Headshot of Bruce Huhmann

Bruce Huhmann

Professor and Chair

Area: Marketing

Interests

Teaching
  • Marketing Analytics, Digital Marketing, Business Ethics
Research
  • Verbal and Visual Appeals in Advertising, Pharmaceutical Marketing, Financial Service Advertising
Bio

Bruce A. Huhmann received his Ph.D. in Marketing from the University of Alabama in 1999. Before joining the faculty of the School of Business at Virginia Commonwealth University, he was Wells Fargo Professor of Marketing and Director of the Daniels Fund Ethics Initiative at New Mexico State University. His research has appeared in the Journal of Consumer Research, Journal of Advertising, Journal of the Academy of Marketing Science, Journal of Business Research, International Journal of Advertising, Journal of Marketing Communications, Psychology & Marketing, Journal of Public Policy & Marketing, and several other journals and scholarly books.

Faculty Development Activities Attended

  • Teaching Marketing Analytics Certificate Program, Academy of Marketing Science, New Orleans, LA. - May 24, 2018).
  • Tutorial, Creating a Marketing Analytics Course, Stukent. - May 8, 2018).
  • Department Chairs Certification Program, The Grace E. Harris Leadership Institute at Virginia Commonwealth University, Richmond,, Virginia. (July 11, 2017 - July 13, 2017).

Awards and Honors

  • Most Read Researcher in the VCU Department of Marketing, ResearchGate. (2018).
  • Top 10% of All Authors by All-Time Downloads, Social Science Research Network (SSRN). (2018).
  • Wells Fargo Professor of Marketing, College of Business, New Mexico State University. (April 1, 2016).
  • Stan Fulton Faculty Research Award, College of Business, New Mexico State University. (August 18, 2014).
  • Second Most Downloaded Paper of All Time in Psychological Aspects of Rhetoric, Social Science Research Network. (July 31, 2013).
  • Best Paper Award, Association of Collegiate Marketing Educators. (March 15, 2013).
  • Who's Who in Business Academia, Academic Keys for Business. (September, 2011).
  • Citation of Excellence, Anbar Electronic Intelligence. (2008).
  • Top Ten Paper: Psychological Aspects of Rhetoric, Social Science Research Network (SSRN.com). (May 15, 2008).
  • Faculty Award for Outstanding Scholarly Research, Junior Faculty, New Mexico State University College of Business Administration and Economics. (August, 2004).
  • F. Ross Johnson Fellow in Marketing, University of Manitoba. (2002).
  • Mary Dunstan Hood Award, Dept. of Management & Marketing, University of Alabama. (April, 1999).
  • Watson-Little Award for Excellence in Academic and Service Activities, Dept. of Management & Marketing, University of Alabama. (April, 1999).
  • American Marketing Association Doctoral Consortium Fellow, Dept. of Management & Marketing, University of Alabama. (August, 1997).
  • J. L. Bedsole Memorial Endowed Fellowship, Dept. of Management & Marketing, University of Alabama. (August, 1997).
  • Graduate School Dissertation/Thesis Research Fellowship, Dept. of Management & Marketing, University of Alabama. (June, 1997).
  • Southern Marketing Association Doctoral Consortium Fellow, Dept. of Management & Marketing, University of Alabama. (November, 1996).

Teaching

Directed Student Learning
  • Dissertation Committee Member, You Can’t Always Get What You Want: Interpersonal Closeness and Fear of Missing Out. (September, 2017 - Present).
    Advised: Megan Good.
  • Dissertation Committee Member, Imaginary Attributes in Marketing. (May, 2017 - Present).
    Advised: Jiani Jiang.

