Department of Marketing & Entrepreneurship

Recent Publications

UH Bauer faculty are among the most highly productive faculty of any business school in the world, publishing numerous articles in leading academic journals and books as well as holding editorial board positions. Following is a listing of recent publications by our faculty.

  • 2013

    • Yang, Ying, Niladri Syam and James Hess. "Thrill of Victory and Agony of Defeat: Emotional Rewards and Sales Force Compensation," Quantitative Marketing and Economics. [forthcoming]
    • Syam, Niladri and Amit Pazgal. "Co-Creation with Production Externalities," Marketing Science. [forthcoming]
    • Echambadi, Raj, Rupinder Jindal and Edward Blair. "Evaluating and Managing Brand Repurchase Across Multiple Geographic Retail Markets," Journal of Retailing. [forthcoming]
    • Ahearne, Michael, Son Lam, Babak Hayati and Florian Kraus. "Intrafunctional Competitive Intelligence and Sales Performance: A Social Network Perspective," Journal of Marketing. [forthcoming]
    • Ahearne, Michael, Til Haumann, Florian Kraus and Jan Wieseke. "It's a Matter of Congruence: How Interpersonal Identification between Sales Managers and Salespersons Shapes Sales Success," Journal of the Academy of Marketing Science. [forthcoming]
    • Ahearne, Michael, Son Lam and Florian Kraus. "Performance Impact of Middle Managers’ Adaptive Strategy Implementation: The Role of Social Capital," Strategic Management Journal. [forthcoming]
    • Lee, Eunkyu, Richard Staelin, Weon Yoo and Rex Du. "A Meta-Analysis of Multi-Brand, Multi-Outlet Channel Systems," Management Science. [forthcoming]
    • Labrecque, Lauren, Vanessa Patrick and George Milne. "The Marketers’ Prismatic Palette: A Review of Color Research and Future Directions," Psychology and Marketing. [forthcoming]
    • Oneto, Stephanie, Betsy Gelb, Douglas Walker and James Hess. "'"Buying Status" by Choosing or Rejecting Luxury Brands and their Counterfeits," Journal of the Academy of Marketing Science. [2013]
    • Hughes, Douglas, Joel LeBon and Adam Rapp. "Gaining and Leveraging Customer-Based Competitive Intelligence: The Pivotal Role of Social Capital and Salesperson Adaptive Selling Skills," Journal of the Academy of Marketing Science. [2013]
    • Gelb, Betsy and Rob Austin McKee. "Tailoring a Book Program for Managers: Why and How," Business Horizons. [2013]
    • Ahearne, Michael, Babak Hayati, Ryan Mullins and Niels Schillewaert. "Exploring the Dynamics of Antecedents to Customer-Brand Identification with a New Brand," Journal of the Academy of Marketing Science. [2013]
  • 2012

    • Syam, Niladri and Amit Pazgal. "Co-Creation with Production Externalities," Marketing Science. [forthcoming]
    • Ahearne, Michael, Son Lam, Babak Hayati, and Florian Kraus. "Intrafunctional Competitive Intelligence and Sales Performance: A Social Network Perspective," Journal of Marketing. [forthcoming]
    • Ahearne, Michael, Til Haumann, Florian Kraus, and Jan Wieseke. "It's a Matter of Congruence: How Interpersonal Identification between Sales Managers and Salespersons Shapes Sales Success," Journal of the Academy of Marketing Science. [forthcoming]
    • Ahearne, Michael, Son Lam and Florian Kraus. "Performance Impact of Middle Managers’ Adaptive Strategy Implementation: The Role of Social Capital," Strategic Management Journal. [forthcoming]
    • Lee, Eunkyu, Richard Staelin, Weon Yoo and Rex Du. "A Meta-Analysis of Multi-Brand, Multi-Outlet Channel Systems," Management Science. [forthcoming]
