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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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

Ph.D. University of Oregon

M.A. University of Waterloo

B.A. University of Waterloo


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 ForbesThe Wall Street JournalU.S. News & World ReportScientific AmericanPsychology TodayHuffington Post, and The Oregonian

Additional Information: 
My Publications

Journal Articles

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

Book Chapters