Bauer Business Minds: Research for the Real World.
Bauer Business Minds: Research for the Real World - C. T. Bauer College of Business, University of Houston

In his best-selling book, Tribes, Seth Godin, advises all businesses to use and develop marketing tools that facilitate optimal engagement with customers.

Today's newsletter showcases two novel, research-based, tools to help businesses better engage with and create enhanced value for customers. The first story investigates the use of a subtle visual cue — ad model's gaze direction — that can be strategically employed to enhance consumer engagement with the ad. The second story uncovers when and how retail salespeople should effectively employ a "no conversion, no conversation" (NC2) sales strategy.

Our final story spotlights the recent accomplishments of Associate Professor Nina Huang.

Happy Reading!

Dr. Vanessa Patrick
Associate Dean of Research
Bauer Professor of Marketing

Dr. Vanessa Patrick

The Influence of Eye Gaze

Recently published research by C. T. Bauer College of Business doctoral student Rita Ngoc To and Associate Dean for Research and Marketing Professor Vanessa M. Patrick finds compelling evidence that when advertising models are depicted with averted gaze (eyes looking away from the viewer) rather than with a direct gaze (looking straight at the viewer), the viewer becomes more engaged with the ad.

Photo: Johannes Habel

No Conversion, No Conversation

The popularity of online shopping has opened up multiple ways for consumers to research buying options before they pull out a credit card, but living, breathing retail salespeople are not yet a thing of the past. In fact, they are more in need of professional survival tips than ever, which highlights the relevancy of a recent study from C. T. Bauer College of Business Associate Professor Johannes Habel.

Photo: Nina Huang

Bauer Associate Professor Honored by MIS Quarterly

Associate Professor Nina Huang, who joined the C. T. Bauer College of Business in 2020, recently received a prestigious Information Systems award and was appointed an Associate Editor at MIS Quarterly, a top tier Management Information Systems (MIS) academic journal.


The C. T. Bauer College of Business is an AACSB Accredited Business School.

The University of Houston is an EEO/AA institution.