Jennifer Burton

Assistant Professor

Baker Hall 422
(309) 677-3890
Jburton@bradley.edu

Ph.D., Marketing Administration, University of Texas
M.B.A., Marketing, Wake Forest University
B.A., Spanish and Criminal Justice, Indiana University

Biography

Jennifer L. Burton joined the Marketing faculty in 2008 after completing her Ph.D. in Marketing at the University of Texas.  Dr. Burton specializes in the area of consumer behavior and marketing communications, which is the focus of her teaching and research at Bradley University.  Prior to entering academia, Dr. Burton worked for six years in product and marketing management in the telecommunication and industrial equipment industries.  She currently serves as an advisor to Automated Media Services in Allendale, NJ where she provides consultation on shopping behavior, media trends, and marketing measurement. 

Teaching

Dr. Burton teaches courses in Integrated Marketing Communications and Strategic Advertising Case Studies.  Both courses are application-oriented classes designed to provide students with the experience of applying their classroom training to solving real business problems.  Dr. Burton believes that the best way for students to differentiate themselves upon entering the workforce is exposure to and knowledge of the latest technologies.  Therefore, a key component of all Dr. Burton’s classes is exposure to new media technologies.  Plus, students get to work on projects that can be a centerpiece of discussion on job interviews that will differentiate Bradley students from other job candidates. 

Courses Currently Teaching

  • Integrated Marketing Communications: MTG 381
  • Strategic Advertising Cases: MTG 405

Scholarship

Dr. Burton’s main research interests are marketing communications, emerging media technologies and media measurement.  One of her current streams of research involves exploring consumers’ moment-to-moment emotional responses to advertisements.  She and her colleagues have developed a new method that helps advertisers understand the forces that drive consumers’ differential responses to advertisements.  Practical implications of this research include improving the way advertisers draw insights from time-series data they collect and understanding how important psychological variables impact the way consumers respond to advertisements.  Dr. Burton is also currently involved in a research project examining the impact of positive, negative and mixed ad imagery on consumers’ likelihood of getting help to prevent socially harmful behaviors such as excessive gambling, excessive drinking and texting while driving.  Practical implications of this research include illustrating best practices to enhance the persuasion and effectiveness of public service announcements designed to discourage harmful social behaviors.

Publications

  • Young, Jennifer Lee (2008), Using Principal Components Analysis to Understand Consumers’ Moment-to-Moment Affect Traces and Their Influence on Ad and Brand Attitudes, UMI/Proquest.
  • Walker, Rebecca E. and Jennifer Young (2005), “Integrating Customer Insights into Company Actions,” Working Paper No. 05-302, Marketing Science Institute, Boston, MA 02138.

Working Papers and Manuscripts Under Review

  • Homburg, Christian, Beatrix Dietz, Wayne D. Hoyer and Jennifer L. Burton, “Exploring the Construct of Patient Empowerment: Antecedents and Consequences,” manuscript currently under first-round review at the International Journal of Marketing Research.
  • Burton, Jennifer L., Leigh McAlister and Wayne D. Hoyer, “Using Principal Components Analysis to Understand Moment-to-Moment Affective Response to Advertisements,” manuscript in preparation for submission to the Journal of Marketing Research.
  • Burton, Jennifer L., Wayne D. Hoyer and Leigh McAlister, “The Impact of Prior Brand Attitude and Product Category Involvement on Consumers’ Moment-to-Moment Affect Traces,” manuscript in preparation for submission to the Journal of Consumer Research.
  • Burton, Jennifer L., Donna J. Hill and Aysen Bakir, “Influencing Light Versus Heavy Engagers of Harmful Behavior to Curb Their Habits Through Positive and Negative Ad Imagery,” manuscript in preparation for submission to the Journal of Consumer Research.

Conference Presentations (* denotes presenter)

  • Burton, Jennifer L.*, Donna J. Hill and Aysen Bakir (2011), “Influencing Light Versus Heavy Engagers of Harmful Behavior to Curb Their Habits Through Positive and Negative Ad Imagery,” Working paper to be presented at the AMA Winter Marketing Educators’ Conference, February 18-20, Austin, Texas (forthcoming).
  • Burton, Jennifer L.*, Wayne D. Hoyer and Leigh McAlister (2010), “The Influence of Prior Brand Attitude and Involvement on Consumers’ Moment-to-Moment Affect Traces,” Working paper presented at Marketing Science 2010, June 18, Cologne Germany.
  • Burton, Jennifer L.* (2010), “Yoplait Advertising: A Moment-to-Moment Analysis,” Empirical analyses and method seminar presented at the 2010 DePaul Marketing Research Symposium, January 9, Chicago, IL.
  • Young, Jennifer L.*, Leigh McAlister and Wayne D. Hoyer (2007), “Using Principal Components Analysis to Understand Moment-to-Moment Affect Traces.”  Working paper presented at the Haring Symposium, Indiana University, April 7, Bloomington, IN.
  • Young, Jennifer L.* and Julie R. Irwin (2005), “I Gave at the Office (and I Hated It): Changes in Preference for Ethical Behavior Following an Unrelated Ethical Act.” Poster presented at the 2005 meetings of the Association for Consumer Research, September 30-October 2, San Antonio, Texas.
  • Young, Jennifer L.* and Julie R. Irwin (2005), “People We Love to Love and People We Love to Hate: Predicting Desired Outcomes of Reality TV Scenarios.” Poster presented at the 2005 meetings of the Association for Consumer Research, September 30-October 2, San Antonio, Texas.

Service

University
           

  •  Marketing Department Library Liason - August 2008 to Present
  • Foster College of Business Web Committee - May 2010 to Present
  • Principal Investigator: Bradley-AMS Project - July 2010 to Present
  • Faculty Advisor - August 2008 to Present

 

Professional

  • Ad Hoc Reviewer for: Association of Consumer Research, American Marketing Association, Society for Consumer Psychology, and Academy of Marketing Science conferences.