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Angeline Close

Angeline Close

Associate Professor

The University of Georgia:

Doctor of Philosophy in Business Administration (Ph.D.), Marketing, 2006
Master of Mass Communication (M.M.C.), Advertising, 2001
Bachelor of Arts in Journalism (A.B.J.), Advertising, 2000, Minor in Spanish


Welcome.  I teach a consumer psychology course titled Psychology & Advertising. I also teach an Integrated Communication Management case course based on a managerial decision framework. Teaching, service, and research info is available in my CV.

My consumer psychology research is in contexts of event marketingelectronic marketing, or education marketing.  I also put these for download on SSRN. My research stream is grounded in a deep interest in explaining and predicting linkages among consumer attitude, affect, cognition, behavioral intent, and consumer behavior. I am fascinated by this chain, which has been well developed in traditional mass communication contexts. Yet, the experiential/entertainment/live/face-to-face nature of events/sponsorship, along with the duality of event sponsorship, deserves process models that are distinct. For this reason, the context/vehicle of my work is often (sponsored) events. The theories I tend to develop or rely on as framework to explain or predict outcomes of efficacy in event sponsorship are: affect transfer theory, resistance theory, schema theory, social identity theory, image transfer theory, and congruency theory.

My consumer research tested in the experiential context of events falls into these areas:

▪   Testing the relationships among attitude, affect, cognition/product knowledge, behavioral intention, and consumer behaviors (in the context of sponsored events)

▪    Evaluating how consumers process and respond to sponsorship as a communication tool and/or channel at live events

▪   Isolating the role of consumers’ perception of a company as socially responsible and how that relates to the perceived sincerity or altruism of a corporate sponsor

▪   Understanding consumer attitudes towards a non-profit event beneficiary and how that impacts the public relations component of corporate sponsorship

▪   Studying issues related to maintaining customer relationships and the role of hospitality in the context of sponsored events

▪   Explaining how consumer engagement is what drives attitude lifts towards title sponsors

▪   Explaining the key role of the consumer’s activeness in the event domain (e.g., sport) on their attitudes toward the event and the affect transfer to the title sponsor

▪   Explaining and predicting word-of-mouth and e-word-of mouth/social media behavior for events or sponsors

▪   Explaining and predicting sponsorship patronage

▪   Building “market resistance theory”-why consumers may resist special events and the associated market rituals

▪   Explaining how events bring a specific consideratio