Courses Taught

Undergraduate courses taught at Wright State

Advertising / Promotional Marketing /Integrated Marketing Communications (this course was offered under various titles over the years), Consumer Behavior, Entrepreneurship (face-to-face and online), Honors Project in Marketing, Independent Studies in Marketing, Internet Marketing, Internship in Marketing, Marketing Management, Marketing Management Lab (communications), Marketing Strategy, Personal Marketing for Career Success (face-to-face and online), Principles of Marketing (face-to-face and online), Product Management, Senior Projects in Marketing (capstone course)

Graduate courses taught at Wright State (Full membership in the graduate faculty granted in 2004) - Business Professionalism, Consumer and Industrial Buyer Behavior, Entrepreneurship, Independent Studies in Marketing, Integrated Marketing Communications, Marketing Strategy (face-to-face and online), Survey of Marketing, The Marketing Process

My research is primarily focused on advertising and marketing communications.

Recent University and College Service (previous years similar)

2022-2023

Promotion and Tenure Committee (Marketing Dept.) Chair
Bylaws Committee (Marketing Dept.) Chair
Graduate Programs Committee(College) Member
Raj Soin College of Business Dean Search Committee (College)Member
Ad Hoc Raj Soin College of Business Reorganization Committee (College)Member
Student Awards, Scholarships and Honors Committee (College)Alternate

Book Publications

Weinberger, Marc G., Charles S. Gulas and Charles R. Taylor (editors) (2021), Humor in Advertising: Classic Perspectives and New Insights, Routledge, London UK (ISBN 978-0-367-72261-6)

Gulas, Charles S., Marc G. Weinberger and Kunal Swani (2017), “Humor and Violence,” Chapter 35 p 1-12, in Wiley Handbook of Violence and Aggression, Peter Sturmey, ed. Wiley-Blackwell, Hoboken, NJ, (ISBN: 978-1-119-05755-0).

Banerjee, Subhabrata, Charles S. Gulas and Easwar Iyer (2015), Shades of Green: A Multidimensional Analysis of Environmental Advertising in Environmental Communication Volume Four: Environmental Publics: Citizens, Corporations, And Non-Governmental Organizations, Robert Cox (editor) SAGE Publications, Thousand Oaks, CA. (ISBN: 9781473902527) (This chapter is a reprint of an article previously published in the Journal of Advertising in 1995).

Gulas, Charles S., Kim K. McKeage and Marc G. Weinberger (2014), “It’s Just a Joke: Violence against Males in Humorous Advertising in Advertising and Violence: Concepts and Perspectives Nora J. Rifon; Marla B. Royne; Les Carlson (eds.) Armonk, NY M.E. Sharpe. 45-59. (ISBN: 9780765642691). (This chapter is a reprint of an article previously published in the Journal of Advertising in 2010).

Weinberger, Marc G., Charles S. Gulas and Michelle F. Weinberger (2012), “Culture as Expressed through Advertising Humour,” in Handbook of Developments in Consumer Behaviour, Victoria Wells and Gordon Foxall (eds.), Edward Elgar Publishing. 83-117.

Gulas, Charles S. and Marc G. Weinberger(2010), “That's Not Funny Here:  Humorous Advertising across Boundaries,” in Translation, Humour and the Media, 17-33, Delia Chiaro, ed. London:  Continuum Books. (ISBN: 987-1-4411-3788-3).

Gulas, Charles S. and Marc G. Weinberger (2006), Humor in Advertising: A Comprehensive Analysis, Armonk, NY:  M. E. Sharpe, Inc.

Gulas, Charles S. and Marc G. Weinberger (2003), “Humor” in The Advertising Age Encyclopedia of Advertising, 824-828, John McDonough, ed., New York: Fitzroy Dearborn.

Xue, Zhiming and Charles S. Gulas (2002), “Continuous Improvement in College Teaching:  An Application of Statistical Tools,” in Fundamental Concepts of Quality Improvement. 273-284, Hartman, Melissa G. ed., Milwaukee, WI: ASQ Quality Press, (Reprinted from a paper previously published in ASQC Proceedings in 1995).

Journal Publications (All Peer-Reviewed Unless Noted Otherwise)

Weinberger, Marc G., and Charles S. Gulas (2019), “You Must be Joking: An Introduction to the Special Issue on the Use of Humor in Advertising.” (Invited) International Journal of Advertising 38(7) 909-910.

