Dr. Seth C. Ketron
University of North Texas
Toulouse Graduate School
(972-668-8484)
Email:

Education

PhD, University of North Texas, 2017.
Major: Business/Marketing
MS, Southern New Hampshire University, 2014.
Major: Marketing
BS, East Tennessee State University, 2011.
Major: Merchandising

Professional Positions

Academic - Post-Secondary
Clinical Assistant Professor of Marketing, University of North Texas. (August 2020 – Present).
Assistant Professor of Marketing, California State Polytechnic University, Pomona. (August 2019 – August 2020).
Adjunct Instructor, University of North Texas. (July 2019 – August 2020).
Assistant Professor of Marketing, East Carolina University. (August 2017 – May 2019).
Teaching Fellow/Teaching Assistant, Seth Ketron. (September 2014 – August 2017).
Professional
Business Analyst, JCPenney Corporation (Headquarters). (April 2013 – August 2014).
Allocation Analyst, The TJX Companies, Inc.. (March 2012 – March 2013).
Store Executive Trainee, Belk (Stores). (June 2011 – March 2012).

Professional Memberships

American Marketing Association. (August 2014 – Present).

Development Activities Attended

Tutorial,"UNT Ethics and Standards of Conduct," UNT, United States of America. (December 3, 2022 – December 3, 2022).

Tutorial,"Equity First: The Path to Inclusion and Belonging," UNT, United States of America. (October 16, 2022 – October 16, 2022).

Tutorial,"Texas Cybersecurity Awareness Training 2022-2023," UNT, United States of America. (October 3, 2022 – October 3, 2022).

Seminar,"Frisco Bias Awareness and Perceptions Seminar (Part II)," University of North Texas, Frisco, TX, United States of America. (May 7, 2021 – May 7, 2021).

Workshop,"PBL Learning Event," University of North Texas, Frisco, TX, United States of America. (May 5, 2021 – May 6, 2021).

Seminar,"Frisco Bias Awareness and Perceptions Seminar (Part I)," University of North Texas, Frisco, TX, United States of America. (April 30, 2021 – April 30, 2021).

Workshop,"Pride Alliance Training - Part II," UNT Pride Alliance & UNT at Frisco, United States of America. (March 26, 2021 – March 26, 2021).

Workshop,"Pride Alliance Training - Part I," UNT Pride Alliance & UNT at Frisco, United States of America. (February 5, 2021 – February 5, 2021).

Seminar,"Dean's Seminar Series," UNT at Frisco, Frisco, TX, United States of America. (September 2020 – December 2020).

Seminar,"Anti-Bias & Cultural Awareness Program Speaker Series: Disrupting Business as Usual: Centering Diversity, Equity, and Inclusion in Academic Advising," University of North Texas, Denton, TX, United States of America. (December 11, 2020 – December 11, 2020).

Workshop,"Cassini Nazir's Presentation (MADI Session)," Southern Methodist University, DALLAS, TX, United States of America. (October 15, 2020).

Other,"Diversity and Inclusion," University of North Texas, Denton, TX, United States of America. (October 8, 2020).

Other,"Managing Bias," University of North Texas, Denton, TX, United States of America. (October 8, 2020).

Other,"New Faculty Orientation," University of North Texas, Denton, TX, United States of America. (August 10, 2020 – August 11, 2020).

Workshop,"Performance Based Learning Intensive Sessions," UNT at Frisco, DALLAS, TX, United States of America. (June 29, 2020 – July 7, 2020).

Other,"COVID-19 Safety Training Part II," University of North Texas, Denton, TX, United States of America. (July 1, 2020).

Other,"COVID-19 Safety Training Part I," University of North Texas, Denton, TX, United States of America. (June 10, 2020).

Other,"UNT Policies & Title IX: Preventing Discrimination, Harassment, Sexual Misconduct & Retaliation," University of North Texas, Denton, TX, United States of America. (October 2, 2019).

