Vita



Vita

Name: Roland Gau

Date of Birth: July 28, 1978

Title: Assistant Professor of Marketing

College of Business Administration

University of Texas at El Paso

Date Joined Faculty: July 1, 2011

Contact Information: University of Texas at El Paso

228 Business Administration Building

500 W. University Dr.

El Paso, TX 79968

(915) 747-6036

rgau@utep.edu

Education: Doctor of Philosophy - Business Administration (Marketing), 2009

University of Illinois at Urbana-Champaign

Bachelor of Science - Mechanical Engineering, 2001

University of Illinois at Urbana-Champaign

Positions at Colleges and Universities:

Assistant Professor of Marketing – College of Business Administration, University of

Texas at El Paso, El Paso, TX, 2011 – present.

Visiting Assistant Professor of Marketing – A.B. Freeman School of Business,

Tulane University, New Orleans, LA, 2009 – 2011.

Google Scholar Statistics (as of February, 2016):

| |All |Since 2010 |

|Citations |329 |278 |

|h-index* |11 |10 |

|i-10 index** |11 |10 |

Honors and Fellowships:

Editorial Review Board, Journal of Public Policy and Marketing (2013 – present)

2011, 2013 Exceptional Contribution by a JPP&M Reviewer 

*Thomas C. Kinnear/Journal of Public Policy & Marketing Award, December 2010.

Selected Participant, Transformative Consumer Research Conference (2009, 2011, 2015).

Faculty Research Advisor, UTEP Summer Student Research Experience (2012, 2013)

2013 UTEP Marketing Department Outstanding Research Award

Doctoral Fellow, American Marketing Association-Sheth Foundation Doctoral Consortium, Columbia, MO, June, 2008.

Doctoral Fellow, Paul D. Converse Symposium, Urbana, IL, April, 2008.

Seymour Sudman Award for Teaching Excellence, University of Illinois at Urbana-Champaign, 2008.

Finalist for Best Paper and Article in Best Paper Proceedings, Academy of Management Annual Meeting, Philadelphia, PA, February, 2007.

John M. Jones Fellowship, University of Illinois at Urbana-Champaign, 2004-2008.

Avinish Chaturvedi Memorial Student Ambassador, Marketing Group, University of Illinois at Urbana-Champaign, 2007-2008

Excellent Instructor, Incomplete List of Teachers Ranked as Excellent by Their Students, University of Illinois at Urbana-Champaign, Spring 2002, Fall 2007, Summer 2008, Fall 2008.

Research Interests:

Consumer Decision Making and Judgment

Expertise and Skill Development

Low-Literate, Low-Income Consumer Behavior

Sustainable Consumption

Sustainable Business Strategy for Subsistence Marketplaces

Marketing and Public Policy

Articles in Refereed Journals:

Ramirez, Edward, Roland Gau, and Fernando Jimenez (2015), “Concrete and abstract goals associated with the consumption of environmentally sustainable products,” European Journal of Marketing 49 (9/10), 1645 - 1665. (5-year Impact Factor 1.60)

Gau, Roland, Edward Ramirez, Maria E. Barua, Ricardo Gonzalez (2014), “Community-Based Initiatives and Poverty Alleviation in Subsistence Marketplaces,” Journal of Macromarketing 34 (2), 160-170. (Impact Factor 1.14, 2 Google Scholar citations)

Luchs, Michael, Rebecca Walker Naylor, Randall L. Rose, Jesse Catlin, Roland Gau, Sommer Kapitan, Jenny Mish, Lucie Ozanne, Marcus Phipps, Bonnie Simpson, Saroja Subrahmanyan, Todd Weaver (2013), “Understanding the Inherent Complexity of Sustainable Consumption: A Social Cognitive Theory Approach,” Journal of Business Research 66 (8), 1227-34. (5-Year Impact Factor 2.47, 38 Google Scholar citations)

*Gau, Roland, Haeran Jae, and Madhu Viswanathan (2012), “Studying Low-Literate Consumers Through Experimental Methods: Implications for Subsistence Marketplaces,” Journal of Business Research 65 (12), 1683-91. (5-Year Impact Factor 2.47, 7 Google Scholar citations)

