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Education

• PhD, Marketing, The Smeal College of Business Administration, The Pennsylvania State University, 2002
• MBA, Marketing, Marriott School of Management, Brigham Young University, 1997
• BA, with University Honors, Communication, Public Relations, Brigham Young University, 1994

Group Affiliations

• INTA — 2005
• American Marketing Association — 2002
• Association for Consumer Research — 1997

Selected Publications

• "Small Business of Color Matter Too", Penn Regulatory Review, University of Pennsylvania Law School, 2020
• "Profiting from Protecting Small Business Borrowers: Take That to the Bank!", Rutgers Business Review, Edition 2, Volume 5, Rutgers Business School, Newark, New Jersey, 2020
• "Shaping Small Business Lending Policy Through Matched-Paired Mystery Shopping", Journal of Public Policy and Marketing, Edition Issue 3, July, Volume Volume 38, Pages 391–399, American Marketing Association, 2019
• "Rejected, Shackled, and Alone: The Effect of Systemic Restricted Consumer Choice on Minority Consumers", Journal of Consumer Research, Edition August, Volume 41, Pages 451 - 474, The University of Chicago Press, Chicago, IL, 2014
• "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
• "Trademarks, Consumer Psychology, And The Sophisticated Consumer", Emory Law Journal, Edition 3, Volume 57, Pages 575-650, Emory University School of Law, 2008
• "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
• "A Cultural Models Approach to Service Recovery Expectations", Journal of Marketing, 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
• "Revealing and Mitigating Racial Bias and Discrimination in Financial Services", Journal of Marketing Research, Page 21, American Marketing Association
• "Moving Beyond Perceptions: Examining Service Disparities Among Consumers", Journal of the Association for Consumer Research, Association for Consumer Research
• "Moving Beyond Service Perceptions: Using Video Methods to Analyze Actual Service Disparities Among Ethnoracial Minority Customers", Journal of Service Research, American Marketing Association

Awards

• Responsible Business Education Award for Academic Research with Impact Finalist, Financial Times, 2022
• 2020 Outstanding EMBA Teaching Award, BYU MBA Program, 2020
• AMA-EBSCO Award for Responsible Research in Marketing Distinguished Winner, AMA-EBSCO, 2020
• Bradford-Osborne Research Award Finalist, University of Washington, Foster School of Business, 2020
• Outstanding Citizen Recognition, Marketing and Global Supply Chain Department, 2015
• Outstanding Teaching Recognition, Marketing and Global Supply Chain Department, 2013
• Garrett Research Fellowship, Marriott School of Management, 2008
• Outstanding Researcher Award, Department of Business Management, 2008
• Teaching Excellence Award, Marketing Management Association (MMA), 2008

BYU Citizenship

• MBAMA Advisor — Student Org Advisor — July 2009–December 2024
• Global MBA Program Exploration Committee — Committee/Council Member — August 2020–February 2022
• Marriott MBA Program — Other — September 2018–June 2020
• Marketing Lab Development Committee — Committee/Council Member — January 2011–September 2018
• Marketing Behavioral Lab Steering Committee — Committee/Council Member — January 2010–September 2018
• MBA Curriculumm Committee — Committee/Council Member — July 2009–September 2018
• MBA Marketing Track Chair — Committee/Council Chair — July 2009–September 2018
• Global Marketing Study Abroad — Program Chair/Coordinator — June 2016–July 2017
• Kuntz Scholarship — Committee/Council Chair — 2008–2014
• MBA Admissions Committee — Committee/Council Member — July 2009–August 2014
• MBA Admissions Committee — Committee/Council Member — July 2009–August 2014
• Kuntz Scholarship — Committee/Council Chair — 2008–2012
• Christensen Scholarship Committee — Committee/Council Chair — January 2012
• MBA Admissions Committee — Committee/Council Member — June 2009
• MBA Marketing Track Chair — Faculty Advisor — June 2009

Professional Citizenship

• Journal of Public Policy and Marketing, Reviewer, Ad Hoc Reviewer, January 2019
• Journal of the Association for Consumer Research, Reviewer, Ad Hoc Reviewer, January 2015