Business Faculty

Colleen Kirk

Assistant Professor of Marketing
 

Degrees

Doctor of Professional Studies, Pace University
Master of Business Administration, Southern Methodist University
Master of International Management, Thunderbird School of Global Management
Bachelor of Arts, Cornell University

Office: Aquinas 200-G
Office Hours
: MW 2:30-4:00 pm, or by appointment
Phone: 845-569-3118
Email: colleen.kirk@msmc.edu

Courses

BUS 4030 Marketing Management
BUS 3040 Retailing Management
BUS 2080 International Marketing
BUS 1020 Marketing Principles 

Research Interests

My research centers around consumer behavior, especially in a digital environment. Specific areas of interest include:

  • Consumer psychological ownership and co-creation of value
  • Technology appropriation and consumer pride
  • Research methodology, including experimental design and structural equation modeling.

Refereed Publications

Colleen P. Kirk, Chiagouris, L., Lala, V., & Thomas, J. (forthcoming). Interactivity: Not All Things to All People. Journal of Advertising Research.

Cardon, M. S., & Colleen P. Kirk (Forthcoming). Entrepreneurial Passion as Mediator of the Self-Efficacy to Persistence Relationship. Entrepreneurship: Theory & Practice.

Colleen P. Kirk, Ray, I., & Wilson, B. (2013). The Impact of Brand Value on Firm Valuation: The Moderating Influence of Firm Type. Journal of Brand Management 20(6), 488-500

Colleen P. Kirk & B. McSherry. (2012). The Effect of Nonconscious Goals on Investor Choice. Advances in Behavioral Finance & Economics: The Journal of the Academy of Behavioral Finance & Economics 2(2):1-13. (Best Doctoral Student Paper award, Academy of Behavioral Finance and Economics, 2011.)

Colleen P. Kirk, Chiagouris, L., & Gopalakrishna, P. (2012). Some People Just Want to Read: The Roles of Age, Interactivity, and Perceived Usefulness of Print in the Consumption of Digital Information Products. Journal of Retailing and Consumer Services, 19(1), 168-178.

Colleen P. Kirk & Berger, K. A. (2011). Tropicana: Social Media Teach Marketers a Branding Lesson. Journal of Critical Incidents, 4:108-111.

Colleen P. Kirk, & Berger, K. A. (2011). A Tale of Two Markets: NYC Subway Line. Business Case Journal, 18 (2):51-69.

Colleen P. Kirk (2010). New Media Books: Can Innovation Pay? The International Journal of Technology, Knowledge and Society, 6(3), 83-97.

Berger, K. A., & Colleen P. Kirk. (2010). NYC Subway Line and the Metropolitan Transportation Authority. Journal of Critical Incidents, 3, 89-96.

Berger, K. A., & Colleen P. Kirk. (2009). Olive Garden and the Playboy Contest. Journal of Critical Incidents, 2, 66-70.

Refereed Conference Presentations

Colleen P. Kirk (author only), & Hanna, R. C. (author & presenter). Consumer Emotional Responses to Interactive Native Advertising and their Effect on Attitude and Consumption Duration. Paper presented at the American Marketing Association Winter Educators' Conference, Orlando, FL. (February, 2014)

Colleen P. Kirk (author only), Swain, S. D. (author only), & Hanna, R. C. (author and presenter). Owning the Intangible: The Roles of Motivational Orientation and Perceived Two-Way Communication in the Emergence of Psychological Ownership. Paper presented at the American Marketing Association Winter Educators' Conference, Orlando, FL. (February, 2014)

Colleen P. Kirk. Owning Up to It: Consumer Motivational Orientation, Interactivity and Psychological Ownership in Digital Media. Paper presented at the Marketing EDGE Direct/Interactive Marketing Research Summit, Chicago, IL. (October, 2013)

Colleen P. Kirk (author & presenter) & Swain, S. D. (author only). Interactivity and Psychological Ownership in Consumer Value Co-Creation. Paper presented at the Academy of Marketing Science Annual Conference 2013, Monterey Bay, CA. (May, 2013)

Colleen P. Kirk (author & presenter), Chiagouris, L., Lala, V., Thomas, J. (authors only). Interactivity: Does One Size Fit All? Paper presented at the Academy of Marketing Science Annual Conference 2013, Monterey Bay, CA. (May, 2013)

Colleen P. Kirk (author & presenter), Swain, S. D. (author only). Touching the Intangible: Perceptions of Interactivity and Ownership in New Media. Paper presented at the The American Marketing Association Winter Educators' Conference 2013, Las Vegas, NV (February, 2013).

Colleen P. Kirk (author & presenter) & Swain, S. D. (author only). Empowering Digital Information Consumers: The Effects of Self-Efficacy, Optimum Stimulation Level, and Perceived Interactivity on Value in Use. Paper presented at the Academy of Marketing Science Annual Conference 2012, New Orleans, LA. (May, 2012).

Colleen P. Kirk. The Natives Are Restless: The Moderating Role of Age on the Relationship between Perceived Interactivity and Attitude towards Digital Information Products. Paper presented at Adolescence in the 21st Century: Emerging Adulthood. Mount Saint Mary College: Center for Adolescent Research and Development, Newburgh, NY. (May, 2012).