Luchs, Michael, Rebecca Walker Naylor, Randall L. Rose, Jesse Catlin, Roland Gau, Sommer Kapitan, Jenny Mish, Lucie Ozanne, Marcus Phipps, Bonnie Simpson, Saroja Subrahmanyan, Todd Weaver (2011), “Toward a Sustainable Marketplace: Expanding Options and Benefits for Consumers,” Journal of Research for Consumers 19, Available at: . (16 Google Scholar citations)

*Viswanathan, Madhubalan, Carlos Torelli, Lan Xia, and Roland Gau (2009), “Understanding the Influence of Literacy on Consumer Memory: The Role of Pictorial Elements,” Journal of Consumer Psychology 19(3), 389-402. (5-Year Impact Factor 4.56, 14 Google Scholar citations)

Viswanathan, Madhubalan, Srinivas Sridharan, Roland Gau, and Robin Ritchie (2009), “Designing Marketplace Literacy Education in Resource-Constrained Contexts: Implications for Public Policy and Marketing,” Journal of Public Policy & Marketing 28 (1), 85-94. (5-Year Impact Factor 2.36, 50 Google Scholar citations)

* **Viswanathan, Madhubalan, Manoj Hastak, and Roland Gau (2009), “Understanding and Facilitating the Usage of Nutritional Labels by Low-Literate Consumers,” Journal of Public Policy & Marketing 28 (2), 135-145. (5-Year Impact Factor 2.36, 47 Google Scholar citations)

Viswanathan, Madhubalan, Anju Seth, Roland Gau, and Avinish Chaturvedi (2009), “Ingraining Product-Relevant Social Good into Business Processes in Subsistence Marketplaces: The Sustainable Market Orientation,” Journal of Macromarketing 29 (4), 406-425. (Impact Factor 1.14, 51 Google Scholar citations)

*Gau, Roland and Madhubalan Viswanathan (2008), “The Retail Shopping Experience for Low-Literate Consumers,” Journal of Research for Consumers 15, Available at:

. (11 Google Scholar citations)

*Viswanathan, Madhubalan and Roland Gau (2005), “Functional Illiteracy and Nutritional Education in the United States: A Research-Based Approach to the Development of Nutritional Education Materials for Functionally Illiterate Consumers,” Journal of Macromarketing 25, 187-201. (Impact Factor 1.14, 24 Google Scholar citations)

Book Chapters:

Gau, Roland, Edward Ramirez, Ricardo Gonzalez, and Ray Perez (2013), “Perspectives on Poverty Alleviation: Community-Based Enterprise, Development of Innovation Capability, and the Vertical Integration Mindset,” in Emerging Markets: Business Strategies, Economic Globalization and Impact of Competition, edited by Guy Boscarino and Derek Notte, Hauppauge, NY: Nova Science Publishers, 229-244.

Viswanathan, Madhubalan, Roland Gau, and Avinish Chaturvedi, (2008), “Research Methods for Subsistence Marketplaces,” in Prabhu Khandachar and Minna Halme (eds.), Sustainability Challenges and Solutions at the Base of the Pyramid: Business, Technology and the Poor (pp. 242-260), Sheffield, UK: Greenleaf Publishing. (16 Google Scholar citations)

Research in Progress:

Ramirez, Edward, Roland Gau, John Hadjimarcou, Zhenning Xu, “User-Generated Content as Word-of-Mouth,” manuscript under review at Journal of Advertising. (5-year Impact Factor 2.09)

Gau, Roland, Fernando Jimenez, Edward Ramirez, “Violence and Poverty in Juarez, Mexico,” manuscript in preparation for submission to Journal of Business Research. (5-year Impact Factor 2.47)

Gau, Roland and Madhu Viswanathan “Literacy, Thinking Styles, and Information Design on Everyday Consumer Decision Making,” manuscript in preparation to be submitted to Journal of Consumer Affairs. (5-year Impact Factor 1.7)

Gau, Roland, Tejinder Sharma, and Saeed Tajdini, “Lifestyle Segmentation of Subsistence Consumers,” manuscript in preparation for submission to Journal of Marketing. (5-year Impact Factor 7.04).

