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Biography

My main area of study is consumer psychology in the setting of consumer responses to trademarks (with a focus on likelihood of confusion, secondary meaning, and generic marks). This involves (a) academic research published in marketing journals and law journals and (b) performing surveys and consulting as an expert witness in trademark lawsuits.

I teach in the areas of digital marketing, marketing research, and consumer psychology.

I was appointed by the Utah Supreme Court to serve on the State of Utah’s Judicial Performance Evaluation Commission. I served on the commission based on my expertise in survey research.

Education

• Ph.D., Marketing, University of Michigan Business School, 2003
• B.S., Business Management (minor emphasis in Statistics), Marriott School of Management, Brigham Young University, 1994

Group Affiliations

• International Trademark Association (INTA) — 2005
• American Marketing Association (AMA) — 1999

Selected Publications

• "Harmful Effects of Mental Imagery and Customer Orientation During New Product Screening", Journal of Marketing Research, Edition 4, Volume 56, Pages 637-651, 2019
• "Fixing Ever-Ready: Repairing and Standardizing the Traditional Survey Measure of Consumer Confusion", Georgia Law Review, Edition 2, Volume 53, Pages 613-682, 2019
• "Lost and Found: Individual Differences in Propensity to Process Visual Elements of Persuasion", Psychology and Marketing, Edition 4, Volume 36, Wiley, 2019
• "Sophisticated but Confused: The Impact of Brand Extension and Motivation on Source Confusion", Psychology & Marketing, Edition 5, Volume 28, Pages 457-478, 2011
• "An Empirical and Consumer Psychology Analysis of Trademark Distinctiveness", Arizona State Law Journal, Edition 4, Volume 41, Pages 1033-1109, 2009
• "Blind Insights: A New Technique for Testing A Priori Hypotheses with Qualitative Methods", Qualitative Market Research: An International Journal, Edition 1, Volume 12, Pages 15-35, 2009
• "Sophistication, Bridging the Gap, and the Likelihood of Confusion: An Empirical and Theoretical Analysis", Trademark Reporter, Volume 98, Pages 913-949, The Law Journal of the International Trademark Association, 2008
• "Forecasting Deep Consumer Resonance: An Application of the ZaltmanMetaphor Elicitation Technique (ZMET)", Advances in Business and Management & Forecasting, Volume 5, Pages 133-156, Elsevier, 2008
• "The Effectiveness of Nonverbal Symbolic Signs and Metaphors in Advertisements: An Experimental Inquiry", Psychology & Marketing, Edition 3, Volume 25, Pages 298-316, 2008
• "Trademarks, Consumer Psychology, And The Sophisticated Consumer", Emory Law Journal, Edition 3, Volume 57, Pages 575-650, Emory University School of Law, 2008
• "Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures", Go Figure: New Directions in Advertising Rhetoric, Pages 21-34, M.E. Sharpe, Armonk, NY, Edward F. McQuarrie and Barbara J. Phillips, 2007
• "The Stonewall Metaphor: Making an Impact with Transformative Consumer Research", Advances in Consumer Research, Volume 34, Pages 8-9, Association for Consumer Research, Duluth, MN, 2007
• "Improving Sales Forecasts by Testing Underlying Hypotheses about Consumer Behavior: A Proposed Qualitative Method", Advances in Business and Management Forecasting, Volume 4, Pages 183-197, Elsevier, Amsterdam, Kenneth D. Lawrence et al, 2006
• "Civil Metaphor", Marketing Research, Edition 1, Volume 18, Pages 8-13, 2006
• "Triangulating the Likelihood of Confusion: Consumer Survey Evidence and Corpus Linguistic Analysis", BYU Law Review, Volume Forthcoming, J. Reuben Clark Law School, Provo, Utah
• "Beyond Awareness: The Effect of Advertising on Stock Turnover", Banking and Finance

Experience

Professional

• Project Director (ad hoc market research), Opinion Research Corporation, 1994–1997
• Assistant Project Director (continuous and ad hoc market research), Fairfax Research Group, 1993–1994

Awards

• Outstanding Researcher Award, Department of Marketing and Global Supply Chain Management, 2019
• Meritorious Teaching Award, Marketing Management Association, 2013
• Outstanding Researcher Award, Business Management Department, 2009
• Outstanding Teacher Award, Business Management Department, 2007
• Fellow, AMA-Sheth Doctoral Consortium, American Marketing Association, 2001
• Fellow, 30th Annual Albert J. Haring Symposium, University of Michigan, 2000
• Milton G. and Josephine H. Kendrick Marketing Award for outstanding doctoral work, University of Michigan, 2000

BYU Citizenship

• University Academic Review Council — Committee/Council Member — January 2016–April 2024
• MSB Inclusion Committee Committee — Committee/Council Member — June 2019–2021
• Faculty General Education Council — Committee/Council Member — April 2014–April 2019

Professional Citizenship

• Utah Judicial Performance Evaluation Commission, Committee/Council Member, August 2013–August 2016