    • Labrecque, Lauren, Vanessa Patrick and George Milne. "The Marketers’ Prismatic Palette: A Review of Color Research and Future Directions," Psychology and Marketing. [forthcoming]
    • Oneto, Stephanie, Betsy Gelb, Douglas Walker and James Hess. "'"Buying Status" by Choosing or Rejecting Luxury Brands and their Counterfeits," Journal of the Academy of Marketing Science. [forthcoming]
    • Hughes, Douglas, Joel LeBon and Adam Rapp. "Gaining and Leveraging Customer-Based Competitive Intelligence: The Pivotal Role of Social Capital and Salesperson Adaptive Selling Skills," Journal of the Academy of Marketing Science. [forthcoming]
    • Cheema, Amar and Vanessa Patrick. "Influence of Warm versus Cool Temperatures on Consumer Choice: A Resource Depletion Account," Journal of Marketing Research. [forthcoming]
    • Patrick, Vanessa and Henrik Hagtvedt. "How to Say "No": Conviction and Identity Attributions in Persuasive Refusal," International Journal of Research in Marketing. [forthcoming]
    • Ahearne, Michael, Babak Hayati, Ryan Mullins and Niels Schillewaert. "Exploring the Dynamics of Antecedents to Customer-Brand Identification with a New Brand," Journal of the Academy of Marketing Science. [forthcoming]
    • Gelb, Betsy and Rob Austin McKee. "Tailoring a Book Program for Managers: Why and How," Business Horizons. [forthcoming]
    • Gelb, Betsy and Darren Bush. "Antitrust Enforcement: An Inflection Point?," Journal of Business Strategy. [forthcoming]
    • Syam, Niladri, James Hess and Ying Yang. "Sales Contests versus Quotas with Imbalanced Territories," Marketing Letters. [2012]
    • Kacen, Jacqueline, Douglas Walker and James Hess. "Spontaneous Selection: The Influence of Product and Merchandising Factors on Consumer Impulse Purchases," Journal of Retailing and Consumer Services. [2012]
    • Ahearne, Michael and Thomas Steenburgh. "Motivating Salespeople: What Really Works," Harvard Business Review. [2012]
    • Ahearne, Michael, Florian Kraus and Son Lam. "Toward A Contingency Framework of Interpersonal Information Sources in Organizational Identification Diffusion," Organizational Behavior and Human Decision Processes. [2012]
    • Wieseke, Jan, Michael Ahearne, Florian Kraus and Sven Mikolon. "Multiple Identification Foci and Their Countervailing Effects on Salespeople's Negative Headquarters Stereotypes," Journal of Marketing. [2012]
    • Lam, Son, Michael Ahearne and Niels Schillewaert. "A Multinational Examination of the Symbolic Instrumental Framework of Consumer Brand Identification," Journal of International Business Studies. [2012]
    • Du, Rex and Wagner Kamakura. "Quantitative Trendspotting," Journal of Marketing Research.[2012]
    • Patrick, Vanessa and Henrik Hagtvedt. ""I Don't" versus "I Can't": Refusal Strategies for Psychological Empowerment," Journal of Consumer Research. [2012]
    • Gelb, Betsy and Teri Elkins Longacre. "Acknowledging Religious Diversity: Opportunities and Challenges," Business Horizons. [2012]
    • Hughes, Douglas, Joel LeBon and Avinash Malshe. "The Marketing-Sales Interface at the Interface: Creating Market-Based Capabilities Through Organizational Synergy," Journal of Personal Selling and Sales Management. [2012]
    • Kamakura, Wagner and Rex Du. "How Economic Contractions and Expansions Affect Expenditure Patterns," Journal of Consumer Research. [2012]
    • Tirunillai, Seshadri and Gerard Tellis. "Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance," Marketing Science. [2012]
  • 2011

    • Jindal, Rupinder. "Reducing the Size of Internal Hierarchy: The Case of Multi-Unit Franchising," Journal of Retailing. [2011]
