James G. Helgeson


Professor of Marketing

Jim joined the SBA faculty in 1983.

B.A.: Eastern Washington University 1969
M.B.A.: Eastern Washington University 1980
Ph.D.: University of Oregon 1984


Before pursuing a Ph.D., Jim was an officer in the U.S. Army (ROTC, Vietnam service) and then worked in industrial sales (steel products, motor control products).  At the undergraduate level he teaches Principles of Marketing (MKTG 310), primarily using a lecture format augmented with a competitive market simulation he co-authored  called NewShoes. At the graduate level he teaches the basic marketing course (Marketing Theory and Practice MBUS 627). This course uses current readings in marketing, relies heavily on case analysis, and emphasizes making effective marketing decisions. Also, at the graduate level he teaches Creativity and Intuition.

His area of expertise is behavioral decision-making, with a focus on consumer and respondent decision-making and information processing.  His research has been published in leading journals, including the Journal of Consumer Research, the Journal of the Academy of Marketing Science, Organizational Behavior and Human Decision Processes, the Journal of Behavioral Decision Making, the Journal of Marketing Research, the Journal of Consumer Psychology, Psychology and Marketing, and others.

He has been a Visiting Professor at the Norwegian School of Economics several times, teaching and working as a committee member on doctoral dissertations. He was awarded the Gonzaga University Great Teachers Program Award for Distinguished Scholarship and other Gonzaga awards.

Selected Current Publications

Helgeson, James G. and Vivek Patil (2014), “Assessment of Outcomes: The Effect of Incentives on Student Participation Rates and Performance Levels,” Journal of the Academy of Business Education, 15, (Fall), 41-55.

Loroz, Peggy Sue and James G. Helgeson (2013), “Boomers and their Babies: An Exploratory Study Comparing Psychological Profiles and Advertising Appeal Effectiveness across Two Generations,” Journal of Marketing Theory and Practice, 20, (3), (Summer), 289-306.

Kurpis, Lada, and James G. Helgeson (2012), “The Effects of Country-of-Origin and Product Category "Fit" on Acceptance of Non-Traditional Exports,” International Research Journal of Global Business Development, 1, (1), 9-18.

Mager, John, and James G. Helgeson (2011), “Fifty Years of Advertising Images: Some Changing Perspectives Along With Enduring Consistencies,” Sex Roles: A Journal of Research, 64, 238-252

Kurpis, Lada Helen V., Mirjeta S. Beqiri and James G. Helgeson (2008), “The Effects of Commitment to Moral Self-Improvement and Religiosity on Ethics of Business Students,” Journal of Business Ethics, 80, July, 447-463.

Kurpis, Lada Helen V., Mirjeta S. Beqiri, and James G. Helgeson (2007), “Business Ethics Education: The Service Quality Perspective,” The Journal of Learning in Higher Education, 3, (2), (Spring), 51-58.

Helgeson, James G. and Magne Supphellen (2004), “A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality:  The Impact of Socially Desirable Responding,” International Journal of Market Research, 46 (Quarter 2), 205-233.

Helgeson, James G. and Eric G. Gorger (2003), “The Price Weapon:  Developments in U.S. Predatory Pricing Law,” Journal of Business-to-Business Marketing, 10, (2), 3-22.