Kendall Phillip Goodrich, Ph.D.

Professor and Chair, School of Supply Chain Management, Marketing, and Management
Rike Hall 254, 3640 Colonel Glenn Hwy, Dayton, OH 45435-0001

Professional Career:

2000 - 2001, VP Marketing,, Deerfield Beach, FL.

1998 - 2000, VP Marketing,, Cambridge, MA.

1995 - 1997, Director of Marketing and Int’l Distribution, Clario Software, Pompano Beach, FL.

1994 - 1995, Manager of Channel Marketing, Citrix Systems, Inc., Fort Lauderdale, FL.

1984 - 1994, Strategic Planning, Manager of Channel Marketing, NCR Corp., Dayton, OH

Education History

Ph.D., Florida Atlantic University, Boca Raton, FL, 2007. Major: Marketing.

MBA, Northwestern University (Kellogg School), Evanston, IL, 1984. Major: Marketing. F.C. Austin Scholar.

BA, University of Virginia, Charlottesville, VA, 1982. Major: Economics, High Distinction, Phi Beta Kappa.


Courses Taught:


Principles of Marketing

Internet Marketing

Marketing Strategy

Research Statement

Research focuses on Consumer Behavior (partial list)

Goodrich, K., De Mooij, M. (2014). How “Social” are Social Media? A Cross-Cultural Comparison of Online Purchase Decision Influences. Journal of Marketing Communications - Special Issue: Word of Mouth and Social Media, 20 (1-2), 103-116.

Goodrich, K. (2014). The Gender Gap. Brain Processing Differences Between the Sexes Shape Attitudes About Online Advertising. Journal of Advertising Research, 54(1), 61-72

Goodrich, K., Schiller, S., Galletta, Dennis (accepted 2012, in press). Pardon the Interruption! Intrusiveness of Online Video Advertising and Effects on Marketing Outcomes. Journal of Advertising Research.

Schiller, S., Goodrich, K., Gupta, P. (2013). Let Them Play! Active Learning in a Virtual World in Marketing Education. Information Systems Management, 30 (1), 50-62.

Goodrich, K. (2013). Effects of Age and Time of Day on Internet Advertising Outcomes, Journal of Marketing Communications, 19 (4), 229-244.

Goodrich, K., Ramsey, R. (2012). Are Consumers with Disabilities Getting the Services They Need? Journal of Retailing and Consumer Services, 19(1), 88-97.

Goodrich, K. (2011). Anarchy of Effects? Exploring Attention to On-line Advertising and Multiple Outcomes. Psychology & Marketing, 28(4), 417-440.

Goodrich, K. (2010). What's Up? Exploring Upper and Lower Visual Field Advertising Effects. Journal of Advertising Research, 50(1), 91-106.

Goodrich, K., Mangleburg, T. (2009). Adolescent Perceptions of Parent and Peer Influences on Teen Purchasers: an Application of Social Power Theory. Journal of Business Research, 63, 1328-1335.

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