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1 2 0 7 W I L L O W B E N D W A Y • L U T Z , F L 3 3 5 4 9 8 1 3 - 9 7 4 - 6 7 9 9 • K B U R N S @ C A S . U S F . E D U

K E L L I S . B U R N S , P H . D . SUMMARY OF QUALIFICATIONS

Ph.D. in mass communication with advertising concentration Eight years of professional experience in ad/pr research and marketing communications Over eight years of teaching experience with outstanding student evaluations Qualified to teach courses in advertising, public relations, research methods and writing Research focused on online advertising and social media published in leading journals Numerous conference presentations at the national level Leadership positions within the School of Mass Communications at USF and formerly in the

School of Communications at Elon University

EDUCATION

Ph.D. (8/03) University of Florida Gainesville, FL Mass Communication Concentration: Advertising Supporting Studies: Marketing and Statistics

J. Hillis Miller Presidential Fellow

Dissertation Title: “Attitude Toward the Online Advertising Format: A Reexamination of the Attitude Toward the Ad Model in an Online Advertising Context” Dissertation Chair: Dr. John Sutherland, Dissertation Co-chair: Dr. Rich Lutz

M.S. (5/98) Middle Tennessee State University Murfreesboro, TN

Mass Communication Received Outstanding Graduate Student Award

B.A. (5/92) Vanderbilt University Nashville, TN

Mathematics, Business Administration (minor)

TEACHING EXPERIENCE

2006-present University of South Florida Tampa, FL Assistant Professor

Undergraduate courses include Principles of Public Relations, Public Relations Research, Public Relations Issues, and Public Relations Writing. Graduate courses include Introduction to Strategic Communication Theory and Research and Strategic Communication Management.

2002-2006 Elon University Elon, NC Assistant Professor Courses included Principles of Advertising, Communications Research, Organizational

Communications, and Media Writing.

2001-2002 Middle Tennessee State University Murfreesboro, TN Instructor Courses included Media Writing and Public Relations Writing.

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1999-2000 University of Florida Gainesville, FL Instructor Taught two sections of Advertising Research.

PROFESSIONAL EXPERIENCE

2000-2001 Harris Interactive New York, NY Research Assistant (Full-time then on a contract basis) Coordinated and conducted online research projects for Young & Rubicam. Developed surveys, analyzed data, and created client reports and presentations. Clients included KFC, Xenical, TwinLab, Homeland Security Commission, among others. Summer 1999 Prince Market Research Nashville, TN Research Associate Designed and implemented a research study to determine how to effectively administer

online surveys. Analyzed research findings and created client reports and presentations. Re-designed the company Web site.

1996-1998 Prince Market Research Nashville, TN Project Manager Conducted and coordinated all aspects of quantitative and qualitative research projects. Designed surveys, interview guides, and focus group discussion guides. Managed data collection and analyzed data using SPSS and SurveyPro. Prepared client reports and presentations. Interacted and consulted with clients and delivered client presentations. Supervised interviewing and data entry teams. Made arrangements for focus groups. Clients included Caterpillar Financial, Columbia/HCA, Union Planters Bank,

Bridgestone/Firestone, Jimmy Dean Foods, TileCera, Nashville Symphony, David Weekley Homes, Globe Furniture, and WNPT.

1992-1996 Manulife Financial Nashville, TN Marketing Consultant Coordinated local marketing and advertising campaigns. Developed design for all internal and external publications, concept sales presentations,

advertisements, promotional mailers, and brochures. Developed marketing plans and produced accompanying communication materials. Initiated and developed several national marketing programs. Received award in company-wide contest for creative sales idea.

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OTHER EXPERIENCE

1998-2000 Florida Scholastic Press Association Gainesville, FL Executive Assistant

Assisted Executive Director in all areas of managing organization.

Managed staff of two office assistants.

Edited the FSPA newsletter.

Handled communication and correspondence to district directors and advisers. Yearbook Judge

Evaluated high school yearbooks in terms of design, copy, and photography.

1991-1992 Commodore Yearbook Nashville, TN Editor-In-Chief Produced Vanderbilt’s first desktop-published yearbook.

BOOK

Burns, K.S. (forthcoming, 2009). Celeb 2.0: How Social Media Foster Our Fascination with Popular Culture. Praeger.

REFEREED BOOK CHAPTERS

Burns, K.S. (proposal accepted). Incorporating Web 2.0 into a research methods course: A case study. In Web 2.0 in Education: Applying the New Digital Literacies, Michael Thomas (ed.).

Burns, K.S. (forthcoming, 2009). Exploring a user-centric model of communication through an examination of user-generated advertising contests. In Handbook of Research on Digital Media and Advertising, Neal Burns, Terry Daugherty, and Matthew S. Eastin (eds.), IGI Global.

REFEREED PUBLICATIONS

Burns, K.S. (under review). Public relations 2.0: A history of PRWeek’s social media coverage and the implications for the practice of public relations. Public Relations Journal.

Burns, K.S. (2008). The misuse of social media: Reactions to and important lessons from a blog fiasco. Journal of New Communications Research, 3(1), 41-54.

Burns, K.S., & Lutz, R. J. (2008). Web users’ perceptions of and attitudes toward online advertising formats. International Journal of Interactive Marketing and Advertising, 4(4), 281-301.

Kuhn, A., & Burns, K.S. (2008). From MySpace to BrandSpace: Elements of brand-sponsored MySpace profiles. Proceedings of the 2008 Conference of the American Academy of Advertising.

Burns, K.S. (2006). Problems found in reporting USA Today pre-election polls. Newspaper Research Journal, 27(4) 38-51.

Burns, K.S., & Lutz, R. J. (2006). The function of format: Consumer responses to six online advertising formats. Journal of Advertising, 35(1), 53-64.

Burns, K.S., & Lutz, R. J. (2004). Format matters: Examining the precursors to and effects of attitudes toward six online advertising formats. Abstract published in the Proceedings of the 2004 Conference of the American Academy of Advertising, 239-240.

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Burns, K.S. (2000). Branding in cyberspace: Using the congruity of consumer and Web site personality to unravel online user satisfaction. Proceedings of the 2000 Conference of the American Academy of Advertising.

CONFERENCE PRESENTATIONS

Burns, K.S. “My musician friend: Constructing a fan identity in MySpace.” Paper presented at the Popular Culture Association National Conference, New Orleans, April 2009. Burns, K.S. “A historical examination of the development of social media and its application to the public relations industry.” Paper presented at the International Communication Association Conference, Montreal, Canada, May 2008. Burns, K.S. “Creative consumers and beloved brands: Engaging consumers through user-generated advertising contests.” Paper presented at the Popular Culture Association National Conference, San Francisco, March 2008. Kuhn, A., & Burns, K.S. “From MySpace to BrandSpace: Elements of brand-sponsored MySpace profiles.” Paper presented at the American Academy of Advertising Conference, San Mateo, California, March 2008. Burns, K.S. “Reporting of pre-election polls in USA Today during the 2004 presidential campaign.” Paper presented at the International Conference on Social Science Research, Orlando, Florida, December 2005. Burns, K.S., & Lutz, R. J. “From Fabulously Entertaining to Freakishly Annoying: Consumer Responses to Six Online Advertising Formats.” Paper presented at the Association for Education in Journalism and Mass Communication National Convention, Advertising Division, Toronto, Ontario, August 2004. Burns, K.S., & Lutz, R. J. “Format Matters: Examining the Precursors to and Effects of Attitudes toward Six Online Advertising Formats.” Paper presented at the American Academy of Advertising Conference, Baton Rouge, Louisiana, March 2004. Burns, K.S. “Opinions Online: The Extension of Computer-mediated Communication for Survey Research in Research Organizations.” Paper presented at the Association for Education in Journalism and Mass Communication National Convention, Phoenix, Arizona, August 2000. Burns, K.S. “Branding in Cyberspace: Using the Congruity of Consumer and Web Site Personality to Unravel Online User Satisfaction.” Paper presented at the American Academy of Advertising Conference, Newport, Rhode Island, April 2000. Burns, K.S. “Cyberbrand Development: A Study of the Impact of Self Concept and Web Site Personality Congruity.” Poster presented at the Association for Education in Journalism and Mass Communication National Convention, New Orleans, Louisiana, August 1999. Burns, K.S. “The Bookstore Reading Group: Members, Support, and Benefits.” Poster presented at the Association for Education in Journalism and Mass Communication National Convention, New Orleans, Louisiana, August 1999.

