Harper Roehm
Associate Professor
Marketing, Entrepreneurship, Hospitality & Tourism
Email Address: haroehm@uncg.edu
Phone: 336.334.5541
Education
- PhD. The Ohio State University, Marketing – Consumer Behavior
- MBA. The Ohio State University, Marketing
- BS. Miami University, Systems Analysis
Research/Publications
- Roehm, Harper A. (2021), “Conditions and Causes of Split Ad Effectiveness,”Psychology and Behavioral Sciences, 10(6), 247-255 http://jpsybehav.org/article/201/10.11648.j.pbs.20211006.19
- Roehm, Harper A. and Michelle L Roehm Jr., (2019) “Using Advertising Alignment to Improve Product Placement Effects on Product Choice: The Power of Facilitating Analogies.” Journal of Consumer Behaviour. v18 n4 (Jul/Aug 2019) 283-290.
- Roehm, Harper (2018), “The Long And The Short Of It: Maximizing The Impact Of Public Service Announcements In The Age Of The “Twitterverse”, Journal of Advances in Economics and Finance. ISSN: 2519-5980, 3(1), Feburary.
- Roehm, Michelle L. and Harper A. Roehm Jr., (2016), “Utilizing Self Perception Theory to Explain Social Media Behavior Relative to Print Advertisement 2-D Codes,” Business and Economic Research, ISSN 2162-4860, 2016, Vol. 6, No. 1.
Roehm, Michelle L. and Harper A. Roehm Jr., (2014), “Consumer Responses to Parodic Ads,” Journal of Consumer Psychology, 24(1), p. 18-33. - Roehm, Michelle L. and Harper A. Roehm Jr.(2011), “Redemption Time Frames and the Representation of Incentive Offers.” Journal of the Academy of Marketing Science. June, Volume 39, Issue 3, 363-375.
Roehm, Michelle L. and Harper A. Roehm Jr.(2010), “The Relationship between Packaging Uniformity and Variety Seeking.” Psychology & Marketing, 27(12), 1122-1133. - Roehm Jr., Harper A and Michelle L. Roehm (2007), “The Relationship between FSI Advertising Style and Coupon Redemption,” Marketing Letters, 18 (4), 237-247.
- Roehm Jr., Harper A. and Michelle L. Roehm (2007), “Can Brand Encounters Inspire Flashbulb Memories?” Psychology & Marketing, 24 (1), 25-40.
- Roehm Jr., Harper and Michelle L. Roehm (2005), “Happy versus Happier: Revisiting the Effect of Positive Mood on Variety-Seeking,” Journal of Consumer Research, 32 (2), 330-336