J. Mark Mayer

Faculty Chair, Kelley Indianapolis Undergraduate Program
Clinical Associate Professor

Department: Kelley School of Business Indianapolis

Campus: Indianapolis

Areas of Expertise

Advertising efficacy, Consumer behavior, Humorous consumer communication, Integrated marketing communications

Academic Degrees

PhD, University of Georgia, 2011
MBA, Wake Forest University, 2001
BS, State University of New York at Geneseo, 1996

Professional Experience

Assistant Professor, Miller College, Ball State University (2018-2023)
Clinical Assistant Professor, Kelley School of Business (2015-2018)
Assistant Professor, Kelley School of Business (2011-2015)
Research/Teaching Assistant, Terry College, University of Georgia (2006-2011)
Product Manager, Wyeth Consumer Healthcare (2005-2006)
Brand Manager, Kraft Foods (2001-2005)
Brand Management Intern, Sara Lee (2000-2001)

Awards, Honors & Certificates

Kelley Indianapolis Schuyler F. Otteson Undergraduate Teaching Excellence Award Winner, 2024; Nominee, 2016 and 2014
Indiana University Digital Gardeners Media Literacy Faculty Fellow, with $500 award, 2024
IU-Indianapolis Center for Teaching and Learning High Impact Practices Done Well cohort member, with $1000 award, 2024
IU-Indianapolis Institute for Engaged Learning Equity Champions cohort member, with $300 award, 2023
Completed Digital Marketing Institute (DMI) program for Certified Digital Marketing Associate (Digital Marketing and Analytics), 2023
Ball State Teacher Scholar Program (research collaboration with two BSU first-year students), $500 award, 2023
Best Paper in Consumer Behavior Track, Marketing Management Association Conference, 2023
Ball State University Outstanding Professor, Sigma Phi Epsilon National Fraternity (with $250 award), 2022
One of BSU faculty members chosen to appear in “We Fly 2.0” Advertising Campaign, 2019-22
Ball State Career Center, Faculty Skills Infusion Training (NACE partnership); $500 stipend, 2021
Ball State Accounting Department—awarded $1000 research fund grant from peer department for aiding their department task force in designing and implementing a research project exploring best practices in messaging the Acct. major to BSU first-year students, 2021
Ball State Division of Online and Strategic Learning, Faculty Bootcamp for Multimodal Teaching and Learning; received $250 stipend for completion, 2020
Student Organization Advisor of the Year from Kelley School of Business Indianapolis, 2018
IUPUI Center for Research and Learning’s Undergraduate Research Opportunity Program (UROP) Grant; as mentor, received $500 grant (mentee received $1000) to conduct research on anti-childhood obesity advertising, 2017
Selected as Keynote Speaker for Kelley Indianapolis Honors Program Medal Awarding Ceremony, 2017
Society for Marketing Professional Services (SMPS) Presentation Stipend ($500, donated to IU-Kelley Scholarship Fund), Indianapolis, IN, 2016
IUPUI Center for Research and Learning’s Undergraduate Research Opportunity Program (UROP) Grant; as mentor, received $500 grant (mentee received $2000) to conduct research on tipping behavior, 2016
Trustee’s Teaching Award winner (included $2500 prize) from Indiana University, 2015
Named Outstanding Professor by IUPUI Athletics, 2014 and 2011
Excellence in MBA Teaching Award from Kelley School of Business Indianapolis, 2013
Aggregate teaching rating in top 15% of Kelley faculty, 2012
Kelley-IUPUI Delta Sigma Pi Business Fraternity honored faculty member, 2011
University of Georgia Center for Teaching and Leadership “Thank a Teacher at UGA” Recipient, 2010
Best Paper in Doctoral Student Track, Society for Marketing Advances Conference, 2009
Outstanding Teaching Assistant Award from University of Georgia, 2009
University of Georgia Excellence in Teaching Award nominee, 2009
University of Georgia Pi Sigma Eta Business Fraternity service honoree, 2009
Terry College at University of Georgia Summer Research Award, 2007-2009
Graduate School Committee Teaching Portfolio Certificate of Excellence from University of Georgia, 2008
Best Paper in Marketing Education, Society for Marketing Advances Conference, 2008
Awarded $5000 stipend by Wyeth Consumer Healthcare to prepare national MBA recruiting case presentation on new product launch, 2006