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OTHER PRESENTATIONS

Burns, K.S. “Top Ten Teaching Goals.” Speech presented at the Promising Professors Workshop, Association for Education in Journalism and Mass Communication National Convention, Phoenix, Arizona, August 2000. Burns, K.S. “Opinions Online: The Use of Online Survey Research in Research Organizations.” Paper presented at the Graduate Student Forum, University of Florida, April 2000. Burns, K.S. “Advertisers and their Agencies: Satisfaction with the Servicing of Interactive Accounts.” Paper presented at the Graduate Student Forum, University of Florida, April 2000. Burns, K.S. “Cyberbrand Development: A Study of the Impact of Self Concept and Web Site Personality Congruity.” Paper presented and awarded second-place in division at the Graduate Student Forum, University of Florida, April 1999. Burns, K.S. “The Bookstore Reading Group: Members, Support, and Benefits.” Paper presented and awarded third-place in division at the Graduate Student Forum, University of Florida, April 1999. Burns, K.S. “Assessing Member Support of Public Television: A Case Study of Nashville’s WDCN Channel 8.” Paper presented at the Graduate Student Forum, University of Florida, April 1999. Burns, K.S. “An Examination of Indications and Motivations to Contribute Financially to a Local Symphony.” Paper presented at the Graduate Student Forum, University of Florida, April 1999. Burns, K.S. “Design Trends for Yearbooks.” Workshop presented at the District II Conference of the Florida Scholastic Press Association, September 1999.

UNIVERSITY SERVICE

University of South Florida ■ Kappa Tau Alpha National Honor Society in Journalism and Mass Communication:

Adviser, 2009-present. ■ College of Arts & Sciences Faculty Committee on Student Admissions: Member, 2008-

2011. ■ School of Mass Communications Executive Committee: Member, 2009-2010. ■ School of Mass Communications Salary, Tenure and Promotion Committee: Alternate

Member, 2008-2009. ■ School of Mass Communications Search Committees: Member of a search committee to

hire an advertising faculty member, 2008-2009. Member of a search committee to hire an advertising faculty member, 2007-2008. Member of search committees to hire an advertising faculty member and a public relations faculty member, 2006-2007.

■ School of Mass Communications Research Committee: Member, 2007-present ■ Supervise numerous undergraduate independent research and directed reading projects. Elon University: Fellows Program Director: Selected and then led the top communications students through

a four-year program to enhance their undergraduate experience and prepare them for jobs in communications, 2004-2006. Previously served on selection committee.

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Communications Floor Faculty Adviser: Selected residents for floor and then developed and implemented programming, 2004-2006.

Media Board: Voting member, 2003-2005. Admissions Committee: Member, 2004-2006. Academic Integrity Committee: Served on a committee to redesign the Honor Code and

the system, Appointed member, 2003-2004. Alcohol Curriculum Infusion Committee: Received a $200 grant from the university to

implement an alcohol-awareness model in a course in Spring 2005. School of Communications Search Committees: Member of a search committee to hire two

faculty members, 2003-2004. Member of search committee, 2005-2006. Academic adviser to 30 students. Student Undergraduate Research Forum: Adviser to three teams of students who presented

research, Spring 2004, Spring 2005. Respondent for two student poster presentations, Spring 2003. Respondent for presenter, Spring 2006. Panel moderator, Spring 2005.

Isabella Cannon Phase II Program: Faculty adviser to a leadership team, 2003-2004. Phi Mu Sorority: Faculty adviser, 2004-2006. Supervised undergraduate research projects for three students.

Middle Tennessee State University: Distinguished Lecture Series: Committee member, Responsible for disbursement of

$85,000 budget, 2001-2002.

University of Florida: Named Presidential Fellowship Committee: Committee co-chairperson and moderator for

“Alternative Paths for Graduate Students,” a seminar in the Graduate Student Professional Development Series, March 1999.

Doctoral Student Colloquium: Coordinator and presenter for session on conference presentations, March 2000.

Doctoral Student Colloquium: Coordinator and moderator for two panel discussions with faculty members, October 1998.

INDUSTRY SERVICE

Journal of Advertising: Reviewer, 2007-present.

Journalism and Mass Communication Quarterly: Reviewer, 2008-present.

MASTER’S AND HONORS THESES

Andi Kuhn: Chair, Fall 2008-present

Alan Belcher: Chair, Fall 2008-present

William Cooper (honors thesis): Chair, Summer 2009-present

Rose Rezaei (honors thesis): Chair, Completed Spring 2009

Kerrie Vnuk: Chair, Completed Spring 2008

Tory Lynne (honors thesis): Chair, Completed Spring 2008

Rhianna Lee Sing: Committee, Expected completion Fall 2009

Christine Anghel: Committee, Expected completion Spring 2009

Cherisse Forseca: Committee, Expected completion Spring 2009

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Jessica Voss: Committee, Expected completion Spring 2009

Lynda Pasteur: Committee, Completed Spring 2008

Ashlea Hudak: Committee, Completed Spring 2008

Rachel von Loveren: Committee, Completed Summer 2007

Cristina Gonzales: Committee, Complete Spring 2007

GRANTS AND FELLOWSHIPS

USF Innovative Learning-Centered Grant: Funds are supporting applications of technology to the practice of research, $4,000, 2009-2010.

Elon Summer Research Fellowship: Funds supported a summer research project on pre-election poll reporting, $5,000, Summer 2005.

Alcohol Curriculum Infusion Committee: Funds supported a student research project on the topic of alcohol, $200, Spring 2005.

Pedagogy and Program Enhancement Grant: Funds supported qualitative and quantitative research projects conducted by Communications Research students for five local non-profit organizations, $1,250, 2003-2004.

AWARDS

Recipient of Discretionary Base Salary Increase, University of South Florida, Fall 2008.

University of Florida J. Hillis Miller Presidential Fellow, 1998-2001 (in 1998, the highest graduate fellowship awarded at the University of Florida)

AEJMC MC&S Division Promising Professor Award, 2000

Second and Third Place Awards in the Journalism and Communications Division of the Graduate Student Forum, University of Florida, 1999

Outstanding Graduate Student in Mass Communication (MTSU), 1998

Phi Kappa Phi Honorary Society, Inducted 1998

Albert L. and Ethel Carver Smith Graduate Scholarship Recipient, 1997

Nashville Advertising Federation Scholarship Recipient, 1996

Pacemaker, Silver Crown, and All American Awards for yearbook, 1992

PROFESSIONAL MEMBERSHIPS

American Academy of Advertising

Association for Education in Journalism and Mass Communication

Popular Culture Association

CONSULTING

Hill Coniglio Polins & Associates: Various online survey projects, 2006

Pew Internet and American Life Project: Focus groups, July 2004

Burlodge U.S.A.: Customer satisfaction research, Fall 2004

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COMMUNITY SERVICE

Vanderbilt University: Class promotions chair for reunion, October 2002; Member of Alumni CoRPs Interviewing Team, January 2009-present.

Sawtooth Center for the Arts: Created promotional materials for photography exhibit called “A Thousand Words: Photographs by Vietnam Veterans,” June 2004

Town of Elon Festival of the Oaks: Liaison for the School of Communications, October 2003

June 8, 2009

SAJEEV VARKI

Office: Department of Marketing Home: 5125 Palm Springs Lvd.,#6108 College of Business Administration Tampa, Florida 33647 University of South Florida Tel.: 813-442-7414 Tampa, Florida

Tel.: 941-974-6227 E-mail: svarki@coba.usf.edu ACADEMIC POSITIONS HELD August 2007 onwards: Associate Professor (tenured), University of South Florida July 2007: Promoted to Full Professor, University of Rhode Island June 2005-June 2006: Sabbatical, Visiting Associate Professor, Boston College July 2002—June 2005: Associate Professor, University of Rhode Island September 1998-to-July 2002: Assistant Professor, University of Rhode Island July 1996-to-August 1998: Senior Lecturer, University of Auckland, New Zealand EDUCATION Ph.D., Marketing (May 1996) Owen Graduate School of Management,

Vanderbilt University, Nashville, TN.

