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

Center for Marketing and Consumer Insights

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

email: colleen.bee@oregonstate.edu

 

 

 

Beyond OSU
Education: 

Ph.D. University of Oregon

M.A. University of Waterloo

B.A. University of Waterloo

Employment: 

Associate Professor of Marketing

School Head, Marketing, Analytics, and Design

Faculty Athletics Representative

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. 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. 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 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. Dr. Bee also serves as the Faculty Athletics Representative for OSU.

Additional Information: 

email: colleen.bee@oregonstate.edu

My Publications

Journal Articles


J. King and Bee, C., “Better in the (Near) Future: The Effects of Social Identity on Temporal Perspective and Optimistic Evaluations”, European Journal of Social Psychology, vol. 50, no. 4, pp. 749-765, 2020.

C. Bee, King, J., and Stornelli, J., “Are you with or against us? The cognitive and emotional consequences of sponsoring a rival”, Journal of Business Research, 2019.

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 and Research in Advertising, vol. 32, no. 1, pp. 69-80, 2010.

C. Bee and Havitz, M. E., “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.

Book Chapters


K. Malkewitz and Bee, C., “Undertaking Successful Brand Design in Sport”, New York, NY: , 2014, pp. 89-108.

R. Madrigal, Bee, C., and LaBarge, M., “Using the Olympics and FIFA World Cup to Enhance Global Equity: A Case Study of Two Companies in the Payment Services Category”, New York, NY: , 2005, pp. 179-190.

S. A. Jones, Bee, C., Burton, R., and Kahle, L., “Marketing through Sports Entertainment: A Functional Approach”, Mahwah, NJ: , 2004, pp. 309-322.