Headshot of Jeffrey  Carlson

Jeffrey Carlson

Department Chair, Marketing
Associate Professor of Marketing
  • Profile

    Jeff Carlson is the Chair and Associate Professor of Marketing at the Robins School of Business, University of Richmond (UR). Jeff earned a Ph.D. from the University of Connecticut, an M.A. from Purdue University, and a B.A. from West Virginia Wesleyan College. Prior to joining UR, he worked in the consulting industry at Accenture (focused on human performance in the national resources industry) and as a professional sales representative at TAP Pharmaceuticals.

    Jeff teaches principles of marketing, professional selling, advanced professional selling, sustainable marketing, and marketing research at the undergraduate and MBA levels. He has also taught courses on communication, persuasion, and public speaking. In 2018, Jeff was awarded the Outstanding Teaching Award for the Robins School of Business.

    Outside of the classroom, Jeff has supervised several MBA Capstone projects, including Health Warrior and the Leukemia and Lymphoma Society. He has also served as an executive coach and has worked on several independent consulting and executive education engagements at UR, including Graybar, Atlantic Union Bank, Virginia Bankers Association, Luck Stone, BetterMed, Collegiate School, Alcoholics Anonymous (Grapevine Magazine), and the Orchard House School. Jeff's engagements focus on building skills and strategies that enhance client understanding and stakeholder relationships through storytelling, consultative selling, and strategic marketing, covering need identification, opportunity development, marketing planning, internal marketing, research, and sales leadership. 

    Since 2014, Jeff coaches and mentors the University of Richmond’s professional selling team at the annual National Team Selling Competition at Indiana University. Over the past ten years, several teams have placed in the top three in that competition. 

    Jeff’s research focuses on advertising effects (e.g., AI advertising), salesperson effectiveness (e.g., training, person-job fit), pricing, and marketing strategy and subjective time. His work has been published in several top marketing journals including the Journal of Advertising, Journal of the Academy of Marketing Science, AMS Review, Industrial Marketing Management, Journal of Advertising Research, International Journal of Research in Marketing, Journal of Retailing and Consumer Services, and Journal of Marketing Management, and has been presented at several top marketing conferences. One of Jeff’s articles was named one of the top three most downloaded articles for 2014 in the Journal of Advertising.

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    • Awards

      Best Paper Award: Certificate of Merit, Robins School of Business (RSB), 2022

      Lead Article in AMS Review (December 2019 issue), 2019

      Outstanding Teacher Award for the Robins School of Business, University of Richmond, 2018

      Journal of Marketing Management - Best Paper Award 2016: Highly Commended. Certificate of Merit, Robins School Best Paper Award, August 2016

      Virginia Foundation for Independent Colleges (VFIC) Mednick Fellowship Award, April 2016

      PETE Course Transformation Grant, University of Richmond, Summer 2015

      Journal of Advertising - One of the top three most downloaded articles for the Journal of Advertising in 2014. 

      Marketing Department, 2013-2014, UConn School of Business, Hall-of-Fame Nominee.

      UConn School of Business, Dean's 2013 Pre-doctoral Fellowship.

      UConn Marketing Department Outstanding PhD Student Scholar Award (2013; 2012; 2011; 2010).

      Marketing Department Outstanding PhD Student Teaching Award (2012/13 academic year).

      Marketing Summer Fellowship, University of Connecticut (2012; 2009).

      Mitofsky Award for Excellence in Public Opinion Research (2009), Roper Center, UConn. 

    • Presentations

      Bergman, William and Jeffrey Carlson (2024), “Adding Relevance with Experiential Learning: Engaging Alumni in the Development and Implementation of Selling Role Plays,” 2024 Atlantic Marketing Association Conference, Charleston, SC, September 26-29.

      Carlson, Jeffrey and Monika Kukar-Kinney (2023), “Disentangling and Measuring Discount Credibility,” AMS Annual Conference, New Orleans, LA, May 17-19.