M.B.A. (May 1986) Indian Institute of Management, Ahmedabad

B. Tech. (May 1984) Indian Institute of Technology, Kharagpur

AWARDS AND HONORS 2004 Research Excellence Award (2004) from the College of Business

Administration,University of Rhode Island. 2001 Paul Green Award Finalist for best paper award at the Journal of Marketing Research for

the paper titled “Modeling Fuzzy Data in Qualitative Marketing Research” that appeared in the Nov. 2000 issue of Journal of Marketing Research

. The Paul E. Green award is decided by the JMR editorial board to the paper "that shows or demonstrates the most potential to contribute significantly to the practice of marketing research."

Winner of the 2001 Don Lehmann Award for the paper titled “Modeling Fuzzy Data in Qualitative Marketing Research” for the best dissertation-based paper to appear in the last two years in the Journal of Marketing and Journal of Marketing Research. The award is

decided by the Marketing Research special interest group of the American Marketing Association.

AWARDS AND HONORS (contd.) Second Place Winner, 1999 William R. Davidson Award for the best paper published in the

Journal of Retailing in 1997. The award is awarded by the Journal of Retailing

Editorial Board for the best papers contributing to the theory and practice in retail marketing.

2001 Literati Club Award for Excellence awarded for the paper for 2000 paper titled “Using Service Quality Data for Competitive Marketing Decisions” that appeared in the International Journal of Service Industry Management. The award is voted on by the editorial board of the International Journal of Service Industry Management

.

Warren P. Haynes Scholar at Indian Institute of Management, Ahmedabad Vanderbilt University Graduate Fellowship (1991-96) AMA Doctoral Consortium Fellow (1995) ARTICLES IN REFEREED JOURNALS Varki, Sajeev, Sanjiv Sabherwal, Albert Della Bitta, and Keith Moore (2006), “Price-End Biases

in Financial Products,” Journal of Product and Brand Management,

15, 6, 394-401.

Varki, Sajeev and Pradeep K. Chintagunta (2004), “The Augmented Latent Class Model: Incorporating Additional Heterogeneity in the Latent Class Model for Panel Data,” Journal of Marketing Research

, May, 41 (2), 226-237.

Cooil, Bruce and Sajeev Varki (2003), “Using the Conditional Grade of Membership Model to Assess Judgment Accuracy,” Psychometrika

, 68 (3), September, pp. 453-471.

Varki, Sajeev and Shirley Wong (2003), “Consumer Involvement in Relationship Marketing of Services,” Journal of Service Research

, August, 6 (1), 83-91.

Roberts, Keith, Sajeev Varki, and Rod Brodie (2003), “Measuring the Quality of Relationships in Consumer Services: An Empirical Study,” European Journal of Marketing,

37 (1/2), 169-196.

Varki, Sajeev and Mark Colgate (2001), “Role of Price Perceptions in an Integrated Model of Behavioral Intentions,” Journal of Service Research,

3 (3), 232-240.

Varki, Sajeev, Bruce Cooil, and Roland T. Rust (2000), “Modeling Fuzzy Data in Qualitative Marketing Research,” Journal of Marketing Research

, November, Vol. 37, pp. 480-489.

Rust, Roland T., Peter Danaher, and Sajeev Varki (2000), “Using Service Quality Data for Competitive Marketing Decisions,” International Journal of Service Industry Management

, 11 (5), 438-469.

Oliver, Richard L., Roland T. Rust and Sajeev Varki (1998), “Real Time Marketing,” Marketing Management, Fall/Winter, p. 29-37.

Varki, Sajeev and Roland T. Rust (1998), "Technology and Optimal Segment Size," Marketing

Letters

, 9 (2), 147-167.

Oliver, Richard L., Roland T. Rust and Sajeev Varki (1997), “Customer Delight: Foundations, Findings, and Managerial Insight,” Journal of Retailing

, 73 (3), 311-336.

Varki, Sajeev, and Roland T. Rust (1997), “Satisfaction is Relative,” Marketing Research

, 9 (2), 15-19.

ARTICLES IN REFEREED JOURNALS (contd.) Rust, Roland and Sajeev Varki (1996), “Rising from the Ashes of Advertising,” Journal of

Business Research, 37 (3), Nov., pp. 173-181. Reprinted in Roland T. Rust, Anthony Zahorik, and Timothy L. Keiningham, Service Marketing

, New York: Harper Collins.

BOOK CHAPTERS Varki, Sajeev (2002), “Real-Time Marketing in E-Services,” in E-Service, eds., R. T. Rust and P.K. Kannan, New York: Sharpe Press. PAPERS IN REVIEW Varki, Sajeev, Hwan Chung, and Jim Curran (2007), “Assigning Meaning to Multi-Item Scale Labels,” (being revised for resubmission to Marketing Science

).

Dan Sheinin, Sajeev Varki, and Christy Ashley (2007), “Creativity in Advertising: Its Measurement and Impact on Brand Equity,” (under second review at Journal of Advertising

).

Bang, Kris, Sajeev Varki, and Tim Ozcan (2007), “Perceived control, Flow, and the Online Experience,” (being revised for Journal of Retailing

).

Varki, Sajeev and Najam Saqib (2007), “Half-full or Half Empty: The Influence of Goals on Status Quo Bias Within a Choice Framework,” (under second review at Marketing Letters

).

Ashley, Christy and Sajeev Varki (2007), “The Hidden Benefits of Complaints: Your Loyal Customers May Complain the Most,” (conditional acceptance at Journal of Customer Satisfaction, Dissatisfaction, and Complaining Behavior

).

WORKING PAPERS Varki, Sajeev. Elizabeth Miller, and Syagnik Banerjee (2007), “Moral Judgments in Pricing,” (for Journal of Marketing

).

Varki, Sajeev, Gerald Smith, and Albert Della Bitta (2007), “An Exploring the Cognitive Algebra of Value Perceptions,” (being revised for submission to Journal of Marketing Research)

.

Ashley, Christy and Sajeev Varki (2007), “Affective Commitment and Its Role in Consumer Brand Relationships,” (for Journal of Academy of Marketing Science

).

Curran, Jim and Sajeev Varki (2007), “Empirical Validation of the Kunal and Basu framework of Loyalty,” (under review at Journal of Marketing

).

WORK-IN-PROGRESS Swain, Scott, Rajiv Dant, and Sajeev Varki (2007), “Quantile Differences in Relationship Efficacy,” (for Journal of Marketing) Varki, Sajeev and Anne Magi (2007), “Towards a theory of Price Cues,” (for Journal of Marketing

).

Varki, Sajeev, and Scott Swain (2007), “Simple Solutions to Vexing Issues in Ordinary Survey Research,” (for Journal of Marketing Research

).

Varki, Sajeev, Scott Swain, and Rod Brodie (2007), “Probabilistic Archetype Analysis and High Dimensional Data Visualization” (for Journal of Marketing Research

).

Adam Brasel, Sajeev Varki, and Tim Ozcan (2007), “Deconstructing Flow and the Online Experience,” (for Journal of Consumer Research

).

Varki, Sajeev, Wouter Vanhoueche, and Albert Della Bitta (2007), “Quantity Effects on Value Perceptions,” (for Journal of Marketing

)

CONFERENCE PROCEEDINGS Cooil, Bruce and Sajeev Varki (1997), “Using the Conditional Grade-of-Membership Model in Nominal Classification Problem.” Session on “Economic Forecasting,” Business and Economic Statistics Section, Joint Statistical Meetings, Anaheim, August 10

.

Rust, Roland and Sajeev Varki (1994), “Making Service Quality Financially Accountable,” Proceedings of the 3rd International Research Seminar in Service Management

.

