Dave Aron

Professor, Marketing
Brennan School of Business

Dave Aron is a marketing educator, consumer researcher, and mentor, and coach. His passions include consumer research, specifically in the areas of consumer dissatisfaction and dysfunctional consumer behaviors such as grudgeholding and retaliation. He also offers guidance for entrepreneurs and young careerists. Dave has served businesses and non-profit firms, providing recommendations regarding strategy and tactics, brainstorming, marketing communications, and product and personal branding. He has taught many different marketing courses and helped generate a variety of marketing solutions.

Education 
PhD, University of Michigan
MBA, Ohio State University
BA, Northwestern University
Research Interests 

Consumer dissatisfaction and dysfunctional consumer behaviors such as grudgeholding and retaliation. Marketing strategy and brand management.

Selected Publications 

Minsky, L.; Aron, D. "Are You Doing The SWOT Analysis Backwards?" Harvard Business Review, 2021.

Aron, David; Kultgen, Olivia. "The Definitions of Dysfunctional Consumer Behavior: Concepts, Content, and Questions." Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 2020

Petersen, M. J., Wright, N. D., & Aron, D. "Intense Customer Satisfaction while Studying Abroad: Study Abroad as a Transcendent Customer Experience." Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 2020.

Aron, David. "Digital Dysfunction: Consumer Grudgeholding and Retaliation in the Digital Era." Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 2016

Aron, David. "The SACI Approach for Teaching Marketing Strategy: The Student-Authored, Client-Intensive Parallel Case Study." Marketing Management Association Spring Educators' Conference, 2016

Aron, David. "Approaches to Developing a College Course on Consumer Satisfaction." Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 2014

Selected Presentations 
Demonstrating Leadership or Imposing Dominance: Queen Bee or Queen B****?, Marketing Management Association Spring Educators’ Conference, 2022
A Backwards Approach to Teaching SWOT, Marketing Management Association Fall Educators’ Conference, 2021
Venn Push Comes to Shove: Toward Understanding Dysfunctional Consumer Behavior, Marketing Management Association Spring Educators' Conference, 2021
The SACI Approach Revisited: Comparing Student-Authored Case Courses, 2019 Marketing Management Association Spring Educators' Conference, 2019
Student, Sing Your Song: The CHIRP Program, 2018 Marketing Management Association Fall Educators' Conference, 2018

 

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