Chris Pullig

Professional Summary

Chris Pullig, PhD, serves as Chair of the Marketing Department at the Hankamer School of Business. His research and teaching focus on consumer attitudes and decision-making, with emphasis on three key areas: 1) how consumers evaluate brands, 2) marketing and branding in the global marketplace, and 3) ethics and the role of marketing in promoting pro-societal causes. 

Dr. Pullig’s work has been published in leading academic journals, including the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Retailing, European Journal of Marketing, Journal of Business Ethics, Journal of Business Research, and Journal of Public Policy & Marketing, among others.

He serves on the Editorial Review Board of the Journal of the Academy of Marketing Science and is a regular reviewer for top-tier journals such as the Journal of Marketing and Journal of Consumer Research. In 2024, he received the Thomas C. Kinnear Award, recognizing the most significant contribution to marketing and public policy published in Journal of Public Policy & Marketing over a multi-year period.

Prior to joining Baylor, Dr. Pullig was a faculty member at the McIntire School of Commerce at the University of Virginia. Before entering academia, he served as CEO of a Texas-based retail chain, bringing valuable industry experience to his research and teaching.

Education

• 2000 – PhD, Marketing, Louisiana State University, Baton Rouge, Louisiana
• 1996 – MBA, Angelo State University, San Angelo, Texas
• 1981 – BBA, Accounting, Angelo State University, San Angelo, Texas

Courses

• MKT 4340 – Strategic Brand Management
• MKT 4330 – Marketing Analysis and Decision Making
• MKT 5440 – Strategic Brand Management

Research Interests

• Brand Value
• Pricing
• Consumer Attitudes
• Judgment and Decision-making

Selected Publications

• C Galalae, … Chris Pullig, et. al., (2023), A Multicontextual Lens on Racism and Discrimination in the Multicultural Marketplace. Journal of the Association for Consumer Research 8 (1), 95-106.
• Kipnis, E., Demangeot, C., Chris Pullig, et. al (2021). Institutionalizing Diversity and Inclusion Across the Marketing Research, Education and Practice Fields for Multicultural Marketplace Wellbeing. Journal of Public Policy & Marketing 40 (2), 143-164. Winner of the 2024 Thomas C. Kinnear Award.
• Kharouf, H., Chris Pullig, Lund, D., Krallman, A. (2020). A Signaling Theory Approach to Relationship Recovery. European Journal of Marketing 54 (9), 2139-2170.
• Carpenter, T., Chris Pullig, et. al. (2019). Survey-Software Implicit Association Tests: A Methodological and Empirical Analysis. Behavioral Research Methods, 51, 2194–2208.
• Tu, Lijiang and Chris Pullig (2018) “Penny Wise and Pound Foolish? How Thinking Style Affects Price Cognition,” Marketing Letters 29 (2), 261-273.
• Dutta, S, and Chris Pullig (2011) “Effectiveness of Corporate Responses to Brand Crises: The Role of Crisis Types and Response Strategies,” Journal of Business Research. 64(12), 1281.
• Pullig, Chris, C.J. Simmons and R.G Netemeyer (2006) “Brand Dilution: When Do New Brands Hurt Existing Ones?,” Journal of Marketing, Vol. 70 (2), 52.
• Pullig, Chris, R.G. Netemeyer and A. Biswas (2006) “Attitude Basis, Certainty, and Challenge Alignment: A Case of Negative Brand Publicity,” Journal of the Academy of Marketing Science, Vol. 34 (4), 528.
• Biswas, A., Pullig, Chris, Dutta, S. (2006) “Low Price Guarantees as Signals of Lowest Price: The Moderating Role of Perceived Price Dispersion,” Journal of Retailing, Vol. 82 (3), 245.
• Netemeyer, R. G., J. G. Maxham, and Chris Pullig (2005) “Conflicts in the Work-Family Interface: Links to Job Stress, Customer Service Employee Performance, and Customer Purchase Intent,” Journal of Marketing, Vol. 69 (2), 130.
• Biswas A., Chris Pullig, M.I. Yagci, and D.H. Dean (2002) “Consumer Evaluation of Low-Price Guarantees: The Moderating Role of Reference Price and Store Image,” Journal of Consumer Psychology, Vol. 12(2): 107.