    • Hagtvedt, Henrik and Vanessa Patrick. "Turning Art into Mere Illustration: Concretizing Art Renders Its Influence Context Dependent," Personality and Social Psychology Bulletin. [2011]
    • Ren, Charlotte, Ye Hu, Yu Jeffrey Hu and Jerry Hausman. "Managing Product Variety and Collocation in a Competitive Environment: An Empirical Investigation of Consumer Electronics Retailing," Management Science. [2011]
    • Chen, Hua, Sung Ham and Noah Lim. "Designing Asymmetric Multi-Person. Tournaments: An Experimental Study," Management Science. [2011]
    • Samaraweera, Manoshi, and Betsy Gelb. "Using Customer Satisfaction Data to Link Advertising to Brand Equity," Journal of Business Strategy. [2011]
    • Gelb, Betsy, and Jim Gregory. "Place Brand Value on the Balance Sheet?" Journal of Business Strategy. [2011]
    • Gelb, Betsy, and Darren Bush. "Advertising Insights for the Voter-vs-consumer Trade-off," Journal of Public Policy & Marketing. [2011]
    • Patrick, Vanessa and Henrik Hagtvedt. "Aesthetic Inconguity Resolution," Journal of Marketing Research. [2011]
    • Lacey, Simon, Henrik Hagtvedt, Vanessa Patrick, Amy Anderson, Randall Stilla, Gopikrishna Deshpande, Xiaoping Hu, Joao Sato, Srinivas Reddy, and Krish Sathian. "Art for Reward's Sake: Visual Art Activates the Human Ventral Straitum," NeuroImage. [2011]
    • Yujuico, Emmanuel, and Betsy Gelb. "Cautions from One Laptop Per Child in Marketing Technological Innovation to LDCs," California Management Review. [2011]
    • Du, Rex and Wagner Kamakura. "Measuring Contagion in the Diffusion of Consumer Packaged Goods," Journal of Marketing Research. [2011]
  • 2010

    • Ahearne, Michael, Scott MacKenzie, Philip Podsakoff, John Mathieu and Son Lam. "The Role of Consensus in Sales Team Performance," Journal of Marketing Research. [2010]
    • Lam, Son, Florian Kraus, and Michael Ahearne. "The Diffusion of Market Orientation Throughout The Organization: A Social Learning Theory Perspective," Journal of Marketing. [2010]
    • Lam, Son, Michael Ahearne, Ye Hu and Niels Schillewaert. “Resistance to Brand Switching when a Radically New Brand is Introduced: A Social Identity Theory Perspective,” Journal of Marketing. [2010]
    • Ganesan, Shankar, Steven P. Brown, Babu John Mariadoss, and Hillbun (Dixon) Ho. “Buffering and Amplifying Effects of Relationship Commitment in Business-to-Business Relationships,” Journal of Marketing Research. [2010]
    • Ahearne, Michael, Adam Rapp, Douglas Hughes and Rupinder Jindal, “Managing Salesforce Product Perceptions and Control Systems in the Success of New Product Introductions,” Journal of Marketing Research. [2010]
    • Ahearne, Michael and Adam Rapp, “The Role of Technology at the Interface between Salespeople and Consumers,” Journal of Personal Selling and Sales Management. [2010]
    • Rapp, Adam, Michael Ahearne, John Mathieu and Tammy Rapp. "Managing Sales Teams in a Virtual Environment," International Journal of Research in Marketing. [2010]
    • Fedorikhin, Alexander and Vanessa Patrick. "Positive Mood and Resistance to Temptation: Investigating the Interfering Influence of Elevated Arousal," Journal of Consumer Research. [2010]
    • Patrick, Vanessa and Laura Peracchio. ""Curating" the JCP Special Issue on Aesthetics in Consumer Psychology: An Introduction to the Special Issue," Journal of Consumer Psychology. [2010]
    • Gelb, Betsy. "Pay More, Get More? What Buyers Say," Journal of Business Strategy. [2010]
    • Hughes, Douglas and Michael Ahearne. "Energizing the Reseller's Sales Force: The Power of Brand Identification," Journal of Marketing. [2010]
