Research in Refereed Journals

  • Samaraweera, Manoshi, and Betsy D. Gelb, "Formal Salesforce Controls and Revenue Production: A Meta-analysis," Journal of Personal Selling and Sales Management, forthcoming.
  • Lai, Christine Jaushyuam, and Betsy D. Gelb, "Improve Strategy Implementation: Examine Communication in Key Account Teams," Journal of Business Strategy, forthcoming.
  • Gelb, Betsy D., and Teri Elkins Longacre, "Marketing Retirement, or Staying on the Job," Business Horizons, 2014.
  • Gelb, Betsy D., and Deva Rangarajan, "Employee Contributions to Brand Equity," California Management Review, 2014.
  • Gelb, Gabriel M., Betsy D. Gelb and Paul Krieger, "Working with your Expert on Trademark Surveys," Journal of Intellectual Property Law and Practice, 2013
  • Oneto, Stephanie, Betsy D. 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.
  • Gelb, Betsy D., and Darren D. Bush, "Antitrust Enforcement: An Inflection Point?" Journal of Business Strategy, 2012.
  • Gelb, Betsy D., and Rob Austin McKee, "Tailoring a Book Program for Managers: Why and How," Business Horizons, 2012.
  • Gelb, Betsy D., and Teri Elkins Longacre, "Acknowledging Religious Diversity: Opportunities and Challenges," Business Horizons, September-October, 2012.
  • Samaraweera, Manoshi, and Betsy D. Gelb, "Using Customer Satisfaction Data to Link Advertising to Brand Equity," Journal of Business Strategy, 2011.
  • Gelb, Betsy D., and Jim Gregory, "Place Brand Value on the Balance Sheet?" Journal of Business Strategy, 2011.
  • Yujuico, Emmanuel, and Betsy D. Gelb, "Cautions from One Laptop Per Child in Marketing Technological Innovation to LDCs," California Management Review, 2011.
  • Gelb, Betsy D., and Darren Bush, "Advertising Insights for the Voter-vs-consumer Trade-off," Journal of Public Policy & Marketing, 2011.
  • Gelb, Betsy D., "Pay More Get More? What Buyers Say," Journal of Business Strategy, September-October, 2010.
  • Yujuico, Emmanuel, and Betsy D. Gelb, "Better Marketing to Developing Countries: Why and How," Business Horizons, September-October, 2010.
  • Gelb, Betsy D., and Partha Krishnamurthy, “Protect Your Product’s ‘Look and Feel’ from Imitators,” Harvard Business Review, October 2008.
  • Sundie, Jill, Betsy D. Gelb, and Darren Bush, “Economic Reality Versus Consumer Perceptions of Monopoly,” Journal of Public Policy & Marketing, fall, 2008.
  • Gelb, Betsy D., Stephanie Geiger-Oneto, and Gabriel M. Gelb, “From Knowing to Doing: Experience and Flexibility Make the Difference,” Journal of Business Strategy, September-October, 2008.
  • Gelb, Betsy D., “Fine-Tuning Advertising Designed to Reduce the Stigma of Mental Illnesses,” Journal of Current Issues and Research in Advertising, fall, 2008.
  • Gelb, Betsy D., and Patrick Corrigan, “How managers can lower mental illness costs by reducing stigma,” Business Horizons, July-August, 2008.
  • Wyatt, Rosalind A., Betsy D. Gelb and Stephanie Geiger-Oneto, “How Social Insecurity and the Social Meaning of Advertising Reinforce Minority Consumers’ Preference for National Brands,” Journal of Current Issues & Research in Advertising, spring, 2008.
  • Gelb, Gabriel M., and Betsy D. Gelb, “Internet Surveys for Trademark Litigation: Ready or Not, Here They Come,” The Trademark Reporter, September-October, 2007.
  • Gelb, Betsy D., “Targeting Two Generations at Once,” Marketing Management, November-December, 2007.
  • Gelb, Betsy D., Demetra Andrews, and Son K. Lam, “A Strategic Perspective on Sales Promotion,” MIT Sloan Management Review, summer, 2007, http://sloanreview.mit.edu/smr/issue/2007/summer/01/.
  • Gelb, Betsy D., and Darren Bush, “The Marketing Consequences of Competitor Lawsuits,” MIT Sloan Management Review, winter, 2006.
  • Corrigan, Patrick, and Betsy D. Gelb, “Three Case Studies Illustrating Mass Approaches to Challenging the Stigma of Mental Illness,” Psychiatric Services, March, 2006.