Teaching

Teaching Experience

University of North Texas
ADTA 5130, Data Analytics I, 2 courses.
ADTA 5160, Sport and Entertainment Analytics, 1 course.
BAAS 3020, Fundamentals of Inquiry and Discovery, 3 courses.
BAAS 4100, Managing a 21st Century Career, 1 course.
MKTG 3650, Foundations of Marketing Practice, 1 course.
MKTG 3660, Advertising Management, 3 courses.
MKTG 3710, Marketing Research and Analytics, 6 courses.
MKTG 4120, Consumer Behavior, 2 courses.
MKTG 4600, Retailing, 13 courses.
MKTG 4630, Electronic Retailing and Promotion Strategies, 4 courses.
MKTG 5150, Marketing Management, 2 courses.
SPDA 3120, Connections II: Problem Analysis, 1 course.
SPDA 3121, Connections II: Problem Analysis Workshop, 1 course.
SPDA 3220, Connections II: Team Creativity, 1 course.
SPDA 3221, Connections II: Team Creativity Workshop, 1 course.

Directed Student Learning

Other,"[in progress]," Marketing, Logistics, and Operations Management. (September 2020 – December 2020).

Research

Published Intellectual Contributions

Journal Article
Naletelich, K., Ketron, S., Gelves, J. CURBING TEXTING & DRIVING WITH ADVERTISING CO-CREATION. Journal of Business Research. 156, .
Namin, A., Ketron, S. C. (2022). Driving a Difference: The Role of the COVID-19 Pandemic in Changing U.S. Consumers’ Engagement and Choice in Purchasing Japanese Automobiles. Journal of Product & Brand Management.
Ketron, S., Kwaramba, S., Williams, M. (2022). THE POLITICS OF STANCES: HOW CONSERVATIVE VS. LIBERAL CONSUMERS RESPOND TO COMPANY SOCIAL STANCES. Journal of Business Research. 146, .
Williams, M., Ketron, S., Kwaramba, C. (2022). The "company politics" of social stances: How conservative vs. liberal consumers respond to corporate political stance-taking. Journal of Business Research. 146, 354-362. Elsevier.
Ketron, S., Naletelich, K. (2022). Relative Vices and Absolute Virtues: How Size Labeling Affects Size Preferences for Vices and Virtues. Journal of Business Research.
Mai, S., Ketron, S. (2021). How retailer ownership of vs. collaboration with sharing economy apps affects anticipated service quality and value co-creation. Journal of Business Research.
Sheng, X., Ketron, S., Wan, Y. (2021). IDENTIFYING CONSUMER SEGMENTS BASED ON COVID-19 PANDEMIC PERCEPTIONS AND RESPONSES. Journal of Consumer Affairs.
Dargahi, R., Namin, A., Ketron, S., St. Clair, J. (2021). Is Self-Knowledge the Ultimate Prize? A Quantitative Analysis of Participation Choice in Online Ideation Crowdsourcing Contests. Journal of Retailing and Consumer Services.
Ketron, S., Naletelich, K., Migliorati, S. (2021). Representational versus abstract imagery: Effects on purchase intentions between vice and virtue foods. Journal of Business Research. 125, 52-62.
Ketron, S., Spears, N. (2021). Sound-symbolic signaling of online retailer sizes: The moderating effect of shopping goals. Journal of Retailing and Consumer Services. 58, .
Namin, A., Ketron, S., Kaltcheva, V., Windsor, R. (2021). Presentation Skills: A New Video-Based Assignment Leads to Significant Improvement for Millennials and Generation Z. Journal of Management Education.
Ketron, S. C., Mai, S. (2020). Blame and service recovery strategies in lateral exchange markets. Journal of Strategic Marketing. 1--19. Routledge.
Dargahi, R., Namin, A., Ketron, S. C. (2020). Co-production or DIY: an analytical model of consumer choice and social preferences. Other. Emerald Publishing Limited.
Ketron, S. C., Naletelich, K. (2020). How anthropomorphic cues affect reactions to service delays. Journal of Services Marketing. Emerald Publishing Limited.
Mai, S., Ketron, S. C., Yang, J. (2020). How individualism--collectivism influences consumer responses to the sharing economy: Consociality and promotional type. Other. 37(5), 677--688.
Ketron, S. C., Spears, N. E. (2020). Schema-ing with color and temperature: The effects of color-temperature congruity and the role of non-temperature associations. Journal of Retailing and Consumer Services. 54, 102021. Pergamon.
Sheng, X., Felix, R., Saravade, S., Siguaw, J. A., Ketron, S. C., Krejtz, K., Duchowski, A. T. (2020). Sight unseen: The role of online security indicators in visual attention to online privacy information. Journal of Business Research. 111, 218--240. Elsevier.