Gau, Roland, Haeran Jae, Viswanathan, Madhu, and Manoj Hastak, “The Effect of Front-of-Package Nutrition Claims on Low-Literate Product Healthiness Evaluations,” manuscript in preparation for submission to Journal of Public Policy and Marketing (5-year Impact Factor 2.36).

Dane, Erik and Roland Gau, “Reconsidering the 10,000-hour Rule: Toward a Strategic Choice Perspective on Expertise Acquisition,” manuscript in preparation for submission to Personality and Social Psychology Review. (5-Year Impact Factor 10.24)

Gau, Roland, “What’s Right Versus What’s Best: Moral and Analytical Thinking on Perceptions and Usage of Sustainable Products,” data analysis in progress, targeting Journal of Consumer Research. (5-Year Impact Factor 5.00)

Gau, Roland, “The Effects of Concrete/Abstract Thinking and Temporal Orientation on Consumer Financial Behaviors,” data analysis in progress, targeting Journal of Consumer Research. (5-Year Impact Factor 5.00)

Viswanathan, Madhu, Robin Orr, and Roland Gau, “Developing Nutritional Education Materials for Functionally Illiterate Consumers in the United States: A Case Study,” data collection in progress, targeting Journal of Nutrition Education and Behavior. (5-Year Impact Factor 2.359)

Gau, Roland and Madhubalan Viswanathan, “The OTHER Dark Side of Self-Help Groups and Microfinance in Poverty Alleviation,” data collection in progress, targeting Journal of Marketing. (5-Year Impact Factor 7.04)

Gau, Roland, Ronika Chakrabarti, and Rebecca Portillo, “The Communication of Goals by Microfinance Institutions,” data collection in progress, targeting Journal of Marketing. (5-Year Impact Factor 7.04)

Gau, Roland and Alejandra Rodriguez, “YOLO, Bucket Lists, and Last Lectures: Death and Psychological Distance in Social Media,” data collection in progress, targeting Journal of Personality and Social Psychology. (5-Year Impact Factor 6.90)

Gau, Roland, Alejandra Rodriguez, Rachel Ortega, and Stephanie Torres, “To Thine Own Selfie Be True,” data collection in progress, targeting Psychological Science. (5-Year Impact Factor 6.16)

Gau, Roland, “Peace and The Experience of Consumption,” research design in progress, targeting Journal of Consumer Research. (5-Year Impact Factor 5.00)

Viswanathan, Madhu, Hila Riemer, Avinish Chaturvedi, and Roland Gau, “Cognitive Survival: Examining the Boundaries of Bounded Rationality Models,” research design in progress, targeting Journal of Consumer Research. (5-Year Impact Factor 5.00)

Refereed Proceedings:

Gau, Roland and Manoj Hastak (2010), Special Session Summary: “Effects of Front-of-Package Health and Nutrition Claims on Consumer Comprehension of Product

Healthfulness,” Marketing and Public Policy Conference Proceedings, Kenneth Manning, Kathleen Kelly, and David Sprott eds., Chicago, IL: American Marketing Association, 98-99.

Gau, Roland, Manoj Hastak, Haeran Jae, and Madhu Viswanathan (2010), “Can Front-of-Package Nutrition Claims Help Low-Literate Consumers Assess Product Healthfulness?” Marketing and Public Policy Conference Proceedings, Kenneth Manning, Kathleen Kelly, and David Sprott eds., Chicago, IL: American Marketing Association, 102-103.

Viswanathan, Madhu, Manoj Hastak, Roland Gau (2006), “Understanding the Usage of Nutritional Labels by Low-Literate Consumers: Qualitative Insights and an Experiment with Alternative Formats,” Marketing and Public Policy Conference Proceedings, Ingrid Martin, David Stewart, and Michael Kamnis eds., Long Beach, CA: American Marketing Association, 140-141.

Viswanathan, Madhu, Roland Gau, and Jose Rosa (2006), “Developing Nutritional Education Materials for Low Literacy and Numeracy,” Marketing and Public Policy Conference Proceedings, Ingrid Martin, David Stewart, and Michael Kamnis eds., Long Beach, CA: American Marketing Association, 142-143.

