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Home // Faculty & Research // Recent Research // Marketing

Marketing Faculty Research

Recent Research and Publications

Ron Hess, Associate Professor
  • Hess, R. L. (2010). "Failures, Losses, and Fairness: The Customer’s Perspective,"  in Managerial Ethics: Managing the Psychology of Morality. Psychology Press/Routledge Taylor and Francis Group, 155-177. 
  • Hess, R. L. (2009). "The Impact of Firm Reputation and Failure Severity on Customers’ Responses to Service Failures." Journal of Services Marketing, Vol. 22, No. 5, 385-398.. Journal of Services Marketing, 22(5), 385-398.
Michael Luchs, Assistant Professor
  • Luchs, M. G., Naylor, R. W., Irwin, J. R., Raghunathan, R. (2010). "The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference." Journal of Marketing, 74(5), 18-31.
  • Luchs, M. G., Brower, J., Chtturi, R. (2010). In Kenneth c. Manning, Kathleen J. Kelly and David E. sprott (Ed.), "Trading-Off Sustainabilit: Choice and Willingness-to-pay Given a Trade-off Between Sustainability and Performance" (vol. 20, pp. 24-25). Marketing and Public Policy Conference Proceedings.
  • Luchs, M. G., Raghunathan, R., Mahajan, V. (2008). "The Effect of Form-Function Semantic Unity on Evaluations of Products and Brands." Advances in Consumer Research, 35, 142-145.
  • Luchs, M. G., Swan, K. S., the EIASM 17th International Product Development Management Conference, "Product Design since Bloch (1995): Analysis of 14 Years of Research and the Emergence of Product Design as a Field of Marketing Inquiry," Murcia, Spain. (June 2010).
  • Luchs, M. G., Brower, J., Chitturi, R., 2010 AMA Marketing & Public Policy Conference, "Trading-Off Sustainability: Choice and Willingness-to-pay Given a Trade-off Between Sustainability and Functional Performance," Denver, CO. (May 2010).
  • Luchs, M. G., Mason School of Business Young Scholars Conference, "Product Design Review, 1995-2008:  Research Findings and Opportunities," Williamsburg, VA. (July 2009).
  • Luchs, M. G., Naylor, R., Irwin, J., Raghunathan, R., 2008 International Conference on Business and Sustainability: Designing Sustainability, "Consumer Responses to Ethical Products:  Is Product Ethicality an Asset or a Liability?" (October 2008).
  • Luchs, M. G., Raghunathan, R., Mahajan, V., the 2008 Product Development and Management Association Conference,, "Driving Growth through Product Design:  Understanding the Interactive Relationship between Product Form and Function," Orlando, FL. (September 2008). 
Nicole V. Montgomery, Assistant Professor
  • Montgomery, N. V., Unnava, H. R. (2009). "Temporal Sequence Effects: A Memory Framework." Journal of Consumer Research, 36(1), 83-92.
  • Raju, S., Unnava, H. R., Montgomery, N. V. (2009). "The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process." Journal of Consumer Research, 35(5), 851-63.
  • Raju, S., Unnava, H. R., Montgomery, N. V. (2009). "The Moderating Effect of Brand Commitment on the Evaluation of Competitive Brands." Journal of Advertising, 38(2), 21-35.
  • Montgomery, N. V., Rajagopal, P., Society for Consumer Psychology, "“I Imagine, I Experience, I Like: The False Experience Effect”." (February 2010).
  • Montgomery, N. V., Rajagopal, P., Association for Consumer Research, "The Effects of Imagery, False Memory, and Experience on Attitude Strength." (October 2008).
Todd A. Mooradian, Associate Professor
  • Mooradian, T. A., Matzler, K., Ring, L. J. (2010). "A Marketing Strategy Companion." Pearson/Prentice Hall.
