ANAND KUMAR - University of South Florida

12 Pages·2012·0.05 MB·English

by  Margie Smith

ANAND KUMAR
16033 Westerham Drive
Tampa, FL 33647, USA
[email protected]
[phone]

EDUCATION

1990 -1996 Indiana University, Bloomington - Ph.D.
Major: Marketing; Minor: Psychology.

1989 - 1990 Indiana State University, Terre Haute - M.B.A.

1984 - 1985 Indian Institute of Foreign Trade, New Delhi - Postgraduate Diploma in
International Trade

1978 - 1983 Birla Institute of Technology and Science, Pilani, India - B.E. (Hons.) In
Chemical Engineering.

PROFESSIONAL EXPERIENCE

ACADEMIC

2016 (Aug.) – Current Associate Professor, Dept. of Marketing, University of South
Florida, Tampa

2012 (Jul.) – 2016 (Aug.) Chairperson, Department of Marketing, University of South
Florida, Tampa.

2005 (Jun.) – 2012 (Jun.) Associate Professor, Dept. of Marketing, University of South
Florida, Tampa

2004 (Jul.) – 2005 (Jun.) Associate Professor, Dept. of Marketing, Southern Illinois
University, Carbondale, IL.

1998 (Jul.) – 2004 (Jun.) Assistant Professor, Dept. of Marketing, Southern Illinois
University, Carbondale, IL.

1995 (Aug,) – 1998 (Jun.) Assistant Professor, Owen Graduate School of Management,
Vanderbilt University, Nashville, TN.

1990 (Jul.) – 1995 (Jul.) Associate Instructor and T.A.,, Indiana University, Bloomington,
IN.

1989 (Jan.) – 1990 (Jun.) Graduate Assistant, Indiana State University, Terre Haute, IN.
BUSINESS

1987 - 1989 Regional Sales Engineer, Dr. Beck & Co. (I) Ltd. (A subsidiary of BASF,
Germany), New Delhi, India.

Responsible for sales in five states in North India. Managed direct sales to
OEM’s and indirect sales through distributors. Role included channel
selection and managing channel relationships.

1985 - 1987 Marketing Engineer, CIMMCO International, New Delhi, India.

Prepared bids for exports of turnkey (engineering) projects; also involved
in home-country based coordination of a turnkey project in Vietnam

1983 - 1984 Engineer Trainee, Fedders Lloyd Group, New Delhi, India.

Prepared technical bids for overseas subcontracting projects with
multinationals (Aramco, Bechtel, etc.).

EXTERNAL FUNDING FOR RESEARCH (Total approx. $330,000)

2013-2014 Received with Ms. Carol Osborne and Dr. Paul Solomon, approx..
$265,000 to study barriers to consumer adoption of a new technology
based product. Grant provided by White Cloud e-cigarettes (approx.
$132,500) and a matching grant (approx. $132,500) from Florida High
Tech Corridor.

2002 Received with Dr. Gordon Bruner, approx. $55,000 from multinational
telecom firm (Sprint PCS) for research on consumers’ technology
adoption behaviors.

1999 Received with Dr. Siva Balasubramanian, $15,000 from GENCO
Distribution System for research on antecedents (market orientation) and
consequences (customer satisfaction and loyalty) of firms’ product returns
processes.

GRANTS APPLIED FOR

2017 Co-PI in an inter-disciplinary proposal titled “Improving Boater Etiquette:
A Conservation Marketing Approach”, submitted with Dr. Richard Flamm
(PI), Florida Fisheries and Wildlife Conservation, Dr. Antoinette Jackson
(Co-PI), Department of Anthropology, USF, and Dr. Sri Kalyanaraman
(Co-PI), Director of Media Labs, Department of Communications,
University of Florida, Gainesville, Florida Sea Grant award ($200,000).

AWARDS & HONORS

2003 Commitment to Excellence Award, SIUC (cash award)

2003 Outstanding Researcher Award, College of Business Administration,
SIUC

2001, 2002 Research Honor Roll, College of Business and Administration, SIUC
(Nominated for Outstanding Researcher, College of Business Admn.)