Viswanathan, Madhubalan, Anju Seth, Roland Gau, and Avinish Chaturvedi (2007), “Doing Well by Doing Good: Commercial Success Through Social Good in Subsistence

Markets", Best Paper Proceedings, Academy of Management Meeting, Philadelphia, PA, August. (14 Google Scholar Citations)

Unpublished Conference Presentations:

“The Communication of Goals by Microfinance Institutions,” with Tejinder Sharma and Saeed Tajdini, Marketing and Public Policy Conference, San Luis Obispo, CA, June 2016

“Lifestyle Segmentation of Subsistence Consumers,” with Tejinder Sharma and Saeed Tajdini, Marketing and Public Policy Conference, San Luis Obispo, CA, June 2016

“Perceptions of Police Authority in Juarez, MX,” Marketing and Public Policy Conference, Washington, DC, June 2015

”Resilience in the Face of Violent Uncertainty in Juarez, MX,” with Fernando Jimenez, Edward Ramirez, and Art Diaz, The Fifth Subsistence Marketplaces Conference, Champaign, IL, June 2014.

“The Other Dark Side of Microfinance and Self-Help Groups in Poverty Alleviation,” with Andrew Cutler, The Queen’s Conference on Consumer Well-Being, Kingston, Ontario, Canada, September, 2013.

“Transformative Consumer Research in the Classroom,” with Fatima Hussain, Federation of Business Disciplines: Association of Collegiate Marketing Educators Conference, Albuquerque, NM, March, 2013.

“Sustainable Local Value Creation through Community-Oriented Vertical Integration,” with Edward Ramirez, Ricardo Gonzalez, and Ray Perez, The Fourth Subsistence Marketplace Conference: From Micro-Level Insights to Macro-Level Impact, Chicago, IL, July, 2012.

“The Impact of Thinking Styles and Information Format on Resource- Constrained Consumers,” The Third Subsistence Marketplaces Conference: From Impactful Research to Sustainable Innovation, Chicago, IL, July, 2010.

“Studying Low-Literate Adults: A Review of Methods Used in Other Fields and Implications for Marketing Research,” with Haeran Jae and Madhu Viswanathan, The Third Subsistence Marketplaces Conference: From Impactful Research to Sustainable Innovation, Chicago, IL, July, 2010.

“Consumer Welfare Considerations Across Literacy and Resource Barriers,” with Madhu Viswanathan, 2008 ACR North American Conference, San Francisco, CA, October, 2008.

“Situated Cognition and Low-Literate, Low-Income Consumers: Implications for Theory and Practice,” The Second Subsistence Marketplaces Conference: Sustainable Consumption and Commerce For a Better World, Chicago, June, 2008.

"Revisiting the Marketing Philosophy in Subsistence Marketplaces: Blurring Social and Commercial Initiatives," with Avinish Chaturvedi and Anju Seth, Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers, Chicago, IL, August, 2006.

“Understanding the Usage of Nutritional Labels by Low-Literate Consumers: Qualitative Insights and An Experiment with Alternative Formats,” with Madhu Viswanathan and Manoj Hastak, Marketing and Public Policy Conference, Long Beach, CA, special session, June, 2006.

“Developing Nutritional Education Materials for Low Literacy and Numeracy,” with Madhu Viswanathan and Jose Rosa, Marketing and Public Policy Conference, Long Beach, CA, special session, June, 2006.

“Understanding Low Literate Consumers: Implications for Corporate Social Responsibility,” with Madhu Viswanathan and Avinish Chaturvedi, Society for Consumer Psychology Winter Conference, Miami-Calica (Mexico) Cruise, February, 2006.

Session Organizer:

Theme Co-Chair (with Chris Blocker), “Consumption and Conservation,” 5th Subsistence Marketplaces Conference, Urbana, IL, June, 2014.

Session Organizer (with Manoj Hastak), “Effects of Front-of-Package Health and Nutrition Claims on Consumer Comprehension of Product Healthfulness,” Marketing and Public Policy Conference, Denver, CO, May 2010.

Other Presentations:

“Authenticity, Ownership, and Tamales,” presented to ANTH 4370 (Anthropology of Food, Culture, and Society), Department of Sociology and Anthropology, University of Texas at El Paso, July, 2015.