  • Bush, Darren, and Betsy D. Gelb, “When Marketing Practices Raise Antitrust Concerns,” MIT Sloan Management Review, summer, 2005.
  • Gelb, Betsy D., and Janet Meade, “Advertising to Communicate Public Policy: Applying Lessons from Federal Tax Law,” Journal of Current Issues and Research in Advertising, fall, 2005.
  • Gelb, Gabriel M., and Betsy D. Gelb, “Working Together: Both Marketers and Attorneys Can Help Protect a Company’s Intellectual Property,” Marketing Management, January-February, 2005.
  • Torres, Ivonne M., Betsy D. Gelb, and Jaime L. Noriega, “Warning and Informing the Domestic International Market ,” Journal of Public Policy & Marketing, fall, 2003.
  • Torres, Ivonne M., and Betsy D. Gelb, “Hispanic-Targeted Advertising: More Sales?” Journal of Advertising Research, November-December, 2002.
  • Gelb, Betsy D., and Suresh Sundaram, “Adapting to ‘Word of Mouse,’” Business Horizons, summer, 2002.
  • Johnson, Madeline, and Betsy D. Gelb, “Cyber-Libel: Policy Tradeoffs,” Journal of Public Policy & Marketing, spring, 2002.
  • Gelb, Betsy D., “Market Patriotism: Advertising Dilemma,” Journal of Advertising Research, January-February, 2002.
  • Gelb, Betsy D., “Gaining ‘Bonus Customers’ by Stretching the Market,” Journal of Advertising Research, September-October, 2001.
  • Sorescu, Alina, and Betsy D. Gelb, “Negative Comparative Advertising: Evidence Favoring Fine-Tuning,” Journal of Advertising 29 (4), 2000.
  • Oakenfull, Gillian, Edward Blair, Betsy D. Gelb, and Peter Dacin, “Measuring Brand Meaning,” Journal of Advertising Research, September-October, 2000.
  • Gelb, Betsy D., and Alina Sorescu, “Democratic Brands, Republican Brands...” Journal of Advertising Research, March-April, 2000.
  • Gelb, Betsy D., “Subtle Servant: A Theme for the Next Decade,” Journal of Advertising Research, September-October, 1999.
  • Johnson, Madeline, and Betsy D. Gelb, “Predicting Supplier Cooperation During a Retailer’s Bankruptcy,” Qualitative Market Research: an international journal, 2 (1), 1999.
  • Rothstein, Mark A., Betsy D. Gelb, and Steven G. Craig, “Protecting Genetic Privacy by Permitting Employer Access Only to Job-Related Employee Medical Information: A Multi-Disciplinary Analysis of a Unique Minnesota Law,” American Journal of Law and Medicine, 24 (4), 1998.
  • Jones, Marilyn Y., Andrea S. Stanaland, and Betsy D. Gelb, “Beefcake and Cheesecake: Insights for Advertisers,” Journal of Advertising, summer, 1998.
  • Gelb, Betsy D., “Advertising to Increase Effectiveness of Use,” Journal of Advertising Research, January/February 1998.
  • Gelb, Betsy D., “Creating Memes While Creating Advertising,” Journal of Advertising Research, November/December, 1997.
  • Gelb, Betsy D., and Marilyn Y. Jones, “Promoting Physician Referral Services”, Marketing Health Services, fall, 1997.
  • Gelb, Betsy D., “Perceptions of ‘Downsized’ Employees Considering Entrepreneurship,” Journal of Business & Entrepreneurship, October, 1997.
  • Gelb, Betsy D., and Linda A. Hayes, “When Your Competitor Turns Obstructionist,” Business Horizons, March-April, 1997.
  • Albers-Miller, Nancy D., and Betsy D. Gelb, “Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries,” Journal of Advertising, December, 1996.
  • Lynn, W. Michael, and Betsy D. Gelb, “Identifying Innovative National Markets for Technical Consumer Goods,” International Marketing Review, No. 6, 1996.
  • Zhang, Yong, and Betsy D. Gelb, “Matching Advertising Appeals to Culture: The Influence of Product Use Conditions,” Journal of Advertising, fall, 1996.
  • Gelb, Betsy D., and Madeline Johnson, “Word of Mouth Communication: Causes and Consequences,” Journal of Health Care Marketing, Fall, 1995.
  • Gelb, Betsy D., “Starting a Business You Can Sell,” Business Horizons, November-December, 1995.