CONFERENCE PRESENTATIONS 2008 Conferences Invited panelist for Winter AMA Retailing SIG held Feb 15-18, 2008 at Austin, Texas. Varki, Sajeev, Wouter Vanhoueche, and Albert Della Bitta (2008), “Quantity and Its Impact on Value Perceptions,” (for Journal of Marketing

)

2007 Conferences Invited speaker on the topic of “Real-Time Marketing” at the 2007 Frontiers in Services Conference held in October at San Francisco. Ashley, Christy and Sajeev Varki (2007), “The Hidden Benefits of Complaints: Your Loyal Customers May Complain the Most,” Frontiers in Services Conference, San Francisco. Varki, Sajeev. Elizabeth Miller, and Syagnik Banerjee (2007), “Moral Judgments in Pricing,” ACR Symposium on Price Fairness, Association of Consumer Research conference, Memphis, TN. 2006 Conferences Varki, Sajeev, Gerald Smith, and Albert Della Bitta (2006), “Exploring the Cognitive Algebra of Value Perceptions,” Marketing Science conference, Pittsburgh. Varki, Sajeev, Hwan Chung, and Jim Curran (2006), “Assigning Meaning to Multi-Item Scale Labels,” Frontiers in Services Conference, Arizona. 2004 Conferences Varki, Sajeev and Pradeep K. Chintagunta (2004), “The Augmented Latent Class Model: Incorporating Additional Heterogeneity in the Latent Class Model for Panel Data,” AMA 2004, Summer Educators Conference, Boston. 2001 Conferences Invited speaker on the topic of “Future Directions in Service Research” at the 2001 Frontiers in Services Conference held in October at the University of Maryland, College Park. 2000 Conferences Varki, Sajeev, Al Della Bitta, and Nir Kshetri (2000), "The Cognitive Algebra of Value Perceptions: An Experimental Investigation," Frontiers in Services Conference, American Marketing Association, Vanderbilt University, October. Roberts, Keith, Sajeev Varki, and Rod Brodie (2000), "Distinguishing Between Service Quality and Relationship Quality," Marketing Science Conference, Syracuse University, Marketing Science Institute, May. 1999 Conferences Varki, Sajeev and Mark Colgate (1999), “The Role of Price Perceptions in an Integrated Model of Behavioral Intentions,” Frontiers in Services Conference, American Marketing Association, Vanderbilt University, October.

1998 Conferences Varki, S., and Cooil, B. (1998), “Diagnosing Scale Interpretations via the Partial Credit Model," Marketing Science Conference, INSEAD, Fontainebleau, France, July. 1997 Conferences. Varki, S., Cooil, B., and Rust, R.T. (1997), “Estimating the Relative Importance of Service Attributes in Overall Satisfaction,” Frontiers in Services Conference, American Marketing Association, Vanderbilt University, October. Rust, R.T., Varki, S., and Cooil, B. (1997), “How to Find Latent Structures When the Data Are Fuzzy,” Special Pre-Conference Session of the Marketing Research Special Interest Group, Chicago, August. Cooil, B. and Varki, S. (1997), “Using the Conditional Grade-of-Membership Model (GoM) in the Nominal Classification Problem,” Joint Statistical Meetings, Section on Business and Economic Statistics of the American Statistical Association, Anaheim, August.

Varki, S., Cooil, B., and Rust R.T. (1997), “Estimating Judgment Accuracy in Classifications of Fuzzy Data,” Marketing Science Conference, Berkeley, March.

PROFESSIONAL SERVICE Editorial Review Board, Journal of Service Research and Journal of Marketing Ad hoc reviewer for Journal of Marketing, Journal of Business Research, Academy of Marketing Science, European Journal of Marketing, and Sloan Management Review Former Treasurer (1999-2000), Marketing Section, American Statistical Association TEACHING INTERESTS: Principles of Marketing, Advertising, Marketing Strategy, Marketing Research, Service Marketing TEACHING EXPERIENCE Since arriving at URI, I have taught courses in Marketing Fundamentals (MKT 301), Marketing Research (MKT 415), and Advertising (MKT 331, MKT 405, MKT 434) at the undergraduate level and Advanced Research Methods (MKT 697B) at the doctoral level. Previously, at the University of Auckland and Vanderbilt University, I have taught Executive MBA and MBA courses in Consumer Behavior and Marketing Fundamentals. Most recently, I taught the MBA students at Boston College. My student evaluations have averaged about 4.5 out of 5 over the past 5 years, where 5 is the maximum score. At the University of South Florida, I am teaching Global Marketing (undergrad), Marketing Management (Exec. MBA), and Promotions Management (undergrad).

DISSERTATION COMMITTES Dissertation chair of Christy Ashley, currently at East Carolina University, NC (first runner up of Mary Kay doctoral dissertation award, Academy of Marketing Science). Dissertation chair of Tim Ozcan, currently at University of Southern Illinois, Edwardsville Dissertation chair of Diane Edmonson, currently at MTSU, TN. Dissertation committee member of Brent Baker and Ivan Lapuka MANAGERIAL EXPERIENCE I have 5 years of work experience in the advertising industry. I was an account manager at SSCB: Lintas, India before I quit for an academic career. During my stint in advertising, I handled the advertising for several national brands and was in charge of the new business division of Lintas: Delhi. Also, as manager, I fielded general management responsibilities and oversaw the computerization of the Delhi branch of SSCB: Lintas. REFERENCES Professor Roland T. Rust Robert H. Smith School of Business University of Maryland College Park, MD

Professor Pradeep K. Chintagunta Graduate School of Business University of Chicago 1101 East 58th

Chicago, Illinois 60637 Street

Professor R. Venkatesh Katz School of Business University of Pittsburgh Pittsburgh, PA

RESUME Dr. Paul J. Solomon Home Address 70 Bahama Circle Department of Marketing

Office Address

Tampa, FL 33606 College of Business Administration (813)253-0155 University of South Florida Tampa, FL 33620-5500 (813) 974-5995 Email: PSolomon@COBA.USF.EDU

EDUCATION

B.S.B.A., University of Denver, 1969 M.B.A., University of Denver, 1970 Ph.D., Marketing, Arizona State University, 1974

BOOKS

Marketing in the 1990's: A Reader

, Ginn Press, 160 Gould Street, Needham Heights, MA 02194; Simon & Schuster Higher Education Group, 1989. Second Edition, 1992. Co-authored with Steven A. Baumgarten

PUBLICATIONS

“The Effectiveness of University Sponsorship in Increasing Survey Response Rate, Journal of Marketing Theory and Practice

, forthcoming, Co-authors Dr. Carrillat and Dr. Ladik

“The Role of Ethical Climate on Salesperson’s Role Stress, Job Attitudes, and Behavioral Intentions, Journal of Personal Selling and Sales Management,

Summer 2006, pp 271-282, Co-authors Dr. Jaramillo and Dr. Mulki

“The Marketing of Cause-Related Events—A Study of Participants as Consumers,” Journal of Nonprofit & Public Sector Marketing

, Volume 11, Number 2, 2003, pp. 43-66. Co-author Andrea Scott

“The Capstone ‘Integrated Business Applications’ Course: Addressing the Need for Cross Functional MBA Education,” Marketing Education Review,

Volume 10, Number 3, Fall 2000, pp. 63-75. Co-author Greg Marshall and Steve Bolten

"The Age of Aquariums: A Need For Focused Marketing," Journal of Travel Research

, Winter 1995, Vol. XXIII, Number 3. Co-authored with Dawn Deeter-Schmelz and Loyd S. Pettegrew. (pp. 31-36)

Dr. Paul J. Solomon, resume 2

"A Longitudinal View of Women's Role Portrayal in Television Advertising," Journal of Academy of Marketing Science

, Fall 1984, Vol. 12, pp. 93-108. Co-authored with M. Caballero.

"Effects of Model Attractiveness on Sales Response," Journal of Advertising

, Vol. 13, No. l (1984), pp. 17-24. Co-authored with M. Caballero.

"Research Using the Mall Intercept: State of the Art," Journal of Advertising Research

, (August/September 1982). Co-authored with R. Gates.

"Changing Patterns in Survey Research--Growth of the Mall Intercept," Journal of Data Collection

, (Spring 1982). Co-authored with R. Gates.

"More on Marketing Strategies for Improving Practical Development,"

Journal of Accountancy

, Professional Notes, (January 1981), pp. 48-50. Co-authored with W. R. George.

"Marketing Strategies for Improving Practice Development," Journal of Accountancy

, (February 1980), pp. 79-84. Co-authored with W. R. George.

"Consumer Level of Prejudice and Response to Black Models in Advertising." Journal of Marketing Research

, August 1979, pp. 341-345. Co-authored with Ronald F. Bush and Joseph F. Hair, Jr.

"Strategic Planning in Marketing," Business Horizons

, Vol. 21, No. 6, December 1978. Co-authored with Ian H. Wilson and W. R. George.

"CPA Advertising: Opinions of the Profession," Journal of Accountancy

, February 1978, pp. 70-76. Co-authored with James H. Sellers.

"The Perceptions of Mississippi Mobile Home Manufacturers and Retailers Toward the Mobile Home Industry," Mississippi Business

, May 1977.

"The Bicentennial Traveler--A Life Style Analysis of the Historian Segment," Journal of Travel Research

, Vol. XV, Winter 1977, pp. 14-18. Co-authored with W. R. George.