“To Thine Own Selfie Be True,” presented to the University of Texas at El Paso Department of Marketing and Management, April 2015

“Reconsidering the 10,000-hour Rule: Toward a Strategic Choice Perspective on Expertise Acquisition,” presented to the University of Texas at El Paso Department of Marketing and Management, November, 2013.

“Street Food, Farmers’ Markets, and a Perspective on Poverty Alleviation,” presented to ANTH 4370 (Anthropology of Food, Culture, and Society), Department of Sociology and Anthropology, University of Texas at El Paso, July, 2013.

“Perspectives on Business and Subsistence Marketplaces,” presented to the Department of Commerce and Department of Economics, Kurukshetra University, Kurukshetra, India, January, 2013.

“Perspectives on New Product Development for Subsistence Marketplaces,” presented to the University Institute of Engineering & Technology, Kurukshetra University, Kurukshetra, India, January 2013.

“Cognitive Tendencies in Low-Literate Consumers,” presented to the University of Illinois at Urbana-Champaign Family Resiliency Center and the Department of Advertising, April 2012.

“Developing a Research Program,” presented to the University of Texas at El Paso Department of Marketing and Management, January, 2012.

“Applying Research on Low-Literate Buyers and Sellers for the Development of Nutrition Education and Consumer Literacy Programs,” with Madhu Viswanathan, presented to the U of I Extension Consumer and Family Economics Team, April, 2005.

Teaching Interests:

Consumer Behavior

Marketing Research

Marketing Management

Sustainability and Subsistence

Product and Marketplace Development for Subsistence Marketplaces

Courses Taught:

Introduction to Quantitative Methods and Statistics (doctoral):

University of Texas at El Paso:

Fall 2013

Seminar in Consumer Behavior (doctoral):

University of Texas at El Paso:

Fall 2014

Consumer Behavior:

University of Texas at El Paso (MBA):

Fall 2013: Overall Instructor Rating: 4.8 out of 5.

University of Texas at El Paso (undergraduate):

**Fall 2015: Overall Instructor Rating (2 sections): 4.4 out of 5

**Spring 2014: Overall Instructor Rating (2 sections): 4.1 out of 5

**Spring 2013: Overall Instructor Rating (2 sections): 4.4 out of 5.

**Fall 2012: Overall Instructor Rating (2 sections): 4.5 out of 5.

**Spring, 2012: Overall Instructor Rating (2 sections): 4.4 out of 5.

**Fall, 2011: Overall Instructor Rating (2 sections): 4.2 out of 5.

Marketing Management (MBA):

University of Texas at El Paso:

**Fall 2014: Overall Instructor Rating (2 sections): 4.0 out of 5.

Principles of Marketing (undergraduate):

University of Texas at El Paso:

Fall 2015: Overall Instructor Rating: 4.6 out of 5

Spring 2014: Overall Instructor Rating: 4.5 out of 5

Tulane University:

Spring, 2010: Overall Instructor Rating: 5.5 out of 7.

Fall, 2009: Overall Instructor Rating: 4.8 out of 7.

University of Illinois at Urbana-Champaign:

*Summer, 2008: Overall Instructor Rating: 4.4 out of 5.

Summer, 2007: Overall Instructor Rating: 4.8 out of 5.

Marketing Research (undergraduate):

Tulane University:

Spring, 2011: Overall Instructor Rating: 4.9 out of 7.

University of Illinois at Urbana-Champaign:

Spring, 2009: Overall Instructor Rating: 4.0 out of 5.

*Fall, 2008: Overall Instructor Rating: 4.4 out of 5.

*Fall, 2007: Overall Instructor Rating: 4.3 out of 5.

