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Degree Program University
Ph.D. Administrative and Engineering Systems Union College of Union University
M.B.A. Marketing Adelphi University
B.A. Psychology Siena College

My Professional Experience

Year Title University
2014 - Now Associate Dean, School of Business Siena College
2013 - Now Professor of Marketing Siena College
2012 - 2015 Director Siena College Center for Undergraduate Research and Creative Activity
2011 - 2013 Associate Professor of Marketing Siena College
2007 - 2011 Associate Professor of Marketing and Management Siena College
2001 - 2007 Assistant Professor of Marketing and Management Siena College
2000 - 2000 Lecturer in Marketing Siena College
2000 - 2001 Visiting Assistant Professor of Marketing University at Albany, SUNY
1999 - 1999 Lecturer in Marketing The College of Saint Rose
1990 - 1992 Graduate Assistant Union College Graduate Management Institute
1986 - 1990 Supervisor of Office Automation, Microcomputer Facilities Supervisor, Microcomputer Facilities Coord Coopers & Lybrand
1985 - 1986 Systems Analyst Corporate Technology
1984 - 1985 Assistant to the Director of Telemarketing, Intern Publishers Clearing House
1983 - 1984 Graduate Assistant, Teaching Assistant (Marketing/Marketing Research) Adelphi University
1982 - 1982 Research Intern New York State Higher Education Services Corporation

Current Research

Research is in the area of social media, self-control, marketing ethics, brand strategies, interactive marketing, and pedagogy. Serves as Associate Dean of the School of Business.

