Faculty
Colleen Bee
School Head, Marketing, Analytics, and Design
Marketing

Colleen Bee

541-737-6059

colleen.bee@oregonstate.edu

Faculty
Colleen Bee
Overview
Overview
Background
Publications

Overview

Biography

Biography

Colleen Bee is Associate Professor of Marketing and Head of the School of Marketing, Analytics, and Design in the College of Business at Oregon State University. Dr. Bee also serves as the Faculty Athletics Representative for OSU. She previously served as an Assistant Professor at the University of San Diego. She earned a Ph.D. from the University of Oregon and an MA and Honors BA from the University of Waterloo.

School of Marketing, Analytics, and Design (MAD)

As the Head of MAD, Dr. Bee supports 50 full-time faculty in their research, teaching, and service responsibilities. The School of MAD offers 6 undergraduate majors, 4 graduate programs, 5 undergraduate minors, 6 undergraduate options, and 3 student experience centers of excellence. For more information explore our undergraduate majors, graduate programs, and student experience centers.

Faculty Athletics Representative (FAR)

As FAR, Dr. Bee advocates for student-athlete well-being, supports academics and academic integrity of the athletics program, serves as a representative of faculty interests, and works closely with athletic administrators at OSU and the Pac-12 to support student-athletes. 

Career Interests

Dr. Bee examines consumer behavior in the contexts of marketing communication and experiential consumption with an interest in understanding how complex emotional experiences influence attitude change, decision making, and perceptions of media and marketing messages and how identification and affiliation impact consumer-brand relationships and loyalty. Her research has been published in the Journal of Advertising, Journal of Business Research, Media Psychology, and European Journal of Social Psychology and has received coverage in several media outlets, including Forbes, The Wall Street Journal, U.S. News & World Report, Scientific American, Psychology Today, Huffington Post, and The Oregonian.

Background

Education

Ph.D. University of Oregon

M.A. University of Waterloo

B.A. University of Waterloo

Experience

Associate Professor of Marketing

School Head, Marketing, Analytics, and Design

Faculty Athletics Representative

Honors & Awards

Dr. Bee enjoys golf, travel, and wine.

Additional Information

colleen.bee@oregonstate.edu

Publications

Academic Journal
Marketing

“Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising”

This research sheds insight on how consumer gender and personality produce different levels of mixed emotions in response to advertising resulting in divergent brand attitudes. Using a more complete measure of emotional response than previously used in advertising research, we manipulate the perceived incongruity between advertisement role portrayals and viewers’ self concept and show that women exhibit higher levels of mixed emotions than do men, but they respond with more favorable attitudes toward the advertised brand. Further, individuals who are more neurotic, introvert, or antagonistic experience higher levels of mixed emotions, and respond with less favorable attitudes when experiencing ad-evoked mixed emotions. Implications focus on advancing mixed emotions, gender, and personality research, and on the use of sex role portrayals in advertising.
Details

69-80 pages 2010 Ulrich Orth Keven Malkewitz Colleen Bee View on: Google Scholar

Academic Journal
Marketing

“Exploring the Relationships Among Involvement, Psychological Commitment, and Behavioral Loyalty in a Sport Spectator Context”

Consumer loyalty has long been recognized as a key consideration of marketing strategies focused on customer retention. While the importance of the loyalty construct is widely recognized, the conditions and variables that foster consumer loyalty for a specific service may vary. This paper explores the variables that influence fan attendance at a professional sporting event. It extends prior research by conceptualizing both a behavioral and an attitudinal component of loyalty, as well as considering fan involvement with the sport and attraction to the sport. The findings suggest that psychological commitment and resistance to change mediate the effect of fan attraction and involvement on behavioral loyalty in a professional sport context.
Details

140-157 pages 2010 International Journal of Sports Marketing and Sponsorship Colleen Bee Mark Havitz View on: Google Scholar

Academic Journal
Marketing

“Relationship Marketing in Sports: A Functional Approach”

This paper examines how and why consumers develop, enter into, and maintain relationships in a sports marketing context. This paper presents a framework for understanding how and why consumers engage in relationship marketing. Based on Kelman's functional approach to attitude change, this framework presents three qualitatively different levels for understanding relationship formation and maintenance: (a) compliance is superficial, temporary, and often the result of external influence; (b) identification is related to self-esteem and image enhancement of sport consumers; and (c) internalization is the result of values similarity. Internalization is more likely to result in a long-term relationship.
Details

102-110 pages 2006 Sport Marketing Quarterly Colleen Bee Lynn Kahle View on: Google Scholar