Weinberger, Marc G., and Charles S. Gulas (2019), “The Emergence of a Half-Century of Research on Humor in Advertising: What Have We Learned? What Do We Still Need to Learn?” International Journal of Advertising. 38(7) 911-956. Journal of Current Issues & Research in Advertising, 40(1) 3-19.

Weinberger, Marc G., Kunal Swani, Hye Jin Yoon and Charles S. Gulas (2017), “Understanding Responses to Comedic Advertising Aggression: The Role of Vividness and Gender Identity.” International Journal of Advertising 36(4) 562-587.

Weinberger, Marc G., Charles S. Gulas and Michelle F. Weinberger (2015), Looking in Through Outdoor: A Socio-Cultural and Historical Perspective on the Evolution of Advertising Humor.” International Journal of Advertising 34(3) 447-472.

Swani, Kunal, Marc G. Weinberger, and Charles S. Gulas (2013),The Impact of Violent Humor on Advertising Success: A Gender Perspective.” Journal of Advertising. 42(4) 308-319.

McKeage, Kim K. and Charles S. Gulas (2013), "Relationships, Roles, and Consumer Identity in Services Marketing,” Services Marketing Quarterly. 34(3) 231-239.

Gulas, Charles S. and James E. Larsen (2012), “Silence is Not Golden: Firm Response and Non-response to Consumer Correspondence,” Services Marketing Quarterly 33(3) 261-275.

Gulas, Charles S., Kim K. McKeage and Marc G. Weinberger (2010), "It's Just a Joke: Violence against Males in Humorous Advertising,” Journal of Advertising. 39(4) 109-120. (reprinted in 2014 Rifon, Royne, Carlson book listed above).

Gulas, Charles S., James E. Larsen and Joseph W. Coleman (2009), "Brand and Message Recall: The Effects of Situational Involvement and Brand Symbols in the Marketing of Real Estate Services," Services Marketing Quarterly. 30(4) 333-341.

Larsen, James E., Charles S. Gulas, Joseph W. Coleman (2008), “Residential Real Estate Marketing Activities: What Works, What Doesn’t.” Real Estate Review. 37(3) 97-110.

Gulas, Charles S. and Robert Premus (2008), “Inventing Flight: A Once-In-A-Lifetime Business Opportunity,” Journal of Business and Behavioral Sciences. 18(1) 43-62.

Larsen, James E., Joseph W. Coleman and Charles S. Gulas (2008), “Using Public Perception to Investigate Real Estate Brokerage Promotional Outlet Effectiveness,” Journal of Real Estate Practice and Education. 11(2) 159-177.

Gulas, Charles S., Robert Premus, John P. Blair (2008), “Choosing a Business Location at Startup: A Case Study,” Business Journal for Entrepreneurs. 2008(3) 1-31.

Flaherty, Karen, Marc G. Weinberger and Charles S. Gulas (2004), “The Impact of Perceived Humor, Product Type, and Humor Style in Radio Advertising,” Journal of Current Issues & Research in Advertising. 26(1) 25-36.

Gulas, Charles S. and Kim McKeage (2004), “The Memetics of Transcendent Places,” Advances in Consumer Research 31(1) 468-472.

Gulas, Charles S. and Kim McKeage (2000), “Extending Social Comparison:  An Examination of the Unintended Consequences of Idealized Advertising Imagery,” Journal of Advertising. 29(2) 17-28.

Campbell, Leland, Charles S. Gulas and Thomas S. Gruca (1999), “Corporate Giving Behavior and Decision-Maker Social Consciousness,” Journal of Business Ethics. 19(4) 375-383.

Gulas, Charles S. (1996), “Atmospherics:  Maintaining and Motivating Consumers,” Journal of Academy of Business Administration. 2(1) 46-54.

Banerjee, Subhabrata, Charles S. Gulas, and Easwar Iyer (1995), “Shades of Green:  A Multidimensional Analysis of Environmental Advertising,” Journal of Advertising. 24 (2) 21-31. (ABDC journal rating A). (reprinted in Environmental Publics: Citizens, Corporations, and Non-Governmental Organizations Robert Cox (editor) listed above).

