James M. Mayer

James M. Mayer Print-Quality Photo

Contact Information

(317) 274-3941

  • Assistant Professor of Marketing


  • Indianapolis


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

Professional Experience

  • Assistant Professor, Kelley School of Business (2011-present)
  • 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 & Certifications

  • Indiana University Trustees' Teaching Award, 2015
  • Honored as Outstanding Professor by IUPUI Athletic Department, 2014 and 2011
  • Kelley Excellence in MBA Teaching Award, 2013
  • Recognized for teaching rating in top 15% of all Kelley faculty, 2012
  • Honored faculty member at Kelley-Ind. Delta Sigma Pi Business Fraternity awards, 2011
  • University of Georgia Outstanding Teaching Assistant, 2009
  • Nominated for University of Georgia Excellence in Teaching Award, 2009
  • Best Paper in Doctoral Student Track, Society for Marketing Advances Conference, 2009
  • Southwestern Lamb/Hair/McDaniel Award, Society for Marketing Advances Conference, 2009
  • University of Georgia Graduate School Teaching Portfolio Certificate of Excellence, 2008

Professional Interests

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

Selected Publications

  • Mayer, Mark (2015), “Revisiting the Relationship between Need for Cognition and Humor: Evidence from Multiple Manifestations of the Humorous Experience,” American Academy of Advertising (AAA) Conference proceedings, forthcoming.
  • Mayer, Mark (2015), “A Structural Equation Modeling-Based Examination of the Private Label Brand Consumer Evaluation Process,” Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 12, 496-507.
  • Mayer, Mark and Tae Hyun Baek (2015), “The Efficacy of Sexualized Female Models in Young Adult Male-Oriented Cigarette Advertising,” Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 12, 484-495.
  • Mayer, Mark, Piyush Kumar & Plamen Peev (2015), “Contingent Effects of Humor Type and Cognitive Style on Consumer Attitudes,” Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 12, 472-483.
  • Yoon, Hye Jin and Mark Mayer (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, Tae Hyun and Mark Mayer (2010), “Sexual Imagery in Cigarette Advertising Before and After the Master Settlement Agreement," Health Communication, Vol. 25, No. 8, November, pages 747-757. 
  • Mayer, Mark and George M. Zinkhan (2009), "Retailers & Private Label Brands: Research Knowledge Bases and Opportunity Areas," Proceedings, Marketing Theory and Applications: AMA Educators’ Proceedings, 20, 70-76.
  • Mayer, Mark and Michelle Roehm (2008), “Tater Stiks and Sir Salty: Two Mini-Cases in Brand Management Strategy,”Advances in Marketing: Issues, Strategies, and Theories (SMA Proceedings), 83-85.

Kelley School of Business

Faculty & Research