NAME:
Dr. Val Larsen
Assistant Professor of Business Administration
EDUCATION:
Ph.D. Marketing
Virginia Tech
1995
Ph.D. English
University of Virginia
1992
M.A. English
University of Virginia
1985
B.A. Philosophy, English (Magna Cum Laude)
Brigham Young University
1982
COURSES TAUGHT
Marketing Database Development
Data Mining
Principles of Marketing
Retailing and Sales
Consumer Behavior
Marketing Research
SCHOLARLY ACTIVITIES:
Refereed Publications
Val Larsen (2005), “The Timely and the Timeless,” Advances in Consumer Research, forthcoming.
Val Larsen, David Luna, and Laura A Peracchio, “Points of View and Pieces of Time: A Taxonomy of
Image Attributes,” (2004), Journal of Consumer Research, 31 (1), 102 – 111.
Val Larsen, Newell D. Wright, Thomas Robert Hergert (2004), “Advertising Montage: Two Theoretical
Perspectives,” Psychology and Marketing, 21 (1), 1 – 15.
Dong-Jin Lee, M. Joseph Sirgy, Val Larsen, Newell D. Wright (2002), “Developing a Subjective
Measure of Consumer Well Being,” Journal of Macromarketing, 22 (2), 158 - 169.
Val Larsen and Newell D. Wright (2002), “Playing the Angles: A Managerial Opportunity in Ad
Placement,” Academy of Marketing Studies Journal, 6 (2) 131-140
Newell D. Wright, Val Larsen, and Irvine Clark, III (2002), “Unraveling Consumer Dissatisfaction with
Wireless Internet Technologies,” Proceedings of the Academy of Marketing Studies, 7.
Val Larsen, Angela D’Auria Stanton, Newell D. Wright (2001), “A Discontinuous Curricular Innovation:
Market Database Development,” in Frontiers in Direct and Interactive Marketing Research, 51 – 52.
Val Larsen and Newell D. Wright (2001), “Camera Angles and Ad Placement: Competing
Propositions,” in Proceedings of the Academy of Marketing Studies, 6 (2), 87 - 90.
Val Larsen and Newell D. Wright (2001), “Privacy, Security, and the Internet: The Problem of the
Commons,” in Proceedings of the Academy of Marketing Studies, 6 (2), 83 - 86.
Val Larsen (2001), “What Profiteth It? Distinguishing Relationship and QOL Marketing,” in
Globalization and Equity, 26, 269 – 276.
Val Larsen, Bruce Coggins, and Neil D. Gilchrist (2001), “Getting the Economics Wrong Can Kill You,”
The Journal of Economics and Economics Education Research, 2 (1), 65 – 74.
Bruce Coggins, Val Larsen, and Neil D. Gilchrist (2001), “Insurance at Risk: The Genome Threat,”
Academy of Strategic and Organizational Leadership Journal, 5 (2), 53 -62.
Newell D. Wright, Robert N. Horn, and Val Larsen (1999), "Making Purchases Within and Outside of
Embedded Markets: High Lifetime Value Customers in the Parisian Marketplace," Journal of Consumer
Satisfaction, Dissatisfaction, and Complaining Behavior, 12, 1-14.
Newell D. Wright, Val Larsen, and Claire P. Bolfing (1999), "Reactions to and Retaliation Against
Unsolicited E-mail (SPAM): A Case Study," Journal of Consumer Satisfaction, Dissatisfaction, and
Complaining Behavior, 12, 179 - 189.
Val Larsen, M. Joseph Sirgy, and Newell D. Wright (1999), "Materialism: The Construct, Measures,
Antecedents, and Consequences," Academy of Marketing Studies Journal, 3 (2), 75 - 107.
(Received Conference Distinguished Paper Award.)
Val Larsen, M. Joseph Sirgy, and Newell D. Wright (1999), "Materialism and Value Judgments: Four
Perspectives" Proceedings of the Academy of Marketing Studies, 4 (1), 28 - 32.
(Received Conference Distinguished Paper Award.)
Stacey Manning and Val Larsen (1999), "Ad Pod Effects in TV Advertising: Order, Adjacency, and
Informational/Emotional Appeal," Academy of Marketing Studies Journal, 3 (1), 55 - 61.
Stacey Manning and Val Larsen (1999), "Ad Pod Effects in TV Advertising: Order, Adjacency, and
Informational/Emotional Appeal," Proceedings of the Academy of Marketing Studies, 4 (1), 33 - 38.
Val Larsen, Neil D. Gilchrist, and Newell D. Wright (1999), "The Essential Ferdinand de Sassure:
Paradigmatic and Syntagmatic Dimensions of Visual Rhetoric," Proceedings of the Academy of
Marketing Studies, 4 (1), 20 - 27.