Research

Published Intellectual Contributions
Book Chapter
  • Huhmann, B. A. (in press). Rhetorical Figures: The Case of Advertising. In Heath R. L., & Ihlen O. (Eds.), The Handbook of Organizational Rhetoric and Communication (pp.229-244). Wiley-Blackwell.
  • Huhmann, B. A. (2014). Social and Psychological Influences on Financial Literacy. In Harrison T., & Estelami H. (Eds.), Routledge Companion to Financial Services Marketing (pp.45--61). Abingdon, Oxon, UK: Routledge.
  • Huhmann, B. A., Argo, J. J. (2011). Gender Role and Social Power in African and North American Advertisements. In Alozie E. C. (Ed.), Advertising in Developing and Emerging Countries: The Economic, Political and Social Context (pp.271-285). Burlington, VT: Gower.
  • Huhmann, B. A. (2007). A Model of the Cognitive and Emotional Processing of Rhetorical Works in Advertising. In McQuarrie E. F., & Phillips B. J. (Eds.), Go Figure: New Directions in Advertising Rhetoric (pp.133-175). Armonk, NY: M. E. Sharpe.
  • Huhmann, B. A. (2003). Testing Methods. In McDonough J., & Egolf K. (Eds.), The Advertising Age Encyclopedia of Advertising (pp.1524-1529). New York, NY: Fitzroy Dearborn.
Conference Proceeding
  • Taillon, B., Huhmann, B. A., McEntee, W. B., Mueller, S. (2018). A Content Analysis of Brand-Related Implied Motion in Social Media. In Fowler J. G., & Weiser J. (Eds.), Ethical Decisions in Lifestyle Choices (pp.165-166). Valdosta, GA: Society of Marketing Advances.
  • Albinsson, P., Huhmann, B. A., Burman, B. (2018). Advertising Rhetoric and Positive versus Negative Emotions in Health Promotions. In Fowler J. G., & Weiser J. (Eds.), Ethical Decisions in Lifestyle Choices (pp.341-342). Valdosta, GA: Society of Marketing Advances.
  • Jiang, J., Huhmann, B. A., Zhou, W. (2018). Emerging Male Gender Portrayals in Chinese Advertising. In Fowler J. G., & Weiser J. (Eds.), Ethical Decisions in Lifestyle Choices (pp.115-116). Valdosta, GA: Society of Marketing Advances.
Journal Article
  • Zarzosa, J., Huhmann, B. A. (in press). Measures of Aesthetic Dimensions and Reactions in Advertising. International Journal of Advertising.
  • Good, M. C., Huhmann, B. A. (in press). Social Relationships and Social Anxiety Appeals in Direct-to-Consumer Advertising. Journal of Marketing Communications. DOI: doi.org/10.1080/13527266.2018.1432499
  • Taillon, B. J., Huhmann, B. A. (in press). Strategic Consequences of Self-Service Technology Evaluation. Journal of Strategic Marketing. DOI: 10.1080/0965254X.2017.1411387
  • Huhmann, B. A. (2017). Literacy Matters in Marketing. (vol. 35, pp.750-760). International Journal of Bank Marketing. DOI: 10.1108/IJBM-12-2016-0188
  • Huhmann, B. A., Limbu, Y. B. (2016). Content and Compliance of Pharmaceutical Social Media Marketing. (vol. 34, pp.977-999). Marketing Intelligence & Planning. DOI: 10.1108/MIP-06-2015-0124
  • Huhmann, B. A., Limbu, Y. B. (2016). Influence of Gender Stereotypes on Advertising Offensiveness and Attitude toward Advertising in General. (vol. 35, pp.846-863). International Journal of Advertising. DOI: 10.1080/02650487.2016.1157912
  • Bhattacharyya, N., Huhmann, B. A., Samu, S. (2015). Risk Perceptions of Mutual Funds-Evidence from an Experimental Approach. (vol. 13, pp.40-53). Journal of Finance Issues.
  • Huhmann, B. A., Conner, S. L. (2014). Promoting Business Ethics through Annual Reports. (vol. 19, pp.17-28). Journal of Financial Services Marketing.
  • Payne, C. R., Hyman, M. R., Niculescu, M., Huhmann, B. A. (2013). Anthropomorphic Responses to New-to-Market Logos. (vol. 29, pp.122-140). Journal of Marketing Management. DOI: 10.1080/0267257X.2013.770413
  • Huhmann, B. A., Albinsson, P. A. (2012). Does Rhetoric Impact Advertising Effectiveness with Liking Controlled?. In Lee N. (Ed.), (vol. 46, pp.1476 - 1500). European Journal of Marketing. DOI: 10.1108/03090561211259943
  • Limbu, Y. B., Huhmann, B. A., Xu, B. (2012). Are College Students at Greater Risk of Credit Card Abuse? Age, Gender, Materialism, and Parental Influence on Consumer Response to Credit Cards. In Harrison T. (Ed.), (2 ed., vol. 7, pp.148-162). Journal of Financial Service Marketing.
  • Huhmann, B. A., Franke, G. R., Mothersbaugh, D. L. (2012). Print Advertising: Executional Factors and the RPB Grid. In Rossiter J. J. (Ed.), (vol. 65, pp.849–854). Journal of Business Research. DOI: 10.1016/j.jbusres.2011.01.006
  • Limbu, Y. B., Huhmann, B. A., Peterson, R. T. (2012). An Examination of Humor and Endorser Effects on Consumers' Responses to Direct-to-Consumer Advertising: The Moderating Role of Product Involvement. (vol. 6, pp.23-38). International Journal of Pharmaceutical and Healthcare Marketing. DOI: 10.1108/17506121211216888