2002, 2001, Summer Research Grant from Southern Illinois University, Carbondale
1999, 1998

1996, 1997 Summer Research Grant from Vanderbilt University, Nashville

1994 Ralph Day Dissertation Award from Marketing Department, Indiana
University

1993 Doctoral Research Grant from Indiana University School of Business

1990 Member - Phi Kappa Phi Honors Society

1990 Member - Beta Gamma Sigma Honors Society

1989 Wilson Memorial Award for best M.B.A. student

1984, 1985 Merit Scholarships, Indian Institute of Foreign Trade

1983 Best Project Award for a 6-month internship project at Gwalior Rayon,
India

TEACHING

Graduate Courses Taught: Ph.D. --- Consumer Behavior Seminar, Pro-seminar in Marketing

MBA --- Strategic Brand Management, Consumer
Behavior/Customer Insights, Services Marketing, Services
Internship (projects), Marketing Management, New
Product and Service Development, Anthropology and
Marketing.
Undergraduate courses Principles of Marketing, Promotions Management, Marketing
Research, Buyer Behavior.

RESEARCH INTERESTS

Customer and market insights, branding strategy, consumer responses to marketing
communications; customer satisfaction, customer value, customer delight, consumer emotions
and customer loyalty. Human reactions to change including cognitive and affective reactions to
new technology.

RESEARCH IN PROGRESS:

With Marisabel Romero and Adam Craig, “Mapping Time: How the Spatial Representation of
Time Influences Inter-Temporal Choices”, (invited to submit for third round of review at
Journal of Marketing Research)

With Nazuk Sharma, “How Employee Engagement Influences Customer Engagement and How
the Two Engagements Interact to Influence Firm Performance in Service Settings?”

With Ryan Langan, “Taken for Granted or Taken with Gratitude? An Examination of the
Differential Effects of Corporate Donations of Time and Money Consumers’ Desire to
Reciprocate”, (under review at Journal of Business Ethics).

REFEREED RESEARCH PUBLICATIONS

Marketing Communications and Branding

Kumar, Anand, Ali Besharat, Charles Lindsey and Shanker Krishnan (2014), " Contextual and
Competitive Interference: Inhibition or Facilitation?", Journal of Advertising, Vol. 43,
No. 3, 228-243.

Besharat, Ali, Anand Kumar, John R. Lax and Eric J. Rydzik (2013), “Leveraging Virtual
Attribute Experience in Video Games to Improve Brand Recall and Learning,” Journal of
Advertising, Vol. 42, No. 2-3, 170-182.

Kumar, Anand and Shanker Krishnan (2004), “Memory Interference in Advertising: A
Replication and Extension,” Journal of Consumer Research, March, Vol. 30, No. 4
(March), 602-611.

Kumar, Anand (2000), “Interference Effects of Contextual Cues in Advertisements on Memory
for Ad Content,” Journal of Consumer Psychology, Vol. 9, No. 3, 155-166.
Marketing Communications and Technology

Nasco, Suzanne, Songpol Kulviwat, Anand Kumar, and Gordon C. Bruner (2008), “The CAT
Model: Extensions and Moderators of Dominance in Technology Acceptance,”
Psychology and Marketing, Vol. 25, (September).

Kulcivat, Songpol, Gordon C. Bruner, Anand Kumar, Suzanne Nasco and Terrance A. Clark
(2007), “Toward a Unified Theory of Consumer Acceptance of Technology,” Psychology
and Marketing, Vol. 24, No. 12, 1059-1084 (December).

Bruner, Gordon C. and Anand Kumar (2007), “Attitude Towards Location Based Advertising,”
Journal of Interactive Advertising, 7 (2), jiad.org/vol7/no2/bruner/index.htm..

Bruner, Gordon C. and Anand Kumar (2007), “Gadget Lovers,” Journal of the Academy of
Marketing Science, Fall, Vol. 35, No. 3, 329-339.

Johnson, Grace, Gordon C. Bruner and Anand Kumar (2006), “Interactivity and Its Facets
Revisited – Theory and Empirical Test,” Journal of Advertising, Winter, Vol. 35, No. 4,
35-52.

Bruner, Gordon C. and Anand Kumar (2005), “Explaining Consumer Acceptance of Handheld
Internet Devices,” Journal of Business Research, May, Vol. 58, No. 5, 553-558.

Odom, Marcus, Anand Kumar, and Laura Sanders (2002), “Web Assurance Seals: How and
Why They Influence Consumers’ Decisions?” Journal of Information Systems, Fall,
Vol. 16, No. 2, 231-250.