Articles & Book Reviews

  • Fear of Missing Out: Understanding Construct and Measures
    Journal of Marketing Perspectives, vol. 1
    December, 2018
  • Understanding Consumer Adoption of Mobile Payment Options: Model Development
    Journal of Applied Business and Economics, vol. 17
    March, 2017
  • Fear of Missing Out: Exploring Personality Influences
    International Academic Conference on Business
    2017
  • Fear of Missing Out: Preliminary Analysis of Extant Measures
    International Academic Conference on Business
    2017
  • Social Media and the Fear of Missing Out: Scale Development and Assessment
    International Business & Education Conferences
    October, 2014
  • Actual self-concept versus ideal self-concept: An examination of image congruence and consumers in the health club industry
    Sport, Business and Management: An International Journal, vol. 3
    March, 2013
  • That's a technical foul! Sports fan identification and buyer behavior of counterfeit sports merchandise
    European Journal of Business Research, vol. 13
    March, 2013
  • Can they defer the cellular lure? College students' self-control and cell phone usage
    Review of Business Research, vol. 12
    October, 2012
  • You're so vain...want to buy a counterfeit product? An exploratory study of vanity and counterfeit product purchase
    Review of Business Research, vol. 12
    October, 2012
  • Learning and Mission in Action: Implementing Problem Based Service Learning in the Consumer Behavior Classroom
    International Journal of Business Research, vol. 11
    September, 2011
  • Marketing Career Speed Networking - A Classroom Event to Foster Career Awareness
    Marketing Management Association
    2011
  • Work Ethic: Do New Employees Mean New Work Values?
    Journal Of Managerial Issues, vol. 22
    April, 2010
  • Building Brand Community Membership within Organizations: A Viable Internal Branding Alternative?
    Journal Of Product & Brand Management, vol. 19
    2010
  • Exploring Gender Differences Under the Image Congruence Hypothesis Among Consumers in the Health Club Industry
    Journal of Academy of Business and Economics, vol. 10
    2010
  • Learning and Mission in Action: Problem Based Service Learning in the Consumer Behavior Classroom
    Marketing Management Association
    2010
  • Proposing an Examination of the Image Congruence Hypothesis and Consumers in the Health Club Industry
    Marketing Management Association
    2010
  • Participation Preferences and Brand Community Integration: An Empirical Investigation
    Review of Business Research, vol. 9
    October, 2009
  • Building Brand Community Membership within Organizations: A Viable Internal Branding alternative
    Marketing Management Association
    April, 2009
  • Are Generation Y Consumers Brand Loyal and is their Buying Behavior Affected in an Economic Recession? A Preliminary Study
    Journal of Academy of Business and Economics, vol. 9
    2009
  • Consumer Perceptions of Bundles
    Journal Of Product & Brand Management, vol. 18
    2009
  • Attitudes Towards Counterfeiting and Counterfeit Products: Have They Changed?
    Journal of International Business & Economics, vol. 8
    October, 2008
  • Private-Label brands, Manufacturing Brands, and the Quest for Stimulus Generalization: An EEG Analysis of Frontal Cortex Response
    Review of Business Research, vol. 8
    October, 2008
  • Consumer Perceptions of Bundles
    Behavioral Pricing Conference
    September, 2008
  • A Creative Interactive Approach for Business Engagement in Retail Management: Going Beyond the Classroom
    Applied Business Research (ABR) and College Teaching and Learning (TLC) Conference
    January, 2008
  • Developing an Undergraduate Student Research Conference in Business: A Model
    Applied Business Research (ABR) and College Teaching and Learning (TLC) Conference
    January, 2008
  • Developing an Undergraduate Student Research Conference in Business: A Model
    Applied Business Research (ABR) and College Teaching and Learning (TLC) Conference
    January, 2008
  • Developing the ____College Student Conference in Business: A Model
    College Teaching and Learning Conference
    January, 2008
  • Exploring College Students' Attitudes Toward Counterfeiting: A Beginning
    Marketing Management Association
    January, 2008
  • A Multidimensional Conceptualization of Brand Community: An Empirical Investigation
    Sport Marketing Quarterly, vol. 17
    2008
  • Developing an Undergraduate Student Research Conference in Business: A model
    Contemporary Issues in Education Research, vol. 1
    2008
  • Exploring Individual Culture and Internet Commerce Success Factors
    DIAS Technology Review - The International Journal for Business and IT, vol. 4
    2008
  • Proposing the Application of the Brand Community Membership Typology within the Organization: A Viable Internal Branding Alternative?
    Marketing Management Association
    2008
  • Service Learning in the Consumer Behavior Classroom: Design, Implementation, and Lessons Learned
    Academy of Business Disciplines Annual Conference
    2008
  • Private-Labels and Stimulus Generalization: An EEG Analysis of Frontal Cortex Response
    Marketing Management Association
    March, 2007
  • Bundles=Discount? Revisiting Complex Theories of Bundle Effects
    Journal Of Product & Brand Management, vol. 16
    2007
  • Gender and E-Commerce: Towards an Understanding of the Relationship Between Gender and Internet Commerce Success Factors
    Academy of Business Disciplines Annual Conference
    2007
  • Marketing the Roman Catholic Diocesan Priesthood to Generation Y: Understanding How and Where to Market the Vocations Effectively
    International Academy of Business and Economics Annual Conference, vol. II
    October, 2006
  • The Effects of Individual Culture on Internet Marketing Efforts
    Marketing Management Association
    2006
  • The Effects of Race/Ethnicity and Gender on Internet Commerce Success Factors
    Marketing Management Association
    2006
  • The Effects of Race/Ethnicity and Gender on Internet Commerce Success Factors
    Marketing Management Association
    2006
  • Using Student Generated Codes of Ethics in the Classroom to Reinforce Business Ethics Education
    Journal Of Business Ethics, vol. 61
    October, 2005
  • Exploring the Generalizability of the Brand Community Construct: Application in Sports Marketing
    Marketing Management Association
    March, 2005
  • A Matter of Trust: Using Student Designed Codes of Conduct in Face-to-Face and Virtual Group Environments
    Journal of Academy of Business and Economics, vol. V
    January, 2005
  • Assimilating a Discussion of the Gay and Lesbian Market Into a Marketing Classroom Setting
    Review of Business Research, vol. 5
    2005
  • Factors Involved in the Student Athlete College Selection Process as Applied to the basic Decision Making Model
    Review of Business Research, vol. V
    2005
  • Hofestede's Cultural Dimensions: Are Individual Differences Important?
    International Academy of Business and Economics Annual Conference
    2005
  • Hofstede's Cultural Dimensions: Are Individual Differences Important?
    International Journal of Business Research, vol. 2
    2005
  • Student Designed Codes of Ethics and Their Influence on Group Development and Processes
    Marketing Educators' Association National Conference
    2005
  • Are We Educating our Graduate to be Ethical Marketers? Ethics Education in Undergraduate AACSB Marketing Programs
    American Marketing Association, vol. 15
    2004
  • Evaluating Individual Contribution to Group Projects: The Summary of Responsibilities
    Review of Business Research, vol. 2
    2004
  • The Multidimensional Construct of Brand Community: Strategic Implications for Marketers
    Academy of Business Administration National Conference
    2004
  • Two Expectancy Theory Methodologies: Their Ability to Assess Employee Rewards and Incentives
    Academy of Business Administration National Conference
    April, 2003
  • Ethics and Social Responsibility in a School of Business Curriculum: Is it Enough for AACSB?
    Association for Business Communication
    2003
  • Gay and Lesbian Market Segmentation: Bringing this Topic to the Classroom
    Academy of Business Administration National Conference
    2003
  • Ego Depletion and Self-focused Consumers: Proposing the Effects of a Depleted Self on Gifting Behavior
    Marketing Management Association
    Spring, 2011
  • How Will They Know Right From Wrong? A Study of Ethics in the Mission Statements and Curriculum of AACSB Undergraduate Marketing Programs
    Marketing Education Review, vol. 14
    Fall, 2004
  • Marketing Career Speed Networking: A Classroom Event to Foster Career Awareness
    Marketing Education Review Special Issue on Teaching Innovations, vol. 22
    Spring, 2012
  • Proposing a Scale to Measure Fear of Missing Out
    Marketing Management Association
    Spring, 2013
  • Self-Perceived Brand Relevance of and Satisfaction with Social Media
    Marketing Management Journal, vol. 22
    Fall, 2012
  • Social Media and the Fear of Missing Out:Scale Development and Assessment
    Journal of Business and Economics Research, vol. 14
    Jan-Mar, 2016
  • Sports marketing and TV video and production: An interdisciplinary partnership in learning and action
    Marketing Management Association
    Spring, 2012
  • To accept or defer the cellular lure: College students self-control and cell phone usage
    Marketing Management Association
    Spring, 2012
  • Undergraduate Research as a Fate Accompli: Innovation and Evolution of a Student Conference in Business
    Contemporary Issues in Education Research, vol. 9
    Jan-Mar, 2016

