Colleen Bee

Associate Professor
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Office: 541-737-6059

Austin Hall

Austin Hall 406

2751 SW Jefferson Way

2751 SW Jefferson Way
Corvallis, OR 97331

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At OSU
Affiliated with: 
College of Business
Research/Career Interests: 

Consumer Behavior, Social Influence, Emotions, Sports Marketing

Courses Taught: 

MRKT 396 Fundamentals of Marketing Research

MRKT 492/592 Consumer Behavior

MRKT 596 Marketing Research Design and Methods

BA 612 Foundations of Business Research

Beyond OSU
Education: 

Ph.D. University of Oregon

M.A. University of Waterloo

B.A. University of Waterloo

Employment: 

Colleen Bee is an Associate 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 Marketing Research. Her research 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  also 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. 

My Publications

Journal Articles


D. K. Aiken, Bee, C., and Walker, N., “From Passion to Obsession: Development and Validation of a Scale to Measure Compulsive Sport Consumption”, Journal of Business Research, vol. 87, pp. 69-79, 2018.

A. Rumpakis, Bee, C., and Lee, J., “Collegiate Athletic Rebranding: Transforming the Visual Identity of Oregon State University”, Journal of School Public Relations, vol. 37, no. 2, pp. 249-274, 2016.

C. Bee and Neubaum, D., “The Role of Cognitive Appraisal and Emotions of Family Members in the Family Business System”, Journal of Family Business Strategy, vol. 5, no. 3, pp. 323-333, 2014.

C. Bee and Dalakas, V., “Rivalries and Sponsorship Affiliation: Examining the Effects of Social Identity and Argument Strength on Responses to Sponsorship-related Advertising Messages”, Journal of Marketing Communications, 2013.

C. Bee and Madrigal, R., “Consumer Uncertainty: The Influence of Anticipatory Emotions on Ambivalence, Attitudes, and Intentions”, Journal of Consumer Behaviour, vol. 12, no. 5, pp. 370-381, 2013.

C. Bee and Madrigal, R., “Outcomes are in the Eye of the Beholder: The Influence of Affective Dispositions on Disconfirmation Emotions, Outcome Satisfaction, and Enjoyment”, Media Psychology, vol. 24, no. 4, pp. 143-153, 2012.

C. Bee and Madrigal, R., “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, no. 1, pp. 47-58, 2012.

R. Madrigal, Bee, C., Chen, J., and LaBarge, M., “The Effect of Suspense on Enjoyment Following a Desirable Outcome: The Mediating Role of Relief”, Media Psychology, vol. 14, no. 3, pp. 259-288, 2011.

U. Orth, Malkewitz, K., and Bee, C., “Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising”, Journal of Current Issues & Research in Advertising, vol. 32, no. 1, pp. 69-80, 2010.

C. Bee and Havitz, M., “Exploring the Relationships Among Involvement, Psychological Commitment, and Behavioral Loyalty in a Sport Spectator Context”, International Journal of Sports Marketing and Sponsorship, vol. 11, no. 2, pp. 140-157, 2010.

C. Bee and Kahle, L., “Relationship Marketing in Sports: A Functional Approach”, Sport Marketing Quarterly, vol. 15, no. 2, pp. 102-110, 2006.

Presentations


R. Madrigal, Bee, C., Reich, B., and Warren, N., “Emotional Cocktails: Mixed Emotions, Gratifications, and the Enjoyment of Various Types of Movie Genre”, Association for Consumer Research. San Diego, CA, 2018.

C. Bee, King, J., and Stornelli, J., “Are you with or against us? The cognitive and emotional consequences of sponsoring a rival”, Sports Marketing and Sponsorship Conference. San Diego, CA, 2018.