Glenn L. Christensen

Assistant Professor
Garrett Research Fellow
Business Management, Department of

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Office: 668 TNRB
Phone: 801-422-1773
Email: glennc@byu.edu
Office hours: By appointment
Expertise:
  • Marketing strategy
  • Marketing: Consumer Behavior
  • Marketing: Consumption Visions
Research:
  • Consumer dreams, fantasies, anticipations, expectations, and consumption visions; Effects of consumption visions on consumer choice in online environments; Consumer goals and goal hierarchies; Consumer product involvement; Service recovery; Liklihood of confusion and trademark law
Education:
  • PhD, Marketing, The Smeal College of Business Administration, The Pennsylvania State University, 2002
  • MBA, Marketing, Marriott School of Management, Brigham Young University, 1997
  • BA, Communication, Public Relations, Brigham Young University, 1994
Group Affiliations:
  • Business Management - Primary
  • Marketing - Primary
Selected Publications:
  • "Consumer Confusion in a Brand-Extended Market: An Empirical and Theoretical Study of the Role of the "Sophistication" and "Bridging the Gap" Factors in the Likelihood of Confusion Test," The Trademark Reporter Volume 98, Issue 4, Pages 913-949, International Trademark Association, July, 2008    V I E W   A B S T R A C T
  • "Forecasting Deep Consumer Resonance: An Application of the Zaltman Metaphor Elicitation Technique (ZMET)," Advances in Business and Management Forecasting Volume 5, Issue 1, Pages 133-156, Elsevier, April, 2008    V I E W   A B S T R A C T
  • "Trademarks, Consumer Psychology, And The Sophisticated Consumer," The Emory Law Review Volume 57, Emory Law School, January, 2008    V I E W   A B S T R A C T
  • "A Cultural Models Approach to Service Recovery Expectations," Journal of Marketing July, 2007    V I E W   A B S T R A C T
  • "Improving Sales Forecasts by Testing Underlying Hypotheses about Consumer Behavior: A Proposed Qualitative Method," Advances in Business Management and Forecasting, Vol. 4 Volume 4, Elsevier Science, Oxford, UK, 2006    
  • "Why Consumption Vision? Understanding Consumer Value in Anticipatory Consumption Imaging," Advances in Consumer Research Volume 31, Pages 130-131, Association for Consumer Research, Valdosta, GA, 2004    V I E W   A B S T R A C T
  • "Using the Zaltman Metaphor Elicitation Technique (ZMET) to Map Consumers Mental Models," Psychology and Marketing Volume 19, Pages 477-502, June, 2002    V I E W   A B S T R A C T
  • "Involved with What? The Impact of Goal Heterogeneity On High Enduring Involvement," Advances in Consumer Research Volume 28, Pages 392, 2001    V I E W   A B S T R A C T
Experience:
   Professional
  • Research Associate, Olson, Zaltman & Associates (Cambridge, MA)
  • Expert Witness, Trademark Infringement Litigation--Expert to Likelihood of Consumer Confusion
  • Owner and General Contractor, Christensen Home Construction Company
Awards:
  • Garrett Research Fellowship , Marriott School of Management , 2008
  • 6th Annual Hormel Food Master Teaching Competition Award Finalist , MMA , 2008
  • Teaching Excellence Award , Marketing Management Association (MMA) , 2008
  • Outstanding Researcher Award , Department of Business Management , 2008
  • Merrill J. Bateman Teaching Award Finalist , Marriott School of Management , 2008
  • The Marriott School Teaching Excellence Award , Marriott School of Management , 2006
  • Outstanding Teacher Recognition , BYU Women's Athetic Department , 2005
  • Fellow , American Marketing Association Sheth Doctoral Consortium , 2001
  • Ossian R. MacKenzie Doctoral Teaching Award , The Smeal College of Business Administration, The Pennsylvania State University , 2001
  • The Franco Nicosia Competitive Paper Award , Association for Consumer Research , 2000
  • Fred Brand Jr. Outstanding Graduate Student Teaching Award , The Smeal College of Business Administration, The Pennsylvania State University , 2000
  • Presenter and Symposium Fellow , Albert Haring Symposium, Indiana University , 1999
  • Outstanding Teacher Recognition , Interfraternity Council and Pan Hellenic Council , 1999
  • Honors graduate with thesis , Brigham Young University , 1994
Languages:
  • English