Towhidul Islam | College of Business and Economics

Towhidul Islam

University Research Chair, Professor and Graduate Coordinator
Department of Marketing and Consumer Studies
Phone number: 
519 824 4120 ext. 53835
Macdonald Institute (MINS), Room 206B

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Dr. Towhidul Islam is University Research Chair (Tier I), Professor & Graduate Coordinator of the Department of  Marketing and Consumer Studies, College of Business and Economics (CBE), University of Guelph. His Ph.D is in Management Science from Imperial College Business School, University of London, UK. He has held research and faculty positions at The University of Sydney, Australia; The University of Technology Sydney, Australia; Dalhousie University, Canada, and University of Northern British Columbia, Canada. He was invited professor at the Centre for the Study of Choice (CENSOC), Australia during 2008-2009, and visiting professor at the Vienna University of Economics and Business, Austria during 2006. His main research interests are in areas of consumer choice and innovation diffusion to further understand human behavior and improve decision making. He has published over 42 refereed articles (h-index 22 and  over 2400 citations) and his work has appeared in the Journal of Consumer Research, Journal of Consumer Psychology, Management Science, International Journal of Research in Marketing, International Journal of Forecasting, European Journal of Operational Research, Energy Policy among other outlets.

Dr. Islam is president, 4CI, a leader in consumer choice and innovation diffusion research. 

Google Scholar Citations:                                                             (

  • Ph.D. Imperial College Business School, University of London, UK.
  • D.I.C. Diploma of Imperial College, London, UK.
  • M.B.A. Institute of Business Administration (IBA), Dhaka University, Bangladesh.
  • M.Sc. in Telecommunications Eng. Sofia, Bulgaria.
  • Consumer Choice (Food, Renewable Energy, Risky Decisions, Ethical Consumptions)
    • ​​Evaluating Consumer Choice by Comparing and Combining Survey and Scanner Data
    • Joint Decisions
    • Preference Stability in New and Incremental Innovations
    • Best-Worst Elicitation Process
  • Innovation Adoption and Diffusion (Mobile Broadband, Renewable Energy)
    • Mediating Role in Innovation Diffusion Process
    • Transition in Multigenetrations of New Technologies
    • Prelaunch New Product Forecasting​
    • Proximity (Geographical, Organizational/ Institutional, Cognitive) in Innovation Adoption
  • Insights from Big Data (Multinational Telecommunications Data)
    • Exploring Big data using CART, Boosting, Random Forest, Tabu Search, MARS
  • Advanced Research Methods
    • Discrete Choice Experiments and Choice Model
    • Counterfactual Approach in Mediation and Moderation
    • Latent Transition Analysis (LTA) and Markov Chain
    • Multilevel Models
    • Latent Growth and Latent Class Models
    • Meta Analysis
    • Dyadic Models​


Open to advising MSc students:  YES

Open to advising PhD students:  YES