Pamela Miles Homer

Professor, Marketing (MKTG)
Campus Phone: 562.985.4173
Office: COB-348 (Hours)
Faculty Website
Google Scholar Page

Pamela Miles Homer is a Professor of Marketing. She received the 2011 Academic Affairs Award for Outstanding Faculty Mentor for Student Engagement in Research, Scholarly and Creative Activity for her work with the College of Business Honors students. Her research includes various advertising, consumer behavior, and branding topics, along with methodology-oriented publications. According to Google Scholar, she is the most cited researcher in the College of Business.

Advertising, Consumer Behavior, Principles of Marketing, Research Methods

Consumer Behavior, Information Processing, Advertising Effectiveness, Emotion, Research Methodology, Structural Equation Models, Branding, Prosocial Behavior.

  • Doctor of Philosophy (Ph.D.), University of Oregon, 1986
    Major/Concentration: Marketing, Minors: Quantitative Sciences, Psychology
  • Master of Business Administration (M.B.A.), University of Colorado, 1976
    Major/Concentration: Management and Organization
  • Master of Arts, University of Colorado, 1974
    Major/Concentration: Guidance and Counseling
  • Bachelor of Arts (B.A.), Michigan State University, 1972
    Major/Concentration: Mathematics, Minors: Art and Education (Secondary Teaching Certificate)
  • COB Honors Program, California State University, Long Beach (2003 - 2011) Director
  • COB, California State University, Long Beach (1995 - Present) Professor
  • COB, California State University, Long Beach (1991 - 1995) Associate Professor
  • Department of Advertising, University of Texas at Austin (1986 - 1991) Assistant Professor
  • "When Sadness and Hope Work to Motivate Charitable Giving", Journal of Business Research , Sep-2021
  • "Faculty Salary Inversion, Compression, and Market Salary Gap in California State University Business Schools", Employee Responsibilities and Rights Journal , Jun-2021
  • "Testing Moderation and Moderated Mediation of Intent in an Advertising-Adoption Link", Advances in Consumer Research (Proceedings) , Jul-2019
  • "Lay Theories and Consumer Perceptions of Dietary Supplements", Journal of Consumer Behaviour, Jul-2019
  • "The Impact of Dietary Supplement Form and Dosage on Perceived Efficacy", Journal of Consumer Marketing , Jan-2018
  • "Cultural Fit and the Choice of International Market Entry Scale of Chinese Firms", Journal of Global Marketing , Jan-2018
  • "Understanding the Power of Hope and Empathy in Healthcare Marketing", Journal of Consumer Marketing , Jan-2017
  • "Do Opposites Attract? Understanding Opposition in Promotion", Journal of Business Research , Jan-2012
  • "Testing Moderation and Moderated Mediation of Intent in an Advertising-Adoption Link", Association for Consumer Research Conference (Conf.) , Oct-2019
  • "The Impact of Ad Color on Brand Image Beliefs: The Role of Cognitive Factors", Society of Consumer Psychology (Annual Conference) , Jan-2011
  • "A Labor of LOV,” Submission to PsycShorts Video Competition", American Psychological Association, Mar-2019
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Updated: September 02 2022 [pamela]