Ann Mirabito, PhD

Assistant Professor - Marketing

Contact Information

Campus Phone:  (254) 710-3914
Fax:  (254) 710-1068
Office Location:  227 Hankamer

Office Hours

Tuesday and Thursday
11-12 and 3:30-4:30

Educational Background

  • Ph D - Marketing, TEXAS A&M UNIV COLLEGE STA, 2008
  • MBA - Business Administration, STANFORD UNIVERSITY, 1983
  • BA - Economics, DUKE UNIVERSITY, 1976

Awards and Honors

  • Circle of Achievement, Mortar Board Honor Society (November 2009)
  • Rachel Hunter Moore Award for Outstanding Woman Faculty at Baylor University, Chi Omega (2008)


Ann Mirabito joined Baylor University as an assistant professor in the Marketing Department in 2007. Her research focuses primarily on how consumers make complex decisions related to value (quality evaluations, price fairness, risk management) and the role of biases and heuristics in those decisions. She has a secondary research interest in services marketing, particularly in the context of health care, where she has explored ways stakeholders can act to improve outcomes and value.

Ann’s dissertation investigates how services people evaluate credence attributes, that is, attributes which people often cannot fully judge even after purchasing and consuming the product. Examples of products high in credence attributes include professional services (how do you know how good your doctor really is?), auto repair, and software installation. She has co-authored several scholarly articles including “Recapturing Marketing’s Mission,” in Does Marketing Need Reform?: Fresh Perspectives on the Future edited by Jagdish N. Sheth and Rajendra S. Sisodia; “A Physicians’ Agenda for Working with Employers and Insurers,” published in Mayo Clinic Proceedings, a peer-reviewed medical journal with a readership of 130,000 physicians worldwide; and “A Health Care Agenda for Business,” appearing in MIT Sloan Management Review. She has presented her research at several conferences including a presentation of “Mirror, Mirror on the Wall, Who Is the Unfairest of Them All? Additional Insights Into Price Unfairness Perceptions” at the 2007 AMA Winter Marketing Educators' Conference. Honors include the Mays Business School Outstanding Teaching by a Doctoral Student Award and the Department of Marketing Doctoral Student Research Excellence Award, and she was selected as Texas A&M discussant representative for the University of Houston Doctoral Consortium.

Ann holds an MBA from Stanford University and BA in Economics from Duke. Her organizational background is in brand management, customer relationship marketing, and public policy. She specialized in revitalizing companies by reinvigorating product lines and infusing employees with a desire to make magic happen for customers. After a stint building econometric models of industrialized world economies at the Federal Reserve Board, she began her career in marketing at Frito-Lay where she was brand manager and later regional marketing manager. She subsequently became Director of New Business Development and Vice President and Associate Publisher for the Time Life Books division of Time Warner; Chief Marketing Officer of Rapidforms, Inc., a business to business direct marketer; and VP and Chief Marketing Officer of Inspire Insurance Solutions.

She has been active in nonprofit organizations including service as President of the Greater Fulton (N.Y.) Chamber of Commerce, and service on the board of trustees of WCNY public television, a local chapter of the American Red Cross, and the advisory board of Cayuga Community College. She was named by the office of New York State Governor Mario Cuomo to head the Neighborhood Based Initiative program in Fulton, New York, and later by the office of Governor George Pataki to the Governor’s Advisory Council for Women. In 2001, she was honorary chair of the Fort Worth Business Woman of the Year Awards.


Basic or Discovery Scholarship

"The Death of Contracts," Duquesne Law Review, Vol. 52, No. 2, (April 2014).

Applied or Integration/Application Scholarship

"Show Me the Number: Communicating Probabilities and Tradeoffs in Real Estate Transactions," Keller Center Research Report, Vol. 6, No. 3 (September), (September 2013) (coauthors: Jesse R. Catlin, Elizbeth Gelfand Miller).

Basic or Discovery Scholarship

"On the Road to Addiction: Can Marketing Cues Block or Facilitate the Path?," Journal of Business Research, Vol. 66, No. 8, (August 2013), pp. 1219-26 (coauthors: Ingrid M Martin et al).

"Do-It-Yourself Employee Healthcare," MIT Sloan Management Review, Vol. 53, No. 2 Winter, (Winter 2012), pp. 15-16 (coauthors: Leonard L Berry, Gale Adcock).

