Carrie M. Heilman
Associate Professor of Commerce
Office phone: 434-243-8738
e-mail: heilman@virginia.edu
Education:
Ph.D., Management, Krannert Graduate School of Management, Purdue University
B.A., Mathematics, College of the Holy Cross
Areas of Expertise:
Professor Heilman’s research interests include modeling consumer choice and brand loyalty in frequently purchased consumer goods categories, customer relationship management (CRM), retail loyalty programs and strategies, and the impact of consumer promotions, especially in-store promotions, on consumer behavior. Her current research focuses on topics including the impact of in-store free samples and coupons, retail loyalty programs, retail brand extension strategies, and consumer spending on luxury goods. Professor Heilman teaches courses on brand management at the undergraduate and graduate levels.
Professional Activities:
Professor Heilman has presented her research at national conferences sponsored by the American Marketing Association (AMA), the Institute for Operations Research and Management Science (INFORMS), and the Association for Consumer Research (ACR), to name a few. Her research has been published in journals such as Journal of Marketing Research; Journal of Marketing; Journal of Retailing; and International Journal of Research in Marketing. She has reviewed papers for Journal of Marketing Research; Marketing Science; Journal of Marketing; Journal of Retailing; and Journal of Business Research.
Selected Publications:
“Identification with the Retail Organization and Customer-Perceived Employee Similarity: Effects on Customer Spending,” Journal of Applied Psychology, forthcoming (with R. G. Netemeyer and J. G. Maxham).
“The Impact of a New Retail Brand In-Store Boutique and its Perceived Fit with the Parent Retail Brand on Store Performance and Customer Spending,” Journal of Retailing, forthcoming (with R. G. Netemeyer and J. G. Maxham).
“Differences in the Spending of Husbands and Wives on Products Used by Only One Spouse,” Journal of Marketing Theory and Practice, forthcoming (with F. Kaefer and S. D. Ramenofsky).
“An Empirical Investigation of In-Store Sampling Promotions,” British Food Journal, 2012 (with K. Lakishyk and S. Radas).
“The Effect of Expiration Dates and Perceived Risks on Purchasing Behavior in Grocery Store Perishable Categories,” Journal of Marketing, 2005 (with M. Tsiros).
“A Neural Network Application to Consumer Classification in Direct Marketing: An Incremental Approach,” Computers and Operations Research, 2005 (with F. Kaefer and S. D. Ramenofsky).
“Determinants of Product Use Compliance Behavior,” Journal of Marketing Research, 2004 (with D. Bowman and P. B. Seetharaman).
“Determining the Appropriate Amount of Data for Classifying Consumers for Direct Marketing Purposes,” Journal of Interactive Marketing, 2003 (with F. Kaefer and S. D. Ramenofsky).
“Segmenting Consumers Using Multiple-Category Purchase Data,” International Journal of Research in Marketing, 2002 (with D. Bowman).
“Pleasant Surprises: Consumer Response to Unexpected In-Store Promotions,” Journal of Marketing Research, 2002 (with K. Nakamoto and A. Rao).
“The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market,” Journal of Marketing Research, 2002 (with D. Bowman and G. Wright).