Odom, Marcus, Anand Kumar, and Laura Sanders (2002), “Web Assurance Seals: How and
Why They Influence Consumers’ Decisions? A Reply,” Journal of Information
Systems, Fall, Vol. 16, No. 2, 255-257.

Bruner, Gordon C. and Anand Kumar (2002), “Similarity Analysis of Three Attitude-Toward-
The-Website Scales,” Quarterly Journal of Electronic Commerce, Vol. 3, No. 2, 163-172.

Bruner, Gordon C., Julie Stevenson, and Anand Kumar (2000), “The Effect of Webpage
Background on Viewer Attitudes,” Journal of Advertising Research, Vol. 40, Nos. 1 & 2,
29-34.

Bruner, Gordon C. and Anand Kumar (2000), “Commercials on the Web: Exploring the
Advertising Hierarchy-of-Effects,” Journal of Advertising Research, Vol. 40, Nos. 1 & 2,
35-42.
Customer Satisfaction/Delight and Customer Value

Guo, Chiquan, Anand Kumar, and Pornsit Jiraporn (2004), “Customer Satisfaction and
Profitability: Is There a Lagged Effect?”, Journal of Strategic Marketing, Vol. 12, No. 3,
129-144.

Kumar, Anand and Douglas Grisaffe (2004), “Effects of Extrinsic Attributes on Perceived
Quality, Customer Value, and Behavioral Intentions in B2B Settings: A Comparison
Across Goods and Services Industries,” Journal of Business-to-Business Marketing, Vol.
11, No. 4, 43-74.

Kumar, Anand, Richard W. Olshavsky, and Maryon King (2001), “Exploring Alternative
Antecedents of Customer Delight,” Journal of Consumer Satisfaction, Dissatisfaction and
Complaining Behavior, Vol. 14, 14-26.

Richard W. Olshavsky and Anand Kumar (2001), “Revealing The Actual Role of Expectations
in Consumer Satisfaction with Experience and Credence Goods,” Journal of Consumer
Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 14, 60-73.

Kumar, Anand and Rajesh Iyer (2001), “Role of Interpersonal Factors in Delighting Customers:
A Field Study,” Marketing Management Journal, Vol. 11, No. 1 (Spring), 49-57.

Grisaffe, Doug and Anand Kumar (1998), “Antecedents and Consequences of Customer Value:
Testing An Expanded Framework,” Marketing Science Institute Report No. 98-107, May.

Other research

Harmon-Kizer, Tracy, Anand Kumar, David Ortinau and James Stock (2013), “When Multiple
Identities Compete: The Role of Centrality in Self-Brand Connections,” The Journal of
Consumer Behaviour, Vol. 12, No. 6, 483-495.

Thakor, Mrugank V. and Anand Kumar (2000), “What is a Professional Service? A Conceptual
Review and Bi-National Investigation,” Journal of Services Marketing, Vol. 14, No. 1,
63-82.

Michaels, Ronald E., Anand Kumar, and Sridhar Samu (1995), “Activity-Specific Stress In
Purchasing,” International Journal of Purchasing and Materials Management, Winter,
Vol. 31, No. 1, 10-19.

BOOK CHAPTERS

Marketing Communication and Technology

Bruner, Gordon C., Anand Kumar and Clyde Heppner (2007), “Predicting Innovativeness:
Development of the Technology Adoption Scale,” in Alfred P. Martinoff (Ed.) Progress
in Wireless Communications Research, Chapter 1, pp 1-20, Nova Science Publishers,
Hauppauge: NY.

Johnson, Grace, Anand Kumar, Arkalgud Ramaprasad, and Madhusudhan Reddy (2000),
“Technology Based Marketing in the Health Care Industry: Implications for
Relationships Between Players in the Industry”, Managing Healthcare Information
Systems with Web-Enabled Technologies, Chapter 3, 30-44Idea Group Publishing,
London: England,.

Marketing Communication

Olshavsky, Richard W. and Anand Kumar (1997), “Top-Down and Bottom-Up Processes in
Brand Choice: Some Implications for Measurement of Advertising Effectiveness,”
Advertising and Psychology Conference: Measuring Advertising Effectiveness, Lawrence
Erlbaum Associates, Chapter 16, 285-295.

