Jonathan Beck

Professor Jonathan Beck’s research focuses on consumer-based marketing strategy, where he leverages theories from psychology to explain the impact of marketing efforts on evaluations and behavior at the consumer or employee levels. Within this domain, he conducts research on digital marketing topics such as online customer reviews and electronic word of mouth, as well as areas such as services marketing strategy and loyalty program design and effectiveness. His research has appeared in Journal of the Academy of Marketing Science, Journal of Service Research, and Journal of Services Marketing.