About Me

I’m Wade Wade and I’m a marketing PhD student at the University of British Columbia. I have a passion for all things innovation—whether it be in the laboratory or in the classroom. Marketing is innovative by nature, as firms need to adapt to constant change and rapid technological growth. That’s why in my teaching I focus on marketing in today’s digital era using online channels such as social media, websites, videos, apps, and email to reach customers. Innovation is also my research specialty in the field of consumer behavior. I’m fascinated by the psychology of creativity as it relates to developing new product and the new and innovative uses that consumers are able to come up with for existing products.


I enjoy going to the office most days so that I can focus on my work and develop positive relationships with my colleagues. When I’m not working, I love to spend time with my family and pursue hobbies such as playing guitar and practicing Brazilian Jujitsu.