Colleen Bee

Assistant Professor

Department: Marketing
Office: Bexell 406
Phone: 541-737-6059
Email: colleen.bee@bus.oregonstate.edu


 

Colleen Bee is an Assistant Professor of Marketing in the College of Business at Oregon State University. She earned a Ph.D. from the University of Oregon and an MA and Honors BA from the University of Waterloo. She currently teaches Consumer Behavior and Global Marketing. Her research examines the effect of marketing factors on consumer emotional responses, and how these emotional responses influence consumption experiences and decisions in the context of advertising and experiential consumption, including sports and suspense. Prior to obtaining her Ph.D., she worked in business and marketing related positions with Tennis Canada, the University of Waterloo, Mohawk College, and the Hamilton Board of Education. She also worked as a consultant for Statistics Canada, the Canadian Tourism Commission, and the National Cancer Institute of Canada.

Table of Contents:

Education

Ph.D. University of Oregon

M.A. University of Waterloo

B.A. University of Waterloo

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Service

Marketing Club Advisor 

http://www.bus.oregonstate.edu/services/organizations/marketingclub/default.htm

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Publications

Journal Articles

Bee, C., and R. Madrigal, "Future Uncertainty: The Effect of Anticipatory Emotions on Ambivalence, Attitudes, and Intentions", Journal of Consumer Behaviour, 2013 In Press.
Bee, C., and R. Madrigal, "It's Not Whether You Win or Lose, It's How the Game is Played: The Influence of Sports Programming on Advertising", Journal of Advertising, vol. 41, issue 1, pp. 47-58, 2012.
Bee, C., and R. Madrigal, "Outcomes are in the Eye of the Beholder: The Influence of Affective Dispositions on Disconfirmation Emotions, Outcome Satisfaction, and Enjoyment", Journal of Media Psychology, vol. 24, issue 4, pp. 143-153, 2012.
Madrigal, R., C. Bee, J. Chen, and M. LaBarge, "The Effect of Suspense on Enjoyment Following a Desirable Outcome: The Mediating Role of Relief", Media Psychology, vol. 14, issue 3, pp. 259-288, 2011.
Bee, C., and M. Havitz, "Exploring the Relationships Among Involvement, Psychological Commitment, and Behavioral Loyalty in a Sport Spectator Context", International Journal of Sports Marketing and Sponsorship, vol. 11, issue 2, London, pp. 140-157, 2010. Abstract
Orth, U., and C. Bee, "Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising", Journal of Current Issues & Research in Advertising, vol. 32, issue 1, pp. 69-80, 2010. Abstract
Bee, C., and L. Kahle, "Relationship Marketing in Sports: A Functional Approach", Sports Marketing Quarterly, vol. 15, issue 2, pp. 102-110, 2006. Abstract

