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Heather Honea,
Ph.D.
Assistant Professor, Marketing
Heather Honea is currently an Assistant Professor of Marketing
at San Diego State University. Previous to that she worked on the
design of a business to business market research and target market
selection software.
Dr. Honea has two key research streams. One stream addresses consumers' psychological responses to sales promotions, permission-based marketing,
and just-in-time marketing activities. This research examines how
these types of marketing efforts serve to attenuate or accentuate
consumer evaluations and purchase intentions. She has developed
a scale, forthcoming in the
Journal of Business Research, that can be used to
measure consumer response to disparate promotional efforts including
couponing, special deal offers, frequent buyer programs, and sweepstakes/contests.
Other projects look at the effectiveness of targeted marketing and
promotional activities across digital platforms such as computers,
mobile devices, and interactive television.
In Dr. Honea's second research stream, she examines consumers'
emotional responses to marketing activities and the consumption
context. Current projects examine the role of guilt and pride in
loyalty, repeat purchase, and customer retention. Dr. Honea's research
allows her to bring a unique perspective to the digital marketing
process. In addition to teaching courses on the Internet, Computers,
and Marketing at San Diego State University, she provides industry
lectures and assists companies with the coordination of their digital
marketing strategies.
Heather Honea received her Ph.D from the University of California,
Berkeley at the Haas School of Business.
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