  • Mooradian, T. A., Matzler, K., Renzl, B., Müller, J. (2010). "Personality Traits, Affective Commitment, Documentation of Knowledge, and Knowledge Sharing." To appear in International Journal of Human Resource Management.
  • Mooradian, T. A., Matzler, K., Ring, L. J. (2010). "Retailing Conversion Rates: A 'stair-step' model." Innovative Marketing, 6(1), 24-28.
  • Mooradian, T. A., Matzler, K., Renzl, B., Müller, J., Herting, S. (2008). "Personality Traits and Knowledge Sharing." Journal of Economic Psychology, 29(3), 301-313.
  • Mooradian, T. A., Matzler, K., Herbst, K. (2008). "The Interplay of Temperament and Regulatory Focus on Consumer Problem-Solving Modes." Social and Personality Psychology Compass, 2, 1703-1718.
  • Mooradian, T. A., Matzler, K., Davis, M., Back to the Future – 10th European Academy of Management Conference, 2010, "Dispositional Empathy and the Hierarchical Structure of Personality," Rome, Italy. (2010).
  • Mooradian, T. A., Matzler, K., Linder, A., Bailom, F., Ring, L. J., Marketing and the Core Disciplines: Rediscovering references – 38th European Marketing Academy Conference, "Converting Browser to Buyers: A practical approach to measure and increase conversion rate in retailing," Nantes, France. (2009).
  • Mooradian, T. A., Matzler, K., Faullant, R., 37th European Marketing Academy Conference, 2008, "The Role of Personality and Culture in the Formation of Consumption-Based Emotions and Satisfaction," in Keith J. Perks and Paurav Shukla (Ed.s), Marketing Landscapes: A pause for thought, Brighton, UK. (2008).
  • Mooradian, T. A., Matzler, K., Renzl, B., Müller, J., Herting, S., "Personality Traits and Knowledge Sharing," Journal of Economic Psychology, 29, 2008, 3 (June), 301-313.
  • Mooradian, T. A., Matzler, K., Szykman, L., "Empathetic Responses to Advertising: Testing a network of antecedents and consequences."  Marketing Letters, 2008, 19, 2 (June), 79–92.
Don R. Rahtz, Professor
  • Rahtz, D. R., Sirgy, M. J. (2010). "Quality of College Life (QCL) of Students: Further Validation of the Measure of  Well-Being." To appear in Social Indicators Research.
  • Sirgy, M. J., Rahtz, D. R., Phillips, R. (2008). In M. Joseph Sirgy, Don Rahtz, and Rhonda Phillips (Ed.), "Community Quality-of -Life Indicators: Best Cases IV." Blacksburg, VA: ISQOLS Publishing.
  • Rahtz, D. R., Szykman, L. (2008). "Can Healthcare Organizations Better Contribute to Quality of Life by Focusing on Preventative Health Knowledge?." Journal  of Macromarketing, 28(2), 122-129.
  • Rahtz, D. R., Dumitrescu, C., Shultz, C., 34th AnnualMacromarketing Conference, "The Global Con-Divergence of Food Marketing and Consumption: Macro-Micro-Macro Perspectives from Greece and Romania," Kristainsand, Norway. (June 2009).
  • Rahtz, D. R., Shultz, C., International Society for Quality of Life Studies (ISQOLS) Conference, "Further Evidence on the Evolution of Community Quality of Life in a Transitioning Society." Florence, Italy. (June 2009).
  • Community Quality of Life Indicators: Best Cases III ISQOLS Publishing, Co-editor with M. Joseph Sirgy and Rhonda Fleming.
  • “Research on Consumer Well-Being (CWB): Overview of the Field and Introduction to the Special Issue,”.(2007)  Journal of Macromarketing, 27 (4), 341-349. (with M.J. Sirgy and D-J Lee)
  • “Community Quality of Life: Evaluation and Expectations in a Developing Community, in W. E. Kilbourne and J. Mittelstaedt, eds. Proceedings of the 33rd Annual Macromarketing Conference, (May 2008 ) Clemson, SC, USA. (with Clifford Shultz)
Lawrence J. Ring, Professor and Executive MBA Alumni, Chair in Distinguished EMBA Teaching
  • Mooradian, T. A., Matzler, K., Ring, L. J. (2010). A Marketing Strategy Companion. Pearson/Prentice Hall.