Gulas, Charles S. and Peter H. Bloch (1995), “Right Under our Noses: Ambient Scent and Consumer Responses,” Journal of Business & Psychology. 10(1) 87- 98.

Iyer, Easwar, Bobby Banerjee and Charles S. Gulas (1994), “An Expose’ on Green Television Ads,” Advances in Consumer Research 21(1) 292-298.

Weinberger, Marc G. and Charles S. Gulas (1992), “The Impact of Humor in Advertising: A Review,” Journal of Advertising, 21(4) 35-59.

Maskulka, James M. and Charles S. Gulas (1987), “The Long-term Dangers of Gray-Market Sales,” Business, 37(1) 25-31.

Papers Published in Refereed Conference Proceedings

Frank, Alexandra, Glenna Read, Jeffery Duncan, Marc Weinberger and Charles Gulas (2023), “I Laugh at Your Pain: Effects of Violation of Social Norms and Affect on Evaluation of Ads that are Both Humorous and Violent.” The Proceedings of the 2023 Conference of the American Academy of Advertising, Martin Eisend, editor, (abstract published) 40.

Gulas, Charles S., Kunal Swani, and Marc G. Weinberger (2015), “Comedic Violence in Advertising: A Test of Gender Commonality.” The Proceedings of the 2015 Conference of the American Academy of Advertising, Michelle R. Nelson, editor, (abstract published) 202.

Crawford, Heather, Gary Gregory, James Munch and Charles S. Gulas, (2009), “Humorous Appeals in Advertising: Comparing the United States, Australia and the People’s Republic of China.” In Cross Cultural Research, Lenard C. Huff, editor.

Crawford, Heather, Gary Gregory, James Munch and Charles S. Gulas (2009), “Humour Types and Themes in Cross Cultural Advertising” Proceedings of the Academy of International Business.

Delaney, Jay and Charles S. Gulas (2007), “Marketing of Art and the Art of Marketing: The Marketing Concept in Practice,” in The Proceedings, International Management Conference, Society for Advancement of Management. 1540-1544.

Gulas, Charles S., Robert Premus, and John P. Blair (2006), “Choosing a Landing Site for Wright Air & Space Center,” abstract published in Proceedings of the International Academy for Case Studies.  Allied Academies International Conference 13(2) 7.

Monnier, Christina and Charles S. Gulas, (2004), “American Odyssey,” extended abstract published in Advances in Consumer Research Vol. 31 Barbara E. Kahn and Mary Frances Luce eds. Valdosta. GA: Association for Consumer Research. 6-7.

Gulas, Charles S. (2002), “Fear Appeals in a Fearful Time,” The Proceedings, International Management Conference, Moustafa H. Abdelsamad and Elwin R. Myers, eds. Society for Advancement of Management. 779-782.

Campbell, Leland and Charles S. Gulas (1996), “The Effect of Cause Related Marketing (CRM) on Emotions and Attitudes,” Developments in Marketing Science Vol. 19 Elizabeth J. Wilson and Joseph F. Hair Jr. eds. Coral Gables, FL:  Academy of Marketing Science, 238-242. 

Xue, Zhiming and Charles S. Gulas (1995), “Continuous Improvement in College Teaching: An Application of Statistical Tools,” in ASQC 49th Annual Quality Congress: Proceedings. Milwaukee: American Society for Quality Control, 267-275. (reprinted in 2002 Hartman book listed above).

Gulas, Charles S. and Charles D. Schewe, (1994), “Atmospheric Segmentation:  Managing Store Image with Background Music,” in Enhancing Knowledge Development in Marketing 1994 AMA Educators’ Proceedings Vol. 5 Ravi Achrol and Andrew Mitchel, eds. Chicago: American Marketing Association, 325-330.

Antes, David L. and Charles S. Gulas (1993), “The Use of Humor in Health Care Advertising:  A Planning Model,” in Advances in Health Care Research, Ronald Hoverstad and H. Lee Meadow, eds. Madison, WI: American Association for Advances in Health Care Research, 56-60.

Gulas, Charles S. and David L. Antes, (1993), “Celebrity Endorsers and Race: A Report of Two Pilot Studies,” abstract published in Proceedings of the 1993 Conference of the American Academy of Advertising, Esther Thorson, ed. Columbia, MO: University of Missouri-Columbia, 269.