Doctoral Students Advised:

Name Department Year_____

Fatima Hussain Marketing and Management (UTEP) 2011-12

Doctoral Dissertation Committees:

Name Department Year_____

Andres Bolanos Environmental Science &Engineering (UTEP) 2011-12

Master’s Thesis Committees:

Name Department Year_____

*Nancy Moya Interdisciplinary Studies (UTEP) 2011-12

Independent Study Students:

Name Department Year_____

Marissa Chavez Marketing and Management (UTEP) 2015

Rebecca Portillo Marketing and Management (UTEP) 2015

Alejandra Rodriguez Marketing and Management (UTEP) 2012

Kelsey Ward Business Administration (Tulane) 2010

Julia Wu Business Administration (Tulane) 2010

Honors Project Students:

Name Department Year_____

Eva Quintana Marketing and Management (UTEP) 2011

Service to the Discipline:

Review Activities:

Editorial review board: Journal of Public Policy & Marketing (2013 – present)

Ad hoc reviewer: Journal of Consumer Psychology

Journal of the Association for Consumer Research

Journal of Business Research

Journal of Macromarketing

Journal of Marketing Management

Journal of Consumer Affairs

Conference reviewer: Academy of Marketing Science World Marketing Congress

Annual Conference of the Emerging Markets Conference

Board

Association for Consumer Research North American

Conference

Australian and New Zealand Marketing Academy

Conference

Marketing and Public Policy Conference

Society of Consumer Psychology Winter Conference

Subsistence Marketplaces Conference

Conference Organization Activities:

Conference chair: 2016 Subsistence Marketplaces Conference

Champaign, IL

Conference track chair: 2014 Subsistence Marketplaces Conference

Champaign, IL

Consumption and Conservation

Conference session chair: 2014 Subsistence Marketplaces Conference

Champaign, IL

Consumption and Conservation – Understanding Consumer

Behavior

2010 Marketing and Public Policy Conference

Long Beach, CA

Effects of Front-of-Package Health and Nutrition Claims on Consumer Comprehension of Product Healthfulness

Conference volunteer: 2008 Paul D. Converse Marketing Symposium

Champaign, IL

2007 Association for Consumer Research North American Conference

Memphis, TN

2006 Subsistence Marketplaces Conference

Chicago, IL

Media Engagement:

“Star Wars marketing at an all-time high,” KVIA (ABC Local Affiliate Station – El Paso, TX), December, 2015.



“Ask the Experts: Financial Literacy Training Camp,” , August, 2013



“1,200 could lose Saints season tickets,” WWL (CBS Local Affiliate Station - New Orleans, LA), March 2010.



Media Mention of Research

“Faculty programme held,” Haryana Plus, January 2013



“Something for the weekend,” Financial Times, May 2009



Service to UTEP:

Faculty Advisor, American Marketing Association Student Chapter (2015 – present)

Organizer, AMA-Teleumndo #YoDecido Campaign Competition

Project Consultant, AMA Case Competition

Faculty Research Advisor, Campus Office of Undergraduate Research Initiatives:

Summer Undergraduate Research Program Assistantship

Students advised: Rebecca Portillo - 2015

Summer Student Research Experience

Students advised: Ricardo Gonzalez – 2012

Raymundo Perez – 2012

Steven Galvan - 2013

Department of Marketing and Management:

Evaluation and Interviews of Doctoral Applicants (2012 – present)

Creation and Evaluation of Doctoral Comprehensive Exams (2014 – present)

Learning Assessment Committee (2014 - present)

References

Professor Madhu Viswanathan

(Research Advisor and Dissertation Committee Chair)

Department of Business Administration

University of Illinois at Urbana-Champaign

1206 South Sixth Street

Champaign, IL 61820

Tel.: (217) 333-4550

Fax: (217) 244-7969

E-mail: mviswana@illinois.edu

Professor Cele Otnes

Department of Business Administration

University of Illinois at Urbana-Champaign

1206 South Sixth Street

Champaign, IL 61820

Tel.: (217) 365-0799

Fax: (217) 244-7969

E-mail: cotnes@iillinois.edu

Professor Tiffany White

Department of Business Administration

University of Illinois at Urbana-Champaign

1206 South Sixth Street

Champaign, IL 61820

Tel.: (217) 333-4597

Fax: (217) 244-7969

E-mail: tbwhite@illnois.edu

Professor C.Y. Chiu

Division of Strategy, Management and Organisation

Nanyang Business School

Tel.: (+65)6790 5687 

E-mail: CYCHIU@ntu.edu.sg

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