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Brian I. Spaid, PhD

Brian I. Spaid, PhD

Chair & Associate Professor of Marketing

  • Liknedin

I am chair of the marketing department and associate professor of marketing at Marquette University's College of Business Administration. 

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Research Interests

My research focuses on the intersection of consumer behavior, technology, and retailing. Specifically, my research examines the impact of mobile devices and technology-based self-service in the retail environment and I also have a keen interest in consumer collecting behavior. My work has been published in many marketing and technology journals including Research Policy, Psychology & Marketing, Journal of Organizational Computing and Electronic Commerce, Service Industries Journal, Journal of Consumer Marketing, Journal of Marketing Theory and Practice; Journal of Marketing Theory and Practice; and Marketing Education Review.

Recent
Publications

Milovic, A., Das Gyomlai, M., Spaid, B., & Dingus, R. (2024). Sell Me This Artificial Pen: Using ChatGPT To Enhance Sales Role Plays. Marketing Education Review, 34(2), 137-143.

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Spaid, B., & Matthes, J. (2021). Consumer collecting identity and behaviors: underlying motivations and impact on life satisfaction. Journal of Consumer Marketing, 38(5), 552-564.

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Spaid, B. I., O’Neill, B. S., & Ow, T. T. (2019). The upside of showrooming: How online information creates positive spill-over for the brick-and-mortar retailer. Journal of Organizational Computing and Electronic Commerce, 29(4), 294-315.

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