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Stephen J. Gould

Professor of Marketing

Professor of Marketing

Stephen.Gould@baruch.cuny.edu

Education:

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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