Conference Papers

Bee, C., and V. Dalakas, "Is Love Really Blind? The Effect of Social Identities on Information Processing", Society for Consumer Psychology, 2012.
Madrigal, R., C. Bee, J. Chen, and M. LaBarge, "On the Enjoyment of Suspense", Society for Consumer Psychology Conference, San Diego, CA, 2009. Abstract
Bee, C., and R. Madrigal, "Ambivalence in Consumption: The Case of Anticipatory Emotions", Advances In Consumer ResearchAssociation for Consumer Research, vol. 37, Pittsburgh, PA, 2009. Abstract
Orth, U., and C. Bee, "Gender and Personality Drivers of Consumer Mixed Emotional Response", Academy of Marketing Science, Vancouver, BC, 2008.
Bee, C., and S. Jones, "Who is Trying to Persuade Me? Exploring Consumer Interpretations of Endorsement Based Advertising", American Marketing Association Winter Educator's Conference, San Diego, CA, 2007. Abstract
Bee, C., and R. Madrigal, "Understanding the Role of Ambivalence in Consumption", Society for Consumer Psychology Conference, Las Vegas, NV, 2007. Abstract
Madrigal, R., C. Bee, and M. LaBarge, "Moment-to-Moment Reactions, Summary Relief and the Entertainment Value Derived from Different Levels of Suspense: Follow the Racing Dots", Society for Consumer Psychology Conference, St. Petersburg, FL, 2005.
Madrigal, R., C. Bee, and M. LaBarge, "Experiencing Suspenseful Drama: The Sequencing of Emotions and Retrospective Judgments", Society for Consumer Psychology Conference, San Francisco, CA, 2004.
Bee, C., and R. Madrigal, "Excitation Transfer Theory and Advertising Effects Attributable to Ad Placement Order, Suspenseful Programming and Ad Execution Style", Society for Consumer Psychology Conference, San Francisco, CA, 2004.
Madrigal, R., and C. Bee, "Suspense as an Experience of Mixed Emotions: Feelings of Hope and Fear While Watching Suspenseful Commercials", Advances In Consumer Research, vol. 23, Portland, OR, 2004. Abstract
Bee, C., and R. Madrigal, "Empathy Toward the Character as a Moderator of Relief and Disappointment Reactions Following Exposure to Suspenseful Drama", Society for Consumer Psychology Conference, New Orleans, LA, 2003.
Bee, C., S. Jones, and J. Stinson, "Loyal Spectators: The Mediating Role of Psychological Commitment and Resistance to Change", American Marketing Association Summer Educator's Conference, Chicago, IL, 2003.
Jones, S., and C. Bee, "Who Is Trying to Persuade Me? Interpreting Athletic Endorsements from a Persuasion Knowledge Framework", Sport Marketing Association Conference, Gainesville, FL, 2003.
Madrigal, R., and C. Bee, "Effects of Moment-to-Moment Emotions and Outcome Involvement on Relief and Enjoyment Following Exposure to Suspenseful Drama", Society for Consumer Psychology Conference, Austin, TX, 2002.