Val Larsen and Newell D. Wright (1998), “The Mirror and the Lamp, the Mask and the Elephant: A
Close Reading of `Ella,’” Advances in Consumer Research, 25, 101 – 104.
Sirgy, M. Joseph, Dong-Jin Lee, Val Larsen, and Newell D. Wright (1998), "Satisfaction with
Material Possessions and General Well-Being: The Role of Materialism," Journal of Consumer
Satisfaction, Dissatisfaction, and Complaining Behavior, 11, 103 - 118.
Wright, Newell D. and Val Larsen (1997), "Complaining about the Alliance: Extending Kowalski’s
Theory of Complaining Through a Hermeneutical Analysis of Online Complaining Data," Journal of
Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Vol. 10, 170-184.
Val Larsen and Newell D. Wright (1997), "Gender-Deconstructing Consumption: Scale
Development and Validation," Academy of Marketing Studies Journal, 1 (2), 8-20.
Val Larsen and Newell D. Wright (1997), "Consumption that Deconstructs Gender Codes,"
Proceedings of the Academy of Marketing Studies, 2 (1), 5-9.
Newell D. Wright and Val Larsen (1997), "Hewlett-Packard: International Competition in the
Personal Printer Market," Proceedings of the International Academy for Case Studies, 4 (1), 114118.
Val Larsen and Newell D. Wright (1997), “Community and Canon: A Foundation for Mature Interpretive
Research,” Advances in Consumer Research, Vol. 24, 310 – 314.
Val Larsen, Newell D. Wright, and James W. Busbin (1996), “What’s In a Brand Name: A Coke by
Any Other Name Would Taste Less Sweet,” Enhancing Knowledge Development in Marketing, 12
(October), 147-151.
Newell D. Wright, Val Larsen, and Roger Higgs (1996), “The Case of Appalachian Mountain
Housing,” Journal of the International Academy of Case Studies, 2 (Fall), 152-158.
Val Larsen, Newell Wright, and James Busbin (1996), “Segmenting Consumer Markets in the
U.S. and Foreign Countries by the Use of Politics and Ideology,” Competitiveness Review, 6 (1),
33-41.
Newell D. Wright, Val Larsen, and Roger Higgs (1996), “New Insights into CS/D From a Literary
Analysis of Tom Wolfe’s The Bonfire of the Vanities,” Journal of Consumer
Satisfaction/Dissatisfaction and Complaining Behavior, 9, 128-137.
Newell D. Wright, Val Larsen, and Roger Higgs (1995), “Customer Satisfaction and the Marketing
of Volunteerism,” Journal of Consumer Satisfaction/Dissatisfaction and Complaining Behavior, 8,
188-197.
Newell D. Wright, Val Larsen, and Roger Higgs (1995), “The Significance of Statistical
Significance Tests Revisited,” Marketing: Foundations for a Changing World, Southern Marketing
Association Proceedings, Orlando, FL: Southern Marketing Association, 400-403.
Roger Higgs, Newell D. Wright, and Val Larsen (1995), “The Case of Appalachian Mountain
Housing,” Proceedings of the International Academy of Case Studies, 2 (Fall), 158-160.
Val Larsen, Newell D. Wright, and James W. Busbin (1994), "The Use of Politics and Ideology as
Consumer Segmentation Criteria in the US and Foreign Markets," Global Competitiveness, Vol. 5,
84-90, Boston: American Society for Competitiveness.
Val Larsen (1994), "A Tale of Tongue and Pen: Orality and Literacy in 'The Barber,'" Flannery
O'Connor Bulletin, 25, 25-44.
Newell D. Wright and Val Larsen (1993), "Materialism and Life Satisfaction: A Meta-Analysis,"
Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 6, 157-165.
Val Larsen (1993), "A Sociolinguistic Approach to Gender and Personal Selling," in Advances in
Consumer Research, Vol. 20, ed. Leigh McAlister and Michael L. Rothschild, Provo, Utah:
Association for Consumer Research, 48-51.
Val Larsen and Newell D. Wright (1993), "A Critique of Critical Theory: Response to Murray and
Ozanne's 'The Critical Imagination,'" in Advances in Consumer Research, Vol. 20, ed. Leigh
McAlister and Michael L. Rothschild, Provo, Utah: Association for Consumer Research, 439-443.
Monographs
Newell D. Wright and Val Larsen (1992), "Material Values in the Book of Mormon," in Meaning,
Measure, and Morality of Materialism, ed. Floyd Rudmin and Marsha Richins, Provo, Utah:
Association for Consumer Research, 50-56.
Trade Publications
Val Larsen and Newell D. Wright (2000), "Lose Your Privacy, Gain the World," ClickZ, (Thursday,
January 6, 2000).