Kenneth Bates

Kenneth Bates
Phone: (619) 260-2220
Office: Olin Hall 219

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 University of San Diego 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., Ivanic, A., Somasundaram, T. (2018) Accents and Ethnic Stereotypes in Radio Advertising: Implications for Spokesperson Selection, Advertising & Society Quarterly , 19(4),
  • Ivanic, A., Bates, K., Somasundaram, T. (2014) The Role of the Accent in Radio Advertisements to Ethnic Audiences: Does Emphasizing Ethnic Stereotypes Affect Spokesperson Credibility and Purchase Intention?, Journal of Advertising Research, 54(4), 407-419.
  • Bates, K., Burton, S., Huggins, K., Howlett, E. (2011) Battling The Bulge: Menu Board Calorie Legislation And Its Potential Impact On Meal Repurchase Intention, The Journal Of Consumer Marketing, 28(2), 104-113.
  • Bates, K. (2011) Modeling Regret Effects on Consumer Post-Purchase Decisions, European Journal of Marketing, 45(7/8), 1068-1090.
  • Newman, C., Kopp, S., Bates, K. (2010) Approaching the Summit: Understanding Motivations of Recreational Risky Behavior, The International Journal of Sport and Society, 1(1), 173-186.
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