Marketing Faculty Research

SUMAN BASUROY, Professor of Marketing
Ph.D., University of Pittsburgh, MA Carnegie Mellon, BA Brandeis University

Research Interests: Marketing of cultural products, pricing and promotions, advertising and retailing

Recent Publications (Refereed Journal Articles/Google Citations):

Allen, B.J., Deepa Chandrasekaran and Suman Basuroy, “Design Crowdsourcing: The Impact on New Product Performance of Sourcing Design Solutions from the “Crowd,” Journal of Marketing, Vol. 82, March 2018, pp. 106-123. PDF

Vithala Rao, S. Abraham Ravid, Richard Gretz, Jiali Chen and Suman Basuroy, “What is Advertising Content Worth? Evidence from the Motion Pictures Industry,” Marketing Letters, Vol. 28, 2017, pp. 341-355. PDF

Allen, Bradley J., Utpal M. Dholakia and Suman Basuroy, “The Economic Benefits to Retailers from Customer Participation in Proprietary Web Panels,” Journal of Retailing, Vol. 92, No. 2, 2016, pp. 147-161. PDF

Gretz, Richard T. and Suman Basuroy, “Why Quality May Not Always Win: The Impact of Product Life-Cycles on Quality and Network Effects in High-Tech Markets,” Journal of Retailing, Vol. 89, 2013, pp. 281-300. (2PDF

Rinallo, Diego, Suman Basuroy, Ruhai Wu and Hyo Jin Jeon, “The Media and Their Advertisers: Exploring Ethical Dilemmas in Product Coverage Decisions,” Journal of Business Ethics, Vol. 114.3, May 2013, pp. 425-441. (3) PDF

Wu, Ruhai, Suman Basuroy and Srinath Beldona, “Integrating Production Costs in Channel Decisions,” Journal of Retailing, Vol. 87, No. 1, March 2011, pp. 101-110. (3) PDF

Rinallo, Diego and Suman Basuroy, “Does Advertising Spending Influence Media Coverage of Advertiser?” Journal of Marketing, Vol. 73, November 2009, pp. 33-46. (31) PDF

Basuroy, Suman and Subimal Chatterjee, “Fast and Frequent: Investigating Box Office Performance of Motion Picture Sequels,” Journal of Business Research, Vol. 61, July 2008, pp. 798-803. (27) PDF

Gajanan, Shailendra, Suman Basuroy and Srinath Beldona, “Category Management, Product Assortment and Consumer Welfare,” Marketing Letters, Vol. 18, Issue 3, September 2007, pp. 135-148. [Lead Article in September 2007 Issue] (15) PDF

Boatwright, Peter, Suman Basuroy and Wagner Kamakura, “Reviewing the Reviewers: The Impact of Individual Film Critics on Box Office Performance,” Quantitative Marketing & Economics, Vol. 5, No. 4, December 2007, pp. 401-425. (60) PDF

Basuroy, Suman, Kalpesh K. Desai and Debu Talukdar, “An Empirical Investigation of Signaling in the Motion Picture Industry,” Journal of Marketing Research, Vol. 43, No. 2, 2006, pp. 287-295. (100) PDF

Kamakura, Wagner, Suman Basuroy, and Peter Boatwright, “Is Silence Golden? An Inquiry Into the Meaning of Silence in Professional Product Evaluations,” Quantitative Marketing and Economics, Vol. 4, No. 2, 2006, pp. 119-141. (28) PDF

Ravid, Abraham S., John K. Wald and Suman Basuroy, “Distributors and Film Critics: It Takes Two to Tango?” Journal of Cultural Economics, Vol. 30, No. 30, 2006, pp. 201-218. (31) PDF

Mantrala, Murali, Suman Basuroy and Shailendra Gajanan, “Do Style-goods Retailers’ Demands for Guaranteed Profit Margins Unfairly Exploit Vendors?” Marketing Letters, Vol. 16, No. 1, 2005, pp. 53-66. (7) PDF

Desai, Kalpesh K. and Suman Basuroy, “Interactive Influences of Genre Familiarity, Star Power, and Critics’ Reviews In the Cultural Goods Industry: The Case of Motion Pictures,” Psychology and Marketing, Vol. 22, No. 3, 2005, pp. 203-223 [Lead Article in the Issue]. (64) PDF

