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.

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Education

Ph.D. University of Oregon

M.A. University of Waterloo

B.A. University of Waterloo

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Publications

Journal Articles

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

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
Bee, C., and R. Madrigal, "Understanding the Role of Ambivalence in Consumption", Society for Consumer Psychology Conference, Las Vegas, NV, 2007. Abstract
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.

Presentations

Bee, C., and R. Madrigal, "Ambivalence in Consumption: The Case of Anticipatory Emotions", Association for Consumer Research North American Conference, Pittsburgh, PA, 2009.
, and C. Bee, "Undertaking Brand Design in Sports", Northwest Sports Business Conference, Cle Alum, WA, 2009.
Madrigal, R., C. Bee, J. Chen, and M. LaBarge, "On the Enjoyment of Suspense", Society for Consumer Psychology Conference, San Diego, CA, 2009.
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., "What Should I Do? Mixed Emotions, Coping, and Consumer Behavior", Society for Consumer Psychology Conference, New Orleans, LA, 2008.
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 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.
Bee, C., and R. Madrigal, "Understanding the Role of Ambivalence in Consumption", Society for Consumer Psychology Conference, Las Vegas, NV, 2007.
Bee, C., and R. Madrigal, "Coping with Mixed Emotions", Association for Consumer Research North American Conference, Orlando, FL, 2006.
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.
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, "Coping with Mixed Emotions", Advances in Consumer Research, vol. 34, Orlando, FL, 2006. Abstract

Book Chapters

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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