    • Yujuico, Emmanuel and Betsy Gelb. "Better Marketing to Developing Countries: Why and How," Business Horizons. [2010]
    • Hu, Ye and Xin Wang. "Country-of-Origin Premiums for Retailers in International Trades: Evidence from eBay's International Markets," Journal of Retailing. [2010]
    • Ahearne, Michael, Son Lam, John Mathieu and Willy Bolander. "Why Are Some Salespeople Better at Adapting to Organizational Change?," Journal of Marketing. [2010]
    • Krishnamurthy, Partha and Sonja Prokopec. "Beating Back that Triple-Chocolate Cake: Mental Budgets as Instruments of Self-Control," Journal of Consumer Research. [2010]
  • 2009

    • Hu, Ye, Leonard Lodish, Abba Krieger and Babak Hayati. "An Update of Real-World TV Advertising Tests," Journal of Advertising Research. [2009]
    • Krishnamurthy, Partha and Anish Nagpal. "Making Choices Under Conflict: The Impact of Decision Frames," Marketing Letters. [2009]
    • Sundie, Jill., James Ward, Daniel J. Beal, Wynne Chin and Stephanie Oneto. “Schadenfreude as a Consumption-Related Emotion: Feeling Happiness about the Downfall of Another’s Product,” Journal of Consumer Psychology. [2009]
    • Wang, Xin and Ye Hu, "The Effect of Experience on Internet Auction Bidding Dynamics," Marketing Letters. [2009]
    • Krishnamurthy, Partha, Magda Cismaru and Anish Nagpal. “The Role of Cost and Response-Efficacy in Persuasiveness of Health Recommendations”, Journal of Health Psychology. [2009]
    • Hagtvedt, Henrik and Vanessa Patrick. “The Broad Embrace of Luxury: The Role of Hedonic Perceptions in the Differential Influence of a Luxury (vs. Value) Brand Concept on Brand Extension Evaluations.” Journal of Consumer Psychology. [2009]
    • Patrick, Vanessa, Hae Eun Chun and Deborah J. MacInnis. “Affective Forecasting and Self-Control: When Anticipating Pride Wins over Anticipating Shame in a Self-regulation Context,” Journal of Consumer Psychology. [2009]
    • Patrick, Vanessa, Matthew Lancellotti and Gustavo De Mello. “Coping with Non-Purchase: Managing the Stress of Inaction Regret” Journal of Consumer Psychology. [2009]
    • Patrick, Vanessa, Matthew Lancellotti and Henrik Hagtvedt. “Getting a Second Chance: The Role of Imagery in the Influence of Inaction Regret on Behavioral Intent,” Journal of the Academy of Marketing Science. [2009]
    • Labroo, Aparna and Vanessa Patrick. “Why Happiness Helps You See the Big Picture,” Journal of Consumer Research. [2009]
    • Ahearne, Michael and Prabakar Kothandarama, “Impact of Outsourcing on Business-to-Business Marketing: An Agenda for Inquiry,” Industrial Marketing Management. Special Issue on Outsourcing Sales & Marketing. [2009]
    • Ahearne, Michael, Scott MacKenzie, Philip Podsakoff, John Mathieu and Son Lam. “The Role of Consensus in Sales Team Performance,” Journal of Marketing Research. [2009]
    • Griskevicius, Vladas, Noah J. Goldstein, Chad R. Mortensen, Jill Sundie, Robert B. Cialdini and Douglas T. Kenrick, “Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion,” Journal of Marketing Research. [2009]
    • Cohen, Adam B., Eric D. Hill, Felix Thoemmes, Peter C. Hill, and Jill Sundie. “Race as a Moderator of the Relationship between Religiosity and Political Alignment,” Personality and Social Psychology Bulletin. [2009] 
    • Lim, Noah, Michael Ahearne and Sung Ham, “Designing Sales Contests: Does the Prize Structure Matter?” Journal of Marketing Research. [2009]
    • Wieseke, Jan, Michael Ahearne, Son Lam and Rolf van Dick, “The Role of Leaders in Internal Marketing: A Multilevel Examination through the Lens of Social Identity Theory”, Journal of Marketing.[2009]