Cowan, K., Ketron, S. C. (2019). A dual model of product involvement for effective virtual reality: The roles of imagination, co-creation, telepresence, and interactivity. Journal of Business Research. 100, 483--492. Elsevier.
Naletelich, K., Ketron, S. C., Spears, N. E. (2019). Driving down danger: Using regulatory focus and elaborative approach to reduce intentions to text \& drive. Journal of Business Research. 100, 61--72. Elsevier.
Cowan, K., Ketron, S. C. (2019). Prioritizing marketing research in virtual reality: Development of an immersion/fantasy typology. European Journal of Marketing. Emerald Publishing Limited.
Ketron, S. C., Spears, N. E. (2019). Sounds like a heuristic! Investigating the effect of sound-symbolic correspondences between store names and sizes on consumer willingness-to-pay. Journal of Retailing and Consumer Services. 51, 285--292. Pergamon.
Ketron, S. C., Naletelich, K. (2019). Victim or beggar? Anthropomorphic messengers and the savior effect in consumer sustainability behavior. Journal of Business Research. 96, 73--84. Elsevier.
Ketron, S. C. (2018). Perceived product sizes in visually complex environments. Journal of Retailing. 94(2), 154--166. JAI.
Blankson, C., Nkrumah, M. F., Opare, G., Ketron, S. C. (2018). Positioning strategies and congruence in the positioning of high-end indigenous and foreign retailers in sub-Saharan Africa: An illustration from Ghana. Thunderbird International Business Review. 60(4), 535--548. Wiley Subscription Services, Inc., A Wiley Company Hoboken.
Ketron, S. C., Williams, M. (2018). She loves the way you lie: Size-related self-concept and gender in vanity sizing. Journal of Retailing and Consumer Services. 41, 248--255. Pergamon.
Naletelich, K., Ketron, S. C., Kennedy, E. (2017). A brief inventory of marketing scholarship: A review of articles from Journal of Marketing (2010-2014). Journal of Managerial Issues. 29(3), 244--240. Pittsburg State University, Department of Economics.
Ketron, S. C. (2017). Investigating the effect of quality of grammar and mechanics (QGAM) in online reviews: The mediating role of reviewer crediblity. Journal of Business Research. 81, 51--59. Elsevier.
Blankson, C., Ketron, S. C., Coffie, S. (2017). Positioning Strategies by Foreign Retailers at the Accra Mall in Ghana: A Case Study Approach.. Journal of Managerial Issues. 29(3), .
Ketron, S. C., Runyan, R., Farris, II, M. T. (2017). Prominent retailing authors and institutions: 2009-2015. Other. Emerald Publishing Limited.
Ketron, S. C., Naletelich, K. (2017). Redefining vanity sizing: when bigger may be better. Other. Emerald Publishing Limited.
Blankson, C., Ketron, S. C., Darmoe, J. (2017). The role of positioning in the retail banking industry of Sub-Saharan Africa. International Journal of Bank Marketing. 35(4), 685--713.
Ketron, S., Spears, N. (2017). Liar, Liar, My Size is Higher: How Retailer Context Influences Influences Labeled Size Believability and Consumer Responses to Vanity Sizing. Journal of Retailing and Consumer Services.
Ketron, S. C. (2016). Consumer cynicism and perceived deception in vanity sizing: The moderating role of retailer (dis) honesty. Journal of Retailing and Consumer Services. 33, 33--42. Pergamon.
Ketron, S. C., Naletelich, K. (2016). How e-readers have changed personal connections with books. Qualitative Market Research: An International Journal. Emerald Group Publishing Limited.
Ketron, S. C., Spears, N. E., Dai, B. (2016). Overcoming information overload in retail environments: Imagination and sales promotion in a wine context. Journal of Retailing and Consumer Services. 33, 23--32. Pergamon.
Spears, N. E., Ketron, S. C., Ngamsiriudom, W. (2016). Three peas in the pod of consumer imagination: Purchase task, involvement, and ad information. Journal of Consumer Behaviour. 15(6), 527--537.
Spears, N., Ketron, S., Cowan, K. (2016). The Sweet Taste of Cross-Modal Consistency in Brand Name Sounds & Product/Label/Label Shapes: Investigating Appetitive Responses and Consumer Persuasion in a Dessert Context. Journal of Brand Management. 23(4), 439-456.