Conference Publications

Langan, Ryan and Anand Kumar (2011), ““Consumer Perceptions of Corporate Societal Marketing
Initiatives: A Multiple Cause Approach”, in American Marketing Association Summer Educator’s
Conference, August 2011.

Harmon, Tracy R. Anand Kumar and David Ortinau (2008), "Multiple Motives, Multiple Selves: What
Motivates Consumption", in Advances in Consumer Research Volume 36, eds. Ann L. McGill and
Sharon Shavitt, Duluth, MN: Association for Consumer Research.

Harmon, Tracy R., Anand Kumar and David Ortinau (2008), "When The In-group Fails To Indicate
Brand Meaning: Exploring The Role of Identity Centrality In Self-Brand Connections", in Advances
in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association
for Consumer Research.

Murthy, Rajendran, Siva Balasubramanian, Gordon C. Bruner II and Anand Kumar (2008), “An
Exploration into Consumer Attitudes towards Location based Advertising,” Proceedings
of the Society for Marketing Advances, November 2008, St. Petersburg, FL.

Kumar, Anand, Charles Lindsey and Shanker Krishnan, “A Test of Contextual and Competitive
Interference on Memory for Brand Claims”, Society for Consumer Psychology, St.
Petersburg, FL, February 2005. (abstract only)

Balasubramanian, Siva and Anand Kumar, “Understanding the Market Orientation-Customer
Satisfaction-Business Performance Chain”, Marketing Science Conference, Rotterdam,
June 2004. (abstract only)

Kumar, Anand and Shanker Krishnan, “Effects of Contextual Ad Interference on Memory,”
Society for Consumer Psychology, New Orleans, LA, February 2003.
Olshavsky, Richard W. and Anand Kumar, “Adaptive Decision Making: Toward an Integrated
Explanation,” Society For Consumer Psychology Winter Conference, eds. Madhu
Viswanathan, Larry Compeau and Manoj Hastak, 1999, 176-180.

Kumar, Anand and Richard L. Oliver, “Cognitive Appraisals, Consumer Emotions, and
Consumer Response (Special Session Summary),” Advances in Consumer Research, Vol.
XXIV, eds. Debbie MacInnis and Merrie Brucks, 1997, 17-18.

Kumar, Anand, “Redefining Competitive Clutter: Competing Ads Are Not The Same As
Competing Brands,” Society For Consumer Psychology Winter Conference, eds. Wes
Hutchinson and Kevin Lane Keller, 1994, 17-20.

Olshavsky, Richard W. and Anand Kumar, “Top-Down vs. Bottom-Up Processes in Brand
Choice,” Annual Convention of the American Psychological Association Division 23 -
Consumer Psychology, eds. Karen Finlay, Andrew A. Mitchell, and F.C. Cummins, 1993,
170-175.

Kumar, Anand, “Congruence Between Salesperson Behavior Pattern and Sales Environment: A
Useful Predictor of Job Satisfaction and Performance,” Past Paths -- Future Directions:
Atlantic Marketing Association 8th Annual Conference, ed. Donald Thompson, 1992,
437-442.

Olshavsky, Richard W. and Anand Kumar, “Toward a More Comprehensive Coding Scheme for
the Analysis of Protocol Date in Studies of Brand Choice,” AMA Winter Educators’
Conference: Marketing Theory and Applications, Vol. 3, eds. Chris T. Allen, Thomas J.
Madden, Terence A. Shimp, Roy D. Howell, George M. Zinkhan, Deborah D. Heisley,
Richard J. Semenik, Peter Dickson, Valarie Ziethaml, and Roger L. Jenkins, 1992, 122-
131.

WORKING PAPERS

Langan, Ryan J. and Anand Kumar, “Doing Well by Doing More? Consumers’ Perception of
Firms with Multiple CSM Initiatives”.

Dapko, Jennifer and Anand Kumar, “The Impact of Dyadic Nonverbal Behaviors in an Online
Sales Context.”

OTHER WORK (currently inactive)

Nguyen, Carlin, Adam Craig and Anand Kumar, “Humor and Deception in Advertising: When
Laughter May Not Be The Best Medicine.”

CONFERENCE PRESENTATIONS
“When “4” Is Larger Than “Four”: The Influence of Number Format On Perceived Magnitude
and Product Evaluations,” Association for Consumer Research, San Diego, CA, Oct. 2017 (co-
author Milica Mormann presented) .

