Chris Pullig, Ph.D.
Professor - Marketing
One Bear Place #98007
Waco, TX 76798
Ph D - Business Administration, LOUISIANA ST UNIV BATON ROUGE, 2000
MBA, ANGELO STATE UNIVERSITY, 1996
BBA - Accounting, ANGELO STATE UNIVERSITY, 1981
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
University Distinguished Professor Award for Scholarship, Baylor University (2016)
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
"The Stigma Turbine: A Theoretical Framework for Conceptualizing and Contextualizing Marketplace Stigma," Journal of Public Policy & Marketing
, (2017) (coauthors: Ann Mirabito, Cele Otnes, Elizabeth Crosby, David Wooten, Jane E. Machin, et al.).
"Consumer Well-being Among Moving Places and Shifting Ethnicities," Marketing Theory
, Vol. 15, No. 2, (June 2015) (coauthors: Catherine Demangeot, Aurelie Broeckerhoff, Eva Kipnis, Luca M. Visconti).
"I Need My Smartphone: A Hierarchical Model of Personality and Cell-phone Addiction," Personality and Individual Differences
, Vol. Volume 79, (June 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. 68, No. 5, (May 2015) (coauthors: S. Dutta).
"Consumer Ethnicity Three Decades After: A TCR Agenda," Journal of Marketing Management
, Vol. 30, No. 17-18, (August 2014), pp. 1882-1922 (coauthors: Luca M. Visconti, Aliakbar Jafari, et al.).
"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).
"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
"Iatgen: A Free, User-Friendly Package For Implicit Association Tests in Qualtrics," presented at the American Psychological Association Annual Academic Convention, Denver, Colorado, August 2016 (coauthors: Thomas P. Carpenter, Alexander Chakroff).
"Dollar Smart and Penny Foolish? How Culture Affects Price Cognition," presented at the Academy of Marketing Science - World Marketing Conference, Paris, France, July 2016 (coauthors: Lingjiang "Lora" Tu).
"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).
"Will Donating My Time Make Me Look Good?: Role of Brand and Personality in Determining Donation of Time to Charitable Organizations," presented at the AMA Marketing and Public Policy Annual Conference, Washington, D.C., June 2015 (coauthors: Marjorie Cooper, Meredith David).
"Multicultural, Not Multinational: Branding Insights from Emerging Markets," presented at the Brands and Brand Relationships Accelerator Conference, Boston, Massachusetts, May 2015 (coauthors: Eva Kipnis, Amanda J. Broderick, Catherine 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).