  • McKay-Nesbitt, J., Manchanda, R. V., Smith, M. C., Huhmann, B. A. (2011). Effects of Age, Need for Cognition, and Affective Intensity on Advertising Effectiveness. (vol. 64, pp.12-17). Journal of Business Research. DOI: 10.1016/j.jbusres.2009.09.013
  • Taute, H. A., Huhmann, B. A., Thakur, R. (2010). Emotional Information Management: Concept Development and Measurement in Public Service Announcements. In Nataraajan R. (Ed.), (vol. 27, pp.417-444). Psychology & Marketing. DOI: 10.1002/mar.20337
  • Huhmann, B. A., McQuitty, S. (2009). A Model of Consumer Financial Numeracy. In Farquhar J. (Ed.), (vol. 27, pp.270-293). International Journal of Bank Marketing.
  • Huhmann, B. A., Mott-Stenerson, B. (2008). Controversial Ad Executions and Involvement on Elaborative Processing and Comprehension. In Erdogan B. Z. (Ed.), (vol. 14, pp.293-313). Journal of Marketing Communications.
  • Hassan, T., Marchessault, G., Campbell, M., Huhmann, B. A. (2007). Frequency of Dietary Calcium and Body Weight Messages in Two Canadian Women’s Magazines. (vol. 68, pp.103-106). Canadian Journal of Dietetic Practice and Research.
  • Huhmann, B. A., Saqib, N. (2007). Effects of Changing Public Policies of Cultural Protectionism on Sources of Cultural Identity and Consumer Information. (vol. 26, pp.75-88). Journal of Public Policy and Marketing.
  • Hu, J., Huhmann, B. A., Hyman, M. R. (2007). The Relationship between Task Complexity and Information Search: The Role of Self-Efficacy. In Nataraajan R. (Ed.), (3 ed., vol. 24, pp.253-270). Wiley: Hoboken, NJ: Psychology & Marketing. DOI: 10.1002/mar.20160
  • Huhmann, B. A., Bhattacharyya , N. (2005). Does Mutual Fund Advertising Provide Necessary Investment Information?. In Ennew C. (Ed.), (vol. 23 , pp.296-313). International Journal of Bank Marketing.
  • Hassan, T., Marchessault, G., Campbell, M., Huhmann, B. A. (2005). Content and Thematic Analysis of Calcium and Weight Messages in Canadian Women’s Magazines. (Summer ed., vol. 66, pp.S125-S126). Canadian Journal of Dietetic Practice and Research.
  • Main, . J., Argo, J. J., Huhmann, B. A. (2004). Pharmaceutical Advertising in the USA: Information or Influence?. In West D. (Ed.), (vol. 23, pp.119-141). International Journal of Advertising.
  • Franke, G. R., Huhmann, B. A., Mothersbaugh , D. L. (2004). Information Content and Consumer Readership of Print Ads: A Comparison of Search and Experience Products. In Zinkhan G. (Ed.), (vol. 32, pp.20-31). Journal of the Academy of Marketing Science.
  • Huhmann, B. A. (2003). Visual Complexity in Banner Ads: The Role of Color, Photography, and Animation. In Newton J. H. (Ed.), (vol. 10, pp.10-17). Visual Communication Quarterly.
  • Huhmann, B. A., Mothersbaugh, D. L., Franke , G. R. (2002). Rhetorical Figures in Headings and Their Effect on Text Processing: The Moderating Role of Information Relevance and Text Length. In Campbell K. S. (Ed.), (vol. 45, pp.157-169). IEEE Transactions on Professional Communication.
  • Mothersbaugh, D. L., Huhmann, B. A., Franke , G. R. (2002). Combinatory and Separative Effects of Rhetorical Figures on Consumers’ Effort and Focus in Ad Processing. In Mick D. G. (Ed.), (4 ed., vol. 28, pp.589-602). Journal of Consumer Research.
  • Jeon, W., Franke, G. R., Huhmann, B. A., Phelps, J. (1999). Appeals in Korean Magazine Advertising: A Content Analysis and Cross-Cultural Comparison. (vol. 16, pp.249-258). Asia Pacific Journal of Management.
  • Huhmann, B. A., Brotherton, T. P. (1997). A Content Analysis of Guilt Appeals in Popular Magazine Advertisements. In Carlson L. (Ed.), (vol. 26, pp.35-45). Journal of Advertising.
  • Motes, W. H., Huhmann, B. A., Hill, C. J. (1995). Following the Drill: The Search for a Dentist. (vol. 15, pp.34-41). Journal of Health Care Marketing.
Media Contributions
Newspaper
  • Richmond Times-Dispatch.'End of an era': Last Kmart in area set to close - The Richmond region’s last Kmart store closing this month: 'This is my grandma’s store'. (January 15, 2018).
Internet
  • Creativity at Work: The School of Business EPIC podcast.https://soundcloud.com/creativityatwork/010-creativity-at-work-ray-wierzbicki-of-verizon. Bruce A. Huhmann's interview with Ray Wierzbicki, Chief Marketing Officer of Verizon Partner Solutions.. (April 2, 2018).
  • What are the best store credit cards? WalletHub.https://wallethub.com/credit-cards/store/#Bruce_A._Huhmann. (March 14, 2018).
  • Cool Credit Cards: Best Terms, Designs & Trends. WalletHub.https://wallethub.com/cool-credit-cards/#bruce-huhmann. (July 31, 2017).