Melissa Moore PhD

Melissa Moore PhD

Titles:

  • Department Chairperson; Professor of Marketing, VBOC Team Member - Marketing
  • Turner A. Wingo Endowed Professor in Business

Contacts:

mlm145@msstate.edu
Office: (662) 325-8556
324B

Overview

Education:

  • Ph D, Marketing, University of Connecticut, 2000
  • MBA, Marketing, University of South Florida, 1992
  • BS, Business Administration, University of North Carolina, 1990

Publications

  • Editor of the Proceedings of the 2001 Academy of Marketing Science Conference. Academy of Marketing Science. 2001

Book

  • CLM Toolbox: Instructional Materials for the Teaching of Logistics. Oak Brook, IL: Council of Logistics Management. 2002

Book Review

  • Review of Driving Customer Equity, by Roland T. Rust, Valerie A. Zeithaml, and Katherine N. Lemon. Journal of the Academy of Marketing Science. 2002

Book, Chapter

  • Information Integration for Relationship Management. Ed. Mehdi Khosrow-Pour. Hershey, PA: Encyclopedia of E-Commerce, E-Government, and Mobile Commerce/ Idea Group Reference. 608-614. 2006
  • A syntheses and Analysis of Behavioral and Policy Issues in Electronic Marketing Communication, Chapter 5, in Contemporary Research in E-Marketing: Volume Two. Ed. Sandeep Krishnamurthy. Hershey, PA: Idea Group. 105-117. 2005
  • Chapter, A Synthesis and Analysis of Behavioral and Policy Issues in Electronic Marketing Communications, in Contemporary Research in E-Marketing. Ed. S.Krishnamurthy. Hershey, PA: Idea Group Inc.. 2005

Conference Paper

Conference Proceeding

  • The Influence of Dual Branding Information on Consumer Evaluations.  Academy of Marketing Science Conference. Pages 37-42. 2016
  • A Diagnostic Model of Perceived Return Customer Orientation and Its impact on Subsequent Consumer Behavior.  Advances in MArketing: Transformational MArketing. Volume 2014, Page 86. 2014
  • What Makes A “Like?": The Impact of Identity Threat on Future Online Behavior.  Society For Marketing Advances. Volume 2014, Page 38. 2014
  • iPhone Entrepreneurship Class: Bridging the Gap Between Engineering and Business to Create an Entrepreneurial Culture.   American Society for Engineering Education . Volume 118. 2011
  • Customer Returns Experience: An Exploratory Model of the Impact of Returns on Attitudes and Actions.  American Marketing Association. Volume 22, Pages 368-369. 2011
  • Do Unsponsored Negative Political Ads Influence Website Evaluations?.  Society for Marketing Advances. Pages 187-188. 2010
  • There’s a Class for that!.  Society for Marketing Advances. Page 7. 2010
  • Examining the Effectiveness of Comparative Advertising with Different Product Cognitive Involvement Level: The Moderating Roles of Uncertainty Avoidance and Self Construal.  Spring Conference of the Marketing Management Association. 2009
  • The Influence of Social Capital and Technological Orientation on E-Commerce Adoption by Small Firms.  Society for Marketing Advances. 2009
  • Obesity Stigmatization in the Marketplace: Real People as Spokesperson.  Marketing Management Association. 2008
  • Returns Management Orientation: An Exploratory Model of Consumer Reverse Logistics Perceptions.  Society for Marketing Advances. 2008
  • A Macro-Micro Explanation of Returns Satisfaction: A Reverse Market Orientation Approach.  Society for Marketing Advances Annual Proceedings. 2006
  • Responsible Business Practices in the Reverse Logistics Process: Organizational Orientation versus Interpersonal Actions.  Marketing Management Association Annual Proceedings. 2006
  • Are you (Retailers) What You Eat( Who your customers are)/.  Socitety for Marketing Advisers. 2005
  • Marketing Law in a Cyber Environment.  Academy of Legal Studies in Business. 2000
  • Believe It or Not: Persuasion, Manipulation and Credibility of Guilt Appeals.  Advances in Consumer Research. 1999
  • Consumer Motivation and Relationship Marketing: A Multi-Dimensional View of Psychological Attachment.  Advances in Consumer Research. 1999
  • Customer Psychological Attachment to Service Firms: The Impact of Firm-Level and Situational Variables.  Academy of Marketing Science. 1999
  • The Impact of Firm-Level and Situational Variables on Consumer Psychological Attachment: An Experimental Approach.  Society for Consumer Psychology. 1999
  • Understanding Customer Commitment: Linking Behavioral Characteristics of Relationship Marketing Tactics with Resulting Psychological Attachment.  Relationship Marketing Research. 1998
  • Guilt Appeals in Advertising: Are you Feeling Guilty?.  American Marketing Association. 1997
  • Relationship Marketing and the Role of Commitment Toward Planned Behavior.  American Marketing Association. 1997
  • Relationship Marketing: An Evaluation and Extension.  American Marketing Association. 1996

