Emily Tanner, Ph.D.

Expertise

Emily C. Tanner is an Associate Professor of Marketing at the John Chambers College of Business and Economics at West Virginia University. Her research focuses on how emotion, vulnerability, and institutional forces influence decision-making and well-being across diverse stakeholder groups. Dr. Tanner’s work spans three primary streams: (1) Public Policy and Vulnerable Consumers, (2) Decision-Making and Well-Being, and (3) Salesperson and Sales Manager Relationships.

Her interdisciplinary scholarship is supported by federal and university grants and draws on qualitative, quantitative, and mixed-method approaches. Dr. Tanner’s research has been published in leading journals including Journal of Public Policy & Marketing, Journal of Consumer Affairs, Journal of Business Research, Journal of International Marketing, and Journal of Personal Selling & Sales Management. She is also a co-author of the textbook Sales Management: Shaping Future Leaders.

Education

• Ph.D. in Marketing, Oklahoma State University
• B.B.A. in Marketing, Texas Christian University

Recent Publications

Suwanda, Siti, Paula Fitzgerald, Emily C. Tanner, and Farnoush Reshadi (2025), “Exploring Consumption Stigma: A Systematic Literature Review,” Journal of Consumer Affairs, 59 (3).

Tanner, Emily C., Curtis Schroder, and Karen Flaherty (2025), “A Systematic Review of Salesperson Social Identities and Identification at Work,” Journal of Personal Selling and Sales Management, 1-43.

Hass, Danielle, Siti Aqilah Jahari, Ashley Hass, and Emily C. Tanner (2025), "The Collector’s Dilemma: Navigating pleasure and pain in brand communities amidst speculating behavior." Journal of Business Research, 198.

Luzynski, Cheyenne, Caretta, Martina Angela, and Emily C. Tanner (2024), “Vulnerability and Affective Solidarity: Feminist Assemblies in Appalachia Under and After the Trump Presidency,” Gender, Work & Organization, 31 (3), 1072-1091.

Bauer, Carlos, John Galvan, Tyler Hancock, Gary Hunter, Chris Nelson, Jen Riley, and Emily C. Tanner (2023), “A Narrative Literature Synthesis and Research Agenda for the Emergent Techno-Ecosystem Era of Professional Selling,” European Journal of Marketing.

Zhiyong Yang, Franklin V. Vizcaino, Emily C. Tanner, and John F. Tanner, Jr. (2023), “How Do Vape Advertising Campaigns Affect Consumers’ Vaping Tendency? A Meta-Analytic Investigation” Journal of Public Policy & Marketing, 43(1), 53-75.

Amin, Mohammad Sakif, Aaron Arndt, and Emily C. Tanner (2022), “Impact of Stereotype Threat on Salespeople,” Journal of Business Research, 154, 113295.

Tanner, Emily C., Rhett T. Epler, and John F. Tanner, Jr. (2022), “Masking the Role or Masking the Tool? The Effects of Career Fit on Salesperson Burnout,” Journal of Business-to-Business Marketing, 29 (3-4), 1-18.

Tanner, Emily C., John F. Tanner, Jr., Franklin V. Vizcaino, and Zhiyong Yang (2022), “Vaping and Dynamic Risk Construction: Toward a Model of Adolescent Risk-Related Schema Development,” Journal of Consumer Affairs, 56(3), 1244-1259.

Su, Lixun, Emily C. Tanner, and Natalie M. Marquart (2022), “We are Not All the Same: The Influence of Personal Cultural Orientations on Financial Well-being,” Journal of International Marketing, 30(3), 57-71.

Vann, Richard J., Emily C. Tanner, and Elvira Kizilova (2022), “Perceived Access, Fear, and Preventative Behavior: Key Relationships for Positive Outcomes during the COVID-19 Health Crisis,” The Journal of Consumer Affairs, 1-17.

Tanner, Emily C. Richard J. Vann, and Elvira Kizilova (2020), “Consumer-Level Perceived Access to Health Services and Its Effects on Perceived Vulnerability and Health Outcomes,” Journal of Public Policy and Marketing, 39 (2), 240-255.