLaren Advertising and Woods Gordon Consulting. Berger is currently engaged in research projects that include the consumer effects of adventure tourism, the strategic benefits of social alliances, the role of identity, religion and social embeddedness in philanthropy, and the role and value of non-profit organizations in Ontario.