Adam Nguyen

My Professional Experience

Articles & Book Reviews

• Viewpoint: Designing transformative service to overcome eudaimonic- hedonic outcome conflict
  Journal Of Services Marketing, vol. 37
  2023
• Overcoming the potential conflict between eudaimonic versus hedonic outcomes of transformative service
  Advances In Consumer Research, vol. 49
  2021
• How Commercial Friendship Affects Performance: Interorganizational Favor Exchange
  American Marketing Association Educator's Summer Conference
  2020
• How Purchase Goal (Gift- versus Self-Purchase) Affects Buyers' Price Fairness Judgments and Satisfaction
  American Marketing Association Educator's Summer Conference, vol. 31
  2020
• The Individual Aspect of Interorganizational Cooperation: Favor-Based Cooperation
  Journal Of Business-To-Business Marketing, vol. 27
  2020
• Consumer Expectations of Preferential Pricing in The US versus China
  Journal of Marketing Development and Competitiveness, vol. 12
  2018
• How National Culture Affect Students' Preference of Different Educational Models
  International Vincentian Business Ethics Conference (IVBEC)
  2018
• Price Fairness Judgments in Gift Giving Contexts
  International Vincentian Business Ethics Conference (IVBEC)
  2018
• How source of funds affects buyer's judgments of price fairness and subsequent response
  Journal Of Product & Brand Management, vol. 25
  2016
• Overcoming Potential Negative Consequences of Customer Orientation in Marketing Education: Closing the Ideological Gap
  Journal Of Marketing For Higher Education, vol. 23
  2013
• Whether and to What Extent Consumers Demand Fair Pricing Behavior for Its Own Sake
  Journal Of Business Ethics, vol. 114
  2013
• Interorganizational Favor Exchange and the Relationship between Doing Well and Doing Good
  Journal Of Business Ethics, vol. 105
  2012
• Consumer Perceptions of Bundles
  Journal Of Product & Brand Management, vol. 18
  2009
• Bundles=Discount? Revisiting Complex Theories of Bundle Effects
  Journal Of Product & Brand Management, vol. 16
  2007
• High-Low Context Cultures and Price Ending Practices
  Journal Of Product & Brand Management, vol. 16
  2007
• Is 2.99 better than 3.00 Everywhere? Market Development Effect on Price Endings in Different Countries
  International Journal of Business Research, vol. 5
  2006

Awards & Distinctions

• Sales SIG Travel Scholarship to AMA
  Category: Other
  Sales SIG Travel Scholarship to AMA, 2004
• Ontario Graduate Scholarship
  Category: Other
  Ontario Graduate Scholarship, 2003

Presentations

• Relational Exchange as Science and Art: Interorganizational Favor Exchange Skills
  May, 2025
  Administrative Sciences Association of Canada Conference, Waterloo, Canada-Ontario
• When Fair Pricing Matters: Moderating Influence of Magnitude of Price Disadvantage
  May, 2025
  Administrative Sciences Association of Canada Conference, Waterloo, Canada-Ontario
• Price Fairness Judgments in Gift Giving Contexts
  May, 2024
  Administrative Sciences Association of Canada Conference, Virtual, Virtual
• How Commercial Friendship Affects Performance: Interorganizational Favor Exchange
  August, 2020
  American Marketing Association Educator's Summer Conference, Albany, Virtual
• How Purchase Goal (Gift- versus Self-Purchase) Affects Buyers' Price Fairness Judgments and Satisfaction
  August, 2020
  American Marketing Association Educator's Summer Conference, Virtual, Virtual
• Interorganizational Favor Exchange: Ethicality and Relational Outcomes
  August, 2019
  Society for Business Ethics Annual Meeting 2019, Boston, Massachusetts
• How National Culture Affect Students' Preference of Different Educational Models
  October, 2018
  International Vincentian Business Ethics Conference (IVBEC), New York, United States of America
• Price Fairness Judgments in Gift Giving Contexts
  October, 2018
  International Vincentian Business Ethics Conference (IVBEC), New York, United States of America
• Consumer normative expectations of merit-based versus personal-based preferential pricing in the US and China
  February, 2017
  American Marketing Association, Orlando, Florida
• An Application of the Theory of Optimal Experience to the Design of Desirable Human Service: The Case of College Education
  August, 2014
  American Marketing Association Summer Academic Conference, San Francisco, California
• Interorganizational Favor Exchange as a Cooperative Behavior
  August, 2012
  American Marketing Association Summer Academic Conference, Chicago, Illinois
• Overcoming the Tradeoffs between Short Term Satisfaction and Long Term Wellbeing: The Case of the Educational Product
  October, 2011
  International Conference Promoting Business Ethics, New York, New York
• Procedural Fairness as an End in Itself: Separating the effects of 'Fair Pricing' and 'Fair Price'
  November, 2009
  Behavioral Pricing Conference, Orlando, Florida
• A Test Of Alternative Mechanisms For The Psychological Impact Of Price Bundling And Implications For When And Why Price Bundling Enhances Or Derails Consumer Evaluation
  February, 2009
  American Marketing Association Winter Educator Conference, Tampa, Florida
• Examining the Tension between Rigor and Entertainment in the Classroom from a Societal Marketing Perspective: Student Perceptions of, and Responses to, Desirable Versus Pleasing and Salutary Educational Products
  February, 2009
  Marketing Educators' Association National Conference, Tampa, Florida
• Ethical Business and Interorganizational Favor Exchange
  August, 2007
  Academy of Management Annual Meeting, Philadelphia, Pennsylvania
• Validating Research Method and Theory by Replication: A Process Model
  June, 2007
  Administrative Sciences Association of Canada Conference, Ottawa, Canada
• Is 2.99 Better than 3.00 Everywhere? Market Development Effect on Price Endings in Different Countries
  October, 2006
  International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
• Inferred Transaction Value: A key to Understanding the Effects of Price Bundling
  October, 2004
  Association for Consumer Research Conference, Toronto, Canada
• Consumer's Expectations of Savings from Bundles
  December, 2003
  Australia and New Zealand Marketing Academy Conference, Adelaide, Australia
• Price Endings in Asia
  November, 2001
  Australia and New Zealand Marketing Academy Conference, Auckland, New Zealand
• Is Guanxi a Distinct Concept?
  March, 2000
  Academy of International Business, Phoenix, Arizona