Research

Research Interests

  • Consumer-Centric Sustainability (Transformative Consumer Research)
  • Mindfulness Theory
  • Strategic Social Media Communications
  • Digital/Interactive Marketing Engagement
Dissertation

Why do Consumers Consume Prosocially? The Equity Exchange Theory of Marketing
(successfully defended February 7, 2013)
Chair: George R. Milne
Committee Members: Easwar S. Iyer, Elizabeth G. Miller, Lisa A. Keller

Some products and services offered in marketing exchange are prosocial, forcing consumers to consider social, environmental, and economic attributes in the decision making process (Devinney, Auger, and Eckhardt 2010; Peloza and Shang 2011). This dissertation addresses how individual differences determine how equity (Adams 1963; 1965; Huseman, Hatfield, and Miles 1987) is exchanged in the marketplace, motivating consumers’ prosocial purchasing behaviors.

Statement of Research Philosophy

 


Publications

Published Works

Bahl, Shalini, George R. Milne, Spencer M. Ross, and Kwong Chan (2013, forthcoming), “Mindfulness: A Long-term Solution for Mindless Eating by College Students,” Journal of Public Policy and Marketing. [DOI]

Wong, Nancy, L. J. Shrum, Farrah Arif, Sunaina Chugani, Alexander Gunz, Tina M. Lowrey, Agnes Nairn, Mario Pandelaere, Spencer M. Ross, Ayalla Ruvio, Kristin Scott, and Jill Sundie (2013), “Reconceptualizing Materialism as Identity Goal Pursuits: Functions, Processes, and Consequences,” Journal of Business Research, 66(8), 1179-1185. [DOI]

Wong, Nancy, L. J. Shrum, Farrah Arif, Sunaina Chugani, Alexander Gunz, Tina M. Lowrey, Agnes Nairn, Mario Pandelaere, Spencer M. Ross, Ayalla Ruvio, Kristin Scott, and Jill Sundie (2011), “Rethinking Materialism: A Process View and Some Transformative Consumer Research Implications,” Journal of Research for Consumers, 19, n.p. [Web.]

Published Conference Proceedings

Ross, Spencer M. (2012), “Whither Simplicity? An Exploratory Study of the Antecedents of Voluntary Simplicity,” in Academy of Marketing Science Annual Conference Proceedings, (32), Leroy Robinson, Jr., ed., New Orleans, LA: Academy of Marketing Science. [PDF]

Ross, Spencer M. (2011), “Egoism and the Everyday Consumer: Developing a New Theory on Prosocial Behaviors in Consumption Contexts,” in AMA Educators’ Proceedings: Delivering Value in Turbulent Times, Vol. 22, Stephanie M. Noble and Charles H. Noble, eds., Chicago, IL: American Marketing Association, 165-172. [PDF]

 


Conference Presentations

Ross, Spencer M., “Equity Sensitivity and the Effect of Self-Interest on Prosocial Consumption Choices in the Price-Quality Context,” paper presented at the AMA Marketing and Public Policy Conference, Boston, MA, June 6-7, 2014.

Ross, Spencer M. and Fatima Hajjat, “@brand to @brand: Consumer Evaluations of Spillover Effects in Interbrand Communications,” paper presented at the Academy of Marketing Science Annual Conference, Indianapolis, IN, May 21-23, 2014.

Ross, Spencer M. and Lauren I. Labrecque, “We Clapped for the Hologram: Authenticity in Experiential Consumption,” paper presented at the Academy of Marketing Science Annual Conference, Indianapolis, IN, May 21-23, 2014.

Ross, Spencer M. and Lauren I. Labrecque, “We Clapped for the Hologram: Authenticity in Experiential Consumption,” paper presented at the Marketing EDGE (formerly DMEF) Research Summit, Chicago, IL, October 12-13, 2013.

Ross, Spencer M. and Lauren I. Labrecque, “Brand Reputation Under Siege: The Risks of Subversive Social Media Attacks,” poster presented at Marketing EDGE Research Summit, Chicago, IL. October 12-13, 2013.

Milne, George R. and Spencer M. Ross, “The Changing Landscape of Consumers’ Attitudes toward Database Marketing: 1997 vs. 2013,” paper presented at the Marketing EDGE Research Summit, Chicago, IL, October 12-13, 2013.

Ross, Spencer M., Kunal Swani, Ilgim Dara, and Fatimah Al-Hajjat, “A Temporal Construal Level Assessment of Retrospective Processing,” working paper accepted at the Association for Consumer Research Annual Conference, Chicago, IL, October 3-6, 2013.

Ross, Spencer M., “Equity Exchange Theory: An Explanation of Prosocial Consumption,” paper presented at the Academy of Marketing Science Annual Conference, Monterey, CA, May 15-18, 2013.

Ross, Spencer M., Kunal Swani, and George R. Milne, “What Are They Reading? The Role of Networked Information Usage in the Classroom Environment,” poster presented at the DMEF Direct/Interactive Marketing Research Summit, Las Vegas, NV, October 13-14, 2012.

Ross, Spencer M., “Whither Simplicity? An Exploratory Study of the Antecedents of Voluntary Simplicity,” paper presented at Academy of Marketing Science Annual Conference, New Orleans, LA, May 15-20, 2012.

Bahl, Shalini, George R. Milne, and Spencer M. Ross, “The Role of Mindfulness in Explaining College Student Lifestyle Choices,” paper presented at Association for Marketing and Health Care Research Conference, Park City, UT, February 29-March 3, 2012.

Ross, Spencer M., “Egoism and the Everyday Consumer: Developing a New Theory on Prosocial Behaviors in Consumption Contexts,” competitive paper presented at the AMA Summer Marketing Educators’ Conference, San Francisco, CA, August 4-7, 2011.

Bahl, Shalini, George R. Milne, Spencer M. Ross, and Kwong Chan, “The Impact of Mindfulness on Consumer Behaviors,” poster presented at the AMA Marketing and Public Policy Conference, Washington, D.C.,June 2-4, 2011.

 


Working Projects

“An Equity Theoretic Approach to Marketplace-Based Exchange.” Final manuscript in preparation for submission to Journal of the Academy of Marketing Science.

“The Effect of Individual Differences in Self-Interest on Prosocial Consumption Choices in the Price-Quality Context,” with George R. Milne. Final manuscript in preparation for submission to Journal of Public Policy & Marketing.

“@brand to @brand: Closing the Loop on Value Co-Creation through Interbrand Communications,” with Fatima M. Hajjat.

“Brand Reputation Under Siege: The Risks of Social Media Hacking Attacks on Brand Reputation and Firm Performance,” with Lauren I. Labrecque.

“We Clapped for the Hologram: Authenticity in Digital Experiential Consumption”, with Lauren I. Labrecque.

“The Effectiveness of Short Meditation through Mobile Apps on Daily Well-Being.”