Colleen Bee

541-737-6059

colleen.bee@oregonstate.edu

Faculty

Colleen Bee

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

Sport consumption involves complex psychological processes – facilitating emotional highs and lows that reinforce and perpetuate habitual behaviors. The current work contextually broadens the scope of compulsive consumption research by developing and validating a scale to measure compulsive sport consumption (CSC). Three studies seek to: (1) qualitatively explore CSC and probe foundational issues; (2) begin the process of scale development through item generation, purification, and validation; (3) classify compulsive sport consumers, and examine the consequences of CSC. The resulting unidimensional scale assesses the habitual and obsessive consumption of sport wherein the pattern of behavior is associated with a sense of limited control. Results shed light on the unexpected prominence of CSC and expose several interesting psychological and behavioral relationships. Implications for the recognition and study of CSC revolve around consumer well-being and the modern marketing of sport.

Details