Academic Experience Dates Position Organization Location Fall Associate Professor Utah Valley Orem UT
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1 Curriculum Vita October 2015 Harry Augustus Taute Associate Professor of Marketing Home: 241 Hobble Creek Canyon Road Woodbury School of Business Springville UT Utah Valley Phone: W. Parkway Orem, UT Phone: (voice) (fax) Education Year Degree Major 2005 Ph.D. Marketing New Mexico State 1979 M.B.A. Marketing Eastern New Mexico 1978 B.B.A. Marketing/Finance Eastern New Mexico Academic Experience Dates Position Organization Location Fall Associate Professor Utah Valley Orem UT Present Fall Assistant Professor Utah Valley Orem UT Spring 2010 Fall Instructor of Marketing New Mexico State Las Cruces, NM Spring 2005 Spring Instructor of Marketing Eastern New Mexico Portales, NM Fall 1979 Publications Taute, Harry A., Bruce Huhmann, and Ramendra Thakur (2010), Management of Emotional Information: Concept Development and Measurement in Public Service Announcements, Psychology & Marketing, 27 (5), Taute, Harry A., Shaun McQuitty, and Elise T. Pookie Sautter (2011), Emotional Information Management and Emotional Appeals, Journal of Advertising, 40 (3), Taute, Harry A., Robert S. Heiser, and David McArthur (2011): Positive Selling Signals: The Effects of Non-verbal Signals on Student Role Play Evaluations, Journal of Marketing Education, 33 (1), Taute, Harry A. and Jeremy J. Sierra (2014), Brand Tribalism: An Anthropological Perspective, Journal of Product and Brand Management, 23 (1) 2-15.
2 Taute, Harry A., Jeff Peterson, and Jeremy J. Sierra, (2014) Perceived Needs and Emotional Responses to Brands: A Dual-Process View, Journal of Brand Management, 21 (1), Taute, Harry A. and Shaun McQuitty (2004), Feeling Good! Doing Good! An Exploratory Look at the Impulsive Purchase of the Social Good, Journal of Marketing Theory and Practice, 12 (2), Taute, Harry A., Jeremy J. Sierra, and Robert S. Heiser (2010), Team Loving and Loathing: Emotional Determinants of Consumption in Collegiate Football, Journal of Intercollegiate Sport, 3 (1), Sierra, Jeremy J., Harry A. Taute, and Robert S. Heiser (2012), Explaining NFL Fans Purchase Intentions for Revered and Reviled Teams; A Dual Process Perspective, The Journal of Retailing and Consumer Services, 19 (3), Sierra, Jeremy J., Robert S. Heiser, Jerome D. Williams, and Harry A. Taute (2010), Consumer Racial Profiling in Retail Environments: A Longitudinal Analysis of the Impact on Brand Image, Journal of Brand Management, 18 (1), Sierra, Jeremy J., Harry A. Taute, and Michael R. Hyman (2013), Efficacy of Sporting Event Ads with SMS-type Copy, International Journal of Sport Management and Marketing, 14 (1), Sierra, Jeremy J., Harry A. Taute, Robert S. Heiser (2010), Personal Opinions and Beliefs as Determinants of Collegiate Football Consumption for Revered and Hated Teams, Sport Marketing Quarterly, 19 (3), Sierra, Jeremy J. and Harry A. Taute (2013), Experiential Consumption of Video Game and In-Show Ads: Phenomenological Explanation through Thought Experimentation, Journal of Research for Consumers, 24, Badrinarayanan,Vishag, Jeremy J. Sierra, and Harry A. Taute, (2013) Determinants and Outcomes of Online Brand Tribalism: Exploring Communities of Massively Multiplayer Online Role Playing Games (MMORPGs), Psychology and Marketing 31 (10) Sierra, Jeremy J., Harry A. Taute, and Anna M. Turri (2015), Determinants of Intentions to Purchase Unhealthy Food and Beverage Options: A Dual-Process Theoretical Perspective, Journal of Food Products Marketing, 21 (5) Taute, Harry A. and Jeremy J. Sierra, (2015) An Examination of Emotional Information Management in Gift Giving and Receipt, Psychology and Marketing. Badrinarayanan,Vishag, Jeremy J. Sierra, and Harry A. Taute, Explaining Behavior in Brand Communities: A Sequential Model of Attachment, Tribalism, and Self-Esteem, (In Press) Computers in Human Behavior
3 Conference Proceedings Heiser, Robert S., Jeremy J. Sierra, and Harry A. Taute (2006), Preemptive Anti- Shoplifting Measures in Retail Environment: A Longitudinal Analysis of Impact on Store Image, L.L. Bean/Lee Surace Colloquium, of Southern Maine. Taute, Harry A., Vaidotas Lukosius, and Andreas Stratemeyer (2007), The Changing Nature of Controversial Advertising: A Content Analysis Study Proceedings of the Association of Collegiate Marketing Educators. Heiser, Robert S. and Harry A. Taute (2008), Positive Selling Signals: The Effects of Non-verbal Signals On Student Role Play Evaluations Proceedings of the Marketing Educators Association. Taute, Harry A. and Jeremy J. Sierra (2008), A Preliminary Examination of Emotional Information Management in Gift Giving and Receipt, Society for Marketing Advances Conference Proceedings. Sierra, Jeremy J., Robert S. Heiser, and Harry A. Taute (2009), Consumer Racial Profiling in Retail Environments: A Longitudinal Analysis of the Impact on Brand Image, AMA Winter Marketing Educators Conference Proceedings. Taute, Harry A., Jeremy J. Sierra and Robert S. Heiser (2009), Team Loving and Loathing: Emotional Determinants of Consumption in Collegiate Football, Society for Marketing Advances Conference Proceedings. Taute, Harry A., Vaidotas Lukosius, and Andreas Stratemeyer (2010), The Cyclicity of Unmentionable Advertising, Proceedings of the Association of Collegiate Marketing Educators. Sierra, Jeremy J., Harry A. Taute, Robert S. Heiser (2010), Personal Opinions and Beliefs as Determinants of Collegiate Football Consumption for Revered and Hated Teams, Academy of Marketing Science Conference Proceedings. Taute, Harry A., Robert S. Heiser, and David McArthur (2012), Special session on teaching: Non-verbal Signals in Student Role Plays, Proceedings of the Marketing Educators Association. Sierra, Jeremy J., Harry A. Taute, and Robert S. Heiser (2012), Explaining NFL Fans Purchase Intentions for Revered and Reviled Teams; A Dual Process Perspective, Academy of Marketing Science Conference Proceedings. Taute, Harry A. and Jeremy J. Sierra (2012), Brand Tribalism: An Anthropological Perspective, Academy of Marketing Science Conference Proceedings.
