Chris Pullig, Ph.D.

Professor - Marketing

Contact Information

Campus Phone:  (254) 710-4769
Fax:  (254) 710-1068
Mailing Address:  One Bear Place #98007
Waco, TX  76798
Office Location:  HSB 218

Educational Background

  • Ph D - Business Administration, LOUISIANA ST UNIV BATON ROUGE, 2000
  • BBA - Accounting, ANGELO STATE UNIVERSITY, 1981

Work Experience

  • Professor of Marketing, Baylor University - Hankamer School of Business (2015 - Present)
  • Marketing Department Chair, Baylor University, Hankamer School of Business (2008 - Present)
  • Associate Professor of Marketing, Baylor University - Hankamer School of Business (2007 - 2015)
  • Director - Center for Professional Selling, Baylor University, Hankamer School of Business (2006 - 2008)
  • Director - Keller Research Center, Baylor University, Hankamer School of Business (2006 - 2008)
  • Assistant Professor, Baylor University - Hankamer School of Business (2003 - 2007)
  • Assistant Professor, University of Virginia - McIntire School of Commerce (2000 - 2003)
  • Visiting Professor, University of Caen School of Management (IAE)
  • Visiting Research Professor, Coventry University (UK) - Center for Business and Society

Awards and Honors

  • Distinguished Professor Award, Hankamer School of Business - Baylor University (2015)
  • Research Fellow, The International Centre for Trust and Ethical Behaviour - Coventry University, UK (November 2012)
  • Dean's Research Award, Baylor University (2006)
  • Innovation in Marketing Research Award, Procter and Gamble/American Marketing Association (2000)
  • Sheth Foundation Research Award, Society for Consumer Psychology (2000)
  • Doctoral Consortium Fellow, American Marketing Association (1999)
  • Annual H. L. Saunders Distinguished Paper Award, Journal of Business and Entrepreneurship (1998)
  • Distinguished Paper Award, Society for Marketing Advances/Irwin McGraw-Hill (1998)


My research and teaching is focused on consumer attitudes and decision-making with a special emphasis on three related areas: 1) how consumers evaluate brands, 2) marketing and branding in the global marketplace, and 3) ethics and the role of marketing in promoting pro-societal causes. I have published my research in a variety of journals such as the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Retailing, Journal of Business Ethics, Journal of Business Research, Journal of Public Policy and Marketing, and others. I am a regular reviewer for our leading journals including the Journal of Marketing and Journal of Consumer Research. Currently, I am teaching Marketing Research and Strategic Brand Management which both allow me to bring my current research directly into the classroom to share with my students.


Basic or Discovery Scholarship

"Effects of Narcissism and Religiosity on Church Ministers With Respect To Ethical Judgment, Confidence, and Forgiveness," Journal of Psychology and Theology, (2016) (coauthors: Marjorie Cooper, Charles Dickens).

"I Need My Smartphone: A Hierarchical Model of Personality and Cell-phone Addiction," Personality and Individual Differences, Vol. Volume 79, No. Forthcoming, (2015), pp. 13–19 (coauthors: Jim Roberts, Chris Manolis).

"Response to Palmer and Strelan: Commentary on Reporting Effect Size Confidence Intervals in Business Journals," Journal of Business Research, Vol. (Forthcoming), (2015) (coauthors: S. Dutta).

"Consumer Well-being Among Moving Places and Shifting Ethnicities," Marketing Theory, Vol. (Forthcoming), (2015) (coauthors: Catherine Demangeot, Aurelie Broeckerhoff, Eva Kipnis, Luca M. Visconti).

"Contingent Self-Esteem, Self-Presentational Concerns and Compulsive Buying," Psychology & Marketing, Vol. 31, No. 2, (February 2014), pp. 147-160 (coauthors: Jim Roberts, Chris Manolis).

"Consumer Ethnicity Three Decades After: A TCR Agenda," Journal of Marketing Management, Vol. 30, No. 17-18, (2014), pp. 1882-1922 (coauthors: Luca M. Visconti, Aliakbar Jafari, et al.).

"Branding Beyond Prejudice: Cultural Branding and Consumer Well-being in Multicultural Marketplaces," Journal of Business Research, (August 2013) (coauthors: E. Kipnis, A. Broderick, C. Demangeot, et al.).

"Towards Intercultural Competency in Multicultural Marketplaces," Journal of Public Policy & Marketing, Vol. 32, (May 2013), pp. 156-164 (coauthors: C. Demangeot, N. Adkins, R. Mueller, G. Henderson, et al.).