Applied or Integration/Application Scholarship

"Using Workplace Wellness to Strengthen Your Sales Organization," No. September, (September 2011), pp. 1-5 (coauthors: William Baun, Leonard L. Berry).

Basic or Discovery Scholarship

"Partnering for Prevention with Workplace Health Promotion Programs," Mayo Clinic Proceedings, (April 2011) (coauthors: Leonard L. Berry).

"The Value of Worksite Health Promotion," Worksite Health Journal, International Association for Worksite Health Promotion, Vol. 2, No. 1, (March 2011) (coauthors: William Baun, Leonard Berry).

"Transforming Consumer Health," Journal of Public Policy & Marketing, Vol. 30, No. 1, (Spring 2011), pp. 14-22 (coauthors: Debra L. Scammon, Anand P. Keller, et al).

"From Use to Abuse: When Everyday Consumption Behaviors Morph Into Addiction," Journal of Research for Consumers, No. 19, (2011), pp. 1-8 (coauthors: Aditi Grover et al).

"What's the Hard Return on Employee Wellness Programs?," Harvard Business Review, Vol. 88, No. 12, (December 2010), pp. 105-112 (coauthors: Leonard L Berry, William Baun).

"Innovative Healthcare Delivery," Business Horizons, Vol. 53, No. 2, (March 2010), pp. 157-169 (coauthors: Leonard L. Berry).

"Lessons That Patient-Centered Medical Homes Can Learn From the Mistakes of HMOs," Annals of Internal Medicine, Vol. 152, No. 3, (February 2010), pp. 182-185 (coauthors: Leonard Berry).

Applied or Integration/Application Scholarship

"Is Your Picture Worth 1,000 Words?," No. August 2009, (August 2009).

"How Consumers Respond to Commissions," Vol. 1, No. 1, (June 2008).

Basic or Discovery Scholarship

"A Physicians’ Agenda for Working with Employers and Insurers," Mayo Clinic Proceedings, (Winter 2007) (coauthors: Leonard Berry, Sankey Williams, Frank Davidoff).

"Recapturing Marketing’s Mission," , Jagdish N. Sheth and Rajendra S. Sisodia (eds.), Armonk, NY, 2nd Quarter 2006 (coauthors: Leonard E Berry).

"A Health Care Agenda for Business," MIT Sloan Management Review, (Summer 2004) (coauthors: Leonard L Berry).

Presentations and Proceedings

Basic or Discovery Scholarship

"The Effect of Health Risk Presentation Format on Consumer Perceptions and Choice," Proceedings of the Marketing and Public Policy Conference, Washington DC, June 2013, Vol. in press.

"Strengthening Empathy and Directed Altruism," presented at the Wharton Customer Analytics Initiative Research Symposium, Philadelphia, December 2012.

"Consumption Addiction: Developing a Research Agenda to Understanding How Consumers Progress from Normal to Maladaptive Consumption and Addiction," presented at the Association for Consumer Research, Vancouver, BC, October 2012.

Roundtable discussion designed to identify future research initiatives involving consumption addiction and the impact of marketing on the consumers’ progression towards or away from addiction.

""Images and Law" and "Privacy, History and Discourse"-Moderator," presented at the Law, Culture and the Humanities Annual Conference, Fort Worth, Texas, March 2012.

"Investing in Workplace Wellness to Build Workforce Resiliency," Proceedings of the Operational and Law Enforcement Workforce Resiliency, Washington, DC, September 2011.

"Engaging Reluctant Customers in Service Coproduction," presented at the The 12th International Research Symposium on Service Excellence in Management, Cornell University, Ithaca, NY, June 2011.

"Addictive Consumption," presented at the Transformative Consumer Research, Waco, June 2011.

"Power to the People: Social Marketing Meets Social Movements," presented at the Conscious Capitalism, Boston, MA, May 2011.

"Social Movements Meet Social Marketing," presented at the American Marketing Association Winter Educators Meeting, Austin, TX, February 2011.

"Investing in Employee Health in the Workplace," presented at the Annual National Forum on Quality Improvement in Health Care, Orlando, December 2010.

"Patient Perceptions of Healthcare Quality," presented at the 2009 Transformative Consumer Research, Philadelphia, June 2009.

"Perceptions of Service Quality with Credence Products," Proceedings of the 2009 Marketing & Public Policy Conference, Washington, DC, May 2009.
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