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Cynthia Fraser

Associate Professor, General Faculty

Cynthia Fraser
+1 434-924-4921
Ph.D., Marketing and Econometrics, The Wharton School, University of Pennsylvania
B.A., Music, Conservatory, University of Missouri-Kansas City
Areas of Expertise: 
Quantitative analysis
Consumer behavior
Professional Activities: 

Professor Fraser has expertise in consumer behavior, modeling, quantitative analysis, and international business. Her current research focuses on the impact of background music in marketing communications on customer learning and differences in Western and Eastern consumer behaviors. Professor Fraser teaches "Business Analytics" in the M.S. in Global Commerce Program and "Quantitative Analysis" in the Integrated Core Experience.

Professor Fraser has published research in marketing and management journals, including Journal of MarketingJournal of Consumer ResearchDecision ScienceManagement Science; and Psychology & Marketing. She is the author of Business Statistics for Competitive Advantage with Excel 2019 and JMP, now in its fifth edition.

Selected Publications:

Business Statistics for Competitive Advantage with Excel 2019 and JMP, Fifth Edition, Springer, 2019.

“Music with the Message in Mind: Cognitive Responses to Background Music in Advertising,” in J. Deaville, R. Rodman, and S. Tan (eds.), Oxford Handbook of Music and Advertising, in press.

“Music Evoked Images: Music that Inspires Them and Their Influences on Brand and Message Recall in the Short and the Longer Term,” Psychology & Marketing, 2014.

“Music to Your Brain: Background Music Changes Are Processed First, Reducing Ad Message Recall,” Psychology & Marketing, 2013.