"I'm Number One! Does Narcissism Impair Ethical Judgment Even For the Highly Religious?," Journal of Business Ethics, Vol. 112, No. 1, (January 2013), pp. 167-176 (coauthors: Marjorie Cooper).

"Consumer Empowerment in Multicultural Marketplaces: Navigating Multicultural Identities to Reduce Consumer Vulnerability," Journal of Research for Consumers, Vol. 19, (January 2012), pp. 1-13 (coauthors: A. Broderick, C. Demangeot, N. Adkins, N. Ferguson, G. Henderson, G. Johnson, E. Kipnis, J. Mandiberg, R. Mueller, A. Roy, M. Zuniga).

"No Harm Done? Navigating Culture-based Branding in Multicultural Marketplaces: A Research Agenda," Social Business, (December 2011) (coauthors: A. Broderick, C. Demangeot, E. Kipnis, M. Zuniga, A. Roy, R. Mueller, J. Mandiberg, G. Johnson, G. Henderson, N. Ferguson, N. Adkins).

"Effectiveness of Corporate Responses to Brand Crises: The Role of Crisis Type and Response Strategies," Journal of Business Research, Vol. 64, No. 12, (February 2011), pp. 1281-1287 (coauthors: Sujay Dutta).

"Attitude Basis, Certainty, and Challenge Alignment: A Case of Negative Brand Publicity," Journal of the Academy of Marketing Science, Vol. 34, No. 4, (October 2006), pp. 528-542 (coauthors: R.G. Netemeyer and A. Biswas).

"Brand Dilution: When Do New Brands Hurt Existing Ones?," Journal of Marketing, Vol. 70, No. 2, (April 2006), pp. 52-66 (coauthors: C.J. Simmons and R.G Netemeyer).

"Low Price Guarantees as Signals of Lowest Price: The Moderating Role of Perceived Price Dispersion," Journal of Retailing, Vol. 82, No. 3, (2006), pp. 245–257 (coauthors: A. Biswas, S. Dutta).

"Conflicts in the Work-Family Interface and Job Stress: Links to Customer Service Employee Performance and Customer Purchase Intent," Journal of Marketing, Vol. 69, (April 2005), pp. 130-143 (coauthors: R. Netemeyer, J. Maxham III).

"Developing and Validating Measures of Facets of Consumer-Based Brand Equity," Journal of Business Research, Vol. 57, (Spring 2004), pp. 209-224 (coauthors: R. Netemeyer, B. Krishnan, D. Dean, J. Ricks, G. Wang, F. Wirth, M. Yagci).

"Consumer Evaluation of Low Price Guarantees: The Moderating Role of Reference Price and Store Image," Journal of Consumer Psychology, Vol. 12, No. 2, (2002), pp. 107-118 (coauthors: A. Biswas, M. I. Yagci, D. H. Dean).

"Observations on Some Key Psychometric Properties of Paper-and-Pencil Measures," Essays By Distinguished Marketing Scholars of the Society for Marketing Advances, A. G. Woodside, E. M. Moore (eds.), Oxford: Elsevier Science, 2002, pp. 115-138 (coauthors: R. G. Netemeyer, W. O. Bearden).

"The Recycling Cycle: An Empirical Examination of Consumer Waste Recycling and Shopping Behaviors," Journal of Public Policy and Marketing, Vol. 19, No. 1, (2000), pp. 93-105 (coauthors: A. Biswas, J. Licata, D. McKee, C. Daughtridge).

Presentations and Proceedings

Basic or Discovery Scholarship

"A Dual-Process Examination of Implicit Hedonic Associations and Consumer Preferences," presented at the Society for Consumer Psychology - 123rd Annual Convention of the American Psychological Association (APA), Toronto, Canada, August 2015 (coauthors: Thomas Carpenter).

"Multicultural, Not Multinational: Branding Insights from Emerging Markets," presented at the Brand and Brand Relationships Accelerator Conference, Boston, MA, May 2015 (coauthors: E. Kipnis, A. Broderick, C. Demangeot).

"Diluted by Association: Exposure to Copycat Brands Impairs Processing Fluency of Senior Brands," presented at the Society of Consumer Psychology - Annual Academic Conference, Miami, Florida, March 2014 (coauthors: Thomas Carpenter, Carolyn Simmons, Alex Simmonson).

"Local Glocal Brands as a Mirror of Inside-out Glocalisation: Why Brand Pride Matters. An Exploration of Emerging Markets’ Consumer Evaluations of Domestic Glocally-positioned Brands," presented at the Academy of Marketing - Consumer Research SIG Workshop on Cross-Cultural Consumer Research, Loughborough University, UK, March 2013 (coauthors: E. Kipnis, J. Emontspool, A. Broderick).
Border Title