Basuroy, Suman, Subimal Chatterjee, and S. Abraham Ravid, “How Critical Are Critical Reviews?  The Box Office Effects of Film Critics, Star Power and Budgets,” Journal of Marketing, Vol. 67, No. 4, 2003, pp. 103-117. (408) PDF

Chatterjee, Subimal, Timothy B. Heath, and Suman Basuroy, “Failing to Suspect Collusion in Price Matching Guarantees: Consumer Limitations in Game Theoretic Reasoning,” Journal of Consumer Psychology, Vol. 13, No. 3, 2003, pp. 255-267. (21) PDF

Bagozzi, Richard, Utpal Dholakia and Suman Basuroy, “How Effortful Decisions Get Enacted: The Motivating Role of Decision Processes, Desires, and Anticipated Emotions,” Journal of Behavioral Decision Making, Vol. 16, 2003, pp. 273-295. (159) PDF

Dholakia, Utpal, Suman Basuroy, and Kerri Soltysinski, “Auction or Agent (or Both)? A Study of Factors Moderating the Herding Bias in Digital Auctions,” International Journal of Research in Marketing, Vol. 19, No. 2, June 2002, pp. 115-130. [Lead article in the June 2002 issue]. (73) PDF

Basuroy, Suman, Murali Mantrala, and Rockney Walters, “The Impact of Category Management on Retail Prices and Performance: Theory and Evidence,” Journal of Marketing, Vol. 65, October 2001, pp. 16 -32. [Excerpted in Marketing, (UK) on 29th November 2001, by Tim Ambler, and in Marketing News, September 10, 2001 issue.] (141) PDF

BasuroySuman and Dung Nguyen, “Multinomial Logit Market Share Models: Equilibrium Characteristics and Strategic Implications,” Management Science, Vol. 44, No. 10, October 1998, pp. 1396 – 1408. (51) PDF


DAVID BOJANIC, Anheuser-Busch Foundation Professor of Tourism
D.B.A., Marketing, University of Kentucky, 1988; M.B.A., James Madison University, 1983; B.S., Markting, Pennsylvania State University, 1980.

Research Interests: Services marketing with an emphasis on tourism, sports, and hospitality. Specific interests include pricing, market segmentation, and sustainability.

Recent Publications: 
Bojanic, D. and R. Warnick (forthcoming), “The Role of Purchase Decision Involvement in a Special Event,” Journal of Travel Research.

Bojanic, D. (2011), “Using a Tourism Importance-Performance Typology to Investigate Environmental Sustainability on a Global Level,” Journal of Sustainable Tourism, Vol. 19 (7).

Bojanic, D. (2011), “The Impact of Age and Family Life Experiences on Mexican Visitor Shopping Expenditures,” Tourism Management, Vol. 32, (2), pp. 406-414.

Warnick, R., D. Bojanic, A. Mathur, and D. Ninan (2011), “Segmenting Event Attendees Based on Travel Distance, Frequency of Attendance and Involvement Measures: A Cluster Segmentation Technique,” Event Management, Vol. 15, (1), pp. 97-103.

Kim, J., D. Bojanic, and R. Warnick (2009), “Price Bundling and Travel Product Pricing Practices Used by Online Channels of Distribution,” Journal of Travel Research, Vol. 47, (4), pp. 403-412. (JTR List of Most Read Papers, 2009).

Musante, M., D. Bojanic, and J. Zhang (2009), “An Evaluation of Hotel Website Attribute Utilization and Effectiveness by Hotel Class”, Journal of Vacation Marketing, Vol. 15, (3), pp. 203-215.

Musante, M., D. Bojanic, and J. Zhang (2008), “A Modified Brand Personality Scale for the Restaurant Industry,” Journal of Hospitality and Leisure Marketing, Vol. 16, (4).

Bojanic, D. , R. Warnick and M. Musante (2007), “An Extension of Burgernomics: Using a Full-Service Restaurant Product to Measure Purchasing Power Parity,” Journal of Hospitality Financial Management, Vol. 15, (1), pp. 57-69.

Bojanic, D. (2007), “Global Pricing Strategy for a Quick-Service Restaurant Chain,” FIU Hospitality and Tourism Review, Spring.

Bojanic, D. (2007), “Customer Profile of the ‘Carryout’ Segment for Restaurants,” International Journal of Contemporary Hospitality Management, Vol. 19, (1), pp. 21-31.

