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Associate Professor

  • Ketron, Seth, Lauren Labrecque, Stefanie Sohn, and Atefeh Yazdanparast (forthcoming). Color saturation and sensory intensity. Psychology & Marketing.
  • Ketron, Seth and Kirsten Cowan (forthcoming). Presenting a typology of virtual reality (vr) in retailing: A CLT and HSM perspective. Journal of Retailing.
  • Ketron, Seth, Kristina Schatz, Darin Sullwold, Aaron Sackett, and Kyle Goldschmidt (2024). Creating an immersive business simulation: The Virtual Reality (VR) coffee shop. Marketing Education Review, (35)(2), pp. 120-136.
  • Ketron, Seth, Kelly Naletelich, and Atefeh Yazdanparast (2024). Applying the theory of consumption values to representational and nonrepresentational images in marketing: Propositions and research directions. European Journal of Marketing, (58)(8), pp.1829-1857.
  • Sheng, Xiaojing, Ross Murray, Seth Ketron, and Reto Felix (2024). Effects of third-party observer empathy when viewing interactions between robots and customers: The moderating role of robot eeriness,” International Journal of Hospitality Management, (119), 103729.
  • Cowan, Kirsten, Seth Ketron, Alena Kostyk, and Kirk Kristofferson (2023). Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses. Journal of Retailing, 99(3), 385-399.
  • Yazdanparast, Atefeh and Seth Ketron (2023). The effect of color lightness on anticipated product comfort via the lightness-softness cross-modal correspondence. Journal of Business Research, (165), 114085.
  • Naletelich, Kelly, Seth Ketron, and Juan A. Gelves (2023). Curbing texting & driving with advertising co-creation. Journal of Business Research, (156), 113456.
  • Namin, Aidin and Seth Ketron (2023). Driving a difference: The role of the COVID-19 pandemic in changing U.S. consumers’ engagement and choice in purchasing Japanese automobiles. Journal of Product & Brand Management, (32)(3), pp. 488-499.
  • Naletelich, Kelly, Seth Ketron, Nancy Spears, and Juan A. Gelves (2023). Using representational and abstract imagery to create regulatory fit effects. Psychology & Marketing, (40)(3), pp. 579-595.
  • Ketron, Seth, Shingirai Kwaramba, and Miranda Williams (2022). The politics of stances: How conservative vs. liberal consumers respond to company social stances. Journal of Business Research, (146), pp. 354-362.
  • Kim, Sora, Xiaojing Sheng, and Seth Ketron (2022). The roles of legacy vs. social media information seeking in American and Chinese consumers' hoarding during COVID-19. Journal of International Marketing, (30)(2), pp. 38-55.
  • Ketron, Seth and Kelly Naletelich (2022). Relative vices and absolute virtues: How size labeling affects size preferences for vices and virtues. Journal of Business Research, (138), pp. 387-397.
  • Sheng, Xiaojing, Seth Ketron, and Yubing Wan (2022). The clusters of COVID-19: Identifying consumer segments based on pandemic perceptions and responses. Journal of Consumer Affairs, (56)(1), pp. 34-67.
  • Ketron, Seth, Kelly Naletelich, and Stefano Migliorati (2021). Representational versus abstract imagery: Effects on purchase intentions between vice and virtue foods. Journal of Business Research, (125), pp. 52-62.
  • Namin, Aidin, Seth Ketron, Velitchka Kaltcheva, and Robert Windsor (2021). Improving student presentation skills using asynchronous video-based projects. Journal of Management Education, (45)(6), pp. 987-1010.
  • Cowan, Kirsten and Seth Ketron (2019). Prioritizing marketing research in virtual reality: Development of an immersion/fantasy typology. European Journal of Marketing, (53)(8), pp. 1585-1611.
  • Naletelich, Kelly, Seth Ketron, and Nancy Spears (2019). Driving down danger: Using regulatory focus and elaborative approach to reduce texting & driving behavior. Journal of Business Research, (100), pp. 61-72.
  • Ketron, Seth and Kelly Naletelich (2019). Victim or beggar? Anthropomorphic messengers and the savior effect in consumer sustainability behavior. Journal of Business Research, (96), pp. 73-84.
  • Cowan, Kirsten and Seth Ketron (2019). A dual model of product involvement for effective virtual reality: The roles of imagination, co-creation, telepresence, and interactivity. Journal of Business Research, (100), pp. 483-492.
  • Ketron, Seth (2018). Perceived product sizes in visually complex environments. Journal of Retailing, (94)(2), pp. 154-166.
  • Ketron, Seth (2017). Investigating the effect of quality of grammar and mechanics (QGAM) in online reviews: The mediating role of reviewer credibility. Journal of Business Research, (81) (December), pp. 51-59.
  • Ketron, Seth, Rodney Runyan, and M. Theodore Farris II (2017). Prominent retailing authors and institutions: 2009-2015. International Journal of Retail and Distribution Management, (45)(2), pp. 177-194.
  • Ketron, Seth, Nancy Spears, and Bo Dai (2016). Overcoming information overload in retail environments: Imagination and sales promotion in a wine context. Journal of Retailing and Consumer Services, (33), pp. 23-32.

Books and Chapters

  • Cowan, Kirsten, Seth Ketron, and Alena Kostyk (2023). The Reality of Virtuality: Harness the Power of Virtual Reality to Connect with Consumers, Berlin, Germany: De Gruyter.
  • Ketron, Seth, Judy Siguaw, and Xiaojing Sheng (2021). Maladaptive consumer behaviors and marketing responses in a pandemic. Published in The Future of Service Post-COVID-19 Pandemic, Volume 2, Springer.
  • Best in Track Award, Technology and Innovation, Summer AMA 2024
  • 2023 Outstanding Reviewer of the Year, Journal of Consumer Behaviour
  • 2022-2023 Top Cited Article, Journal of Consumer Affairs
  • Outstanding Research Award, New College, University of North Texas, 2022
  • Best Overall Conference Paper, 2022 ACRA Conference
  • MSCM Department Research Award, East Carolina University, 2019
  • Best Paper Award, Global Branding Conference, 2018
  • American Marketing Association
  • Association for Consumer Research
  • Academy of Marketing Science
  • Assistant Professor, University of St. Thomas - Opus College of Business, Minneapolis/St. Paul, 2023-Present
  • Clinical Assistant Professor of Marketing,New College at Frisco, University of North Texas, 2020-2023
  • Assistant Professor of Marketing,Department of International Business and Marketing, Cal. State Poly. University, Pomonam 2019-2020
  • Adjunct Instructor of Marketing, Department of Marketing, Logistics, and Operations Management, University of North Texas, 2019-2020
  • Assistant Professor of Marketing, Department of Marketing and Supply Chain Management, East Carolina University, 2017-2019
  • Business Analyst, JCPenney Headquarters, 2013-2014
  • Allocation Analyst, The TJX Companies, Inc., 2012-2013
  • Store Executive Trainee, Belk, 2011-2012