Professor Kathleen Debevec

Kathleen Debevec 

Associate Professor of Marketing 

Telephone: 413-545-5664


Office: Isenberg 220B



View CV (pdf)



Ph.D., University of Cincinnati, 1982
M.B.A., University of Cincinnati, 1980
B.S., University of Dayton, 1979

Research/Teaching Interests:

Impact of self-referent judgments in marketing communications, persuasion strategies and communication effectiveness, technology in marketing education

Promotion strategy

Retail management and technology


Selected Publications:

Schewe, Charles, Kathleen Debevec, Thomas Madden, William Diamond, Anders Parment, and Andrew Murphy, "If You've Seen One, You've Seen Them All!  Are Young Millennials the Same Worldwide?"  Journal of International Consumer Marketing, Vol. 25, Issue 1, 2013, pp. 3-15, DOI: 10.1080/08961530.2013.751791.

Debevec, Kathleen, Charles D. Schewe, Thomas Madden, and William Diamond, "Are Today's Millennials Splintering into a New Generational Cohort? Maybe," Journal of Consumer Behaviour, Vol. 12, Issue, 1, January/February, 2013, pp. 20-31, DOI: 10.1002/cb.1400.

Debevec, Kathleen and William Diamond, "Social Smokers:  Smoking Motivations, Behavior, Vulnerability, and Responses to Antismoking Advertising," Journal of Consumer Behaviour, May/June, 2012, Vol. 11, Issue 3, pp. 207-216, DOI: 10.1002/cb.1373.

Debevec, Kathleen, Yana Andonova, and Elizabeth Miller, "Is That Healthy?  The Influence of Information Type and Location," Abstract, Association for Consumer Research, Appreciating Diversity, ACR Annual Conference, Vancouver, BC, 2012, p. 200.

Schewe, Charles, Kathleen Debevec, William Diamond, and Shabnam Azimi, "Are Today's Millenials About to Splinter into a New Generational Cohort:  An Analysis of College Upperclassmen," Abstract, Proceedings of the American Marketing Association Summer Educators' Conference, Boston, MA, American Marketing Association, 2010.

With Mei-Yau Shih and Vishal Kashyap, "Learning Strategies and Performance in a Technology Integrated Classroom," Journal of Research on Technology in Education, Spring 2006. 38(3): 293-307.

With William Diamond, "Understanding the Changing Perceptions of Hazardous Consumption Activities," Abstract, Portal to the Pacific: Public Policy in an International Arena, Chicago, IL, American Marketing Association, 2006, 30-32.

With William Diamond, "Social Smokers: A Breed Apart - Differences in Schemas, Smoking Behavior, and Responses to Anti-Smoking Ads," Abstract, Marketing & Public Policy Conference, 2005.

With William Diamond, "Do Different Anti-Smoking Messages Work for Different Segments of Smokers and Nonsmokers? Three Internet Advertising Studies." American Marketing Association Marketing and Public Policy Conference (2002), Atlanta, GA.

With William Diamond, "The Effects of Framing, Type of Message, and Self-Referencing on the Effectiveness of Anti-Smoking Advertising" Abstract, Marketing and Public Policy Conference, 2001.

"Self Referencing Measurement in Persuasive Communications," Psychological Reports, Vol. 77 (1995).

With Jean Romeo, "Self-Referent Processing in Perceptions of Verbal and Visual Commercial Information." Journal of Consumer Psychology 1, no. 1 (1992): 83-102.

With Patricia Myers, "Differentiating Advertising for a Technological Innovation: What the Consumer Knows Matters," Journal of High Technology Management Research, 3(2): 243-261.

With Easwar Iyer, "The Role of Origin of Rumor and Tone of Message in Rumor Quelling Strategies," Psychology & Marketing, 8(3): 161-175.

With Jerome Kernan, "Self-Referencing as a Mediator of the Physical Attractiveness Stereotype." Genetic, Social, and General Psychology Monographs 113, no. 4: 433-60.

With Easwar Iyer, "Self-Referencing as a Mediator of the Effectiveness of Sex-Role Portrayals in Advertising." Psychology and Marketing 5, no. 1 (1988): 71-84.

-----. "The Influence of Spokespersons in Altering a Product's Gender Image." Journal of Advertising 15, no. 4 (1986): 12-20.

With Thomas J. Madden, and Jerome B. Kernan, "Physical Attractiveness, Message Evaluation, and Compliance A Structural Examination," Psychological Reports, 58, 503-508, 1986.

Academic and Professional Activities:

Member of Association for Consumer Research, American Marketing Association, and American Academy of Advertising.


Cadillac Marketing Case Competition - Semifinalist team, 2007

Ford Fusion College Marketing Competition, first place Scholastic Achievement Award, 2006.

Ford Focus College Marketing Competition, second place, Scholastic Achievement Award, 2005.

Time Magazine Marketing Competition, 1999
General Motors Marketing Competition (placed first nationwide), 1996.