Instructor's Manual

  • Toolbox: Instructional Materials for the Teaching of Logistics. Council of Supply Chain Management Professionals. 2005

Journal Article

  • The effects of dual branding rumors on consumers’ national and store brand evaluations. Journal of Marketing Theory and Practice. Volume 31, Issue 3, Pages 316-333. 2022
  • Perceived market orientation in the product return experience and its impact on post-purchase behavior. Journal of Marketing Theory and Practice. Volume 28, Issue 3, Pages 213-225. 2020
  • The Influence of Dual Branding Information on Consumer Evaluations. Journal of Marketing Development and Competitiveness. Volume 11, Issue 3, Pages 10-20. 2017
  • Why the Little Things Matter: Exploring Situational Influences on Customers’ Self-Service Technology Decisions. Journal of Business Research. Volume 68, Issue 3, Pages 703-710. 2015
  • Creepy Marketing: Three Dimensions of Perceived Excessive Online Privacy Violation. Marketing Management Journal. Volume 25, Issue 1, Pages 42-53. 2015
  • Understanding loyalty bonds and their impact on relationship strength: A service firm perspective. Journal of Services Marketing. Volume 26, Issue 4, Pages 253-264. 2012
  • The effects of self-construals on the effectiveness of comparative advertising . Marketing Management Journal. Volume 21, Issue 1, Pages 195-205. 2011
  • The Potential Impact of Jurors’ Truck Perception on Jury Selection in Truck Accident Litigation. American Journal of Trial Advocacy. Volume 33, Page 251. 2010
  • Determinants of Consumers� Willingness to Accept GM Foods. International Journal of Biotechnology. Volume 10, Issue 3-Feb, Pages 240-259. 2008
  • Student Characteristics and Expectations of University Classes: A Free Elicitation Approach. College Student Journal. Volume 42, Issue 1, Pages 82-89. 2008
  • Developing an Intervention Bridging Program for At-Risk Students Before the Traditional Pre-Freshman Summer Program. College Student Journal. Volume 41, Issue 1, Pages 151-159. 2007
  • Government-Owned Websites and Free Enterprise: First Amendment Implications. Journal of Internet Law. Volume 10, Issue 4, Pages 14-19. 2006
  • Enhancing or Disrupting Guilt: The Role of Ad Credibility and Manipulative Intent. Journal of Business Research. Volume 58, Issue 3, Pages 361-368. 2005
  • The Carry-Over Effects of a Physical Store's Image on Its E-Commerce Distribution Channel. Marketing Management Journal. Volume 15, Issue 1, Pages 59-68. 2005
  • The Impact of Customer-to-Customer Interactions in a High Personal Contact Service Setting. Journal of Services Marketing. Volume 19, Issue 7. 2005
  • Consumer Welfare Effects of Introducing and Labeling Genetically Modified Food. Economic Letters. Volume 88, Pages 362-88. 2005
  • Consumer's Perceptions of Visible Aspects of Logistics System: An Investigation of Motorists' Perceptions of Trucks on the Highways. Transportation Journal. Volume 44, Issue 1, Pages 20-32. 2005
  • Wham, Bham, Watch Out Spam. Journal of the Academy of Marketing Science. Volume 32, Issue 4, Pages 471-472. 2004
  • Just Sign on the Electronic Line. Journal of the Academy of Marketing Science. Volume 29, Issue 1, Pages 110-111. 2001
  • Personal Jurisdiction and the Internet in the New Millennium. Journal of the Academy of Marketing Science. Volume 28, Issue 3, Pages 444-454. 2000
  • Immunization with bacterial antigens: edwardsiellosis.. Developments in biological standardization. Volume 90, Pages 125-34. 1997