"More Blacks in TV Ads," Journal of Advertising Research

, Vol. 17, February 1977, pp. 21-25. Co-authored with Ronald F. Bush and Joseph F. Hair, Jr.

"A Factor Analytic Study of Black Models in Television Commercials," Journal of Business of the University of Chicago

, Vol. 50, April l977, pp. 208-2l6. Co-authored with Ronald F. Bush and Joseph F. Fair, Jr.

Dr. Paul J. Solomon, resume 3

PUBLICATIONS

(continued)

"White and Black Consumer Sales Response to Black Models," Journal of Marketing Research

, Vol. l3, November l976, pp. 43l-434. Co-authored with Ronald F. Bush and Joseph F. Hair, Jr.

"A Decision Matrix for Adoption of Bank Credit Cards," Retail Control

, Vol. 44, No. 3, November l975, pp. l5-25. Co-authored with J. Patrick Kelly.

"An Empirical Investigation of the Effect of the Energy Crisis on Tourism," Journal of Travel Research

, Vol. XIV, No. 3, Winter l976, pp. 9-l3. Co-authored with W. R. George.

"Humor in Advertising: A Content Analysis," Journal of Advertising

, Vol. 4, No. 3, l975, pp. 3l-36. Co-authored with J. Patrick Kelly.

"White Consumer Sales Response to Black Models," Journal of Marketing

, April l974, pp. 25-29. Co-authored with Ronald F. Bush and Robert Gwinner.

"Generalizing About Low Income Food Shoppers: A Word of Caution," Journal of Retailing, Vol. 47, Summer l97l, pp. 4l-5l, pp. 4l-5l. Co-authored with Leonard L. Berry.

Dr. Paul J. Solomon, resume 4

NATIONAL PROCEEDINGS

“Tandem Prenotification Techniques and University Sponsorship: An Examination of Mail Survey Response Rates,” Proceedings of 2005 Society for Marketing Advances, Nov. 2005, San Antonio Texas. Co-author Dan Ladik and Francois Carrillat.

“The Educational and Training Needs of Biotechnology Companies,” Proceeding of the 2004 American Society for Engineering Education Annual Confeence & Exposition, 2004, American Society for Engineering Education. Co-author Michael Fountain, et al. “Creative Conversation: An Allegorical Perspective on the Parallels between Developing Meaningful Advertisements and Conducting Meaningful Research,” Proceedings: Association of Consumer Research, North American Conference, October 2003. Co-author Andrea Scott “AMA Student Attitudes and Consumption of Wine and Other Libations – A Study,” Proceedings 1997, American Marketing Association 19th

International Collegiate Conference, pp. 21 – 31. Co-author Jill Sherman.

“Measuring the Prestige Profiles of Consumers: A Preliminary Report of the PRECON Scale.” Proceedings

, Society for Marketing Advances, Nov. 1995, pp. 395-399. Co-authored with Dawn R. Deeter, Jesse N. Moore, and Daniel J. Goebel.

“Generation X Ready for Wine Are You?” Proceedings

, Vinandino, Mendoza, Argentina, Nov.1995, pp.1-16. Co-author Jill Sherman.

"Electronic Shelf Labeling: An Empirical Investigation of Consumers' Attitude Toward A New Technology in Retailing," Proceedings

, Academy of Marketing Science, May 1993. Co-authored with Dawn Deeter-Schmelz.

"Emotional Profiles in the Volunteer Market: An Exploratory Study," Proceedings

, Southern Marketing Association, November 1992. Co-authored with Felicia Lassk and Rosemary R. Lagace.

"Hospital Marketing: Segmenting the Physician Market," Proceedings

, pp. 410-411, American Marketing Association Summer Educators' Conference, August 1991. Co-authored with James S. Hensel and Michael Boorom.

"Toward Resolution of the Health Care Crisis of the Working Poor: An Empirical Approach," Proceedings

, pp. 168-176, 1991 AMA Educators' Conference. Co-authored with Steven A. Baumgarten and David L. Luhrsen.

Dr. Paul J. Solomon, resume 5

"Does the Degree Designation of a Doctor Make A Difference in the Consumer Selection Process: An Empirical Study," Proceedings

, Academy of Marketing Science (April 1990). Co-authored with James S. Hensel.

"Physician Heal Thyself," Proceedings

, Academy of Marketing Science (May 1989). Co-authored with James S. Hensel and Steven A. Baumgarten.

"Physician Heal Thyself: Suggestions for Medical Service Quality Improvement," Proceedings

, Academy of Marketing Science, October 1988. Co-authored with Steven A. Baumgarten and James S. Hensel.

"Moving into the 1990's: Application of Product Line Marketing in Healthcare" (December 1988), Preparing Healthcare to Reach the 21st Century Conference.

"A New Concept for the Eighties: The Marketing Ethic," Proceedings

of American Marketing Association Workshop--The Marketing Concept: Perspectives and Viewpoints, (February l983).

"Marketing Professional Accounting Services: Traditional Marketing May Not Work," Proceedings

of National American Institute of Decision Sciences, (October l982).

"Profiling the Food Shopping Habits of Low Income Blacks: A Cluster Analysis Approach," Marketing in the 80's

, Marketing Association Educators' Conference, (l980), p. 488.

"Marketing Theory and Metatheory," Conceptual and Theoretical Development in Marketing

. American Marketing Association Proceedings Series, (June l979), pp. 374-382.

"Advertising and the Accounting Profession: An Empirical Analysis," Proceedings

, American Marketing Association, Vol. 43, pp.285-287. Co-authored with James H. Sellers.

"An Analysis of CPA Attitudes Toward Advertising of Accounting Services," Proceedings

, National AIDS, November l978.

"An Empirical Investigation of Women's Role Portrayal in Television Ads," Proceedings

, American Academy of Advertising Agencies, March l977. Co-authored with J. Patrick Kelly.

"Are the A.M.A. Journals Really Educating Marketing Practitioners?" Proceedings

, American Marketing Association, Fall l977. Co-authored with Ronald F. Bush, Joseph F. Hair, Jr. and Paul Busch.

Dr. Paul J. Solomon, resume 6

"Effects of Black Models in Television Advertising on Product Choice Behavior," Proceedings

, American Marketing Association, Fall l977. Co-authored with Ronald F. Bush.

"Black Model Commercials: A Comparison of Product Type and Role Characterization," National AIDS

, Cincinnati, Ohio; April l976. Co-authored with Joseph F. Hair, Jr. and Ronald F. Bush.

"Humor in TV Advertising: Who Uses It?" American Academy of Advertising Proceedings

, April l975, Knoxville, Tennessee. Co-authored with J. Patrick Kelly.

"A Content Analysis of the Portrayal of Black Models in Television Advertising," Proceedings, Fall Conference, American Marketing Association, 1974. Co-authored with Ronald F. Bush and Joseph F. Hair, Jr.

REGIONAL PROCEEDINGS

"An Evaluation of Prior Notification Techniques on Mail Survey Response

Rates," Proceedings

, Southern Marketing Association, (November, 1981), pp. 278-28l.

"Regional Centers: Are They Really Regional?" Southwestern Federation of Allied Disciplines Proceedings

(March l979).

"Women's Role Portrayal in Television Advertising," Southern Marketing Association Proceedings

, (November l979), pp. l3l-l33.

"An Empirical Investigation of CPA Advertising: How Much and What Kind:" Proceedings: Southwestern Federated Allied Disciplines

, March l978. Co-authored with James H. Sellers.

"Random Digit Dialing: A Review of Methods," Proceedings, Southern Marketing Association, November l978. Co-authored with Roger Gates and Carl McDaniel, Jr.

"Perceived Product Similarities and the FTC Uniqueness Doctrine”,

Proceedings

, Southern Marketing Association, November l976. Co-authored with Ronald F. Bush, Joseph F. Hair, Jr. and Paul Busch.

Dr. Paul J. Solomon, resume 7

"An Empirical Investigation of Customer Expectations, Bargaining and Shopping Effort," Southeast AIDS

February 1976: Atlanta, Georgia. Co-authored with Bruce Allen.

"The Food Shopping Habits of Rural, Low-Income Blacks in the Mid-South," Proceedings

, Southern Marketing Association, New Orleans, Louisiana; November l975. Co-authored with Ronald F. Bush, Joseph F. Hair, Jr. and Paul Busch.

"Black Model Commercials: Role Portrayal and Ad Types," Proceedings,

Southern Marketing Association, November l974. Coauthored with Ronald F. Bush and Joseph F. Hair, Jr.