      Bergman, William and Jeffrey Carlson (2023), “Applied Class Projects: Developing and Assessing an Inventory of Applied Research Projects in Marketing Courses,” AMS Annual Conference, New Orleans, LA, May 17-19. 

      Orimoloye, Larry, Monika Kukar-Kinney, Jeffrey R. Carlson, Angeline Close Scheinbaum, and Heping He, Larry (2020), “Motivations Behind Consumer Online Shopping Cart Use and Abandonment: An Abstract,” AMS Annual Conference, virtual conference. 

      Kukar-Kinney, and Jeffrey R. Carlson (2019), “Discount Credibility: Scale Development and Measurement,” poster presentation at the AMA Summer Academic Conference, Chicago, IL. 

      Carlson, Jeffrey, Monika Kukar-Kinney, and Heping He (2019), “Determinants of Online Shopping Cart Usage: Comparison of US and China (A Structured Abstract),” AMS Annual Conference, Vancouver, Canada.

      Bergman, Bill, and Jeffrey R. Carlson (2019), “Competitive Teamwork: Developing a Team-Based Selling Competition in an Undergraduate Selling Class,” AMS Annual Conference, Vancouver, Canada.

      Shuai Yang, Sixing Cheng, and Jeffrey R. Carlson (2018, May), "The Effects of Augmented Reality Advertising," AMS Annual Conference, May, New Orleans. 

      Vredeveld, Anna Jansson, and Jeffrey R. Carlson (2018, February), “An Imagined Future Self: The Self-Expressive Nature of Consumers’ Bucket Lists,” AMA Winter Academic Conference, New Orleans. 

      Carlson, Jeffrey R., Ross Jr., William T., and Robin Coulter (2017, February), “When Polychronicity Affects Salesperson Performance: The Mediating Effects of Job Skills and Role Perceptions and the Moderating Effect of Job Complexity,” invited paper presented at the 3rd Annual Organizational Frontlines Research Symposium (a 2017 Winter AMA Conference Pre-Conference program), February 15-17, Orlando, FL. 

      Carlson, Jeffrey R., and William T. Ross Jr. (2017, March), “Exploring Alternative Views of Time in Marketing Management: How Temporal Orientation Impacts a Firms’ Strategic

      Orientations,” competitive paper presented at the Association of Marketing Theory and Practice 2017 Annual Meeting, March 23-25, Myrtle Beach, SC.

      Carlson, Jeffrey R., and Monika Kukar-Kinney (2016, May), “The Effect of Online Daily Deal Promotions on Consumer Discounting of Discounts,” competitive paper presented at the AMS Annual Conference, May 18-21, Lake Buena Vista, FL.

      Marquardt, Adam, Carlson, Jeffrey R., Ross Jr., William T., and Robin Coulter (2016, May), “Re-Conceptualizing, Measuring and Managing Time and Key Temporal Factors in Modern Marketing: A Conceptual Framework of Holistic Time,” competitive paper presented at the AMS Annual Conference, May 18-21, Lake Buena Vista, FL.

      Kukar-Kinney, Monika, and Jeffrey R. Carlson (2015, August), “Discounting of Discounts in the Online Versus Bricks-And-Mortar Shopping Context,” competitive paper presented at the AMA Summer Educators’ Conference, Chicago, IL.

      Carlson, Jeffrey R., and Monika Kukar-Kinney (2015, May), “Consumers’ Perceptions of Online and Bricks-And-Mortar Advertised Price Promotions,” competitive paper presented at the 2015 Academy of Marketing Science Annual Conference, May 12-15, Denver, Colorado 

      Carlson, Jeffrey R., William T. Ross Jr., and Robin Coulter (2015, February), “The Relationship between Polychronicity and Salesperson Performance: A Multiple Mediation Model,” competitive paper presented at the AMA Winter Educators’ Conference, San Antonio, TX.

      Carlson, Jeffrey, and Anna Jansson Vredeveld (2013), "The Bucket List: How Consumers Customize Temporal Perspective to Guide and Shape Their Life-Story," 2013 Association for Consumer Research Annual North American Conference (working paper), Chicago, IL.

