Richard Vann, Ph.D.

Assistant Professor of Marketing

Richard is an educator and researcher passionate about marketing’s potential for improving consumer and societal well-being. Bringing together industry leadership experience and goal psychology, he looks for opportunities in his classes and research...

Contact Information

Education & Curriculum Vitae

Ph.D., Marketing with a Specialization in Sustainable Business Practices, University of Wyoming

MBA, Concentration in Marketing, Gonzaga University

MIT, Secondary Education, Gonzaga University

BS, Multinational Business Operations, Florida State University

Courses Taught

MKTG 410: Digital Marketing

MBUS 627: Marketing Theory and Practice


Richard is an educator and researcher passionate about marketing’s potential for improving consumer and societal well-being. Bringing together industry leadership experience and goal psychology, he looks for opportunities in his classes and research to build marketing skills and consumer insights for a more healthy, ethical, equitable, and sustainable world. To accomplish these objectives, his classes emphasize “trying out” strategy and skills through experiential application and real-world scenarios. His research appears in publications such as the Journal of Consumer Psychology, Journal of Consumer Research, and Journal of Public Policy and Marketing encouraging new perspectives for individual consumers, health systems, socially-minded enterprises, and policymakers.

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

Stornelli, Jason, Pereira, Beatriz, & Vann, Richard J. (2020). Big Picture, Bad Outcomes: When Visual Perspectives Harm Health Goal Pursuit. Journal of Consumer Psychology, 30(2), 368-378. (Equal contribution manuscript)

Bret Leary, R., Vann, Richard J., & Mittelstaedt, John D. (2019). Perceived Marketplace Influence and Consumer Ethical Action. Journal of Consumer Affairs, 53(3), 1117-1145.

McCrea, Sean M., & Vann, Richard J. (2018). Postactional Goal Pursuit: Consequences of Task Completion for Thought Content, Affect, and Behavioral Intentions. Motivation and Emotion, 42(6), 852-870.

Vann, Richard J., Rosa, José A., & McCrea, Sean M. (2018). When Consumers Struggle: Action Crisis and its Effects on Problematic Goal Pursuit. Psychology & Marketing, 35(9), 696-709.

Leary, R. Bret, Vann, Richard J., & Mittelstaedt, John D. (2017). Leading the Way: Motivating Environmental Action through Perceived Marketplace Influence. Journal of Business Research, 79, 79-89.

Leary, R. Bret, Vann, Richard J., Mittelstaedt, John D., Murphy, Patrick E., & Sherry Jr, John F. (2014). Changing the Marketplace One Behavior at a Time: Perceived Marketplace Influence and Sustainable Consumption. Journal of Business Research, 67(9), 1953-1958.

Upadhyaya, Shikha., Vann, Richard J., Camacho, Sonia, Baker, Courtney N., Leary, R. Bret, Mittelstaedt, John D., & Rosa, José A. (2014). Subsistence Consumer-Merchant Marketplace Deviance in Marketing Systems: Antecedents, Implications, and Recommendations. Journal of Macromarketing, 34(2), 145-159.

Tian, Kelly, Sautter, Pookie, Fisher, Derek, Fischbach, Sarah, Luna-Nevarez, Cuauhtemoc, Boberg, Kevin, ... & Vann, Richard (2014). Transforming Health Care: Empowering Therapeutic Communities through Technology-Enhanced Narratives. Journal of Consumer Research, 41(2), 237-260.