  • 2008

    • Du, Rex and Wagner Kamakura. “Where Did All That Money Go? Understanding How Consumers Allocate Their Consumption Budget,” Journal of Marketing. [2008]
    • Cheema, Amar and Vanessa Patrick. “Anytime versus Only: Mindsets Moderate the Effect of Expansive versus Restrictive Frames on Promotion Evaluation.” Journal of Marketing Research. [2008]
    • Hagtvedt, Henrik and Vanessa Patrick. “Art and the Brand: The Strategic Role of Art in Enhancing Brand Extendibility.” Journal of Consumer Psychology. [2008]
    • Hagtvedt, Henrik, Reidar Hagtvedt, and Vanessa Patrick. “The Perception and Evaluation of Visual Art.” Empirical Studies of the Arts. [2008]
    • Hagtvedt, Henrik and Vanessa Patrick. “Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products.” Journal of Marketing Research. [2008]
    • Amaldoss, Wilfred, Teck Ho, Aradhna Krishna, Kay-Yut Chen, Preyas Desai, Ganesh Iyer, Sanjay Jain, Noah Lim, John Morgan, Ryan Oprea and Joydeep Srivastava. “Experiments of Strategic Choice and Markets.” Marketing Letters [2008]
    • Nagpal, Anish and Partha Krishnamurthy. “Attribute Conflict in Consumer Decision Making: The Role of Task Compatibility.” Journal of Consumer Research [2008]
    • Ahearne, Michael, Eli Jones, Adam Rapp, and John Mathieu. “High Touch through High Tech: The Impact of Salesperson Technology Usage on Customer Satisfaction and Sales Performance.” Management Science. [2008]
    • Khaled Aboulnasr, Om Narasimhan, Edward Blair and Rajesh Chandy. “Competitive Response to Radical Innovations.” Journal of Marketing. [2008]
    • Jaime Noriega and Edward Blair. “Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?” Journal of Marketing [2008]
    • Brown, Steven P. and Son Lam. “A Meta-Analysis Linking Employee Satisfaction to Customer Responses,” Journal of Retailing. [2008]
    • Wynne Chin, Robert A. Peterson and Brown, Steven P. “Structural Equation Modeling in Marketing: Some Practical Reminders,” Journal of Marketing Theory and Practice. [2008]
    • Gelb, Betsy. “Fine-Tuning Advertising Designed to Reduce the Stigma of Mental Illnesses,” Journal of Current Issues and Research in Advertising,”. [2008]
    • Sundie, Jill., Betsy Gelb and Darren Bush. “Economic Reality Versus Consumer Perceptions of Monopoly,” Journal of Public Policy & Marketing. [2008]
    • Gelb, Betsy and Partha Krishnamurthy. “Protect Your Product’s ‘Look and Feel’ from Imitators,” Harvard Business Review. [2008]
    • Gelb, Betsy and Patrick Corrigan. “How Managers Can Lower Mental Illness Costs by Reducing Stigma,” Business Horizons. [2008]
    • Gelb, Betsy, Stephanie Geiger-Oneto and Gabriel Gelb. “From Knowing to Doing:  Experience and Flexibility Make the Difference.” Journal of Business Strategy [2008]
    • Ravi Sen, James Hess, Subhajyoti Bandyopadhyay and Jeevan Jaisingh. “Pricing Paid Placements on Search Engines,” Journal of Electronic Commerce Research. [2008]
    • Lee, Julie A. and Jacqueline Kacen. “Cultural Influences on Consumer Satisfaction with Impulse and Planned Purchase Decisions,” Journal of Business Research . [2008]
    • Kumar, Piyush and Partha Krishnamurthy. “The Impact of Service Time Uncertainty and Anticipated Congestion on Customers’ Waiting Time Decisions.” Journal of Services Research. [2008]
    • Sarah Hawley, Robert Volk, Partha Krishnamurthy, Maria Jibaja-Weiss, Sally Vernon, and Suzanne Kneuper. “Preferences for Colorectal Cancer Screening Among Racially/Ethnically Diverse Primary Care Patients.” Medical Care. [2008]
