Chris P. Pullig

Assistant Professor of Commerce

Office phone: 434-924-4047
e-mail: pullig@virginia.edu

Education:

Ph.D. Business Administration (Marketing), Louisiana State University
M.B.A. Angelo State University (Texas)
B.B.A. Accounting, Angelo State University

Areas of Expertise:

Professor Pullig specializes in consumer attitudes and decision making, with an emphasis in three areas of related marketing practice and public policy issues: (1) developing measures to accurately predict consumer attitudes and responses; (2) designing communications to effectively create and preserve consumer-based brand equity; and (3) understanding consumer attitudes and response to pro-social behaviors.

Professional Activities:

Professor Pullig has presented his research at numerous academic and professional meetings. He has published his research in a variety of journals, including Journal of Consumer Psychology; Journal of Business Research; and Journal of Public Policy and Marketing. He serves as an ad hoc reviewer for Journal of Business Research; Journal of Public Policy and Marketing; and Journal of Consumer Research. He is a member of the American Marketing Association, the Society of Consumer Psychology, and the Association for Consumer Research. Before beginning his academic career, Professor Pullig worked in the retail industry as the CEO of a chain of specialty clothing stores.

Selected Publications:

Biswas, A., Chris Pullig, M.I. Yagci, and D.H. Dean (forthcoming 2001), "Experimental Assessment of Consumer Evaluation of Advertised Low Price Guarantees in Retail Advertisements," Journal of Consumer Psychology. 
Netemeyer R.G., B. Krishnan, Chris Pullig, D. Dean, J. Ricks, G. Wang, and M. Yagci (forthcoming 2001), "Facets of Customer-Based Brand Equity as Predictors of Brand-Related Response Variables," Journal of Business Research. 
Pullig, Chris, T. Maxham, and J. Hair (forthcoming 2001), "Salesforce Automation Systems: An Exploratory Examination of Organizational Factors Associated with Effective Implementation and Salesforce Productivity," Journal of Business Research (Spring Issue). 
Netemeyer, R. G., Chris Pullig, W. O. Bearden (forthcoming 2000), "Some Key Observations on Self-Report Measurement Issues: Content and Face Validity, Item Redundancy, Dimensionality, Coefficient Alpha, and Scale Length," Journal of Business Research. 
Biswas, A., J. Licata, D. McKee, Chris Pullig, and C. Daughtridge (2000), The Recycling Cycle: An Empirical Examination of Consumer Waste Recycling and Shopping Behaviors," Journal of Public Policy and Marketing, Spring, Vol. 19 (1), 93-105. 
Biswas, A., Chris Pullig, B. Krishnan, and S. Burton (1999), "Consumer Evaluation of Reference Price Advertisements: Effects of "Other" Brand's Prices and Semantic Cues," Journal of Public Policy and Marketing, Spring, Vol. 18 (1), 52-65. 
McKee, D., J. Fraedrich, Chris Pullig, B. Krishnan, and T. Chan (1999), "Antecedents of Consumer Complaint Intentions: A Cross-Cultural Test of a Self-Efficacy Model in Personal Services," American Marketing Association Summer Educators' Conference, San Francisco. 
Biswas, A., Chris Pullig, M.I. Yagci, and D.H. Dean (May 2000), "A Process Model of Consumer Evaluation of Advertised Low Price Guarantees," Academy of Marketing Science Conference, Montreal, Quebec. 
Chawla, S.K., Chris Pullig, and F.D. Alexander (1997), "Critical Success Factors of Small Business from an Organizational Life Cycle Perspective: Perceptions of Small Business Owners from Different Business Environments," Journal of Business & Entrepreneurship Vol. 9 (1), 47-58 (from a Master's Thesis).