Frank Varallo Professor of Marketing
Consumer information processing
Consumer information processing
Ph.D. - 1997, The University of South Carolina
MBA - 1990, The University of South Carolina
B.S. - 1988, West Virginia University
2010: “Consumer Responses to Christian Religious Symbols in Advertising,” accepted for publication in Journal of Advertising. Co-authored with Diane Halstead and Paula J. Haynes. Discipline Based Research
2009: “Service Provider Use of Christian Religious Messages in Yellow Pages Advertising,” accepted for publication in Advertising & Society Review . Co-authored with Diane Halstead and Paula J. Haynes. Discipline Based Research
2009: “Brand Name and Price Cue Effects Within A Brand Extension Context,” accepted for publication in Academy of Marketing Studies Journal. Discipline Based Research
2008: “The Price of Unconditional Love: Consumer Decision Making For High Dollar Veterinary Care.” Journal of Business Research, Special Issue on Companion Animal Related Consumption, 61, 397-405. Co-authored with Beverly K. Brockman and Chris Brockman. Discipline Based Research
2007: “Mutual Fund Advertising: Should Investors Take Notice?” Journal of Financial Services Marketing, 12 (3), 242-254. Co-authored with Michael A. Jones, Vance P. Lesseig, and Thomas I. Smythe. Discipline Based Research
2006: An Examination of Strategic Practices in Online Retailing, Journal of Internet Commerce, Vol. 5 (Issue 3), 1-26. Co-authored with Paula J. Haynes.
2005: “Consumers’ Evaluation of Unethical Marketing Behaviors: The Role of Customer Organizational Commitment,” Journal of Business Ethics, Vol. 62 (December, No. 3), 237-252. Co-authored with Rhea Ingram and Steven J. Skinner.
2005: “Advertising Signaling Effects for New Brands,” Journal of Marketing Theory and Practice, Vol. 13 (1), 1-13. Co-authored with Michael J. Barone and Joel E. Urbany.
2004: “Improving Product Instruction Compliance: If You Tell My Why, I Might Comply,” Psychology & Marketing, Vol. 21 (3), 229-245. Co-authored with Amanda B. Bower.
2004: Toward Reducing Youth Exposure to Tobacco Messages: Examining the Breadth of Brand and Non-Brand Communications, Journal of Health Communication , Vol. 9 (5), 461-479. Co-authored with Renée Gravois Lee and Ryan McGetrick.
2003: “Advertising Spending on Brand Extensions: Does Similarity Matter?” Journal of Brand Management , Vol. 11 (1), 63-74. Co-authored with William O. Bearden.
2003: “The Impact of Instruction Understanding on Satisfaction and Switching Intentions,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior , Vol. 16, 10-18. Co-authored with Michael A. Jones, Richard C. Becherer, and Diane Halstead.
2003: “Increasing Intention to Comply with Pharmaceutical Product Instructions: An Exploratory Study Investigating the Roles of Frame and Plain Language,” Journal of Health Communication , 8 (2), 145-156. Co-authored with Amanda B. Bower.
2002: "The Effects of Price on Brand Extension Evaluations: The Moderating Role of Extension Similarity," Journal of the Academy of Marketing Science, 30 (2), 131-140. Co-authored with William O. Bearden.
Professional Activities and Memberships
American Marketing Association
Association for Consumer Research
Chattanooga Advertising Federation
Society for Consumer Psychology
Society for Marketing Advances
Honors and Awards
UTC Research Sabbatical supported by UC Foundation (2010) Dean's Merit Professor Award (2008-2009) Max Finley Merit Professor Award (2004-2005, 2005-2006, 2006-2007)
Alpha Scholastic Honor Society (2007)
Outstanding Reviewer Award, Journal of Marketing Theory & Practice , for reviewing activities 2002-2005 (2006)
UTC Exceptional Merit Award (2003-2004)
College of Business Dean’s Merit List (2003-2004)
Summerfield Johnston Centennial Scholar Award (2004)
UTC Exceptional Merit Award (2002-2003)
College of Business Dean’s Merit List (2002-2003)
Summerfield Johnston Centennial Scholar Award (2003)
AMA Doctoral Consortium Fellow (1996)
Southern Marketing Association Doctoral Consortium Fellow (1995)
Beta Gamma Sigma, Business Honor Fraternity, University of South Carolina (1995)
MBA Team Case Analysis Award, University of South Carolina (1990)
Fred Haddad Undergraduate Scholarship Award, West Virginia University (1988)
Golden Key National Honor Society, West Virginia University (1988)