Carrie M. Heilman

Associate Professor of Commerce

Carrie Heilman
+1 434-243-8738
PDF icon Curriculum vitae (390.51 KB)
Ph.D., Management, Krannert Graduate School of Management, Purdue University
B.A., Mathematics, College of the Holy Cross
Areas of Expertise: 
Brand strategy
Advertising and promotional strategy
Customer loyalty management
Professional Activities: 

Professor Heilman teaches courses in “Brand Management” and “Advertising & Promotional Strategy” at the undergraduate and graduate levels. She is the faculty adviser to the students who compete annually in the National Student Advertising Competition (NSAC), leading the student team to a national title in 2016 and a second-place finish in the national competition in 2018. In 2017, Professor Heilman was named UVA's faculty athletics representative; in 2018, she was recognized by Poet&Quants as one of the top 50 undergraduate professors in the country.

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 on choice behavior, retail loyalty programs, brand extension strategies, and consumer spending on luxury goods.

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, 2012 (R. G. Netemeyer, C. M. Heilman, J. G. Maxham).

“Differences in the Spending of Husbands and Wives on Products Used by Only One Spouse,” Journal of Marketing Theory and Practice, 2012 (with F. Kaefer and S. D. Ramenofsky).

“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, 2012 (R. G. Netemeyer, C. M. Heilman, and J. G. Maxham).

“The Effect of Expiration Dates and Perceived Risks on Purchasing Behavior in Grocery Store Perishable Categories,” Journal of Marketing, 2005 (with M. Tsiros).

“Determinants of Product Use Compliance Behavior,” Journal of Marketing Research, 2004 (with D. Bowman and P. B. Seetharaman).

“Segmenting Consumers Using Multiple-Category Purchase Data,” International Journal of Research in Marketing, 2002 (with D. Bowman). Finalist, 2002 International Journal of Research in Marketing Best Paper Award.

“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, 2000 (with D. Bowman and G.P. Wright). Winner, 2001 Paul E. Green Award; finalist, 2005 William F. O’Dell Award.

Recent news about Carrie M. Heilman:
Beloved McIntire Professor Carrie Heilman has been named to the second annual list of Top 50 Undergraduate Business Professors by business education website Poets&Quants for Undergrads. Heilman, who has been teaching at the University since 2003, is perhaps best known... Read more
Though McIntire’s Carrie Heilman has been teaching at UVA for 16 years, she’s officially been the current UVA faculty athletics representative for 10 months. A recent article by Virginia Athletics caught up with her to find out how she’s settling... Read more
McIntire Marketing Professor Carrie Heilman’s “Promotions” class capped off a memorable academic year with a second-place finish at the American Advertising Federation’s National Student Advertising Competition Finals June 7-9 in Chicago. Outpacing more than 150 schools to advance past the... Read more
This week, Marketing Professor Carrie Heilman was named UVA’s new faculty athletics representative, succeeding Curry School of Education Professor Carolyn M. Callahan, who has served in that role since 1997. In this role, Heilman will help to ensure that the... Read more
In June, the student team representing the McIntire School of Commerce earned a first-place finish, as well as the Best Research Award, in the American Advertising Federation’s National Student Advertising Competition, besting seven other finalist teams. Here, in a newly... Read more