McSherry, B. (author & presenter), Colleen P. Kirk (author only). The Effect of Nonconscious Goals on Investor Choice. Paper presented at the The Third Annual Meeting of the Academy of Behavioral Finance & Economics, September 21-23, 2011, UCLA, Los Angeles.

Colleen P. Kirk. The Price of Interactivity: The Effect of Interactivity on Willingness to Pay More for Digital Information Products. Paper presented at the American Marketing Association Summer Marketing Educators' Conference 2011, San Francisco, CA. (August, 2011).

Colleen P. Kirk (author & presenter), Gopalakrishna, P. (author only). The Natives Are Restless: Understanding Consumer Satisfaction with and Adoption of Digital Information Products. Paper presented at the Academy of Marketing Science Annual Conference 2011, Coral Gables, Florida. (May, 2011)

Colleen P. Kirk (author only), Berger, K. A. (author & presenter). Tropicana: Social Media Teach Marketers a Lesson. Paper presented at the Society for Case Research, 2011 Annual Meeting, Chicago. (March, 2011)

Colleen P. Kirk. New Media Books: The Effect of Interactivity on Consumer Response to Digital Information. Paper presented at the 37th Annual Meeting of the Northeast Business and Economics Association, Morristown, NJ. (October, 2010).

Cardon, M. S. (author & presenter), Colleen P. Kirk (author only). Passion and Persistence in Entrepreneurship. Paper presented at the 2010 Annual Meeting of the Academy of Management, Montreal, Canada. (August, 2010).

Colleen P. Kirk (author only), Berger, K. A. (author & presenter). A Tale of Two Markets: NYC Subway Line. Paper presented at the Society for Case Research Annual Case Writers' Workshop. (July, 2010).

Berger, K. A. (author & presenter), Colleen P. Kirk (author only). NYC Subway Line and the Metropolitan Transportation Authority. Paper presented at the Society for Case Research, 2010 Annual Meeting, Chicago. (March, 2010).

Colleen P. Kirk. New Media Books: Can Innovation Pay? Paper presented virtually at the 6th International Conference on Technology, Knowledge and Society, Berlin, Germany. (January, 2010).

Colleen P. Kirk (author only), Berger, K. A. (author & presenter). NYC Subway Line. Paper presented at the Society for Case Research, Annual Case Writers' Workshop, Murfreesboro, TN. (July, 2009).

Berger, K. A. (author & presenter), & Colleen P. Kirk (author & presenter). Olive Garden and the Playboy Bunny. Paper presented at the Society for Case Research, 2009 Annual Meeting, Chicago. (March, 2009).

Grants and Awards

Best Reviewer Award, Direct/Interactive Marketing Research Summit sponsored by Marketing EDGE, Chicago, October 2013.

Faculty Development Grant, Mount Saint Mary College, 2013-2014

Summer Research Grant, Pace University (with P. Gopalakrishna), 2013

Travel Grant, Pace University (from Provost’s Grant for the Thinkfinity Initiative), 2013

Award for Best Doctoral Student Paper in Behavioral Finance, The Academy of Behavioral Finance and Economics (2011).

Academy of Marketing Science Junior Faculty Travel Grant Award, Annual Conference (2012).

Academy of Marketing Science Doctoral Student Travel Grant Award, Annual Conference (2011).

Provost’s Grant for the Thinkfinity Initiative Award, Pace University and the Verizon Foundation (2011-2012).

Faculty Development Grant Award, Mercy College (2010-2011).

Graduate Research Fellowship, Dr. Karen Berger (Ph.D., NYU), Professor of Marketing; Associate Dean and Director of Undergraduate Programs, Pace University (2008-2011).

Graduate Research Fellowship, Dr. Melissa Cardon (Ph.D., Columbia), Associate Professor, Management and Management Science, Pace University (2008-2011).

Industry Experience

Borland International: National Accounts Manager, Account Executive

Sun Microsystems: Sales Representative

Texas Instruments, Data Systems Group: Account Manager, Product Manager, International Product Manager

National Academic Service and Professional Memberships

Reviewer for:

  • The American Marketing Association Winter Educators’ Conference (2012-2014)
  • The Journal of Research in Interactive Marketing (2013)
  • The Marketing EDGE Research Summit (2013)
  • The Association for Consumer Research Annual Conference (2011, 2013)
  • Academy of Marketing Science Annual Conference (2011-2013)
  • The Society for Marketing Advances Annual Conference (2012)
  • The Journal of Critical Incidents (2011)

Associate Editor, The International Journal of Technology, Knowledge and Society (2010)

Member of:

  • Marketing EDGE - Educate, Develop, Grow and Employ (2013-present)
  • American Marketing Association (2009-2013)
  • Association for Consumer Research (2010-2013)
  • Academy of Marketing Science (2010-present)
  • Society for Case Research (2008-2012)
  • The Northeast Business and Economics Association (2010)

Mount Saint Mary College Academic Service:

Faculty Advisor, Student Business Association (2013-present)

Summer Undergraduate Research Experience (SURE) faculty mentor

  • Summer 2013, three students
  • Summer 2012, one student

Curriculum Committee Member (Fall 2013 – present)

Delta Mu Delta Faculty Advisor (January 2012 – present)

Faculty Honors Council (January 2012 – present)

Study Abroad Faculty Steering Committee (January 2012 – Spring 2013)

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Colleen Kirk