Presentations

Oral Presentation

  • "Breaking Barriers: A Disruptive Innovation Emerging Model on the Impact of Marketing Programs on Retail Education." Annual Conference, American Collegiate Retailers Association, Toronto, Canada. 2018
  • "Service Provider Absenteeism: What Happens When You’re Not There? An Exploratory Study." The 45th AMS Annual Conference, Academy of Marketing Science, Coronado, CA. 2017
  • "Web App Entrepreneurship." Mississippi Broadband Connect Coalition Conference, mbcc.ms, Jackson, MS. 2013
  • "Situational Variables and Attitudes Toward Self Service Technology Choice: A Qualitative-Quantitative Approach." Society for Marketing Advances, Society for Marketing Advances, Orlando, FL. 2012
  • "Panel Discussion: Award - Winning Teachers and the Secrets of Success." 10th Annual Marketing Management Association Fall Educators Conference, Marketing Management Association, Kansas City, Missouri. 2005

Paper

  • "Band-Aid On A Beer Can: The Case Of Corporate Social Responsibility Backlash." THE WILD, WILD WEST: FINDING THE BALANCE BETWEEN BIG DATA, ANALYTICS, AND ETHICS, Society for Marketing Advances National Conference , ft. Worth, TX. 2023
  • "The Role of Slogans in CSR-oriented Value Propositions as Drivers of Customers Attitudes." Reconceptualizing Marketing in Today’s Global Environment, Society for Marketing Advances National Conference , Charlotte, NC. 2022
  • "Semester Wrap-Up: The Evoked Set of Marketing Terms." Reimagining: The Power of Marketing to Create Enduring Value, Society for Marketing Advances, Atlanta, GA. 2016
  • "The Influence of Dual Branding Information on Consumer Evaluations ." Creating Marketing Magic and Innovative Future Marketing Trends, Academy of Marketing Science, Orlando, FL. 2016
  • "A Diagnostic Model of Perceived Return Customer Orientation and Its impact on Subsequent Consumer Behavior ." Society for Marketing Advances, Society for Marketing Advances, New Orleans, LA. 2014
  • "What Makes A “Like?": The Impact of Identity Threat on Future Online Behavior." Society for Marketing Advances, Society for Marketing Advances, New Orleans, LA. 2014
  • ""Creepy Marketing: Has Marketing Technology Gone too Far?", ." Society for Marketing Advances, Society for Marketing Advances, Hilton Head, South Carolina. 2013
  • "iPhone Entrepreneurship Class: Bridging the Gap Between Engineering and Business to Create an Entrepreneurial Culture." 118th ASEE Annual Conference and Exposition, American Society for Engineering Education, Vancouver, B.C., Canada. 2011
  • "Customer Returns Experience: An Exploratory Model of the Impact of Returns on Attitudes and Actions." Winter American Marketing Association- Looking Back, Looking Forward: Shaping the Future of Research in Marketing, American Marketing Association, Austin, TX. 2011
  • "Do Unsponsored Negative Political Ads Influence Website Evaluation." Going Green - Best Marketing Practices for a Global World, Society for Marketing Advances, Atlanta, GA. 2010
  • "There's a class for that! ." Going Green - Best Marketing Practices for a Global World, Society for Marketing Advances, Atlanta, GA. 2010
  • "Examining the Effectiveness of Comparative Advertising with Different Product Cognitive Involvement Level: The Moderating Roles of Uncertainty Avoidance and Self Construal." 2009 Marketing Management Conference, , Chicago, IL. 2009
  • "Examining the Effectiveness of Comparative Advertising with Different Product Cognitive Involvement Level: The Moderating Roles of Uncertainty Avoidance and Self Construal." 2009 Spring Conference of the Marketing Management Association, Marketing Management Association, Chicago, IL. 2009
  • "The Day One Leadership Learning Community--Living, Learning, Leading...Together." Annual Conference on the First Year Experience, , Orlando, FL. 2009
