William J. Montford. Florida State University. May 2005

Transcription

1 William J. Montford Phone: (850) Rovetta Business Annex 821 Academic Way Tallahassee, FL EDUCATION Ph.D. (Marketing) M.B.A. B.S. (Finance) Exp. May 2016 May 2005 December 1996 RESEARCH INTERESTS Various dimensions of consumer well-being and transformative consumer research including: Corporate social responsibility and corporate citizenship Public policy Financial and health decision-making Social influences JOURNAL PUBLICATIONS (REFEREED) Peloza, John, Christine Ye and William Montford (2015). When Companies Do Good, Are Their Products Good for You? How Corporate Social Responsibility Creates a Health Halo Journal of Public Policy and Marketing, 34 (1), Montford, William, and Ronald E. Goldsmith, (forthcoming, 2015) How Gender and Financial Self-Efficacy Influence Investment Risk Taking, International Journal of Consumer Studies. 1 of 7 William J. Montford

2 WORKING PAPERS AND RESEARCH IN PROGRESS Montford, William, John Peloza, and Ronald Goldsmith. The Pain of Working Out: The Positive Impact of Integrative Labeling on Consumers Food Intake. Four studies completed, targeting the Journal of Consumer Research. Montford, William, John Peloza, and Ronald Goldsmith. Corporate Social Responsibility: Too Much of a Good Thing? Theoretical development, targeting the Journal of Marketing. Montford, William. Mediation: A Review and Analysis of the Approaches for Discovering Mediating Relationships. Finalizing for submission to the Journal of Marketing Theory and Practice. Montford, William. Taking the Experience Out of Experiential Decisions: How Materialism Can Improve Consumer Well-Being, targeting the Journal of Public Policy and Marketing. Montford, William. Seeking Versus Avoiding: The Role of Social Norms on the Use of Product Information, targeting the Journal of Consumer Research. DISSERTATION Understanding How Information Processing Leads To Improved Consumer Decision-Making. Chair: Ronald E. Goldsmith Committee Members: Michael Brusco, Elizabeth Goldsmith, Martin Mende, John Peloza, and Maura Scott Proposal Defended: June 12, 2015 The focus of my research lies at the intersection of corporate social responsibility and consumer decision-making. I am particularly interested in examining how these two streams of research can be integrated to improve consumer well-being and increase patronage among firms. My research goal is to understand how and why certain business decisions, particularly in the domain of CSR, impact consumer preferences and choice and to develop new approaches to improve well-being among consumers. The first essay of my dissertation examines how nutritional disclosers on packaging can be improved to become more helpful to consumers. The second essay extends the effects of CSR communications into the domain of consumer decision-making by 2 of 7 William J. Montford

3 identifying possible negative consequences of socially responsible initiatives through the lens of perceived betrayal. In addition to my dissertation work, I have co-authored a paper published in the Journal of Public Policy and Marketing that explores the influence of corporate-level information on consumer inference making. Another project of mine, recently accepted for publication at the International Journal of Consumer Studies, examines financial decision-making processes and identifies ways firms can better understand consumer decision-making and behavior. Essay 1 (Finalizing fifth study, planned submission to the Journal of Consumer Research, September 2015). The introduction of the Nutritional Labeling Education Act (NLEA) was intended to encourage healthful decision making by consumers. However, obesity rates continue to rise, and research demonstrates that the benefits from the NLEA are equivocal. This essay introduces the concept of integrative labels in which the provision of nutrition information is accompanied by a statement of exercise required to burn calories consumed. Providing such information is expected to raise the saliency of the cost of consumption, thus triggering loss aversion among consumers. Across two studies, I find that integrative labeling leads to lower consumption levels than the current NLEA mandated label. Integrative labels lead to greater attenuation of consumption for highly health conscious consumers, and consumption attenuation increases when particularly unpleasant physical activities are used. Taken together, the findings have important managerial and policy implications. Marketers positioning products in the healthy-for-you space can use integrative labels to further differentiate their offerings, and policy makers can use integrative labels to encourage more healthful choices by consumers. Essay 2 The second essay of my dissertation examines how the ability for CSR reputation to protect against blame following a socially irresponsible event is moderated by the strength of this reputation. Specifically, I hypothesize a U- shaped relationship in which firms with high and low CSR reputations will garner more negative reactions from consumers than firms with reputations for moderate CSR. While having a reputation for a lack of CSR will not offer protection to a firm from a negative event, this research makes the novel prediction that a reputation for a high level of CSR will also offer lower levels of protection from negative events. This research will extend previous research that finds stronger CSR levels are generally good for firms. My plans are to identify moderating variables of this effect as well as the mechanism underlying this effect. Upon completion I expect to submit this essay to the Journal of Marketing. 3 of 7 William J. Montford