    • Sundie, Jill and D. Kenrick. “Cooperation and Conflict between Kith, Kin and Strangers: Game Theory by Domains.” J. Foundations of Evolutionary Psychology: Ideas, Issues, Applications and Findings, 3rd Ed. [2008]
    • Syam, Niladri, Partha Krishnamurthy and James Hess. “That’s What I Thought I Wanted? Models of Miswanting and Regret of Custom Products.” Marketing Science. [2008]
    • Neeraj Arora, Xavier Dreze, Anindya Ghose, James Hess, Raghuram Iyengar, Bing Jing, Yogesh Joshi, V. Kumar, Nicholas Lurie, Scott Neslin, S. Sajeesh, Meng Su, Niladri Syam, Jacquelyn Thomas, and Z. John Zhang. “Putting One-to-One Marketing to Work: Personalization, Customization and Choice,” Marketing Letters . [2008]
    • Wyatt, Rosalind, Betsy Gelb and Stephanie Geiger-Oneto. “How Advertising Reinforces Minority Consumers’ Preference for National Brands.” Journal of Current Issues and Research in Advertising. [2008]
  • 2007

    • Du, Rex, Wagner Kamakura, and Carl Mela. “Size and Share of Customer Wallet,” Journal of Marketing. [2007]
    • Patrick, Vanessa M., Deborah J. MacInnis and C. Whan Park (2007). “Not as Happy as I Thought I’d Be: Affective Misforecasting and Product Evaluations.” Journal of Consumer Research. [2007]
    • Gelb, Betsy and Gabriel Gelb. “When Appearances Are Deceiving.” Wall Street Journal /Sloan Management Review ‘Business Insight’ Section. [2007]
    • Gelb, Betsy. “Targeting Two Generations at Once.” Marketing Management. [2007]
    • Gelb, Gabriel M. and Betsy Gelb. “Internet Surveys for Trademark Litigation: Ready or Not, Here They Come.” The Trademark Reporter. [2007]
    • Gelb, Betsy, Demetra Andrews and Son Lam. “A Strategic Perspective on Sales Promotion.” Sloan Management Review. [2007]
    • Ahearne, Michael, Douglas Hughes, and Niels Schillewaert, “Why Sales Reps Should Welcome Information Technology: Measuring the Impact of CRM-Based IT on Sales Effectiveness”, International Journal of Research in Marketing. [2007]
    • Ahearne, Michael, Ron Jelinek and Eli Jones. “Examining the Effect of Salesperson Service Behavior in a Competitive Context,” Journal of the Academy of Marketing Science. [2007]
    • Echambadi, Raj and James Hess. “Mean-Centering Does Not Alleviate Collinearity Problems in Moderated Multiple Regression Models,” Marketing Science. [2007]
    • Hu, Ye, Leonard Lodish, and Abba Krieger. “A Meta-Analysis of Real World TV Advertising Tests: A 15-Year Update.” Journal of Advertising Research. [2007]
    • Jindal, Rupinder, Werner Reinartz, Manfred Krafft, and Wayne Hoyer. “Determinants of the Variety of Routes to Market,” International Journal of Research in Marketing. [2007]
    • Lim, Noah and Teck-Hua Ho. “Designing Price Contracts for Boundedly-Rational Customers: Does the Number of Blocks Matter?” Marketing Science . [2007]
    • Mathieu, John, Michael Ahearne, and Scott Taylor, “A Longitudinal Cross-Level Model of Leader and Salesperson Influences on Sales Force Technology Use and Performance,” Journal of Applied Psychology. [2007]
    • Griskevicius, Vladas, Joshua M. Tybur, Jill Sundie, Robert B. Cialdini, Geoffrey F. Miller and Douglas T. Kenrick. “Blatant Benevolence and Conspicuous Consumption: When Romantic Motives Elicit Costly Displays,” Journal of Personality and Social Psychology . [2007]
    • Cialdini, Robert B., Vladas Griskevicius, Jill Sundie and Douglas T. Kenrick. “Persuasion Paralysis: When Unrelated Motives Immobilize Influence,” Social Influence. [2007]
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Department of Marketing & Entrepreneurship
University of Houston
334 Melcher Hall
Houston, Texas 77204-6021
Phone: 713-743-4555
Fax: 713-743-4572