Presentations

Madrigal, R., C. Bee, J. Chen, and M. LaBarge, "On the Enjoyment of Suspense", Society for Consumer Psychology Conference, San Diego, CA, 2009.
, and C. Bee, "Undertaking Brand Design in Sports", Northwest Sports Business Conference, Cle Alum, WA, 2009.
Bee, C., and R. Madrigal, "Ambivalence in Consumption: The Case of Anticipatory Emotions", Association for Consumer Research North American Conference, Pittsburgh, PA, 2009.
Bee, C., "What Should I Do? Mixed Emotions, Coping, and Consumer Behavior", Society for Consumer Psychology Conference, New Orleans, LA, 2008.
Orth, U., and C. Bee, "Gender and Personality Drivers of Consumer Mixed Emotional Response", Academy of Marketing Science Annual Conference, Vancouver, BC, 2008.
Bee, C., and R. Madrigal, "Understanding the Role of Ambivalence in Consumption", Society for Consumer Psychology Conference, Las Vegas, NV, 2007.
Bee, C., and S. Jones, "Who is Trying to Persuade Me? Exploring Consumer Interpretations of Endorsement Based Advertising", American Marketing Association Educator’s Winter Conference, San Diego, CA, 2007.
Pons, F., and C. Bee, "Branding Sports Leagues and Teams: How Difficult can it be?", American Marketing Association Educator’s Winter Conference, San Diego, CA, 2007.
Bee, C., and R. Madrigal, "Examining Trade-off Difficulty and Anticipatory Mixed Emotions in the Context of Corporate Social Responsibility", European Conference of the Association for Consumer Research, Milan, Italy, 2007.
Bee, C., and R. Madrigal, "Coping with Mixed Emotions", Association for Consumer Research North American Conference, Orlando, FL, 2006.
Madrigal, R., C. Bee, and M. LaBarge, "Moment-to-Moment Reactions, Summary Relief and the Entertainment Value Derived from Different Levels of Suspense: Follow the Racing Dots", Society for Consumer Psychology Conference, St. Petersburg, FL., 2005.
Madrigal, R., C. Bee, and M. LaBarge, "Experiencing Suspenseful Drama: The Sequencing of Emotions and Retrospective Judgments", Society for Consumer Psychology Conference, San Francisco, CA, 2004.
Bee, C., and R. Madrigal, "Excitation Transfer Theory and Advertising Effects Attributable to Ad Placement Order, Suspenseful Programming and Ad Execution Style", Society for Consumer Psychology Conference, San Francisco, CA, 2004.
Madrigal, R., and C. Bee, "Suspense as an Experience of Mixed Emotions: Feelings of Hope and Fear While Watching Suspenseful Commercials", Association for Consumer Research North American Conference, Portland, OR, 2004.
Bee, C., and R. Madrigal, "Empathy Toward the Character as a Moderator of Relief and Disappointment Reactions Following Exposure to Suspenseful Drama", Society for Consumer Psychology Conference, New Orleans, LA, 2003.
Bee, C., S. Jones, and J. Stinson, "Loyal Spectators: The Mediating Role of Psychological Commitment and Resistance to Change", American Marketing Association Educators’ Summer Conference, Chicago, IL, 2003.
Jones, S., and C. Bee, "Who Is Trying to Persuade Me? Interpreting Athletic Endorsements from a Persuasion Knowledge Framework", Sport Marketing Association Conference, Gainesville, FL, 2003.
Bee, C., and R. Madrigal, "The Influence of Affective Expectations and Definitive Outcomes on Response to a Hedonic Event", Society for Judgment and Decision Making Conference, Vancouver, BC, 2003.
Madrigal, R., and C. Bee, "Effects of Moment-to-Moment Emotions and Outcome Involvement on Relief and Enjoyment Following Exposure to Suspenseful Drama", Society for Consumer Psychology Conference, Austin , TX, 2002.
Bee, C., "Understanding Non-Corporate and Corporate Spectators in a Professional Sport Context", 8th Annual Graduate Research Symposium, Waterloo, ON, 2000.
Bee, C., "Generalizations Regarding Consumer Reaction to Price", 7th Annual Graduate Research Symposium, Waterloo, ON, 1999.

Miscellaneous

King, J., and C. Bee, "Better in the (Near) Future: Biased Temporal Conceptions of Team Identification", Association of Consumer Research Conference, Vancouver, British Columbia, 2012.
Bee, C., "What Should I Do? Mixed Emotions, Coping, and Consumer Behavior", Society for Consumer Psychology Conference, New Orleans, LA, 2008. Abstract
Bee, C., and R. Madrigal, "Examining Trade-Off Difficulty and Anticipatory Mixed Emotions in the Context of Corporate Social Responsibility", European Advances in Consumer Research, vol. 8, Milan, Italy, 2007. Abstract
Bee, C., and R. Madrigal, "Coping with Mixed Emotions", Advances in Consumer Research, vol. 34, Orlando, FL, 2006. Abstract
Bee, C., and R. Madrigal, "The Influence of Affective Expectations and Definitive Outcomes on Response to a Hedonic Event", Society for Judgment and Decision Making Conference, Vancouver, BC, 2003.

Book Chapters

Madrigal, R., C. Bee, and M. LaBarge, "Using the Olympics and FIFA World Cup to Enhance Global Equity: A Case Study of Two Companies in the Payment Services Category", Global Sport Sponsorship: A Multidisciplinary Study, Berg Publishers, New York, NY, pp. 179-190, 2005.
Jones, S., C. Bee, R. Burton, and L. Kahle, "Marketing through Sports Entertainment: A Functional Approach", Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion, Lawrence Erlbaum Associates, Mahwah, NJ, pp. 309-322, 2004.

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Courses Taught

BA 492/592 Consumer Behavior

BA 497/597 Global Marketing

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