Marketing & Advertising

  • David Gerbing, Ph.D., Professor
    Dr. Gerbing's research interests are in the areas of quantitative analysis, multivariate statistics, and behavioral measurement and assessment. Currently, his primary interest is in increasing the accessibility of the R programming language for data science so that non-programmers can access the free, open-source data analysis system without a steep learning curve.
  • Tom Gillpatrick, Ph.D., Professor, The Juan Young Professor in Marketing & Food Management
    Dr. Gillpatrick's academic research has focused on the use of market research and analysis to improve managerial decision making in the development of new products and services, the development of positioning and segmentation strategy, pricing strategy, and distribution and relationship marketing. Currently, he is working on studying the practice of product innovation, category management, and the use of market-based planning in the food industry. His research has been published in leading academic journals including the Journal of Marketing Research and is frequently quoted in the industry trade press by such publications as the BBC, Supermarket News, Progressive Grocer, Stagnito's New Products and local media such as the Oregonian, the Salem Statesman Journal, KATU, and KGW TV.
  • Shruti Koley, Ph.D., Assistant Professor
    Dr. Koley’s research examines the psychological underpinnings of consumption decisions. In her work, she focuses on how two factors affect consumers’ choices: their affluence or scarcity of resources, and the emotion they are experiencing. Her research has appeared in leading journals such as the Journal of Consumer Psychology.
  • Charla Mathwick, Ph.D., Associate Professor
    Dr. Mathwick’s research interests involve the study of customer behavior online with a recent emphasis on the loyalty implications and value derived from customer participation in corporate-sponsored virtual communities. Dr. Mathwick is a research fellow at the University of Maastricht in The Netherlands. 
  • Amaradri Mukherjee Ph.D., Assistant Professor, The Standard PSU Professorship in Analytics
    Dr. Mukherjee’s research focuses on retail-related topics such as intertemporal and contextual effects on pricing, retail promotions, and digital brand management. His research has appeared in a number of journals including the Journal of Retailing, Journal of Business Research, Journal of Services Marketing, and the Journal of Retailing and consumer Services.
  • Brandon Reich, Ph.D., Assistant Professor, Fred Meyer Research Fellow
    Dr. Reich’s research builds on theoretical foundations of social and personality psychology to develop an understanding of ideological consumption and its effects on marketplace functioning. For instance, his research investigates topics such as consumer blame processes, local food consumption, and environmentally friendly consumption and has appeared in top-level journals such as Journal of Consumer Research, Journal of Consumer Psychology, Journal of Advertising, and Journal of Public Policy & Marketing. 
  • Jacob Suher, Ph.D., Assistant Professor, The Blount International PSU Professorship in Marketing
    Jacob’s research focuses on consumer-based strategy in the context of retail and food marketing. His primary research interest is in-store decision making and the drivers of unplanned purchases. For example, Jacob’s research answers questions like: Why are over half of all grocery decisions made in-store? How can mobile applications influence in-store path-to-purchase? What motivates consumers to make unplanned purchases? In addition, he is passionate about promoting healthy food choices and investigates the effect of consumers’ lay beliefs on their judgments and consumption decisions. Jacob’s research appears in the Journal of Marketing Research, the Journal of Marketing, the Journal of Consumer Psychology, the Journal of the Advertising Research, and the Journal of the Association for Consumer Research. His paper on the causal effect of path length on unplanned purchasing received the 2013 MSI/H. Paul Root Award for making the most significant contribution to the advancement of marketing practice.
  • L. P. Douglas Tseng, Ph.D., Professor
    Dr. Tseng has thirty-five refereed publications in the areas of consumer choice modeling, decision making, marketing education, pricing, online marketing, and international marketing. He has held offices in several domestic and international professional organizations and serves on the editorial boards of three business journals. Dr. Tseng has received numerous honors from various academic institutions, domestic and foreign business communities, and governments. He is a frequent keynote speaker to various domestic and international academic and professional conferences and seminars. 
  • George Watson, Ph.D., Assistant Professor, Fred Meyer Research Fellow
    Dr. Watson’s research focuses on customer loyalty, relationship marketing, B2B marketing, marketing-finance interface, online/mobile retail and marketing strategy. His work has appeared in premier journals such as the Journal of Marketing, the Journal of Retailing and the Journal of the Academy of Marketing Science.