Mitch Griffin


Baker Hall 405
(309) 677-2287

Ph.D., Marketing, Louisiana State University
M.B.A., Marketing, Southern Illinois University – Edwardsville
B.S., Marketing, Southern Illinois University – Edwardsville


Mitch Griffin has been a member of the Marketing faculty at Bradley University since 1990.  He is currently a Professor of Marketing and serves the Foster College as Coordinator of International Business.   He was a Fulbright Scholar and taught and conducted research in Samara, Russia in 1997 and was a Visiting Professor at ESSCA in Angers, France in 2008.


Mitch believes appreciating the phrase “Students care about what you know…but only after they know you care” is essential for effective teaching.  If students understand that you are trying to provide them with a top-quality education that will serve them both personally and professionally for the remainder of their lives, they will go to extremes to perform at highest level.  He tries to make all of his classes highly interactive and participative.  Dr. Griffin’s classes blend lectures, activities, projects, computer simulations, and case studies. 

Dr. Griffin received the 1994 Midwest Grain Products, Inc. Outstanding Teaching Award, the Phi Chi Theta Outstanding Teacher Award in 1999, 2001, and 2008, the Foster College of Business Outstanding Adviser Award in 2005 and 2007, and Bradley University Pan Hellenic Council Professor of the Semester Award in 2002.

Courses Currently Teaching

  • Principles of Marketing – MTG 315
  • Marketing Research – MTG 341


Dr. Griffin’s research is focused in the area of consumer outcomes, in particular customer satisfaction, value, and loyalty.  For the past several years, the majority of his research has taken a global or cross-cultural perspective, reflecting his interest in global marketing.  Furthermore, his research has included Bradley University undergraduate students on several occasions, which has resulted in publications in academic journals and conference proceedings. 

Mitch is best recognized for his work with Barry Babin in hedonic consumption and value. His research has received several awards, including the Best Paper Journal of Services Marketing - Emerald Literati Award for Excellence in 2006, the Academy of Marketing Science William R. Darden Outstanding Paper Award in 2001, and the International Retail Strategy Seminar Omer DeSerres Best Paper Award in 2000 among others.

Selected Intellectual Contributions


  • Zikmund, W. G., Babin, B. J., Carr, J. C., Griffin, B. M. (2009). Business Research Methods 8th Edition. Mason, Ohio: South-Western Cengage Learning.

Journal Articles

  • Li, Dong-xin, Dong Il Lee, Yong-Ki Lee, and Mitch Griffin, (2011) “Can We Establish Consumer Cultural Positioning Through Print Advertising in the Developing Markets? A Content Analysis of Advertising in Chinese Women’s Magazines,” Seoul Journal of Business, Volume 17, Number 1.
  • Li, Dong-xin, Dong Il Lee, Yong-Ki Lee, and Mitch Griffin, (2011) “Comparative Study on the IMC Level of TV and Print Ads between Korea and China,” Journal of Global Academy of MarketingScience 21-1 (2011) 9-22.
  • Babin, Barry J. and Mitch Griffin, (2010) “Hedonism: Gratification is Value” Wiley International Encyclopedia of Marketing Published Online: 15 DEC 2010 DOI: 10.1002/9781444316568.wiem03027
  • Babin, Barry J, Yong-Ki Lee, Eun-Ju Kim, and Mitch Griffin, (2005) “Modeling Consumer Satisfaction and Word of Mouth: Restaurant Patronage in Korea,” Journal of Services Marketing, Vol. 19, No. 3 (May) 133-139.
  • Griffin, Mitch, Barry J. Babin, and Finn Christensen, (2004) “A Cross-Cultural Investigation of the Materialism Construct:  Assessing the Richins and Dawson Materialism Scale in Denmark, France and Russia,”  Journal of Business Research, Vol. 57, No. 8 (August) 893-900.
  • Griffin, Mitch,  Barry J. Babin, and Doan Modianos (2000), “Shopping Values of Russian Consumers: The Impact of Habituation in a Developing Economy” Journal of Retailing, Vol. 76, No 1. (Spring) 33-52.
  • Babin, Barry J. And Mitch Griffin, (1998), “The Nature of Satisfaction: An Updated Examination and Analysis,” Journal of Business Research, Vol. 42, February, 127-136
  • Griffin, Mitch, Barry J. Babin and Jill S. Attaway, (1996), "Anticipation of Injurious Consumption Outcomes and Its Impact on Consumer Attribution of Blame," Journal of the Academy of Marketing Science, Vol. 24. No. 4 (Fall) 314-327.
  • Babin, Barry J., William R. Darden and Mitch Griffin (1994), "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Vol 20. No. 4 (March) 644-656.


Research in Progress

  • "How Men and Woman Become Loyal: The Role of Emotions and Value in Behavioral and Affective Loyalty"
    This research addresses sex differences in consumer emotions and in subsequent processes that contribute to customer loyalty.  The results suggest that differences in the representation of emotions between women and men do occur, but, they do not interfere with comparisons of relationships and construct means.  Further, differences in the loyalty building process are found, which suggest women have a stronger emotion ->value ->behavioral loyalty link, but men show a stronger behavioral loyalty -> affective loyalty relationship.



  • Editorial Review Board, Journal of Business Research
  • Senior Advisory Board, Marketing Education Review


  • Chair, Bradley University Faculty-Staff Renaissance Campaign
  • NCAA Faculty Athletics Representative, Bradley University