  • Gelb, Betsy D., “More Boycotts Ahead? Some Implications,” Business Horizons, March-April, 1995.
  • Gelb, Betsy D., Karl Kampschroeder, and Scott Cowan, “Consequences of ‘Bad Publicity’: One Example,” Hospital & Health Services Administration, winter, 1994.
  • Gelb, Betsy D., W. Bryant Boutwell, and Scott Cummings, “Using Mass Media Communication for Health Promotion: Results from a Cancer Center Effort,” Hospital & Health Services Administration, Fall, 1994.
  • Tarnow, Jay D., and Betsy D. Gelb, “Managing Employee Mental Health Costs More Effectively,” Journal of Managerial Issues, Summer, 1993.
  • Johnson, Madeline, Khalil Yazdi, and Betsy D. Gelb, “Attorney Advertising and Changes in the Demand for Wills,” Journal of Advertising, March, 1993.
  • Gelb, Betsy D., “Why Rich Brands Get Richer, and What to Do About It,” Business Horizons, September-October, 1992.
  • Gelb, Betsy D., Laurie M. Gelb, and Henry E. Noey, Jr., “Large Employers and their Coalitions: Exploring a Hospital Constituency,” Hospital & Health Services Administration, summer, 1992.
  • Gelb, Betsy D., and John Michael Bryant, “Designing Health Promotion Programs by Watching the Market,” Journal of Health Care Marketing, March, 1992.
  • Albers, Nancy D., and Betsy D. Gelb, “Hazardous Exports: An Update and Policy Recommendations,” Journal of Public Policy & Marketing, December, 1991.
  • Gelb, Betsy D., and Gabriel M. Gelb, “What Research Inside the Organization Can Accomplish,” Marketing Research, December, 1991.
  • Gelb, Betsy D., John Gaskins, Jay Hendrickson, and Jon Iszard, “Research in Brief: Does Greater Usage of a Health Plan Reduce Satisfaction?” Journal of Health Care Marketing, December, 1991.
  • Gelb, Betsy D., and Michael P. Eriksen, “Marketing Research May Help Prevent Skin Cancer,” Marketing Research, September, 1991.
  • Gelb, Betsy D., and Jae W. Hong, “Legal Aspects of Marketing: A Research Framework,” Advances in Marketing and Public Policy, JAI Press, 1991.
  • Zentner, Rene, and Betsy D. Gelb, “Scenarios: A Planning Tool for Health Care Organizations,” Hospital & Health Services Administration, summer, 1991.
  • Gelb, Betsy D., Mary Jane Saxton, George M. Zinkhan and Nancy D. Albers, “Competitive Intelligence: Insights from Executives,” Business Horizons, January-February, 1991.
  • Gelb, Betsy D., “If Business Directed the War on AIDS,” Business Horizons, November-December, 1990.
  • Gelb, Betsy D., “Mini-Case: A Test of Telephoned Appointment-Scheduling by a Physician’s Office,” Journal of Health Care Marketing, December, 1989.
  • Gelb, Betsy D., Marilyn Y. Jones, and Sandra S. Person, “Do HMO Members Get More Cancer Checkups?” Journal of Public Policy & Marketing, December, 1988.
  • Gelb, Betsy D., Samuel V. Smith, and Gabriel M. Gelb, “Services Marketing Lessons from the Professionals,” Business Horizons, September-October, 1988.
  • Gelb, Gabriel M., and Betsy D. Gelb, “A Two-Stage Technique for Improving Physician Input into Hospital Decision-Making,” Hospital and Health Services Administration, May, 1987.
  • Gelb, Betsy D., and Michael R. Hyman, “Reducing Reluctance to Transfer,” Business Horizons, March-April, 1987.
  • Zinkhan, George M., and Betsy D. Gelb, “What Starch Scores Predict,” Journal of Advertising Research, August-Sept., 1986.
  • Gelb, Betsy D. and Gabriel M. Gelb, “Coke’s Lesson to the Rest of Us,” Sloan Management Review, Fall, 1986.
  • Gelb, Betsy D., and J. Richard Cheney, “Pre-testing Jurors’ Reactions to Corporate Marketing Decisions,” Journal of Public Policy and Marketing, 1986.
  • Gelb, Betsy D., “When and How to Use Outplacement,” Business Horizons, September-October, 1986.
  • Gelb, Betsy D., and George M. Zinkhan, “Humor and Advertising Effectiveness After Repeated Exposures to a Radio Commercial,” Journal of Advertising, June, l986.