      Kareklas, Ioannis and Jeffrey Carlson (2011), "The Role of Self-Regulatory Focus, Self-View, and Benefit Focus in Attitudes toward Organic Brands," 2011 Association for Consumer Research Annual North American Conference (working paper), Advances in Consumer Research, vol. 39, eds.

      Rohini Ahluwalia, Tanya L. Chartrand and Rebecca K. Ratner, St. Louis, MO: Association for Consumer Research, 856.

      Kareklas, Ioannis and Jeffrey Carlson (2011), "An Examination of the Relative Influence of Personal Health Benefits and Environmental Benefits on Consumers' Attitudes toward Organic Foods," working paper presented at the AMA Marketing & Public Policy Conference, 2011 (June), Wash. D.C.

      Carlson, Jeffrey, Jacqueline Anderson, and Joseph Pancras (2010), "Online and Offline Advertising Media: Exploring the Antecedents to Advertising Trust," working paper presented at the Association for Consumer Research Conference, 2009 (October), Pittsburgh, PA.

      Carlson, Jeffrey R., McGloin, Rory, and Christopher J. Kowal (2009, June), "An Individual's Emotional Reaction to Political Advertisements: Using Framing and Priming as a Theoretical Framework," paper presented at the ICA Annual Conference (Chicago, IL).

      Lin, Carolyn A. and Jeffrey R. Carlson (2009, June), "Episodic Heavy Drinking Cognition, Affect, and Behavior: A Formative Research Approach," paper presented at the ICA Annual Conference (Chicago, IL).

      Lin, Carolyn A. and Jeffrey R. Carlson (2009, June), "Theorizing College Students' High-Risk Drinking Behavior: An Exploratory Study," paper presented at the ICA Annual Conference (Chicago, IL).

      Carlson, Jeffrey R., and Christopher J. Kowal (2008, November), "A Theoretical Application of Priming and Framing: Exploring Political Advertising's Impact on a Candidate's Source Credibility," paper presented at the NCA Convention (San Diego, CA).

      Lin, Carolyn A., T. Szigethy, and Jeffrey R. Carlson (2008, August), "Tailored Health Communication and Peer-Driven Health Marketing: Reducing High-Risk Drinking Behavior on a College Campus," poster presented at the Second Annual National Conference on Health Communication, Marketing, and Media; sponsored by the Centers for Disease Control and Prevention (Atlanta, GA).

      Carlson, Jeffrey R., Carolyn A. Lin, and Q. L. Luo (2008, May), "Making a Difference in Campus Energy Conservation: Overcoming Barriers and Motivating College Students to Conserve Energy," paper presented at the ECA Annual Conference (Pittsburgh, PA).

      Long, Kathleen W., Peter W. Galarneau, Jeffrey R. Carlson, and Erin C. Bryan (2007, May), "The Untamed Blog: Public Relations Asset or Liability?," paper presented at the ECA Annual Conference (Providence, RI).

      Carlson, Jeffrey R. (2005, November), "The Pharmaceutical Rep and the Machine in Disguise: A Case Study Approach to Understanding Organization through Metaphors," paper presented on the following panel: "Are We Having Fun Yet?: Activities and Assignments to Bring the Organizational Communication Class to Life!" (Boston, MA). 

    • Professional Experience

      Instructor, Communication Department, West Virginia Wesleyan College (Buckhannon, WV)


      Pharmaceutical Sales Representative, TAP (Charleston, WV)


      Analyst, Accenture (Chicago, IL)

  • Publications
    Journal Articles

    Hanson, S., Jeffrey R. Carlson, and Heather Pressler (2025), "The Differential Impact of AI Salience on Advertising Engagement, Conversion, and Brand Outcomes: Scary Good AI Advertising," Journal of Advertising Research, https://doi.org/10.1080/00218499.2025.2464307

    Carlson, Jeffrey R., and William T. Ross (2022), “The Relationship between Polychronicity and Salesperson Performance: A Multiple Mediation Model,” Industrial Marketing Management, 107, 323-336.

