The Scheller College of Business


The Scheller College of Business
Associate Professor,Area Coordinator of Marketing

Consumer Decision Making

Word-of-Mouth and Online Reviews

Brand Communications

Decision Aids and Recommendation Tools


PhD, Fuqua School of Business, Duke University

BA (Business Administration), Rhodes College, Memphis, TN

BA (Mathematics), Rhodes College, Memphis, TN


Samuel Bond joined the Scheller College of Business in 2007. Professor Bond received his PhD from the Fuqua School of Business, Duke University. At Scheller, he teaches Marketing Management and Consumer Behavior at the graduate and undergraduate levels, and he participates in a number of custom executive education programs. In addition to his current role as Area Coordinator, Professor Bond has served as coordinator for the marketing doctoral program.

Professor Bond''s research deals with consumer psychology and behavior. Much of his work focuses on the different ways that consumers process information and make decisions. Through his research, Professor Bond has examined biases in consumers’ interpretation of product information, explored the cognitive process by which online shoppers perceive, utilize, and remember online reviews, and investigated the ways that ‘intuition’ and ‘reason’ interact in everyday consumer choices. His work has been published in journals including Journal of Consumer Research, Journal of Marketing, Management Science, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, MIS Quarterly, and Decision Analysis.

Among various ongoing projects, Professor Bond has been exploring the psychological aspects involved in consumers’ use of product recommendation tools and online decision aids. In addition, he is investigating different ways in which visual branding elements (such as logos) affect customer perceptions of brands and their products. Finally, Professor Bond has been examining the benefits of articulating one’s ultimate objectives before making a decision, and applying this idea to a range of consumer and managerial decisions.

Professor Bond has received various awards recognizing his research and teaching activities. In 2012, he received the Best Publication Award from the Decision Analysis Society (INFORMS), for his 2010 paper "Improving the Generation of Decision Objectives," with Kurt Carlson and Ralph Keeney. In 2011, Professor Bond was voted MBA Core Professor of the Year by students in the full-time MBA program at Scheller. Professor Bond has received competitive research grants from the Marketing Science Institute, the Sloan Foundation, and the Society for Judgment and Decision Making.

Prior to his academic career, Professor Bond held positions in real estate banking and psychological research.

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