Marie-Odile Richard

Marie-Odile Richard

Ph.D.
SUNY Polytechnic Institute
Assistant Professor, Marketing

Contact

Phone Number:
315-792-7392
Office Address:
Donovan Hall
1263
Faculty/Staff
Faculty
Department
Management Department
College
College of Business

Marie-Odile Richard is an Assistant Professor of Marketing in the Department of Business Management at the State University of New York Polytechnic Institute. She received her MSc (Marketing Option) from Concordia University and her Ph.D. (Marketing Option) from HEC-University of Montreal, both AACSB-accredited institutions. Prior to her studies in Marketing she had been trained in biochemistry and in medical science, and she has developed a strong interest in neuromarketing. She received a coveted two-year grant from the Social Sciences and Humanities Research Council of Canada and served as a Postdoctoral Fellow in neuromarketing at the University of Montreal.

Her mains research interests are in the areas of marketing communications (including digital and social media marketing), neuromarketing, services marketing, and the cultural effects on individual responses. She published more than 60 articles in journals and proceedings, including the Journal of the Academy of Marketing Science, the Journal of Advertising Research, the Journal of Business Research, the International Journal of Information Management and the Journal of Social Psychology. She also published more than 10 chapters in major encyclopedias specifically focusing on digital and social media marketing.

Her work has been having a strong impact on the field (over 3,000 Google Scholar citations; h=24, i10=29). Marie-Odile Richard has done both qualitative and quantitative research, including the application of the netnographic approach to social media, the use of historical analysis to explain the formation of brand communities (International Journal of Advertising), and the use of times series analysis to multichannel advertising (Journal of Advertising Research). Her original work on Internet search behavior which she started in 2004 as her master’s thesis is very well regarded as the citation counts clearly demonstrate (over 700). She has developed a full and interrelated research program in at least four major fields, and has done work in all four that is being noticed. These are: 1) Online consumer behavior/brand communities/social media where she has many of her publications; 2) Advertising research, focusing more specifically on humor and fear appeals; 3) Service research, looking specifically with the intersection with the other topic areas such as digital marketing and brand communities; 4) Cross-cultural/international marketing, looking at the issues of language and culture, and particularly dealing with bilingual audiences. In addition, in early development is an interest in neuromarketing/consumer neuroscience as she was trained at the University of Montreal by Dr. Maurice Ptito, an eminent multidisciplinary neuroscientist. Her post-doctoral research involved several experiments with olfaction and visuals and used both paper and pencil surveys as well as fMRI scans.

Marie-Odile Richard has done reviews for several journal editors (e.g. Journal of Interactive Marketing, Journal of Business Research) and she has been appointed to the Editorial Review Board of the Journal of Business Research.

 

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