    Kukar-Kinney, Monika, Angeline Close Scheinbaum, Larry Orimoloye, Jeffrey R. Carlson, and Heping He (2022), “A Theory Explaining Predictors of Online Shopping Cart Use and Abandonment: Evidence from Clickstream Data in E-Tail,” Journal of the Academy of Marketing Science, 50, 961-980.

    Carlson, Jeffrey R., Joseph Pancras, Sara Hanson, William T. Ross, and Jacqueline Anderson (2022), “Social media advertising: How online motivations and congruency influence perceptions of trust,” Journal of Consumer Behaviour, 21(2), 197-213.

    Shuai Yang, Jeffrey R. Carlson, and Sixing Cheng (2020), "How Augmented Reality Affects Advertising Effectiveness: The Mediating Effects of Curiosity and Attention Toward the Ad," Journal of Retailing and Consumer Services, 54 (May 2020).

    Mier, Joel, Jeffrey R. Carlson, Danny Bellenger, and Welsey Johnston (2020), “Business Buyers Are People Too: Exploring How Geodemographics Affects B2B Selling Effectiveness,” Journal of Business and Industrial Marketing, 35 (10), 1539-1552.

    Carlson, Jeffrey R., William T. Ross Jr., Robin Coulter, and Adam Marquardt (2019), “About Time in Marketing: An Assessment of the Study of Time and Conceptual Framework,” AMS Review, 9 (December), 136-154. *Lead Article

    Carlson, Jeffrey R. and Monika Kukar-Kinney (2018), “Investigating Discounting of Discounts in an Online Context: The Mediating Effect of Discount Credibility and Moderating Effect of Online Daily Deal Promotions,” Journal of Retailing and Consumer Services, 41 (March), 153-160.

    Yang, Shuai, Shan Lin, Jeffrey R. Carlson, and William T. Ross, Jr. (2016), "Brand Social Engagement: Will Firms' Social Media Efforts Influence Paid Search Advertising?” Journal of Marketing Management, 32 (5-6), 526-557. *This article won the following: Best Paper Award 2016: Highly Commended

    Kukar-Kinney, Monika and Jeffrey R. Carlson (2015), “A Fresh Look at Consumers' Discounting of Discounts in Online and Bricks-and-Mortar Shopping Contexts,” International Journal of Research in Marketing, 32 (4), 442-444. 

    Kareklas, Ioannis, Jeffrey R. Carlson, and Darrel D. Muehling (2014), “`I Eat Organic for My Benefit and Yours:’ Egoistic and Altruistic Motivations to Purchase Organic Food and their Implications for Advertising Strategists,” Journal of Advertising, 43 (1), 18-32. *This article was named one of the Top Three most Downloaded Articles for the Journal of Advertising in 2014

    Kareklas, Ioannis, Jeffrey R. Carlson, and Darrel D. Muehling (2012), “The Role of Regulatory Focus and Self-View in “Green” Advertising Message Framing,” Journal of Advertising, 41 (4), 25-39.

    Book Chapters

    Carlson, Jeffrey R. and Bill Bergman (2017), “Cracking the Code of Organic Food Labels – Consumer Confusion about Label Claims and Practitioner Guidelines,” in Deciphering Organic Foods: A Comprehensive Guide to Organic Food Consumption, ed. Ioannis Kareklas and Darrel Muehling, NY: Nova Science Publishers, Inc.

    Kareklas, Ioannis, Jeffrey R. Carlson, and Darrel D. Muehling (2015), “The Role of Regulatory Focus and Self-View in “Green” Advertising Message Framing,” in Green Advertising and the Reluctant Consumer (ISBN-10: 1138016543; ISBN-13: 978-1138016545), ed. Kim Sheehan and Lucy Atkinson, New York, NY: Routledge, 19-33.

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