ACADEMIC EXPERIENCE

January l974 to May l976: Virginia Commonwealth University (Assistant Professor). June l976 to May l978: University of Mississippi, member of Bureau of

Economic Research and Marketing Department (named Associate Professor, Spring l978).

June l978 to July 1986: University of Texas at Arlington (named Professor of

Marketing, l98l). July 1986 to 1991: University of South Florida, College of Business

Administration, Department of Marketing (Professor and Chairman). August 1991 to present: University of South Florida, College of Business Administration, Professor of Marketing.

PROFESSIONAL ORGANIZATION ACTIVITIES

American Marketing Association Director of Collegiate Relationships 1997-98, Tampa Chapter Advisor, 1987-97, American Marketing Association Collegiate Chapter, University of South Florida Vice President; 1994-95--Collegiate Division. Represents 400 Collegiate Chapters and 14,000 members. Collegiate Conference Leadership Track Chair; April 22-24, 1993, New Orleans, LA Dallas Chapter Treasurer; l980, l98l National Workshop Chairperson, 1984--conducted six workshops around the nation

Dr. Paul J. Solomon, resume 8

Track Chairperson, Educators' Conference Florida West Coast Chapter - V.P., Education, 1988-90 National Collegiate Council Member--in charge of Alpha Mu Alpha Southern Marketing Association Secretary, l982 Treasurer, l983 Nominated as President, l984 Track Chairperson, several times Panel Developer, several times

HONORS AND AWARDS

2000-01 Marketing Professor of the Year, Voted by Graduate Business Association, University of South Florida

1999-0 Marketing Professor of the Year, Voted by Graduate Business Association, University of South Florida

1998-99 Marketing Professor of the Year, Voted by Graduate Business Association,

University of South Florida

1998 Received TIPS Award, State of Florida 1997-98 Teacher Excellence Award, Tulane University Executive MBA Program 1995-96 Marketing Professor of the Year, Voted by Graduate Business Association,

University of South Florida. 1995 Executive MBA - Teaching Excellence Award 1995 Received TIPS Award, State of Florida 1994 Elected Vice-President, American Marketing Association, Collegiate

Activities Council 1993-94 Graduate Business Association Marketing Professor of the Year,

University of South Florida 1992-93 Graduate Business Association Marketing Professor of the Year,

University of South Florida

Dr. Paul J. Solomon, resume 9

1991 Received "Teaching Excellence" award from Tulane University, Alexandria, Louisiana, class of 1991

1991 Received the "Hugh & Whales Faculty Advisor" award from the American

Marketing Association. Only three of 400 advisors received this prestigious award.

1987 Named "Outstanding Graduate Marketing Professor” at the University of

South Florida 1986 Received Amoco Foundation Award for "Outstanding Teacher" at the

University of Texas-Arlington for 1985-86 year 1984-85 Nominated as Outstanding Teacher at University of Texas at Arlington 1984-85 Selected by the students as "Outstanding Undergraduate Teacher in the

College of Business" 1981 Research article selected as "Distinguished Publication Award" given for

the best article published by a College of Business faculty member 1980-81 Selected by graduate students as the "Outstanding Graduate Teacher in the

College of Business" Ph.D. DISSERTATION COMMITTEES

:

CHAIRPERSON

• Rich Gonzalez, The Effect of Participation in Electronic Communities on Information Seeeking, Evaluation, And Decision Process for High-Involvement Products: A Qualitative Approach, in progress

• Robert Riggle, Positive Organization Support: It’s Role in Sales Force Motivation, in

progress.

• Francois Carrillat, The Effeect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships, May 2005.

• Andrea Scott, “Relationship Advertising: Investigating the Strategic Appeal of

Intimacy (Disclosure) in Services Marketing,” December 2004.

• Dawn Deeter-Schmelz, “Customer Contact Teams: The Impact of Structure and Process on Team Effectiveness and Customer Satisfaction.” March 29, 1996

Dr. Paul J. Solomon, resume 10

• David A. Luhrsen, “The Effect of a Perceived Change in Marketing Strategy Upon the

Value of the Publicity--Held Firm.” June 30, 1993.

COMMITTEE MEMBER

• Frank Hamilton, “Developing A Shared Mental Model: The Operationalism of Servant Leadership at Synovus Financial,” April 2005.

• Ronald Brensinger, “An Empirical Investigation Into Consumer Perception of

Combined Product and Service Quality: The Automated System. September, 1993. • Mike Powell, “Interactive Marketing Technologies: Causal Structural Modeling

Analysis.” April, 1995. • Jesse Moore, “An Investigation of Sales Managers’ Pre-interview Biases: The Impact

of Sales Job-Type and Applicants’ Race, Gender, and Physical Attractiveness on Pre-interview Impressions.” June 1997.

Sao-Kang Scott Liu, Ph.D. 4202 E. Fowler Ave., CIS 1040

Tampa, FL 33620 813-974-6797

sliu@cas.usf.edu

1993–present University of South Florida Tampa, FL Associate Professor & Zimmerman Endowed Professor School of Mass Communications

1994–1995 National Chengchi University Taipei, Taiwan Visiting Professor, College of Communications

1994–1995 Department of Public Health Taipei, Taiwan Managing Director of HIV/AIDS Information Campaign

1989–1992 Louisiana State University Baton Rouge, LA Assistant Professor, Manship School of Journalism Ph.D. in Advertising, University of Texas at Austin. M.A. in Journalism, University of Wisconsin at Madison. B.A. in Foreign Language and Literature, Tunghai University, Taiwan.

Advertising psychology, international marketing communications, advertising media planning, quantitative research methods

Liu, S., K. Johnson, & C. O’Brien (2009). Why Copycats Sell: A Dual-Process Explanation. Paper presented at the American Academy of Advertising Asian-Pacific Conference in Beijing. Begin, G. & S. Liu (2006). Attitudinal Antecedents of the First- and Third-Person Effects of Alcohol Advertising on College Students. Proceedings of the Annual Conference of the American Academy of Advertising, 64-71. Liu, S. & K. Johnson (2005). The Automatic Country-of-Origin Effects on Brand Judgments. Journal of Advertising, 34 (1), 87-97. Editorial Board, International Journal of Strategic Communications, since 2006 Editorial Board, Journal of Current Issues & Research in Advertising, since 2002 American Academy of Advertising (Research Committee), since 2004

Experience

Education

Research Areas

Sample Research

Professional Activities

ANAND KUMAR 4202 E. Fowler Avenue, BSN 3225 College of Business Administration

University of South Florida Tampa, FL 33620

akumar@coba.usf.edu (813)974-6224

EDUCATION 1990 -1996 Indiana University, Bloomington Major: Marketing; Minor: Psychology.

- Ph.D.

1989 - 1990 Indiana State University, Terre Haute

- M.B.A.

1984 - 1985 Indian Institute of Foreign Trade, New Delhi

- Postgraduate Diploma in International Trade

1978 - 1983 Birla Institute of Technology and Science, Pilani, India

- B.E. (Hons.) In Chemical Engineering.

PROFESSIONAL EXPERIENCE ACADEMIC 2005 – Associate Professor, Dept. of Marketing, University of South Florida 2004 – 2005 Associate Professor, Dept. of Marketing, Southern Illinois University,

Carbondale, IL. 1998 - 2004 Assistant Professor, Dept. of Marketing, Southern Illinois University,

Carbondale, IL. 1995 - 1998 Assistant Professor, Owen Graduate School of Management, Vanderbilt

University, Nashville, TN. 1990 - 1995 Associate Instructor, Indiana University, Bloomington, IN. 1989 - 1990 Graduate Assistant, Indiana State University, Terre Haute, IN. BUSINESS 1987 - 1989 Regional Sales Engineer, Dr. Beck & Co. (I) Ltd. (A subsidiary of BASF,

Germany), New Delhi, India.

Was responsible for sales in five states in North India. Handled direct sales to OEM’s and indirect sales through distributors.

1985 - 1987 Marketing Engineer, CIMMCO International, New Delhi, India.

Prepared bids for exports of turnkey (engineering) projects; also involved in home-country based coordination of a turnkey project in Vietnam

1983 - 1984 Engineer Trainee, Fedders Lloyd Group, New Delhi, India.