  • Mooradian, T. A., Matzler, K., Ring, L. J. (2010). Retailing Conversion Rates: A ‘stair-step’ model. Innovative Marketing, 6(1), 24-28.
  • Mooradian, T. A., Matzler, K., Linder, A., Bailom, F., Ring, L. J., Marketing and the Core Disciplines: Rediscovering references – 38th European Marketing Academy Conference, "Converting Browser to Buyers: A practical approach to measure and increase conversion rate in retailing," Nantes, France. (2009).
  • “Strategic Profit Models for Selected Retailers”, (Note with Rachel Hutson), 2008, 13 pp., W&M-M-166.
  • Zara in 2007, (research case with Elizabeth Galloway), 2008, 21 pp., W&M-M-164.
Scott Swan, Assistant Professor
  • Allred, B. B., Swan, K. S. (2009). Does 'The China Option’ Influence the Subsidiary Technology Sourcing Mix?. Journal of International Management, 15(2), 169-180.
  • Luchs, M. G., Swan, K. S., the EIASM 17th International Product Development Management Conference, "Product Design since Bloch (1995): Analysis of 14 Years of Research and the Emergence of Product Design as a Field of Marketing Inquiry," Murcia, Spain. (June 2010). 
  • Allred, B. B., Swan, K. S., 9th Annual International Business Research Forum & 2nd Annual Offshoring Research Network, "Does 'The China Option' Influence the Subsidiary Technology Sourcing Mix," Philadelphia, PA. (2008).
Lisa Szykman, Associate Professor
  • Agnew, J. R., Szykman, L. (2010). “Information Overload and Information Presentation in Financial Decision Making” in The Handbook of Behavioral Finance. Edward Elgar Publisher.
  • Agnew, J. R., Szykman, L., Anderson, L. R. (2008). "Who Chooses Annuities: An Experimental Investigation of Gender, Framing and Defaults”. The American Economic Review: Papers & Proceedings, 98(2), pp. 418-422.
  • Rahtz, D. R., Szykman, L. (2008). “Can Healthcare Organizations Better Contribute to Quality of Life by Focusing on Preventative Health Knowledge?”. Journal  of Macromarketing, 28(2), 122-129. 
  • Szykman, L., Agnew, J. R., Utkus, S., Young, J., 2008 Marketing and Public Policy Conference, "Literacy, Trust and 401(k) Savings Behavior:  Are Quitters Different than Non-joiners," Philadelphia, PA. (2008).
  • Agnew, J.R., Szykman, L., Anderson, L.R., Gerlach, J.R., "Who Chooses Annuities?  An Experimental Investigation of the Role of Gender, Framing and Defaults." American Economic Review, 2008, 98(2), 418-420.
  •  Szykman, L., Sutfin, E., Moore, M., "Adolescents’ Responses to Anti-Tobacco Advertising:  Exploring the Role of Advertisement Theme and Adolescents’ Smoking Status."  Journal of Health Communications, 2008, July, 13(5), 480-500.
  • Mooradian, T. A., Matzler, K., Szykman, L., "Empathetic Responses to Advertising: Testing a network of antecedents and consequences."  Marketing Letters, 2008, 19, 2 (June), 79–92. 
  • Rahtz, D., Szykman, L., "Quality of Life and the Health Domain:  Examining Personal Responsibility as a Key Antecedent."  Journal of Macromarketing, 2008, June, 122-129.
  • Agnew, J.R., Szykman, L., Anderson, L.R., Gerlach, J.R., "The Annuity Puzzle and Negative Framing."  Center for Retirement Research Issue Brief 8-10, July 2008.