Steve Kates

Associate Professor, Marketing


Room: WMC 4389

Phone: 778.782.3710


Room: SUR 5045

Phone: 778.782.5285


Curriculum Vitae: View


Ph.D., M.B.A., B.B.A. (York); CA; Graduate Cert. in Higher Education (Griffith University, Australia)


Steven M. Kates is an associate professor in the Beedie School of Business at Simon Fraser University. He received his Ph.D. and MBA from York University (now the Schulich School of Business) in Toronto. In a former incarnation, he was once a Chartered Accountant. However, he quickly saw the light and decided to become a marketing academic. His publications have appeared in Journal of Consumer Research, Journal of Advertising, Psychology & Marketing, Advances in Consumer Research, European Journal of Marketing, and others. His specialty is collecting, analyzing and interpreting qualitative data about consumers and managers. He has consulted to major Canadian corporations. Recently, he has spent four years living in Australia, teaching and researching at Monash University, in Melbourne. Marketing and Consumer Behaviour are the foci of his teaching. He has taught for almost twelve years at the undergraduate, masters, and executive levels. In his spare time (when he has it!), Steve enjoys swimming, working out, reading, music, film, great conversation, and spending time with friends. Steve is currently writing a novel, King David's Gifts.

Research Interests

Brands, branding, brand management, children, consumer socialization, gender consumption, families, households, gay men.

Selected Publications

articles and reports

Beverland, M. B., Kates, S. M., Lindgreen, A., & Chung, E. (2010). Exploring consumer conflict management in service encounters. Journal of the Academy of Marketing Science, 38(5), 617-633.

Berthon, P. R., Pitt, L. F., McCarthy, I., & Kates, S. M. (2007). When customers get clever: Managerial approaches to dealing with creative consumers. Business Horizons, 50(1), 39-47.

books chapters and monographs

Kates, S. M. (2013). Twenty million new customers!: Understanding gay men’s consumer behavior. New York, New York, United States: Taylor & Francis Inc.. ISBN:9781317972051, 0789001756, 9780789001757.