Bojanic, D. and Y. Xu (2006), “An Investigation of Acculturation and the Dining-Out Behavior of Chinese Living in the United States,” International Journal of Hospitality Management, Vol. 25, (2), pp. 211-226.

Bojanic, D. (2005), “Tourism Area Life Cycle Stage and the Impact of a Crisis,” ASEAN Journal on Hospitality and Tourism, Vol. 4, (2), pp. 139-150.


RICHARD GRETZ, Associate Professor of Marketing
Ph.D., Claremont Graduate University, MA Claremont Graduate University, BA Westfield State College

Research Interests: Empirical Modeling, Entertainment Industries, Two-Sided Markets, Network Effects, Product Lifecycles

Recent Publications:

Rao, R., S. Abraham (Avri) Ravid, Richard T. Gretz, Jialie Chen, and Suman Basuroy, “The Impact of Advertising Content on Movie Revenues,” Marketing Letters, Vol. 28 (3), 2017, pp. 341-355. (1) PDF

Gretz, Richard T. and Suman Basuroy, “Why Quality May Not Always Win: The Impact of Product Generation Life Cycles on Quality and Network Effects in High-Tech Markets,” Journal of Retailing, Vol. 89 (3), 2013, pp. 231-300. (24) PDF

Gretz, Richard T., “Hardware Quality vs. Network Size in the Home Video Game Industry,” Journal of Economic Behavior and Organization, Vol. 76 (2), 2010, pp. 168-183. (31) PDF

Filson, Darren and Richard T. Gretz, “Strategic Innovation and Technology Adoption in an Evolving Industry,” Journal of Monetary Economics, Vol. 51 (1), 2004, pp. 89-121. (37) PDF

DAVID SILVERA, Associate Professor of Marketing
Ph.D., Social Psychology, University of Texas, 1994; M.B.A., University of California at Irvine, 1988; B.S., Mathematics, University of California at Irvine, 1984.

Research Interests: Attributions and consumer behavior; Consumer judgment and decision-making; Impulse buying and consumer self-regulation; Philosophy of science; Endorsement advertising; Possession attachment.

Recent Publications: 
Krull, Douglas S., & David H. Silvera (in press), “Superficial details influence perceptions of what is scientific,” Journal of Applied Social Psychology.

Silvera, David H., Daniel Laufer, and Tracy Meyer (2012), “Age-related Reactions to a Product Harm Crisis,” Journal of Consumer Marketing, Vol. 29, (4), pp. 302-309.

Laufer, Daniel, David H. Silvera, D. H., Brian McBride, and Susan Schertzer (2010), “Communicating Charity Successes Across Cultures: Highlighting Individual or Collective Achievement,” European Journal of Marketing, Vol. 44, (9/10), pp. 1322-1333.

Laufer, Daniel, Kate Gillespie, and David H. Silvera (2009), “The Role of Country of Manufacture in Consumers’ Attributions of Blame in an Ambiguous Product-harm Crisis,” Journal of International Consumer Marketing, Vol. 21, (3), pp. 189-201.

Schertzer, Susan, Daniel Laufer, and David H. Silvera (2008), “A Cross-cultural Validation of a Gender Role Identity Scale in Marketing,” International Marketing Review, Vol. 25, (3), pp. 312-323.

Krull, Douglas, S., Charles R. Seger, and David H. Silvera (2008), “Smile When You Say That: Effects of Willingness on Dispositional Inferences,” Journal of Experimental Social Psychology, Vol. 44, pp. 735-742.

Neilands, Torsten B., David H. Silvera, Judith A. Perry, Astrid M. Richardsen, and Arne Holte (2008), “A Validation and Short Form of the Basic Character Inventory,” Scandinavian Journal of Psychology, Vol. 49, pp. 161-168.

Silvera, David H., Anne M. Lavack, and Fredric Kropp (2008), “Impulse Buying: The Role of Affect, Social Influence, and Subjective Well-being,” Journal of Consumer Marketing, Vol. 25, (1), pp. 23-33.

Perry, Judith A., David H. Silvera, Torsten B. Neilands, Jan H. Rosenvinge, and Tina Hanssen (2008), “A Study of the Relationship between Parental Bonding, Self-concept, and Eating Disturbances in Norwegian and American College Populations,” Eating Behaviors, Vol. 9, (1), pp. 13-24.


DENFENG YAN, Assistant Professor of Marketing
Ph.D., Marketing, Hong Kong University of Science and Technology, 2012; M.Phil, Marketing, Hong Kong Baptist University, 2007; B.A., Political Science, Nanjing University, 2003.

