Professor Bruner is internationally renowned for his books that provide a compilation of measurement scales used in market research. Right now, he is working on book V5 of his series and he’s developing an electronic database of "psychometric" scales, which measure certain variables of consumer interest such as brand loyalty, attitude toward an advertisement or brand, intent to purchase and satisfaction.

The scales are reference material that can help unlock a market for business people. Bruner previously created a four-volume index of the scales titled "Marketing Scales Handbook: A Compilation of Multi-Item Measures."

Until now, those who want to tap the information contained in the scales either had to pore over the literature or create it by conducting their own studies. Bruner's electronic database will allow researchers to find the appropriate scales using simple searchable database software. The database will be available on disc and online.

"Either way, those interested in finding a scale will be able to conduct key word searches and have results returned in seconds," Bruner said. The bulk of the database helps researchers understand consumers.

"Thus, anyone in industry or academia who studies consumers would find the database to be very useful," Bruner said. "To be more specific, doctoral students and professors in marketing and related areas will probably be the main users in academia. The main users in industry will be those in companies or agencies who conduct studies as part of the process of making decisions about practical marketing issues, such as what consumers think about products, pricing or promotion."

He has also made a name for himself through his cutting-edge research on technology and consumer behavior. Since 2002, Bruner has partnered with a major telecommunications company on several projects.

“It is wonderful to work at a major research university in a small town where we have the luxury of less concern about crime, traffic, congestion, etc. that comes when one is at a similarly large and prestigious university in major metropolitan area,” said Bruner.

A member of the College of Business faculty since 1984, Bruner on the Undergraduate Teacher of the Year Award in 1998 and the Undergraduate Teacher Honor Roll Award in 1990.

Bruner holds bachelor's and master's degrees in marketing from Texas A & M University and a doctorate in marketing from University of North Texas.

Born in Ft. Worth, Texas, Bruner is the son of an Air force officer so he lived in several locations worldwide before settling in southern Illinois, where he continues to pursue his other passion – music. “I have been writing and recording music since I was a teenager. It is still about the only hobby I have and I spend a lot of time each week in my home studio working on songs,” he said.

RESEARCH INTERESTS

• Marketing and Technology
• M-Commerce
• Scale Usage in Marketing Research
• Consumer Problem Recognition
• Music and Marketing

SELECTED 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.

RECENT AWARDS

Selected to attend the American Marketing Association’s Faculty Consortium on Electronic Commerce, 2001

College of Business Undergraduate Teacher of the Year: 1998

College of Business Teaching Honor Roll: 1990, 1998, 2009

College of Business Research Honor Roll: 1988, 1989, 1990, 2006, 2008, 2009

College of Business Researcher of the Year: 2008

SIUC Outstanding Scholar for College of Business: 2009