Faculty
Brandon McAlexander
Instructor
Marketing

Brandon McAlexander

541-737-0746

mcalexab@oregonstate.edu

Faculty
Brandon McAlexander
Overview
Overview
Background
Publications

Overview

Credentials

Doctorate in Marketing (Ph.D.) University of Arkansas, Fayetteville, AR, Summer 2019

Career Interests

Research Areas: Pro-social marketing, AI use in qualitative data analysis, consumer well-being, and consumption and production of art as a consumer good

Research Interests: Consumer culture theory, identity construction, marketing research, macromarketing, and market systems

Background

Education

University of Arkansas, Walton College of Business

Ph.D., Marketing, August 2019

Dissertation: "Fields and Consumer Groups: The Layered and Overlapping Roles of Culture," Co-chairs: Dr. Jeff Murray, Dr. Anne Velliquette, Dr. Molly Rapert

 

University of Oregon

Bachelor of Science in Economics and Political Science, 2011

Experience

Instructor of Marketing, Oregon State University - September 2023 - Present

Assistant Professor of Marketing, University of North Dakota - August 2019 - May 2023

Financial Services Consultant, Oregon State Credit Union - Feb. 2013 - July 2014

Publications

Academic Journal
Marketing

“Preparing for the Attack: Mitigating Risk through Routines in Armed Self-Defense”

Prior research has shown that owning firearms for self-defense can be motivated by perceived risks and a desire to mitigate those risks. Keeping and carrying guns for self-defense also introduces risks to owners and others. We examine ways that consumers mitigate these latter risks. We employ theories of practice and prior work on risky consumption to interpret observational, interview, and textual data gathered from a multi-sited ethnography of consumers of handguns for self-defense. We reveal that these consumers attempt to mitigate risks in three ways: through readiness practices with guns but no assailant, simulated scenario practices incorporating simulated assailants, and mental rehearsals incorporating imagined assailants. This research contributes a model of risk mitigation in risky consumption, explicates how social norms and mental activities foster a sense of security from specific risks, and shows that collaboration is required for development of practical understanding of risk-mitigating routines that incorporate multiple people.
Details

2018 Journal of the Association for Consumer Research Michelle Barnhart Aimee Dinnin Huff Brandon McAlexander Jim McAlexander View on: Google Scholar