Research Interest: Numerical information processing, psychological distance and sensory marketing.

Recent Publications:
Yan, Dengfeng, “Future Events Are Far Away: Exploring the Distance-on-Distance Effect,” Journal of Personality and Social Psychology, forthcoming.

Yan, Dengfeng and A.V. Muthukrishnan,”Killing Hope with Good Intention: Effects of Consolation Prizes on Preferences for Lottery Promotions,”Journal of Marketing Research, forthcoming.

Yan, Dengfeng, Jaideep Sengupta and Robert S. Wyer, “Package Size and Perceived Quality: The Intervening Role of Unit Price Perceptions,” Journal of Consumer Psychology, Vol. 24, No. 1, 2014, pp. 4-17.

Yan, Dengfeng and Rod Duclos, “Making Sense of Numbers: Effects of Alphanumeric Brand Names on Attribute Inference,”International Journal of Research in Marketing, Vol. 30, No. 2, 2013, pp. 179-184.

Yan, Dengfeng and Jaideep Sengupta, “The Influence of Base Rate and Case Information on Health Risk Perceptions: A Unified Model of Self-Positivity and Self-Negativity,” Journal of Consumer Research, Vol. 39, No. 5, 2013, pp. 931-946.

Yan, Dengfeng and Jaideep Sengupta, “Effects of Construal Level on the Price-Quality Relationship,” Journal of Consumer Research, Vol. 38, No. 2, pp. 376-389.


ALLEN ZHANG, Professor of Marketing
Ph.D., Marketing, University of Pittsburgh, 2004; M.Ph., Hong Kong University of Science & Technology, 1999; B.A., History, Renmin University of China, 1992.

Research Interests: Consumer psychology of cross-cultural and globalization issues

Recent Publications:
Winterich, K., and Yinlong Zhang, “Accepting Inequality Deters Responsibility: How Power Distance Decreases Charitable Behavior,”Journal of Consumer Research, forthcoming in 2014.

Kim, Y., and Yinlong Zhang, “The Impact of Power-Distance Belief on Consumers’ Preference for Status Brands,” Journal of Global Marketing, forthcoming in 2014.

Zhang, Yinlong., L. Feick, and V. Mittal, “How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth,”Journal of Consumer Research, forthcoming in 2014.

Winterich, K., Yinlong Zhang, and V. Mittal, “How Political Identity and Charity Positioning Increase Donations: Insights from Moral Foundations Theory,”International Journal of Research in MarketingVol. 29, Issue 4, 2012, pp. 346-354.

Tu, L., A. Khare, and Yinlong Zhang, “A Short 8-item Scale for Measuring Consumers’ Local-Global Identity,”International Journal of Research in Marketing, Vol. 29, Issue 1, 2012, pp. 35-42.

Zhang, Yalan, and Yinlong Zhang, “The Impact of Jin-Shang Teachings on Chinese People’ Trust,” Asian Journal ofSocial PsychologyVol. 14, 2011, pp. 197-206.

ZhangYinlong, Karen P. Winterich, and Vikas Mittal, “Power-Distance Belief and Impulsive Buying,” Journal of Marketing Research, October 2010, pp. 945-54.

ZhangYinlong, and Adwait Khare, “The Impact of Accessible Identities on the Evaluation of Global versus Local Products,” Journal of Consumer Research, Vol. 36, October 2009, pp. 524-537.

ZhangYinlong, and L.J. Shrum, “The Influence of Self-Construal on Impulsive Consumption,” Journal of Consumer Research. Vol. 38, February 2009, pp. 838-850.

ZhangYinlong and Vikas Mittal, “The Attractiveness of Enriched and Impoverished Options: Culture, Self-Construal, and Regulatory Focus,” Personality and Social Psychology Bulletin, Vol. 33, Issue 4, April 2007, pp. 588-598.

ZhangYinlong, Lawrence Feick, and Lydia Price, “The Impact of Self-Construal on Aesthetic Preference for Angular versus Rounded Shapes,” Personality and Social Psychology Bulletin, Vol. 32, Issue 6, 2006, pp. 794-805.

Zhang, Yinlong and Vikas Mittal, “Decision Difficulty: Effects of Procedural and Outcome Accountability,” Journal of Consumer Research, Vol. 32, Issue 3, 2005, pp. 465-472.