Awards & Distinctions

  • Fr. Matthew T. Conlin, O.F.M. Distinguished Service Award
    Category: Service-University
    Siena College, 2019
  •  Outstanding Research Paper Award: Taylor Akana '15, Cheryl L. Buff, Paul W. Thurston
    "Understanding Consumer Adoption of Mobile Payments: Model Development"
    Buff presented as Keynote Speaker during the Official Luncheon of the March 19-21, 2017 Conference
    Category: Research
    IABE - 2017, 2017
  • 2015 Outstanding Service Award
    Category: Service-University
    Siena College School of Business, 2015
  • Matthew T. Conlin O.F.M. Distinguished Service Award Finallist
    Category: Service-University
    Siena College, 2015
  • Award for Excellence Honoree
    Category: Service-University
    Trustco Bank and Siena Athletics, 2014
  • Professor of the Year
    Category: Teaching
    Beta Gamma Sigma - AACSB National Honor Society - Siena College Chapter, 2013
  • Jerome Walton Excellence in Teaching Award
    Category: Teaching
    Siena College, 2010
  • Hormel Meritorious Teaching Award
    Category: Teaching
    Marketing Management Association, 2009
  • Jerome Walton Excellence in Teaching Award - Finalist
    Category: Teaching
    Siena College, 2009