Selected Publications

Zeiss, J. and Mayer, J. M. (2023). Applying Media-Rich Concepts for the Optimization of Industrial Negotiations. Journal of Higher Education Theory & Practice, 23(9), 34-51.
Mayer, J. M., Mayer, A., and Peev, P. (2022). Exploring Valence and Word Choice in Childhood Obesity Reduction-Focused Advertising. Journal of Managerial Issues, 34(3), 264-84.
Mayer, J. M., Mayer, A., and Peev, P. (2021). Women on Top In Advertising? An Exploration of Female Responses to Different Sexual Position Portrayals in Sexually-Themed Advertising. Journal of Business Diversity, 21(1), 43-54.
Mayer, J. M., Kumar, P., and Yoon, H. J. (2019). Does Sexual Humor Work on Mars, But Not on Venus? Exploring Consumer Acceptance of Sexually Humorous Advertising. International Journal of Advertising, 38(7), 1000-1024.
Mayer, J. M., Baek, T. H., Mayer, A., and Peev, P. (2019). A Retrospective Examination of Female Model Portrayals in Male Youth-Targeted Cigarette Advertising Through the Lens of Objectification Theory. Journal of Business Diversity, 19(4), 41-52.
Mayer, A., and Mayer, J. M. (2019). 'America, Let’s Get Real' about Stigmatization of Obese Individuals-A Discourse Analysis of the Opening Sequence of The Biggest Loser. Journal of Managerial Issues, 31(3), 246-259.
Mayer, J. M., and Wright, J. (2018). Teaching Moment: Two Exercises Bringing Real-World Context into the Classroom. In Kesha K. Coker and Joel C. Whelan Teaching Moments: Rapidly Diffusing Pedagogical Advances. Marketing Education Review, 28(3), 155-158.
Mayer, J. M., and Peev, P. (2017). Do Sexy Mouthwash Ads Leave a Bad Taste Behind? The Effects of Sexual-Self Schema and Brand Positioning Fit on Female-Targeted Sexual Advertising Efficacy. Marketing Letters, 28(2), 321-333.
Mayer, J. M., and Peev, P. (2017). The Role of Female Sexual-Self Schema in Reactions to Non-Explicit Sexual Advertising Imagery. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Maximilian Stieler (ed.), New York: Springer, 1201-1211.
Peev, P., and Mayer, J. M. (2017). Consumer Perceptions of Precise vs. Just-Below Prices in Retail Settings. Journal of Promotion Management, 23(5), 673-688.
Baek, T. H., and Mayer, J. M. (2017). The Moderating Effect of Appearance Self-Esteem on Females’ Identification of and Reactions to Sexually-Themed Advertising. Journal of Business Diversity, 17(1), 10-20.
Mayer, J. M. (2016). Teaching Moment: Buggin' Out--Setting a Level Playing Field for Student Teams' First Assignment. In Joel D. Whelan and Kesha K. Coker Outside the Box Teaching Moments: Classroom-Tested Innovations. Marketing Education Review, 26(2): 119-23.
Mayer, J. M. (2015). Revisiting the Relationship between Need for Cognition and Humor: Evidence from Multiple Manifestations of the Humorous Experience. Proceedings of the 2015 Conference of the American Academy of Advertising, Michelle Nelson (ed.), Urbana, IL: University of Illinois, 193-200.
Mayer, J. M. (2015). A Structural Equation Modeling-Based Examination of the Private Label Brand Consumer Evaluation Process. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Michael W. Obal, Nina Krey, and Christian Bushardt (eds.), New York: Springer, 496-507.
Mayer, J. M., and Baek, T. H. (2015). The Efficacy of Sexualized Female Models in Young Adult Male-Oriented Cigarette Advertising. In Developments in Marketing: Proceedings of the Academy of Marketing Science, Michael W. Obal, Nina Krey, and Christian Bushardt (eds.), New York: Springer, 484-495.
Mayer, J. M., Kumar, P. and Peev, P. (2015). Contingent Effects of Humor Type and Cognitive Style on Consumer Attitudes. In Developments in Marketing: Proceedings of the Academy of Marketing Science, Michael W. Obal, Nina Krey, and Christian Bushardt (eds.), New York: Springer, 472-483.
Mayer, J. M. (2015). Consumer Responses to Negative National Brand and Private Label Brand Experiences. In Advances in Marketing: Real Time Marketing, Rebecca VanMeter and Jeri Weiser, Editors. San Antonio, TX: Society for Marketing Advances, 533-540.
Mayer, A. and Mayer J. M. (2015). The Master Settlement Agreement (MSA) and Cigarette Advertising in America: History, Implications, and Outlook. In Advances in Marketing: Real Time Marketing, Rebecca VanMeter and Jeri Weiser, Editors. San Antonio, TX: Society for Marketing Advances, 218-226.
Yoon, H. J., and Mayer, J. M. (2014). Do Humor and Threat Work Well Together? The Moderating Effect of Need for Cognition in Humorous Threat Persuasion Advertisements. International Journal of Advertising, 33(4), 707-724.
Baek, T. H., and Mayer, J. M. (2010). Sexual Imagery in Cigarette Advertising Before & After the Master Settlement Agreement. Health Communication, 25(8), 747-757.
Mayer, J. M., and Zinkhan, G. (2009). Retailers & Private Label Brands: Research Knowledge Bases and Opportunity Areas. Marketing Theory and Applications: AMA Educators’ Proceedings, 20, 70-76.
Mayer, J. M., and Roehm, M. (2008). Tater Stiks and Sir Salty: Two Mini-Cases in Brand Management Strategy. Advances in Marketing: Issues, Strategies, and Theories: SMA Proceedings, 83-85.

Edited on May 5, 2025