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Professor of Marketing, New York Institute of Technology

I study a range of topics including diffusion of innovation theory, green marketing strategy, consumer perceptions, and consumer gift giving. My research employs a variety of qualitative methods, notably the new method of netnography. I have published in the Journal of Business Research (for which I also act as a reviewer), International Journal of Business Research, and International Journal of Internet Marketing and Advertising, among others. In addition to my scholarly work, I serve as the director of professional enrichment on New York Tech’s New York campuses, where I provide programming that helps students prepare for their careers.


  • 2009–present
    Associate professor of Marketing, New York Institute of Technology
  • 2006–2009
    Assistant Professor of Marketing, Touro College Graduate School of Business
  • 1997–2006
    Assistant Professor of Marketing, Yeshiva University Sy Syms School of Business


  • 1997 
    City University of New York, Ph.D., Marketing
  • 1989 
    New York Institute of Technology, MBA., Marketing
  • 1984 
    University at Albany - SUNY, B.A. Student Initiated Interdisciplinary Study of Religion


  • 2018
    Reducing The Green Gap: The Impact of Cultural & Personal Values On Adoption Of Hybrid & Electric Vehicles In The US, UK, Australia & South Africa, International Journal of Management Studies 18 (3), 29-44
  • 2017
    Pleasant Music’s Relationship to Congruence, Consumer Behavioral Intentions, Unplanned Purchase, and Time Spent in Retail and Service Environments, Journal of International Management Studies. 17(2), 35-48
  • 2016
    Thanks, I Guess: What Consumers Complain About When They Complain About Gifts, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
  • 2015
    The Influence of Global Consumer Values and Perceived Risk Factors on Green Vehicle Adoption, Journal of International Business and Economics.
  • 2013
    The Bright Side: An Examination of Green Marketing Product Strategies for Sustainability with Diffusion of Innovation Characteristics, European Journal of Business Research
  • 2010
    Commentary Essay on ‘Exploring Origins of Ethical Company / Brand Perceptions – A Consumer Perspective of Corporate Ethics', Journal of Business Research.
  • 2009
    Are They Playing by The Same Rules? A Consumer Gifting Classification of Marital Dyads, Journal of Business Research
  • 2006
    A Study of Neutralisation Theory’s Application to Global Consumer Ethics: P2P File-trading of Musical Intellectual Property on the Internet, International Journal of Internet Marketing and Advertising
  • 2005
    Current Ethical Dilemmas of Advertising Professionals, in Crisis and Opportunity in the Professions: Research in Ethical Issues in Organizations, Volume 6
  • 2004
    The Evolution of Business Models and Marketing Strategies in the Music Industry , International Journal on Media Management

Grants and Contracts

  • 2019
    An International Study of Israel and the US of Digital Social Media in The Workplace,
    Funding Source:
    Mallah Family Foundation
  • 2016
    A Four Country Comparison of Digital Social Media in The Workplace (UAE, Canada, USA and China)
    Funding Source:
    Albert and Pearl Ginsberg Foundation
  • 2015
    The Influence of Digital Social Media Networking Services on Workplace Harmony and Conflict
    Funding Source:
    Albert and Pearl Ginsberg Foundation