Presentations

  • Preliminary Analysis of Influencer Marketing
    2019
    Academy of Business Research Conference, New Orleans, Louisiana
  • The Impact of Fear of Missing out on Social Media Usage and Online Behaviors
    2019
    Academy of Business Research Conference, New Orleans, Louisiana
  • Fear of Missing Out: Exploring Personality Influences
    October, 2017
    International Academic Conference on Business, Las Vegas, Nevada
  • Fear of Missing Out: Preliminary Analysis of Extant Measures
    October, 2017
    International Academic Conference on Business, Las Vegas, Nevada
  • Understanding Consumer Adoption of Mobile Payments
    2017
    International Academy of Business and Economics - Spring Conference, West Palm Beach, Florida
  • Social Media and the Fear of Missing Out: Scale Development and Assessment
    October, 2014
    The Clute Institute - 2014 International Business & Education Conference, Las Vegas, Nevada
  • Proposing a Scale to Measure Fear of Missing Out
    2013
    Marketing Management Association, Chicago, Illinois
  • That's a technical foul! Sports fan identification and buyer behavior of counterfeit sports merchandise
    2013
    International Academy of Business and Economics - Spring Conference, Orlando, Florida
  • Can they defer the cellular lure? College students' self-control and cell phone usage
    2012
    International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
  • Sports marketing and TV video and production: An interdisciplinary partnership in learning and action
    2012
    Marketing Management Association, Chicago, Illinois
  • To accept or defer the cellular lure: College students self-control and cell phone usage
    2012
    Marketing Management Association, Chicago, Illinois
  • You're so vain..want to buy a counterfeit product? An exploratory study of vanity and counterfeit product purchase
    2012
    International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
  • Ego Depletion and Self-Focused Consumers: Proposing the Effects of a Depleted Self on Gifting Behavior
    2011
    Marketing Management Association, Chicago, Illinois
  • Fostering a Culture of Undergraduate Research: The Role of a Student Conference
    2011
    Marketing Management Association, St. Louis, Missouri
  • Learning and mission in action: Implementing problem-based service learning in the consumer behavior classroom
    2011
    International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
  • Marketing Career Speed Networking - A Classroom Event to Foster Career Awareness
    2011
    Marketing Management Association, Chicago, Illinois
  • Learning and Mission in Action: Problem Based Service Learning in the Consumer Behavior Classroom
    2010
    Marketing Management Association, Chicago, Illinois
  • Proposing an Examination of the Image Congruence Hypothesis and Consumers in the Health Club Industry
    2010
    Marketing Management Association, Chicago, Illinois
  • 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
  • Are Generation Y Consumers Brand Loyal and is their Buying Behavior Affected by an Economic Recession
    2009
    International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
  • Participation Preferences and Brand Community Integration: An Empirical Investigation
    2009
    International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
  • Problem Based Service Learning in Marketing Courses
    2009
    Academic Service Learning Conference, USA, New York
  • Service Learning in the Consumer Behavior Classroom: Design, Implementation, and Lessons Learned
    November, 2008
    Academy of Business Disciplines Annual Conference, Ft. Myers Beach, Florida
  • Exploring College Students' Attitudes Toward Counterfeiting: A Beginning
    April, 2008
    Marketing Management Association, Chicago, Illinois
  • Proposing the Application of the Brand Community Membership Typology within the Organization: A Viable Internal Branding Alternative?
    April, 2008
    Marketing Management Association, Chicago, Illinois
  • A Creative Interactive Approach for Business Engagement in Retail Management: Going Beyond the Classroom
    January, 2008
    Applied Business Research (ABR) and College Teaching and Learning (TLC) Conference, Orlando, Florida
  • Developing the ____ College Student Conference in Business: A model
    January, 2008
    The Clute Institute Teaching and Learning Conference, Orlando, Florida
  • Gender and E-Commerce: Towards an Understanding of the Relationships Between Gender and Internet Commerce Success Factors
    November, 2007
    Academy of Business Disciplines Annual Conference, Fort Myers Beach, Florida
  • Variations in Work Ethic Between Workforce Professionals and College/University Seniors
    August, 2007
    Academy of Management Annual Meeting, Philiadelphia, Pennsylvania
  • Private-Labels and Stimulus Generalization: An EEG Analysis of Frontal Cortex-Response
    March, 2007
    Marketing Management Association, Chicago, Illinois
  • Marketing the Roman Catholic Diocesan Priesthood to Generation Y: Understanding How and Where to Market the Vocations Effectively
    October, 2006
    International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
  • The Effects of Individual Culture on Internet Marketing Efforts
    March, 2006
    Marketing Management Association, Chicago, Illinois
  • The Effects of Race/Ethnicity and Gender on Internet Commerce Success Factors
    March, 2006
    Marketing Management Association, Chicago, Illinois
  • A Matter of Trust: Using Student Designed Codes of Conduct in Face-to-Face and Virtual Group Environments
    October, 2005
    International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
  • Assimilating an Analysis of the Gay and Lesbian Market into the Marketing Classroom
    October, 2005
    International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
  • Factors involved in the Student Athlete College Selection Process as Applied to the Basic Decision Making Model
    October, 2005
    International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
  • Hofestede's Cultural Dimensions: Are Individual Differences Important?
    October, 2005
    International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
  • Student Designed Codes of Ethics and Their Influence on Group Development and Processes
    April, 2005
    Marketing Educators' Association National Conference, La Jolla, California
  • Exploring the Generalizability of the Brand Community Construct: Applications in Sports Marketing
    March, 2005
    Marketing Management Association, Chicago, Illinois
  • Evaluating Individual Contribution to Group Projects: The Summary of Responsibilities
    October, 2004
    International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
  • Using Codes of Conduct to Improve Virtual and Small Group Processes
    October, 2004
    The Association for Business Communication, Cambridge, Massachusetts
  • Student Designed Codes of Ethics-Enhancing Ethics Education in the Business Curriculum
    April, 2004
    Academy of Business Education Annual Meeting, Mystic, Connecticut
  • The Multidimensional Construct of Brand Community: Strategic Implications for Marketers
    March, 2004
    Academy of Business Administration National Conference, Las Vegas, Nevada
  • Are We Educating our Graduate to be Ethical Marketers? Ethics Education in Undergraduate AACSB Marketing Programs
    February, 2004
    American Marketing Association, Scottsdale, Arizona
  • Do Your Classroom Activities Mirror AACSB Standards and Your School of Business Mission Statement Regarding Ethics and Values
    October, 2003
    Association for Business Communication, Albuquerque, New Mexico
  • Gay and Lesbian Market Segmentation: Bringing this Topic to the Classroom
    April, 2003
    Academy of Business Administration National Conference, Las Vegas, Nevada
  • Two Expectancy Theory Methodologies: Their Ability to Assess Employee Rewards and Incentives
    April, 2003
    Academy of Business Administration National Conference, Las Vegas, Nevada