Presentations Given

Invited Talk

Ketron, S. (Author & Presenter), CCIDM Research Seminar Series, Representational versus Abstract Imagery: Effects on Purchase Intentions between Vice and Virtue Foods, Cal Poly Pomona, Virtual, United States of America. (2021 – 2021).

Oral Presentation

Namin, A. (Author & Presenter), Ketron, S. (Author), 2022 Annual American Collegiate of Retailing Association Meeting, An Investigation of Pandemic-Driven Consumer Search Behavior for The Automobile Market, American Collegiate of Retailing Association, New Orleans, LA, United States of America. (2022 – ).

Ketron, S. (Author & Presenter), Naletelich, K. (Author), American Marketing Association 2020 Summer Conference, Relative Vices and Absolute Virtues: How Size Labeling Affects Consumer Size Preferences for Vice and Virtue Goods, American Marketing Association, Virtual, United States of America. (2020 – 2020).

Ketron, S. (Author & Presenter), Naletelich, K. (Author), Migliorati, S. (Author), American Marketing Association 2020 Winter Conference, Representational versus Abstract Imagery for Vice and Virtue Foods, United States of America. (2020 – 2020).

Ketron, S. (Author & Presenter), Naletelich, K. (Author), American Marketing Association 2019 Winter Conference, Expressions of Sincerity: How Anthropomorphic Cues Can Help (or Hurt) Consumers Reactions to Service Delays, United States of America. (2019 – 2019).

Ketron, S. (Author & Presenter), Jones, A. (Author), American Marketing Association 2018 Summer Conference, Authentic? Naturally! The Impact of Artificial Food Components on Self-Authenticity and Consumption, United States of America. (2018 – 2018).

Ketron, S. (Author & Presenter), Spears, N. (Author), American Marketing Association 2018 Winter Conference, The Influence of Sound Symbolic Incongruity in Retailer Names on Perceptions of Inventory Size and Pricing, United States of America. (2018 – 2018).

Ketron, S. (Author & Presenter), Kowalczyk, C. (Author), Taillon, B. (Author), Association for Consumer Research 2018 Conference, Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages, United States of America. (2018 – 2018).

Ketron, S. (Author & Presenter), Spears, N. (Author), Association for Consumer Research 2018 Conference, Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature, United States of America. (2018 – 2018).

Naletelich, K. (Author), Ketron, S. (Author & Presenter), American Marketing Association 2017 Summer Conference, Humanizing Conservation: How Anthropomorphism Overcomes Cynicism, United States of America. (2017 – 2017).

Ketron, S. (Author & Presenter), American Marketing Association 2017 Winter Educators’ Conference, Quality of Writing as a Peripheral Cue of Credibility in Negative Online Reviews, United States of America. (2017 – 2017).

Cowan, K. (Author), Ketron, S. (Author & Presenter), Marketing EDGE Summit, The Sound of Switching: Unraveling the Positive Associations between the Credit Card and Shopping Habits Using Ambient Transaction Noise, United States of America. (2017 – 2017).

Dadzie, C. (Author & Presenter), Ketron, S. (Author), American Marketing Association 2016 Summer Educators’ Conference, Concreteness and Temporal Proximity in a Fortune Cookie Context: The Mediating Process of Credibility, United States of America. (2016 – 2016).

