Gordon C. Bruner II
Professor of Marketing
Professor Bruner began working with the SIUC College of
Business in the Fall of 1984. Prior to
that, he received a B.B.A. and M.S. in marketing, both received from Texas
A&M University. His Ph.D. with a
major in marketing and a minor in music came the University of North Texas.
When asked what he enjoys most about working with College of
Business students, Bruner replied, “It is nice to have students who understand the
importance of business, capitalism, and the free enterprise system. There are people in our country, even in our
federal government, who do not understand the critical roles of business and
profit to the overall health of our country.
If our students came to us with negative beliefs about business then we
would have to spend lots of time trying to justify the basic concepts and never
getting to the more advanced concepts.
But, the good news is that most business students “get it.” They accept the importance of business and
want to be part of the solution.”
Bruner’s research focuses on consumer behavior and
promotion. During the last 10 years, he
has also been researching technology acceptance. “In the late 1990s a grad student and I were
the first (as far as we know) to study commercials on the web. Since then I have worked with some colleagues
(Drs. Nasco and Kumar) as well as graduate students to study cutting-edge
consumer issues involved with mobile technology.” Along with his empirical work, he has also
written several books over the last two decades that have become classics. The books have provided reviews of thousands
of psychometric scales used in questionnaires by marketing scholars.
Bruner’s enjoys being part of the SIUC College of Business because
of how everyone interacts. “I like that
the fact that students, professors, and staff get along so well. Though we do have different roles, we don’t
have large, impenetrable walls separating us.
The college is very productive for its size and has a worldwide
reputation yet we are informal, laid back, and unpretentious.”
RESEARCH INTERESTS
- Marketing and Technology
- M-Commerce
- Scale Usage in Marketing Research
- Consumer Problem Recognition
- Music and Marketing
RECENT PUBLICATIONS
Kulviwat, Songpol, Gordon C. Bruner II, and Obaid Al-Shuridah (2009), “The Effect of Social Influence on Adoption of High Technology Innovations: Moderating Effect of Situational Factors,” Journal of Business Research, 62 (7), pp. 706-712.
Bruner II, Gordon C. (2009), “Marketing Scales Handbook: A Compilation of Multi-Item Measures for Consumer Behavior & Advertising“ (V5), Carbondale, IL: GCBII Productions.
Nasco, Suzanne and Gordon C. Bruner II (2008), “Comparing Consumer Responses to Advertising and Non-advertising Mobile Communications,” Psychology & Marketing, 25 (8), 822–838.
Bruner II, Gordon C., Anand Kumar, and Clyde Heppner (2007), “Predicting Innovativeness: Development of the Technology Acceptance Scale,” lead chapter in New Research on Wireless Communications, Nova Science Publishers, Inc., 1-20.
Bruner II, Gordon C. and Anand Kumar (2007), “Gadget Lovers,” Journal of the Academy of Marketing Science, 35 (3), 329 - 339.
Kulviwat, Songpol, Gordon C. Bruner II, Anand Kumar, Suzanne Nasco, and Terry Clark (2007), “Toward a Unified Theory of Consumer Technology Acceptance,” Psychology & Marketing, 24 (12), 1067–1092.
Johnson, Grace, Gordon C. Bruner II, and Anand Kumar (2006), “Interactivity and Its Facets Revisited: Theory and Empirical Test,” Journal of Advertising, 35 (4), 35-52.
Bruner II, Gordon C. and Anand Kumar (2005), “Applying TAM to Consumer Usage of Handheld Internet Devices,” Journal of Business Research, 58 (5), 553-558.
AWARDS
SIUC Outstanding Scholar for College of Business: 2009
College of Business Research Honor Roll: 1988, 1989, 1990, 2006, 2008, 2009
College of Business Teaching Honor Roll: 1990, 1998, 2009
College of Business Researcher of the Year: 2008
Selected to attend the American Marketing Association’s Faculty Consortium on Electronic Commerce, 2001
College of Business Undergraduate Teacher of the Year: 1998