About
30
Publications
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Introduction
I am a Professor of Marketing and Chair of the Department of Finance and Marketing at Western Washington University. Right now I am most interested in how modes of ethical judgment influence consumer decision making. My research encompasses consumer psychology, moral psychology, political psychology, marketing strategy, branding, and choice modeling.
Curiosity pulls my research in unpredictable directions, which is fun.
Skills and Expertise
Current institution
Education
September 2004 - June 2008
University of Washington
Field of study
- Marketing
Publications
Publications (30)
Purpose
Researchers have long been interested in the process of how networking firms share knowledge, what mechanisms firms use to govern knowledge sharing, and what the consequences are for the sharing firms. The purpose of this paper is to attempt to answer these questions from a social network perspective.
Design/methodology/approach
Qualitativ...
Purpose
This research seeks to investigate the relationship between product bundling strategies and brand value.
Design/methodology/approach
Three studies were conducted, two using student subject pools and another using data collected from online auctions. The impacts of brand and bundling strategy stimuli on the dependent variables product choic...
Ethicists refer to people who make judgments based on normative principles as deontologists. Their ethical standards are such that loyalty is an important characteristic to them—which could make them appealing consumers for marketers to target. In a series of three studies, we illustrate the following: whether deontological standards of judgment po...
Purpose
– The purpose of this study is to propose differential marketing tactics for high-quality products versus low-price products by building on construal level theory.
Design/methodology/approach
– Two studies were conducted, one using students and another using data collected from more than 7,000 online auctions.
Findings
– When consumers co...
The ethical frameworks of consequentialism and formalism predict moral awareness and behavior in individuals, but current measures either do not treat these frameworks as independent or lack sufficient theoretical underpinnings and statistical dependability. This paper presents the development and validation of a new scale to measure consequentiali...
The Corporate Social Responsibility (CSR) efforts of brands impact consumers’ willingness to support them, yet consumers are generally skeptical about CSR communication. This empirical work uses three experimental studies to show that framing CSR messages in values-based terms (“It is our duty to engage in this CSR initiative”) enhances consumers’...
Employing an outside-in strategic perspective, we address an under-researched question in the extant marketing literature: How and when do firms, by virtue of their outside-in marketing capability, manage to achieve superior performance? We find that outside-in marketing capability leads to superior firm performance via its impact on inside-out mar...
ED LOVE (Finance and Marketing) encourages students to think critically about topics by looking at them from multiple perspectives, leveraging student engagement by using the element of surprise. He says, “Novel solutions to future challenges can only come from the application of novel perspectives.”
ISSN: 2374-9415
http://cii.wwu.edu/showcase2016...
Since its inception in 2003, the virtual world of Second Life (SL) has grown at an extraordinary pace. Hundreds of thousands (possibly millions) of subscribers interact within the self-contained environment, creating goods, shopping, and socializing using “avatars” as representations of their identities. Although businesses have been quick to adopt...
Marketers are increasingly adopting sustainable business practices as the evidence mounts linking sustainability with market share, brand equity and long run profitability. While business coursework is following practice in some disciplines (e.g., environmental accounting/economics), attention to sustainability issues in marketing curricula is limi...
The reaction that occurs when Mentos are added to bottled soft drinks has become a staple demonstration in earth science courses to explain how volcanoes erupt. This paper presents how this engaging exercise can be used in a marketing research course to provide hands-on experience with problem formation, hypothesis testing, and causal research. A d...
Potential customers’ willingness to pay (WTP) for a new product can be affected by their observing a posted price and this can be modeled in terms of an anchoring mechanism. A theoretical argument and mathematical proof is developed, showing that if customers use an asymmetric WTP anchoring mechanism, it will normally be optimal for firms to price...
Purpose
This research aims to investigate the relationship between consumer regulatory focus and brand value.
Design/methodology/approach
Three studies were conducted using both student subject pools and a broader sample from the US population. The relative chronic promotion or prevention orientation of each participant was measured, as was respon...
We report qualitative consumer field trials of a prototype digital memory device known as SenseCam. We presented SenseCam to 25 consumers in the US (N=9), Japan (N=8), and South Korea (N=8) to determine initial interest and expected use cases. This was followed by respondents using an actual prototype camera for approximately one week and reporting...
Thanks in part to groundbreaking work by companies such as Apple and IDEO, there has been growing interest in design as a way to improve the odds of new product success. This paper describes a user-centered design workshop developed for a new product marketing course. The workshop included exercises designed to explain and illustrate the conceptual...
Involvement, characterized by a “heightened motivational state” toward some object, is a key factor in influencing persuasion (Day, Stafford, & Camacho, 1995; Fei, 2008; Mittal, 1989). Individuals who are highly involved with an object will be more active in receiving information about the object relative to individuals who are not highly involved...
We report a work in progress: development and initial validation of the Product Interest and Engagement Scale (PIES), a short assessment instrument measuring consumer interest in technology products. PIES reflects an explicitly multidimensional, hierarchical, and extensible model of product interest. It assesses consumer product interest in terms o...
The personas method is said to present information about people of interest for product design. We propose a formal model to understand persona information in terms of factual attributes. Using an analytic model, we show that the expected prevalence rate of persona descriptions decreases rapidly as attributes are added. We then evaluate this expect...
We describe questions that commonly arise in early-phase user research for new technology products concerning customer needs, priorities, and market definition. We suggest that methods adopted from marketing research, statistics, and game theory may be helpful for user researchers to answer those questions. We show how these methods have been appli...
Thesis (Ph. D.)--University of Washington, 2008. The same level of product feature enhancement can have differential effects on consumer choice depending on the product's other feature levels, and consumers' expectations for its features. Based on decreasing marginal utility and theories that derive from it, in Chapter 1 I present that a given leve...