Ketron, S. (Author & Presenter), American Marketing Association 2016 Summer Educators’ Conference, Lay Theories and Self-Serving Bias in Vanity Sizing, United States of America. (2016 – 2016).

Naletelich, K. (Author & Presenter), Ketron, S. (Author & Presenter), American Marketing Association 2016 Summer Educators’ Conference, When is Bigger Better in Vanity Sizing? An Exploratory Study in a Bra Context, United States of America. (2016 – 2016).

Ketron, S. (Author & Presenter), Spears, N. (Author), American Marketing Association 2016 Winter Educators’ Conference, Vanity Sizing and Gender Identity: The Role of Femininity, United States of America. (2016 – 2016).

Nkrumah, M. (Author), Osae-Addo, G. (Author), Blankson, C. (Author), Ketron, S. (Author & Presenter), Academy of Marketing Science Annual Conference, How Retailers in Ghana Position Themselves, United States of America. (2015 – 2015).

Ketron, S. (Author & Presenter), Blankson, C. (Author), ICCMI London 2015 Conference, How Ghanaian Firms Create Spaces to Position Themselves, United States of America. (2015 – 2015).

Ketron, S. (Author & Presenter), Naletelich, K. (Author), Kennedy, E. (Author), Society for Marketing Advances 2015 Conference, Shame or Blame? The Role of Empathic Concern in Negative Post-Purchase Behavior, United States of America. (2015 – 2015).

Ketron, S. (Author & Presenter), Spears, N. (Author), Society for Marketing Advances 2015 Conference, Toward an Independent Scale of Boasting: Initial Development and Exploration in a Vanity Sizing Context, United States of America. (2015 – 2015).

Paper

Ketron, S. C. (Author & Presenter), Mukherjee, A. (Author), Mukherjee, A. (Author), Iyer, P. (Author), 2022 American Marketing Association Summer Conference, 'How Anxiety Affects Consumer Responses to Stimulus Atypicality in a Retail Context, Chicago, IL, United States of America. (2022 – 2022).

Ketron, S. C. (Author & Presenter), Schibik, A. (Author), Spears, N. (Author), 2022 American Marketing Association Summer Conference, Exploring Two Treasure Seeking Mindsets in Off-Price Retailing, Chicago, IL, United States of America. (2022 – 2022).

Yazdanparast, A. (Author & Presenter), Ketron, S. C. (Author & Presenter), 2022 American Marketing Association Winter Conference, The Influence of Color Lightness on Perceived Comfort and Durability, Las Vegas, NV, United States of America. (2022 – 2022).

Poster

Ketron, S. C. (Author & Presenter), Naletelich, K. (Author), 2022 American Marketing Association Winter Conference, Pitching for Imagery: The Alignment between Representational (Abstract) Imagery and High (Low) Auditory Pitch, Las Vegas, NV, United States of America. (2022 – 2022).

Ketron, S. C. (Author & Presenter), Naletelich, K. (Author), 2022 American Marketing Association Winter Conference, Presenting a Framework of Processing of Representational and Abstract Imagery in Marketing: A Heuristic-Systematic Perspective, Las Vegas, NV, United States of America. (2022 – 2022).

Naletelich, K. (Author), Mai, S. (Author), Ketron, S. (Author & Presenter), American Marketing Association 2020 Winter Conference, Exploring the Interplay of Regulatory Focus and Color Schemes, United States of America. (2020 – 2020).

Ketron, S. (Author & Presenter), Spears, N. (Author), American Marketing Association 2020 Winter Conference, The Effect Of Visual Temperature Cues On Willingness To Pay And The Moderating Role Of Need For Touch, United States of America. (2020 – 2020).

Ketron, S. (Author & Presenter), Naletelich, K. (Author), American Marketing Association 2019 Winter Conference, Regulatory Focus and Size Perceptions: The Moderating Role of Involvement, United States of America. (2019 – 2019).

Ketron, S. (Author & Presenter), Spears, N. (Author), American Marketing Association 2019 Winter Conference, Sound-Symbolic Signaling of Consumer Space Sizes through Consonant Voice, United States of America. (2019 – 2019).