4 CONFERENCE PARTICIPATION AND PRESENTATIONS Montford, William, John Peloza, and Ronald Goldsmith (2015), The Pain of Working Out: The Positive Impact of Integrative Labeling on Consumers Food Intake, presented at the AMA Marketing and Public Policy conference, Washington D.C. Montford, William and Ronald Goldsmith (2015), Mediation: A Review and Analysis of the Approaches for Discovering Mediating Relationships, presented at the Association of Marketing Theory and Practice conference, Savanna, GA. Montford, William (2015), The Pain of Working Out: The Positive Impact of Integrative Labeling on Consumers Food Intake, presented at the Southeast Marketing Symposium conference, Tallahassee, FL. Montford, William, Ronald Goldsmith, and John Peloza (2014), The Influence of Descriptive Norms on Investment Risk, presented at the Association of Marketing Theory and Practice conference, Hilton Head, SC. POPULAR PRESS ARTICLES AND SELECTED MEDIA MENTIONS Peloza, John and William J. Montford (2015), The Health Halo: How Good PR Is Misleading Shoppers, The Guardian (March 11, 2015); Twist, Mary Ann, The Trojan Horse Burger: Do Companies That Do Good Sell Unhealthy Food? American Marketing Association (November 11, 2014); Featured in Science Daily; ACADEMIC EMPLOYMENT Manager and coordinator of Marketing Department s student subject pool system, August 2013 Present. o Responsibilities include: arranging and administrating studies for researchers, assigning student credits, fielding inquiries and resolving problems for researchers and students. Teaching Assistant to Dr. Daekwan Kim, Summer 2015 Teaching Assistant to Dr. Michael Brady, Spring 2013, Fall 2014, Spring 2015 Research Assistant to Dr. Maura Scott, Spring present Research Assistant to Dr. John Peloza, of 7 William J. Montford

5 Teaching Assistant to Dr. Christine Ye, Fall 2012 TEACHING EXPERIENCE Course Dates Average Rating All Sections* Consumer Behavior (3 sections) Fall / 5.0 Summer * Overall Instructor Rating 1 = Poor, 5 = Excellent Teaching Assistant 2012-present o Marketing Strategy in the Global Environment (Summer 2015) o Principles of Marketing (Spring 2013, Fall 2014, Spring 2015) o Consumer Behavior (Fall 2012) ACADEMIC SERVICE Ad Hoc Reviewer AMA Winter Marketing Educators Conference (2016) AMA Marketing and Public Policy, Annual Conference (2015) Association for Consumer Research, Annual Conference (2015) Academy of Marketing Science, Annual Conference (2014) Session Chair Southeast Marketing Symposium (2015) Association of Marketing Theory and Practice (2015) Host Committee Southeast Marketing Symposium (2015) PROFESSIONAL MEMBERSHIP AND SERVICE American Marketing Association Association for Consumer Research Society for Consumer Psychology Beta Gamma Sigma Honor Society AWARDS College of Business Doctoral Fellowship, Doctoral Student Travel Grant, Congress of Graduate Students (2014, 2015) 5 of 7 William J. Montford

6 PROFESSIONAL EMPLOYMENT Capital City Trust Company, Tallahassee, FL Investment Strategist and Portfolio Manager: February 2005 August 2012 State of Florida, Department of Financial Services, Tallahassee, FL Investment Analyst: March 2002 February 2005 Marketing Director: November 2001 March 2002 Capital City Bank, Tallahassee, FL Investment Advisor and Sales Broker: September 2000 November 2001 Atlantic States Bank, Lawrenceville, GA Office Manger and Business Development Officer: June 1998 September 2000 COMMUNITY INVOLVEMENT, College of Business Student Mentor/Mentee Program Leon County Schools Student Mentor/Mentee Program Opportunity Tallahassee, Class of 2009 Gilchrist Elementary Parent Teacher Organization Meals-On-Wheels Volunteer United Way Fund Distribution Panel 6 of 7 William J. Montford

7 REFERENCES Ronald Goldsmith (Dissertation Chair) Richard M. Baker Professor of Marketing John Peloza Associate Professor of Marketing University of Kentucky and Supply Chain Martin Mende Associate Professor of Marketing Michael Brady (Department Chair) Carl DeSantis Professor of Business Maura Scott Associate Professor of Marketing 7 of 7 William J. Montford