Marketing
Faculty Spotlight
In a marketing research collaboration that spans two decades, Professors Srinivas Durvasula and Steven Lysonski have researched consumer behavior across continents.
Marketing Faculty Spotlight
Professors Srinivas Durvasula and Steve Lysonski
In a research collaboration that spans two decades, Professors Srinivas Durvasula and Steven Lysonski have researched consumer behavior across continents. Dr. Lysonski is an expert in cross-cultural research and consumer behavior while Dr. Durvasula’s strengths are in the areas of research methodologies and analytical techniques. The complementary skills of the two professors provides a level of synergy that has resulted in more than 30 published papers in various academic journals, including in well-known journals such as the Journal of Consumer Research, Journal of International Business Studies, and Journal of Advertising.
One stream of their research explores services marketing issues. They examine service quality, service recovery, relationship quality, personal values, service satisfaction, and loyalty in numerous service sectors such as retailing, education, health care, financial services (e.g., stock brokerage, insurance), ocean freight shipping, and cruise liners. This work has led to several articles published in journals such as the Journal of Services Marketing and Industrial Marketing Management. Another strand in their research deals with consumerism and other consumer issues in a variety of countries outside of the U.S. For example, they analyzed vanity and materialism in China; consumerism in New Zealand, Greece, and India; consumer decision-making styles in India; and the receptiveness of Indian consumers to big-box multinational retailers such as Wal-Mart. Their paper comparing vanity in Eastern cultures and Western cultures was the Highly Commended Award Winner at the Literati Network Awards for Excellence 2009.