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ZSB Home » Department / Faculty » Faculty Profiles » Stephen J. Gould

Stephen J. Gould

Professor of Marketing

Professor of Marketing



AB Washington University Economics 1969
MBA Baruch College Marketing 1978
MPhil CUNY Graduate Center Consumer Behavior 1984
PhD CUNY Graduate Center Consumer Behavior 1986

Areas of Expertise:

Consumer Behavior, Marketing, Advertising, Technology, Qualitative Methods, Surveys, Cross-Cultural Marketing, Integrated Marketing Communications, Product Placement, Sexuality, Gender, Ethics, Public Policy, Health Care, Economic Psychology, Services

Selected Publications:

"A Critique of Heckhausen and Schulz's Life-Span Theory of Control from a Cross-Cultural Perspective." Psychological Review, 106: 597-604, July 1999.

"Globally Integrated Marketing Communications: A Study of U.S.-Based, Multinational Advertising Agency Executives' Perceptions and Practices" (with D. B. Lerman and A. F. Grein). Journal of Advertising Research, 39: 7-12, January/February 1999.

"An Interpretive Study of Purposeful, Mood Self-Regulating Consumption: The Consumption and Mood Framework." Psychology and Marketing, 14: 395-426, July 1997.

"Researcher Introspection as a Method in Consumer Research: Applications, Issues and Implications." Journal of Consumer Research, 21: 719-22, March 1995.

"The Self-Manipulation of My Pervasive, Perceived Vital Energy Through Product Use: An Introspective-Praxis Perspective." Journal of Consumer Research, 18: 194-207, September 1991.

Academic Activities:

Member, Editorial Board, Journal of Economic Psychology.

Member, Editorial Board, Marketing Health Services.

Frequent reviewer for many journals and conferences.

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