Dadzie, C. (Author & Presenter), Ketron, S. (Author), American Marketing Association 2018 Marketing and Public Policy Conference, Seating and Stigma: An Inquiry into the Influence of Appearance Self-Esteem and Environmental Cues on Consumer Responses to Seating, United States of America. (2018 – 2018).

Jones, A. (Author & Presenter), Ketron, S. (Author & Presenter), American Marketing Association 2018 Summer Conference, Bad News First? Regulatory Focus and the Effects of Primacy and Recency on Persuasion, United States of America. (2018 – 2018).

Spears, N. (Author), Cowan, K. (Author), Ketron, S. (Author & Presenter), American Marketing Association Summer Educators’ Conference, Shapes, Sounds, and Sweet Harmony: Consistency Theory and the Effect of Cross-Modal Congruency in Product Packaging, United States of America. (2015 – 2015).

Awards and Honors

Outstanding Reviewer (Journal of Product & Brand Management), Elsevier. (December 2021 – Present).

MSCM Research Award, 2018-2019, East Carolina University Department of MSCM. (May 2019 – Present).

Outstanding Research Award (2021-2022), UNT New College. (April 2022 – April 2022).

Overall Best Conference Paper (2022), American Collegiate Retailing Association 2022 Conference. (February 2022 – February 2022).

Service

University Service

Chairperson, Committee on the Status of the Trans Community. (April 2022 – Present).

Committee Chair, Committee for Faculty Participation in Governance. (September 2021 – Present).

Member, Faculty Policy Oversight Committee. (September 2021 – Present).

University Senate Service, Faculty Senate. (August 2021 – Present).

Member, Executive Committee (New College). (August 2022 – December 2022).

Member, Student Advising Committee. (January 2022 – December 2022).

Task Force Chair, Student-Run Retail Store Initiative. (August 2021 – December 2022).

Other, Enrollment/Recruiting Events. (October 2020 – December 2022).

Committee Member, UNT Frisco Awards Committee. (August 2020 – December 2022).

Other, NTN! Eagle's Nest. (May 4, 2022 – May 4, 2022).

Guest Speaker, UNT Preview Day. (March 5, 2022 – March 5, 2022).

Member, BAAS Clinical Faculty Search Committee. (October 2021 – December 2021).

Attendee, Meeting, North Texas Now! Student Project Presentations. (November 30, 2021 – November 30, 2021).

Guest Speaker, Jesse and Sammer's Podcast. (November 2021 – November 2021).

Attendee, Meeting, Participation in President Smatresk's Campus Visit. (November 29, 2021 – November 29, 2021).

Committee Member, Business/ID Search Committee. (January 2021 – February 2021).

Other, Curriculum/Literacies Committee. (January 2021 – February 2021).

Other, Enrollment/Recruiting Calls. (November 2020 – January 2021).

Committee Member, UNT Frisco Faculty Coaching/Advising Committee. (August 2020 – December 2020).

Professional Service

Editor, Associate Editor, Journal of Product & Brand Management. (December 2022 – Present).

Editorial Review Board Member, Journal of Consumer Behaviour. (February 2022 – Present).

Reviewer, Ad Hoc Reviewer, Journal of Strategic Marketing. (August 2021 – Present).

Editorial Review Board Member, Journal of Retailing. (April 2021 – Present).

Reviewer, Journal Article, Journal of Retailing and Consumer Services. (September 2020 – Present).

Reviewer, Journal Article, Journal of Business Research. (August 2020 – Present).

Reviewer, Journal Article, Journal of Product and Brand Management. (August 2020 – Present).

Reviewer, Journal Article, Journal of Consumer Marketing. (December 2020).

Reviewer, Journal Article, Basic and Applied Social Psychology. (September 2020).

Reviewer, Journal Article, Psychology & Marketing. (August 2020).

Consulting

Other, University of North Texas, Denton, TX, United States of America. (2021 – Present).

For Profit Organization, Wyth, Virtual, United States of America. (2021 – Present).

Awards and Honors

You're a G-E-M, UNT at Frisco. (April 23, 2021 – Present).