Prepared technical bids for overseas subcontracting projects. AWARDS & HONORS 2003 Commitment to Excellence Award, SIUC (cash award) 2003 Outstanding Researcher Award, College of Business Administration,

SIUC 2001, 2002 Research Honor Roll, College of Business and Administration, SIUC (Nominated for Outstanding Researcher, College of Business Admn.) 2002, 2001, Summer Research Grant from Southern Illinois University, Carbondale 1999, 1998 1996, 1997 Summer Research Grant from Vanderbilt University, Nashville 1994 Ralph Day Dissertation Award from Marketing Department, Indiana

University 1993 Doctoral Research Grant from Indiana University School of Business 1990 Member - Phi Kappa Phi Honors Society 1990 Member - Beta Gamma Sigma Honors Society 1989 Wilson Memorial Award for best M.B.A. student 1984, 1985 Merit Scholarships, Indian Institute of Foreign Trade 1983 Best Project Award for a 6-month internship project at Gwalior Rayon,

India

EXTERNAL FUNDING FOR RESEARCH (Total $70,000) 2002 Received with Dr. Gordon Bruner, approx. $55,000 from multinational

telecom firm for research on consumers’ technology adoption behaviors. 1999 Received with Dr. Siva Balasubramanian, $15,000 from GENCO

Distribution System for research on antecedents (market orientation) and consequences (customer satisfaction) of firms’ product returns processes.

TEACHING INTERESTS Courses Taught: Graduate Marketing Management, New Product and Service Development,

Brand Management, Consumer Behavior, Service Internship (projects), Consumer Behavior Seminar (Ph.D. level)

Undergraduate Marketing Research, Principles of Marketing Other teaching interests Advertising and Marketing Communications, Services Marketing, Marketing Strategy RESEARCH INTERESTS Consumer responses to traditional and high technology marketing communications; customer satisfaction, customer value, customer delight and customer retention. REFEREED RESEARCH PUBLICATIONS Marketing Communications

Kumar, Anand and Shanker Krishnan (2004), “Memory Interference in Advertising: A Replication and Extension,” Journal of Consumer Research

, March, Vol. 30, No. 4 (March), 602-611.

Kumar, Anand (2000), “Interference Effects of Contextual Cues in Advertisements on Memory for Ad Content,” Journal of Consumer Psychology

, Vol. 9, No. 3, 155-166.

Marketing Communications and Technology

Nasco, Suzanne, Songpol Kulviwat, Anand Kumar, and Gordon C. Bruner (2008), “The CAT Model: Extensions and Moderators of Dominance in Technology Acceptance,” Psychology and Marketing

, Vol. 25, (September).

Kulcivat, Songpol, Gordon C. Bruner, Anand Kumar, Suzanne Nasco and Terrance A. Clark (2007), “Toward a Unified Theory of Consumer Acceptance of Technology,” Psychology and Marketing

, Vol. 24, No. 12, 1059-1084 (December).

Bruner, Gordon C. and Anand Kumar (2007), “Attitude Towards Location Based Advertising,” Journal of Interactive Advertising

, 7 (2), jiad.org/vol7/no2/bruner/index.htm..

Bruner, Gordon C. and Anand Kumar (2007), “Gadget Lovers,” Journal of the Academy of Marketing Science

, Fall, Vol. 35, No. 3, 329-339.

Johnson, Grace, Gordon C. Bruner and Anand Kumar (2006), “Interactivity and Its Facets Revisited – Theory and Empirical Test,” Journal of Advertising

, Winter, Vol. 35, No. 4, 35-52.

Bruner, Gordon C. and Anand Kumar (2005), “Explaining Consumer Acceptance of Handheld Internet Devices,” Journal of Business Research

, May, Vol. 58, No. 5, 553-558.

Odom, Marcus, Anand Kumar, and Laura Sanders (2002), “Web Assurance Seals: How and Why They Influence Consumers’ Decisions?” Journal of Information Systems

, Fall, Vol. 16, No. 2, 231-250.

Odom, Marcus, Anand Kumar, and Laura Sanders (2002), “Web Assurance Seals: How and Why They Influence Consumers’ Decisions? A Reply,” Journal of Information Systems

, Fall, Vol. 16, No. 2, 255-257.

Bruner, Gordon C. and Anand Kumar (2002), “Similarity Analysis Of Three Attitude-Toward-The-Website Scales,” Quarterly Journal of Electronic Commerce

, Vol. 3, No. 2, 163-172.

Bruner, Gordon C., Julie Stevenson, and Anand Kumar (2000), “The Effect of Webpage Background on Viewer Attitudes,” Journal of Advertising Research

, Vol. 40, Nos. 1 & 2, 29-34.

Bruner, Gordon C. and Anand Kumar (2000), “Commercials on the Web: Exploring the Advertising Hierarchy-of-Effects,” Journal of Advertising Research

, Vol. 40, Nos. 1 & 2, 35-42.

Customer Satisfaction/Delight and Customer Value

Guo, Chiquan, Anand Kumar, and Pornsit Jiraporn (2004), “Customer Satisfaction and Profitability: Is There a Lagged Effect?”, Journal of Strategic Marketing

, (forthcoming).

Kumar, Anand and Douglas Grisaffe (2004), “Effects of Extrinsic Attributes on Perceived Quality, Customer Value, and Behavioral Intentions in B2B Settings: A Comparison Across Goods and Services Industries,” Journal of Business-to-Business Marketing, Vol. 11, No. 4, 43-74.

Kumar, Anand, Richard W. Olshavsky, and Maryon King (2001), “Exploring Alternative

Antecedents of Customer Delight,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

, Vol. 14, 14-26.

Richard W. Olshavsky and Anand Kumar (2001), “Revealing The Actual Role of Expectations in Consumer Satisfaction with Experience and Credence Goods,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

, Vol. 14, 60-73.

Kumar, Anand and Rajesh Iyer (2001), “Role of Interpersonal Factors in Delighting Customers: A Field Study,” Marketing Management Journal

, Vol. 11, No. 1 (Spring), 49-57.

Grisaffe, Doug and Anand Kumar (1998), “Antecedents and Consequences of Customer Value: Testing An Expanded Framework,” Marketing Science Institute

Report No. 98-107, May.

Other research

Thakor, Mrugank V. and Anand Kumar (2000), “What is a Professional Service? A Conceptual Review and Bi-National Investigation,” Journal of Services Marketing

, Vol. 14, No. 1, 63-82.

Michaels, Ronald E., Anand Kumar, and Sridhar Samu (1995), “Activity-Specific Stress In Purchasing,” International Journal of Purchasing and Materials Management

, Winter, Vol. 31, No. 1, 10-19.

BOOK CHAPTERS

Marketing Communication and Technology

Bruner, Gordon C., Anand Kumar and Clyde Heppner (2007), “Predicting Innovativeness: Development of the Technology Adoption Scale,” in Alfred P. Martinoff (Ed.) Progress in Wireless Communications Research

, Chapter 1, pp 1-20, Nova Science Publishers, Hauppauge: NY.

Johnson, Grace, Anand Kumar, Arkalgud Ramaprasad, and Madhusudhan Reddy (2000), “Technology Based Marketing in the Health Care Industry: Implications for Relationships Between Players in the Industry”, Managing Healthcare Information Systems with Web-Enabled Technologies

, Chapter 3, 30-44Idea Group Publishing, London: England,.

Marketing Communication

Olshavsky, Richard W. and Anand Kumar (1997), “Top-Down and Bottom-Up Processes in Brand Choice: Some Implications for Measurement of Advertising Effectiveness,” Advertising and Psychology Conference: Measuring Advertising Effectiveness, Lawrence Erlbaum Associates, Chapter 16, 285-295.

Conference Publications Harmon, Tracy R. Anand Kumar and David Ortinau (2008), "Multiple Motives, Multiple Selves: What

Motivates Consumption", in Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN: Association for Consumer Research.

Harmon, Tracy R., Anand Kumar and David Ortinau (2008), "When The Ingroup Fails To Indicate Brand

Meaning: Exploring The Role of Identity Centrality In Self-Brand Connections", in Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research.

Murthy, Rajendran, Siva Balasubramanian, Gordon C. Bruner II and Anand Kumar (2008), “An

Exploration into Consumer Attitudes towards Location based Advertising,” Proceedings of the Society for Marketing Advances, November 2008, St. Petersburg, FL.

