Alexander Ziegler

Alexander H. Ziegler, Ph.D.

Assistant Professor

Education:

• PhD, University of Kentucky
• MBA, Virginia Tech
• BS, Virginia Tech

My research focuses on the impact of emotions in consumer behavior and decision-making as well as information processing applications. I utilize techniques ranging from self-report questionnaires and response times measurements to physiological assessments with eye tracking and skin conductance responses. My research has been published in the Journal of Retailing and Consumer Services and presented at the Association for Consumer Research, the Southeast Marketing Symposium, and CB-CLIK.

My teaching goal is to communicate and transfer my passion for marketing to the next generations of marketing practitioners. I want  to maximize student’s interest in marketing concepts and their relevance to real-world situations.

Research Interests:

Affect and emotion, information processing, and consumer decision-making

Teaching:

MKT 405 – Consumer Behavior

Selected Publications:

Sheehan, Daniel, David M. Hardesty, Alexander H. Ziegler, and Haipeng (Allan) Chen (2019), “Consumer Reactions to Price Discounts across Online Shopping Experiences,” Journal of Retailing and Consumer Services, 51 (November), 129-38.