4 Sierra, Jeremy J., Harry A. Taute, and Michael R. Hyman (2012), Efficacy of Ads with Short Message Service (SMS) Copy, Academy of Marketing Science Conference Proceedings. Taute, Harry A., Robert S. Heiser, and David McArthur (2013) Confidence and Enthusiasm: Effects and Measurement in Student Role-play Evaluations, Proceedings of the Marketing Educators Association. Badrinarayanan,Vishag, Jeremy J. Sierra, and Harry A. Taute (2015), Explaining Behavior in Brand Communities: A Sequential Model of Attachment, Tribalism, and Self-Esteem, Academy of Marketing Science Conference Proceedings. Sierra, Jeremy J., Harry A. Taute, and Anna M. Turri (2015), Determinants of Intentions to Purchase Unhealthy Food and Beverage Options: A Dual-Process Theoretical Perspective, Academy of Marketing Science Conference Proceedings. Badrinarayanan,Vishag, Jeremy J. Sierra, and Harry A. Taute (2015), Explaining Behavior in Brand Communities: A Sequential Model of Attachment, Tribalism, and Self-Esteem, Academy of Marketing Science Conference Proceedings. Current Projects Taute, Harry A. and Robert S. Heiser, The Role of Emotional Management in Sales Encounters: A One-to-Many Dyadic Sales-Customer Analysis, A one study working paper targeting Journal of the Academy of Marketing Science. Taute, Harry A., Robert S. Heiser, and David McArthur, Confidence and Enthusiasm: Effects and Measurement in Student Role-play Evaluations, A two study working paper targeting Journal of Marketing Educcation. Taute, Harry A., Shaun McQuitty, and Kevin L Rhoades, Assessing Sales Presentation Performance and Training A one study working paper targeting Marketing Education Review. Taute, Harry A., Robert S. Heiser, and Larry Carter, Advertising Mistakes: Blunder or Blessing? A two study working paper targeting Journal of Advertising. Taute, Harry A., Vaidotas Lukosius, and Andreas Stratemeyer, The Changing Nature of Controversial Advertising: A Content Analysis Study Analyzing Data targeting the Journal of Advertising. Courses Taught Personal Selling and Sales Management, International (Global) Marketing, Marketing Research, Applied Business Research**, Marketing Strategy, Consumer Behavior*, Principles of Marketing*, Product and Price Management, Industrial Marketing (B2B)
5 *In class and on-line **graduate course Professional Activities Membership in Professional Associations American Marketing Association Society for Marketing Advances Association of Collegiate Marketing Educators Marketing Educators Association Ad hoc reviewer for Journal of Marketing Science, Marketing Education Review, Society for Marketing Advances, Marketing Educators Association, and Association of Collegiate Marketing Educators Research Interests Buyer behavior, brand management, advertising response, personal selling, sports marketing, and social marketing Academic Awards Date Award Granted By 1979 Outstanding Student Achievement ENMU/Wall Street Journal 2003 SMA Doctoral Consortium Fellow NMSU/SMA Faculty Excellence Award UVU/Woodbury School Business Experience Dates Position Organization Location March December 2000 V. P. Sales & Marketing Suttle Apparatus Hector MN March March 1992 Marketing Manager Suttle Apparatus Hector MN July March 1982 Marketing Research Asst. Intertel Inc. Chandler AZ January June 1981 Product Manager North Supply Co. Olathe KS March March 1976 U.S. Army Veteran Honorably Discharged References: Ramendra Thakur Jeremy J. Sierra Robert S. Heiser Associate Professor Associate Professor Associate Professor of Marketing Department of Marketing Department of Marketing School of Business B. I. Moody III School of Business McCoy College of Business Administration of Southern Maine of Louisiana Lafayette Texas State San Marcos Box 9300, Luther Bonney 216 Lafayette, LA San Marcos, TX Portland, ME Phone: (337) Phone: (512) Phone: (207)
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