  • "Portal Design Issues for Public Information Managers." Marketing Management Association, Marketing Management Association, Chicago, IL. 2007
  • "Commercial Linking Policy and 1st Amendment Issues for Government Websites." Society for Marketing Advances, Society for Marketing Advances, San Antonio, TX. 2007
  • "The Customer as Spokesperson: Does the Prospect of an Overweight Spokesperson Influence Evaluations and Intentions." Society for Marketing Advances, Society for Marketing Advances, San Antonio, TX. 2007
  • "The Influence of Existing Retailer Store Image on Online Expectations: A Shopping Orientation Perspective." 40th Annual Marketing Management meeting, Marketing Management Association, Chicago, IL. 2004
  • "The Legal Effects of Truck Perceptions in Negligence Trials." Annual Conference of the Southeast Academy of Legal Studies in Business, Southeast Academy of Legal Studies in Business, Miami, FL. 2004
  • "Motorists's Perceptions of Trucs on the Highway and the Resultant Support for Stricter Regulations." Society for Marketing Advances meeting, Society for Marketing Advances, St. Pete Beach, FL. 2004
  • "SMA Innovative Teacher Comment: Enough Talk! Seeing is Believeing (& Understanding) The "What is Marketing?" Collage: An Overview." 2003 Society for Marketing Advances Conference, Society for Marketing Advances, New Orleans, LA. 2003
  • "Customer Inquiries and Complaints: The Impact of Firm Response Time to Email Communications." 39th Annual Marketing Management meeting, Marketing Management Association, Chicago, IL. 2003
  • "A Proposed Model of Consumer Behavior in Economic Downturns." 2002 Society for Marketing Advances Conference, Society for Marketing Advances, St. Petersburg, FL. 2002
  • "A Proposed Multivariate Probit Model to Determine Customer Retention Probability During Service Provider Defection." 2002 Society for Marketing Advances Conference, Society for Marketing Advances, St. Petersburg, FL. 2002
  • "Customer Inquiries and Complaints: The Impact of Firm Response Time to Email Communications." 2001 Society for Marketing Advances Conference, Society for Marketing Advances, New Orleans, LA. 2001
  • "SMA Innovative Teacher Comment: Market Positioning Activity." 2001 Society for Marketing Advances Conference, Society for Marketing Advances, New Orleans, LA. 2001
  • "Influence of Brand Name, Store Loyalty, and Type of Modification on Consumer Acceptance of Genetically Modified Corn Chips." The World Food and Agribusiness Symposium, World Food and Agribusiness Management Association, Sydney, Australia. 2001
  • "Modeling Consumer Acceptance of and Willingness to Pay for Genetically-Modified Foods in the United States and European Union." The World Food and Agribusiness Symposium, World Food and Agribusiness Management Association, Sydney, Australia. 2001
  • "Consumer Psycholgocial Attachment: Exploring Differences Across Customer Segments and Product Categories." 2000 Advances in Consumer Research Conference, Advances in Consumer Research, Salt Lake City, Utah. 2000
  • "Consumer Motivation and Retail Relationships: A Multi-Dimensional View of Psychological Attachment." 36th Annual Marketing Management meeting, Marketing Management Association, Chicago, IL. 2000
  • "Enhancing or Disrupting Guilt: The Role of Ad Credibility and Manipulative Intent." International Research Seminar In Marketing: Marketing Communications and Consumer Behavior Conference, International Research Seminar in Marketing, La Londe Les Maures, France. 1999
  • "IMC and Relationship Marketing: The Enabling Role of Web Technology." AMA Winter Educators Conference, American Marketing Association, Chicago, IL. 1998

Poster

  • "The role of consumer-company identification in improving the effectiveness of inclusive growth communication strategies." Reconnecting With Humanity: Marketing’s Role in Promoting Responsible Technology While Serving People, American Marketing association, Boston, MA. 2024