“Mapping Time: How the Spatial Representation of Time Influences Intertemporal Choices,”
Association for Consumer Research, New Orleans, LA, Oct. 2015 (co-author Marisabel Romero
presented).

“Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of
Donations of Time and Money on Consumers’ Evaluation of Corporate Philanthropy,” American
Marketing Association Winter Educator’s Conference, February 2015 (co-author Ryan Langan
presented).

“Humor and Deception in Advertising: When Laughter May Not Be The Best Medicine,”
American Psychological Association Annual Conference, August 2012, Orlando, FL (co-author
Carlin Nguyen presented).

“Consumer Perceptions of Corporate Societal Marketing Initiatives: A Multiple Cause
Approach”, American Marketing Association Summer Educator’s Conference, August 2011 (co-
author Ryan Langan presented).

“Why Virtual Sales Agents Influence Online Shopping Behavior: Persuasion Effects Explained”,
Conference in Selling and Sales Management, Houston, TX, April 2009 (co-author Jennifer
Dapko presented).

“A Test of Contextual and Competitive Interference on Memory for Brand Claims”, Society for
Consumer Psychology, St. Petersburg, FL, February 2005.

“M-Commerce: Consumer Behavior Research Issues,” presented at Special session on M-
Commerce at American Marketing Association Summer Educator’s Conference, August 2002.

“Can We Do Better Than Expectations?” Consumer Satisfaction, Dissatisfaction and
Complaining Behavior Conference, Jackson Hole, Wyoming, June 2001.

“Exploring Alternative Antecedents of Customer Delight,” Consumer Satisfaction,
Dissatisfaction and Complaining Behavior Conference, Jackson Hole, Wyoming, June 2001.

“Adaptive Decision Making: Toward an Integrated Explanation,” Society For Consumer
Psychology Winter Conference, St. Petersburg, FL, February 1999.

“Distinguishing Satisfaction from Delight: An Appraisals Approach,” Association for Consumer
Research XXIV Annual Conference, Tuscon, AZ, October 1996.
“Redefining Competitive Clutter: Competing Ads Are Not The Same As Competing Brands,”
Society for Consumer Psychology Winter Conference, St. Petersburg, FL, February 1994.

“Top-Down vs. Bottom-Up Processing: Some Implications for Brand Choice,” American
Psychological Association 101st Annual Conference, Toronto, August 1993.

“Congruence Between Salesperson Behavior Pattern and Sales Environment: A Useful Predictor
of Job Satisfaction and Performance,” Atlantic Marketing Association 8th Annual Conference,
Greensboro, NC, October 1992.

“Toward a More Comprehensive Coding Scheme for the Analysis of Protocol Data in Studies of
Brand Choice,” AMA Winter Educator’s Conference, San Antonio, February 1992.

INVITED PRESENTATIONS

“Contextual and Competitive Interference: Inhibition or Facilitation?” at Tulane University
Marketing Group Research Speaker Series in February, 2007.

“Benchmarking Reverse Logistics” with Siva Balasubramanian at the Annual Reverse Logistics
Conference, Lake Tahoe, Nevada, October 2000.

“Antecedents and Consequences of Reverse Logistics Activities in a Firm” invited presentation
to the senior management team at GENCO Distribution System, Pittsburgh, July 1999.

“Can Firms Delight Their Customers and Should Firms Delight Their Customers?” invited
presentation to the Advisory Board of the Center for Service Marketing, Owen Graduate School
of Management, Vanderbilt University, Nashville, October 1997.

“Customer Delight: Creating and Sustaining Competitive Advantage” at the Hong Kong
University of Science and Technology, Hong Kong, November 1994.

SERVICE ACTIVITIES

First MCOB Digital Marketing Certificate Program for Executives, 2017 – Designed, organized
and launched successful 4- day program in June (with Eric Greenberg, EEI). Second cohort ran
in October. Program generates net profits for MCOB.

First MCOB Teaching Symposium, 2016 - Designed and organized (with Dr. Richard Kelso).

Interactive Marketing Workshops, 2010-2011 – Worked with industry experts from six different
firms to develop and organize six free 3 hour workshops for USF College of Business
undergraduates. The topics (details below) filled a talent gap in the local and national market
among recent graduates.