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Marketing

Laurel Cook Ph.D.

Assistant Professor

Expertise

As a social marketing researcher, Dr. Cook uses a variety of approaches to address the following three primary streams of research: (1) Health and Financial Well-Being; (2) Consumer Collaboration and Competition; and (3) Social Responsibility. Her research has recently been published in the Journal of Public Policy & Marketing, the Journal of the Academy of Marketing Science, the Journal of Consumer Affairs, the Journal of Business Research, the Journal of Consumer Marketing, and the Journal of Marketing Education, among others. She regularly presents her work at refereed national conferences. Additionally, her teaching experience includes digital marketing, consumer behavior, marketing research, strategy, and principles. Prior to pursuing a doctoral degree, Dr. Cook worked for 6-1/2 years as a brand manager with Black & Decker. She worked specifically with the Porter-Cable and Delta Machinery brands, and was heavily involved in coordinating product launches and national marketing campaigns. Her experience with Black & Decker garnered a unique manufacturing perspective and global exposure to many industries.

Education

  • Ph.D., Marketing, University of Arkansas
  • M.B.A., Union University
  • B.S.B.A., Union University

Honors Awards

  • 2019, Digital Learning Innovation Award, University Competition
  • 2018, WVU Teaching Award from the Department P&T Committee and 'Distinction in Teaching' nomination (Dean's Teaching Award)
  • 2018, WVU College of Business & Economics Competitive Summer Research Grant
  • 2017, WVU Research Award from the Department P&T Committee and 'Distinction in Research' nomination (Dean's Research Award)
  • 2017, WVU College of Business & Economics Competitive Research Grant Award
  • 2016, Beta Gama Sigma Business Honor Society, Professor of the Year Award (student votes)
  • 2016, WVU College of Business & Economics Research Grant Award
  • 2016, Beta Gamma Sigma Professor of the Year Award
  • 2015, Emerging Scholar Award Nomination, American Marketing Association, Marketing & Society SIG
  • 2014, WVU College of Business & Economics Research Grant Award
  • 2014, Conference for Positive Marketing "Best Paper" Award
  • 2014, AMA Marketing & Public Policy Consortium Fellow/ Competitive Application, American Marketing Association and University of Massachusetts
  • 2013 - 2014, Robert W. Bell Memorial Scholarship
  • 2013, Doctoral Dissertation Proposal National Competition Winner, Society for Marketing Advances
  • 2013, "Best Paper in Consumer Behavior Track" Award, Society for Marketing Advances
  • 2013 - 2014, Network of Executive Women (NEW) $5K Award

Recent Publications

  • Abney, Alexandra K., Laurel Aynne Cook, Alexa K. Fox, and Jennifer Stevens (2019), "Intercollegiate Social Media Education Ecosystem," Journal of Marketing Education, in press.
  • Lefebvre, Sarah, Laurel Aynne Cook, and Merlyn Griffiths (2019), "Consumer Perceptions of Genetically Modified Foods: A Mixed-Method Approach," Journal of Consumer Marketing, 36 (1), 113-123.
  • O'Connor, Genevieve E., Casey Newmeyer, Nancy Wong, Julia B. Bayuk, Laurel Aynne Cook, Yuliya Komarova, Cazilla Loibl, L. Lin Ong, and Dee Warmath (2019), "Conceptualizing the Multiple Dimensions of Consumer Financial Vulnerability," Journal of Business Research, 100, 421-430.
  • Stanton, Julie V. and Laurel Aynne Cook (2018), "Product Knowledge and Information Processing of Organic Foods," Journal of Consumer Marketing, 36 (1), 240-252.
  • Hiler, Jacob, Laurel Aynne Cook, and William M. Northington (2018), "Making Inconsistent Worlds: A Conceptual Framework for Co-Competition," Journal of Consumer Marketing, 35 (3), 277-286.
  • Cook, Laurel Aynne and Raika Sadeghein (2017), "The Effects of Perceived Scarcity on Financial Decision-Making," Journal of Public Policy & Marketing, 37 (1), 68-87.
  • Andrews, Craig, Scot Burton, and Laurel Aynne Cook (in press), "Nutrition Labeling Research in the United States: Consumer Processing, Message Structure and Moderating Conditions," Jon F. Nussbaum (Ed.), Oxford Encyclopedia of Health and Risk Message Design and Processing.
  • Stanton, Julie V, and Laurel Aynne Cook (in press), "The Credibility of 'Locally Grown' Community-Supported Agriculture: Priorities and Perspectives of Consumers," Mark Lang and John Stanton (Ed.), Institute of Food Products Marketing.
  • Laurel Aynne Cook (2016), "Health Belief Model and Healthy Consumption: Toward an Integrated Model," Journal of Food Products Marketing.
  • Burton, Scot, Laurel Aynne Cook, Elizabeth Howlett, and Christopher Newman (2015), "Broken Halos and Shattered Horns: Overcoming the Biasing Effects of Prior Expectations through Objective Information Disclosure," Journal of the Academy of Marketing Science, 43 (2), 240-56.
  • Stanton, Julie V, and Laurel Aynne Cook (2015), "The Credibility of 'Locally Grown' Community-Supported Agriculture: Priorities and Perspectives of Consumers," Mark Lang and John Stanton (Ed.), Institute of Food Products Marketing.
  • Cook, Laurel Aynne, Scot Burton, and Elizabeth Howlett (2013), "Leaner Choices? The Potential Influence of the Inclusion of Nutrition Facts Panels on Consumer Evaluations and Choices of Ground Beef Products," Journal of Public Policy & Marketing, 32 (1), 97-115.
  • Cook, Laurel Aynne, Scot Burton, and Elizabeth Howlett (2011), "Health Risk Factors and Their Effect on Consumers' Use of Nutrition Facts Panels," Journal of Consumer Affairs, 45 (Fall), 516-27.

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