Chris Pullig

Professor - Marketing

Contact Information

Campus Phone:  (254) 710-4769
Fax:  (254) 710-1068
Mailing Address:  One Bear Place #98007
Waco, TX  76706
Office Location:  Foster Business and Innovation 220.02

Educational Background

  • PHD - Business Administration, Louisiana State University
  • MBA, Angelo State University
  • BBA - Accounting, Angelo State University

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

  • 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, European Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Journal of Public Policy and Marketing, and others. I serve on the Editorial Review Board of the Journal of the Academy of Marketing Science and am a regular reviewer for our leading journals including the Journal of Marketing, and Journal of Consumer Research. Currently, I am teaching Marketing Analysis and Strategic Brand Management which both allow me to share my research directly with my students.


Basic or Discovery Scholarship

"Institutionalizing diversity and inclusion across the marketing research, education and practice fields for multicultural marketplace wellbeing," Journal of Public Policy & Marketing, Vol. 40, No. 2, (April 2021), pp. 143-162 (coauthors: Eva Kipnis, Catherine Demangeot, Samantha Cross, Charles Cui, Cristina Galalae, Shauna Kearney, Tana Licsandru, Carlo Mari, Verónica Martín Ruiz, Samantha Swanepoel, Lizette; Vorster, Jerome Williams).

"A Signaling Theory Approach to Relationship Recovery," European Journal of Marketing, (May 2020) (coauthors: Husni Kharouf, Donald Lund, Alex Krallman).

"Survey-Software Implicit Association Tests: A Methodological and Empirical Analysis," Behavior Research Methods, Vol. 51, (October 2019), pp. 2194–2208 (coauthors: Thomas Carpenter, Ruth Pogacar, Michal Kouril, Stephen Aguilar, Jordan LaBouff, Naomi Isenberg).

"Family conflict and adolescent compulsive buying behavior," Young Consumers, Vol. 20, No. 3, (August 2019), pp. 208-218 (coauthors: Jim Roberts, Meredith David).

"Constructing a Bridge to Multicultural Marketplace Well-Being: A Consumer-centered Framework for Marketer Action," Journal of Business Research, Vol. 100, (July 2019), pp. 339-353 (coauthors: Catherine Demangeot, Eva Kipnis, Samantha N.N. Cross, Julie Emontspool, Cristina Galalae, Sonya A. Grier, Mark S. Rosenbaum, Suzy F. Best).

"Consumer Multicultural Identity Affiliation: Reassessing Identity Segmentation in Multicultural Markets," Journal of Business Research, Vol. 98, (May 2019), pp. 126-141 (coauthors: Eva Kipnis, Cattherine Demangeot, Amanda J. Broderick).

"Penny Wise and Pound Foolish? How Thinking Style Affects Price Cognition," Marketing Letters, Vol. 29, No. 2, (June 2018), pp. 261-273 (coauthors: Lingjiang "Lora" Tu).

"The Stigma Turbine: A Theoretical Framework for Conceptualizing and Contextualizing Marketplace Stigma," Journal of Public Policy & Marketing, Vol. 35, No. 2, (Fall 2016), pp. 170-84 (coauthors: Ann Mirabito, Cele Otnes, Elizabeth Crosby, David Wooten, Jane E. Machin, 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).

"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).

"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).

"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

"Can survey-based Implicit Association Tests (IATs) replace reaction-time software for attitude/bias research?," Proceedings of the Attitudes Preconference for the 20th Annual Meeting of the Society for Personality and Social Psychology, Portland, Oregon, February 2019 (coauthors: Thomas P. Carpenter, Ruth Pogacar, Michael Kouril).

"Building Organizational Multicultural Competence for Sustainable Advantage ; Catherine Demangeot; Chris Pullig; Marylyn Carrigan," presented at the European Marketing Academy Conference, Groningen, Netherlands, May 2017 (coauthors: Eva Kipnis, Catherine Demangeot, Marylyn Carrigan).

"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).
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