Associate Professor of Marketing
- PhD, Walton College of Business at the University of Arkansas, Marketing
- BS, Walton College, Business Administration, emphasis in Marketing
Prior to joining the Knauss School of Business, Kenneth Bates was with the Campbell School of Business at Berry College. He has taught a variety of courses at the undergraduate level including marketing principles, advertising and promotion, consumer behavior, international marketing and a marketing management simulation course. Bates has research interests within both cognitive and social psychology.
Currently, his research examines the impact of nutrition knowledge, consumer motivation and nutritional labeling on consumer evaluations of out of home food consumption. Additionally, his work explores the effect of mortality salience on consumer behavior by studying individual cultural world views. This research demonstrates how consumer interest for products that are perceived to be consistent with cultural values will increase upon exposure to mortality salient stimuli.
Bates is a member of both the American Marketing Association and the Association for Consumer Research.
Selected Publications
- Bates, K., Hossain, M. (2024) Consumer Decision-Making Dynamics: From Heuristics to Rationality, Great Britain Press and Publications.
- Bates, K., Farrell, J., Kopp, S., Newman, C. (2025) Love Affair with Thin Air: Mortality, Mastery, and the Consumerism of Mountaineering, Psychology & Marketing, 42(12).
- Campbell, C., Plangger, K., Sands, S., Kietzmann, J., Bates, K. (2022) How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry, Journal of Advertising Research, 62(3), 241-251.
- Campbell, C., Runge, J., Bates, K., Haefele, S., Jayaraman, N. (2022) It’s Time to Close the Experimentation Gap in Advertising: Confronting Myths and Overcoming the Icky Realities of Ad Testing, Business Horizons.
- Weretecki, P., Hensler, J., Greve, G., Bates, K. (2021) Information management can’t be all fun and games, can it? How gamified experiences foster knowledge transfer in multi-actor service ecosystems, International Journal of Information Management, 61, 102391.