The department's mission is to produce and disseminate knowledge that significantly advances marketing theory and practice. To that end, we are committed to excellence in research and strong academic programs at the bachelors, masters, and doctoral levels.

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Recent Submissions

  • The effects of customer participation on service outcomes: a fit perspective 

    Dong, Beibei, 1981- (University of Missouri--Columbia, 2010-04)
    Previous research in customer participation argues that customer participation positively influences service quality and customer satisfaction. However, operations management takes a different ...
  • A consumer perspective on mass customization 

    Hunt, David M., 1968- (University of Missouri--Columbia, 2006)
    This dissertation investigates the influence of individual differences in need for optimization (NFO), centrality of visual product aesthetics (CVPA), and consumer need for uniqueness (CNFU) on perceived value of customized ...
  • Cynical consumers: dangerous enemies, loyal friends 

    Helm, Amanda E., 1973- (University of Missouri--Columbia, 2006)
    This dissertation introduces and develops the construct of consumer cynicism, characterized by a perception of a pervasive, systemic lack of integrity in the marketplace, and investigates how cynical consumers behave in ...
  • Have you seen the new model?: visual design and product newness 

    Radford, Scott K., 1973- (University of Missouri--Columbia, 2007)
    Firms must continually innovate to successfully meet both consumer needs and competitive pressures. Previous investigations of innovation have examined this construct solely from the firms' perspective and only minimal ...