  • Gelb, Betsy D., Jae W. Hong, and George M. Zinkhan, “Communications Effects of Specific Advertising Elements: An Update,” Current Issues and Research in Advertising, Reviews of Selected Areas, 1985.
  • Gelb, Betsy D., and George M. Zinkhan, “The Effect of Repetition on Humor in a Radio Advertising Study,” Journal of Advertising, December, 1985.
  • Zinkhan, George M., and Betsy D. Gelb, “Competitive Intelligence Gathering in Industrial Marketing Research,” Industrial Marketing Management, Fall, 1985.
  • Gelb, Betsy D., “Preventive Medicine and Employee Productivity,” Harvard Business Review, March-April, 1985.
  • Gelb, Betsy D., “How Marketers of Intangibles Can Raise the Odds, for Consumer Satisfaction,” Journal of Consumer Marketing, Spring, 1985; reprinted in the Journal of Services Marketing, Spring, 1987.
  • Gelb, Betsy D., and Basheer M. Khumawala, “Reconfiguration of an Insurance Company’s Sales Regions,” Interfaces, Nov-Dec., 1984.
  • Gelb, Betsy D., “Case Study: A Disadvantaged Competitor in a Declining Industry: Marketing Strategies and Needs Segmentation,” Journal of Consumer Marketing, Summer, 1983.
  • Zinkhan, George, Betsy D. Gelb, and Claude R. Martin, “The Cloze Procedure,” Journal of Advertising Research, June/July, 1983.
  • Gelb, Betsy D., and Charles M. Pickett, “Attitude-Toward-the-Ad: Links to Humor and to Advertising Effectiveness,” Journal of Advertising, Number 2, 1983.
  • Gilly, Mary C. and Betsy D. Gelb, “Post-Purchase Consumer Processes and the Complaining Consumer,” Journal of Consumer Research, December, 1982.
  • Gelb, Betsy D., “Strategic Planning for the ‘Under-Dog,’” Business Horizons, December, 1982.
  • Gelb, Betsy D., “Discovering the 65+ Consumer,” Business Horizons, May, 1982.
  • Gelb, Betsy D., “No-Name Products: A Step Toward No-Name Retailing?” Business Horizons, June, 1980.
  • Gelb, Betsy D., and Mary C. Gilly, “The Effect of Promotional Techniques on Purchase of Preventive Dental Care,” Journal of Consumer Research, December, 1979.
  • Gelb, Betsy D., and David M. Hunt, “Staying on the Job After 65,” Business Horizons, February, 1979.
  • Gilly, Mary C., and Betsy D. Gelb, “Marketing Energy Conservation,” Journal of Home Economics, Winter, 1978.
  • Gelb, Betsy D., “Exploring the ‘Gray Market’ Segment,” MSU Business Topics, Spring, 1978.
  • Stafford, James E., and Betsy D. Gelb, “Who’s More Critical of Business: Men or Women?” Business Horizons, February, 1978.
  • Gelb, Betsy D., “When Compulsory Retirement at 65 is Ended....,” Harvard Business Review, July-August, 1977.
  • Gelb, Betsy D., “‘Gray Power’: Next Challenge to Business?” Business Horizons, April, 1977.
  • Gelb, Betsy D., Gabriel M. Gelb, and Ricky W. Griffin, “Managing with the Consumer’s Help,” Business Horizons, April, 1976.
  • Gelb, Betsy D., “The College of Business: An Industrial Marketer,” AACSB Bulletin, January, 1976.
  • Gelb, Betsy D., “Incentives to Increase Survey Returns: Social Class Considerations,” Journal of Marketing Research, February, 1975.
  • Gelb, Betsy D., and Gabriel M. Gelb, “Strategies to Overcome ‘Phony Feedback,’” MSU Business Topics, Autumn, 1974.
  • Gelb, Betsy D., and Ben M. Enis, “Affirmative Action in Housing and Beyond,” California Management Review, Winter, 1973-74.
  • Brien, Richard., Betsy D. Gelb., and William D. Trammel, “The Challenge to Marketing Dominance: Will Social Responsibility be Recognized?” Business Horizons, February, 1972.
  • Gelb, Betsy D., and Richard H. Brien, “Survival and Social Responsibility: Themes for Marketing Education and Management,” Journal of Marketing, April, 197l.

Contact Information

Phone: 713-743-4558
Email: gelb@uh.edu
Building: 334 Melcher Hall
Room: 385G