Kumar, Anand, Charles Lindsey and Shanker Krishnan, “A Test of Contextual and Competitive

Interference on Memory for Brand Claims”, Society for Consumer Psychology, St. Petersburg, FL, February 2005. (abstract only)

Balasubramanian, Siva and Anand Kumar, “Understanding the Market Orientation-Customer

Satisfaction-Business Performance Chain”, Marketing Science Conference, Rotterdam, June 2004. (abstract only)

Kumar, Anand and Shanker Krishnan, “Effects of Contextual Ad Interference on Memory,”

Society for Consumer Psychology, New Orleans, LA, February 2003. Olshavsky, Richard W. and Anand Kumar, “Adaptive Decision Making: Toward an Integrated

Explanation,” Society For Consumer Psychology Winter Conference

, eds. Madhu Viswanathan, Larry Compeau and Manoj Hastak, 1999, 176-180.

Kumar, Anand and Richard L. Oliver, “Cognitive Appraisals, Consumer Emotions, and Consumer Response (Special Session Summary),” Advances in Consumer Research

, Vol. XXIV, eds. Debbie MacInnis and Merrie Brucks, 1997, 17-18.

Kumar, Anand, “Redefining Competitive Clutter: Competing Ads Are Not The Same As Competing Brands,” Society For Consumer Psychology Winter Conference

, eds. Wes Hutchinson and Kevin Lane Keller, 1994, 17-20.

Olshavsky, Richard W. and Anand Kumar, “Top-Down vs. Bottom-Up Processes in Brand Choice,” Annual Convention of the American Psychological Association Division 23 - Consumer Psychology

, eds. Karen Finlay, Andrew A. Mitchell, and F.C. Cummins, 1993, 170-175.

Kumar, Anand, “Congruence Between Salesperson Behavior Pattern and Sales Environment: A Useful Predictor of Job Satisfaction and Performance,” Past Paths -- Future Directions:

Atlantic Marketing Association

8th Annual Conference, ed. Donald Thompson, 1992, 437-442.

Olshavsky, Richard W. and Anand Kumar, “Toward a More Comprehensive Coding Scheme for the Analysis of Protocol Date in Studies of Brand Choice,” AMA Winter Educators’ Conference: Marketing Theory and Applications

, Vol. 3, eds. Chris T. Allen, Thomas J. Madden, Terence A. Shimp, Roy D. Howell, George M. Zinkhan, Deborah D. Heisley, Richard J. Semenik, Peter Dickson, Valarie Ziethaml, and Roger L. Jenkins, 1992, 122-131.

WORKING PAPERS Dapko, Jennifer and Anand Kumar, “The Impact of Dyadic Nonverbal Behaviors in an Online Sales Context,” under review at Journal of Personal Selling and Sales Management.

Customer Satisfaction and Customer Delight

Kumar, Anand and Richard W. Olshavsky, “An Application of Cognitive Appraisals Theory of Emotion to Consumer Satisfaction and Delight,”.

OTHER WORK IN PROGRESS Kumar, Anand and Siva Balasubramanian, “Effect of Product Returns Management on Customer

Satisfaction,”. Kumar, Anand, Shanker Krishnan and Charles Lindsey, “Interference Effects in Advertising: A

Test of Competing Theories,”. CONFERENCE PRESENTATIONS “A Test of Contextual and Competitive Interference on Memory for Brand Claims”, Society for Consumer Psychology, St. Petersburg, FL, February 2005. “M-Commerce: Consumer Behavior Research Issues,” presented at Special session on M-Commerce at American Marketing Association Summer Educator’s Conference, August 2002. “Can We Do Better Than Expectations?” Consumer Satisfaction, Dissatisfaction and Complaining Behavior Conference, Jackson Hole, Wyoming, June 2001. “Exploring Alternative Antecedents of Customer Delight,” Consumer Satisfaction, Dissatisfaction and Complaining Behavior Conference, Jackson Hole, Wyoming, June 2001. “Adaptive Decision Making: Toward an Integrated Explanation,” Society For Consumer Psychology Winter Conference, St. Petersburg, FL, February 1999.

“Distinguishing Satisfaction from Delight: An Appraisals Approach,” Association for Consumer Research XXIV Annual Conference, Tuscon, AZ, October 1996. “Redefining Competitive Clutter: Competing Ads Are Not The Same As Competing Brands,” Society for Consumer Psychology Winter Conference, St. Petersburg, FL, February 1994. “Top-Down vs. Bottom-Up Processing: Some Implications for Brand Choice,” American Psychological Association 101st Annual Conference, Toronto, August 1993. “Congruence Between Salesperson Behavior Pattern and Sales Environment: A Useful Predictor of Job Satisfaction and Performance,” Atlantic Marketing Association 8th Annual Conference, Greensboro, NC, October 1992. “Toward a More Comprehensive Coding Scheme for the Analysis of Protocol Data in Studies of Brand Choice,” AMA Winter Educator’s Conference, San Antonio, February 1992. INVITED PRESENTATIONS “Contextual and Competitive Interference: Inhibition or Facilitation?” at Tulane University Marketing Group Research Speaker Series in February, 2007. “Benchmarking Reverse Logistics” with Siva Balasubramanian at the Annual Reverse Logistics Conference, Lake Tahoe, Nevada, October 2000. “Antecedents and Consequences of Reverse Logistics Activities in a Firm” invited presentation to the senior management team at GENCO Distribution System, Pittsburgh, July 1999. “Can Firms Delight Their Customers and Should Firms Delight Their Customers?” invited presentation to the Advisory Board of the Center for Service Marketing, Owen Graduate School of Management, Vanderbilt University, Nashville, October 1997. “Customer Delight: Creating and Sustaining Competitive Advantage” at the Hong Kong University of Science and Technology, Hong Kong, November 1994. SERVICE ACTIVITIES Have served and continue to serve on different committees at various levels on campus. University level committees – Inter-disciplinary Health Science Curriculum Committee, Search Committee for Social Marketing Tenure-track position in College of Public Health. College level committees – Undergraduate Program Committee, Executive Committee, Teaching Awards Committee. Department committees – Recruitment committee, Doctoral program revamp committee (for lack of a better name), Academic Learning Committee, Undergraduate Teaching Committee.

PEER REVIEW ACTIVITIES Have served as: Member, Editorial Board for Industrial Marketing Management Member, Editorial Review Board for Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior Ad-hoc Reviewer for Journal of Marketing, Journal of Advertising, Journal of Retailing, Journal

of Business Research, The Journal of Consumer Affairs, Journal of Computer-Mediated Communication, Psychology and Marketing, Journal of Business and Industrial Marketing.

Conference Track Co-Chair for Marketing Communications and Brand Management Track at

American Marketing Association Summer Educator’s Conference (2008) Conference Track Co-Chair for Product and Brand Management Track at Academy of Marketing

Science Conference (2007) Reviewer for Society for Consumer Psychology’s Sheth Award for Best Dissertation Proposal

Competition (2006). Reviewer and Session Chairs for Competitive Sessions for Association for Consumer Research

Conferences (ACR) and Society for Consumer Psychology Conferences (SCP).. Reviewer and Session Chair for Competitive Sessions, 1999 Association for Consumer Research European Conference

, Paris, France..

Reviewer for 1998 Academy of Marketing Science Conference

, Norfolk, Virginia.

Reviewer of chapters for book Managing Healthcare Information Systems with Web-Enabled Technologies.

Reviewer, Session Chair, and Discussant for Competitive Sessions, 1997 Association for

Consumer Research European Conference

, Stockholm, Sweden.

Co-chair, Special Session - 1996 Association for Consumer Research Annual Conference

, Tuscon, AZ.

Discussant - 1994 Advertising and Psychology Conference

, Minneapolis, MN.

Discussant - 23rd Annual Albert J. Haring Symposium

(1993), Bloomington, IN.

Member - Advisory Board, Centre for Service Marketing, Vanderbilt University, Nashville, TN.

Member - Organizing Committee for the 22nd Annual Albert J. Haring Symposium

(1992), Bloomington, IN.

DISSERTATION COMMITTEES SERVED/SERVING ON Marketing Dissertations

As Chair/Co-Chair

Tracy Harmon (2007)

As Member

Stephanie Thomas L. Brownlow Rajesh Iyer Chiquan Guo Grace Johnson Pingjun Jiang Scott Thorne Ron Socha Songpol Kulcivat Hemant Patwardhan Juan Meng Management Dissertations

As External Member

Paul Ambrose Chang-Soo Sohn C. Lakshman Mirjeta

PROFESSIONAL AFFILIATIONS

American Marketing Association Association for Consumer Research Society for Consumer Psychology Academy of Marketing Science