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. 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 Peer-Reviewed Journals Articles in the Last Five Years

Moulard, J., Babin, B. J., Griffin, M. (2015). How aspects of a wine’s place affect consumers’ authenticity perceptions and purchase intentions: The role of country of origin and technical terroir. International Journal of Wine Business Research, 27(1), 61-78. 

Eastman, J. K., Iyer, R., Liao-Troth, S., Williams, D. F., Griffin, B. M. (2014). The Role of Involvement on Millennials' Mobile Technology Behaviors: The Moderating Impact of Status Consumption, Innovation and Opinion Leadership. Journal of Marketing Theory and Practice, 22(4), 455-470. 

Babin, B. J., Griffin, M., Borges, A., Boles, J. S., Griffin, B. M. (2013). Negative Emotions, Value and Relationships: Differences Between Women and Men. Journal of Retailing and Consumer Services, 20(5), 471-478. 

Li, D.-X., Lee, D. I., Lee, Y.-K., Griffin, B. M. (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, 17(1), 155-182. 

Li, D.-X., Lee, D. I., Lee, Y.-K., Griffin, B. M. (2011). Comparative Study on the IMC Level of TV and  Print Ads between Korea and China. Journal of Global Academy of Marketing Science, 21(1), 9-22. 


Zikmund, W. G., Babin, B. J., Carr, J. C., Griffin, B. M. (2013). Business Research Methods 9th Edition. Mason, Ohio.



  • 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