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Samuel Bond

Associate Professor

Area Coordinator, Marketing

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samuel.bond@scheller.gatech.edu

404-385-3309

Academic Areas: Marketing

Suite: 426

Office: 4139

Biography

Samuel Bond joined the Scheller College of Business in 2007. Professor Bond received his PhD from the Fuqua School of Business, Duke University. At Scheller, he teaches Marketing Management and Consumer Behavior at the graduate and undergraduate levels, and he participates in various custom executive education programs. In addition to his current role as Area Coordinator, Professor Bond has served as coordinator for the marketing doctoral program.

Professor Bond's research deals with consumer psychology and behavior. Much of his work focuses on the consequences of modern technology for consumer information processing and decision making. His work has been published in Journal of Consumer Research, Journal of Marketing Research, Management Science, MIS Quarterly, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Journal of Bheavioral Decision Making, and Decision Analysis.

Among various ongoing projects, Professor Bond is exploring the psychological aspects of product recommendation tools, interactive "smart" devices, and online decision aids. In addition, he is investigating how consumers process the emotional content of online reviews, social media and other online word-of-mouth. Professor Bond is examining the benefits and costs of specifying one's decision objectives before an important decision. He is also working on ways to improve comparison of hedonic measures (like "satisfaction") across diverse populations.

Professor Bond has received various awards recognizing his research and teaching activities. In 2012, he received the Best Publication Award from the Decision Analysis Society (INFORMS), for his paper "Improving the Generation of Decision Objectives," with Kurt Carlson and Ralph Keeney. In 2011, Professor Bond was voted MBA Core Professor of the Year by students in the full-time MBA program at Scheller. Professor Bond has received competitive research grants from the Marketing Science Institute, the Sloan Foundation, and the Society for Judgment and Decision Making.

Education

Ph.D., Fuqua School of Business, Duke University
B.A. (Business Administration), Rhodes College, Memphis, TN
B.A. (Mathematics), Rhodes College, Memphis, TN

Research Areas

Consumer Decision Making
Word-of-Mouth and Online Reviews
Decision Aids and Recommendation Tools

Research

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Year

Type

Year	Title	Journal	Author(s)	Type
2021	Anger in Online Reviews- Unhelpful but Persuasive	MIS Quarterly	Yin, Dezhi Bond, Samuel Zhang, Han	Published Papers	View
"Anger in Online Reviews: Unhelpful but Persuasive?" with Dezhi Yin and Samuel Bond, MIS Quarterly, Vol. 45, No. 3, September 2021, 1059-1086.
2019	Word-of-Mouth Dynamics in Free Product Settings	Journal of Marketing Research	Bond, Samuel D. He, Stephen Wen, Wen	Published Papers	View
Bond, Samuel D., He, Stephen, and Wen, Wen (2019), “Word-of-Mouth Dynamics in Free Product Settings,” Journal of Marketing Research, 56(2) 276-90.
2018	Beyond Beauty- Design Symmetry and Brand Personality	Journal of Consumer Psychology	Bajaj, Aditi Bond, Samuel D.	Published Papers	View
Bajaj, Aditi, and Bond, Samuel D. “Beyond Beauty: Design Symmetry and Brand Personality,” Journal of Consumer Psychology, 2018, 28(1), 77-98.
2018	Attribute Dismissal and Valence Effects in Preferential Decision Processing	Journal of Behavioral Decision Making	Hair, Michael Bond, Samuel D.	Published Papers	View
Hair, Michael, and Bond, Samuel D. “Attribute Dismissal and Valence Effects in Preferential Decision Processing,” Journal of Behavioral Decision Making, 2018, 31(1), 164-178.
2017	Keep Your Cool or Let It Out- Nonlinear Effects of Expressed Arousal on Perceptions of Consumer Reviews	Journal of Marketing Research	Yin, Dezhi Bond, Samuel D. Zhang, Han	Published Papers	View
Yin, Dezhi, Bond, Samuel D., and Zhang, Han (2017). "Keep Your Cool or Let it Out: Nonlinear Effects of Expressed Arousal on Perceptions of Consumer Reviews," Journal of Marketing Research, 54(3), 447-463.
2015	Why is the Crowd Divided	Journal of Consumer Research	He, Stephen Bond, Samuel D.	Published Papers	View
He, Stephen, and Bond, Samuel D. (2015) “Why is the Crowd Divided? Attribution for Dispersion in Online Word-of-Mouth,” Journal of Consumer Research, 41(6), 1509-1527.
2015	Beyond Beauty- Design Symmetry and Brand Personality	The Psychology of Design: Creating Consumer Desire	Bajaj, Aditi Bond, Samuel D.	Other
Bajaj, Aditi, and Bond, Samuel D. (2015). “Beyond Beauty: Design Symmetry and Brand Personality,” in R. Batra, D. Brei, and C. Seifert (eds.), The Psychology of Design: Creating Consumer Desire Armonk, NY: M. E. Sharpe.
2014	Anxious or Angry- Effects of Discrete Emotions on the Perceived Helpfulness of Online Reviews	MIS Quarterly	Yin, Dezhi Bond, Samuel D. Zhang, Han	Published Papers	View
Yin, Dezhi, Bond, Samuel D., and Zhang, Han (2014). “Anxious or Angry? Effects of Discrete Emotions on the Perceived Helpfulness of Online Reviews,” MIS Quarterly, 38(2), 539-560.
2013	Word-of-Mouth and the Forecasting of Consumption Enjoyment	Journal of Consumer Psychology	He, Stephen Bond, Samuel D.	Published Papers	View
He, Stephen, and Bond, Samuel D. (2013). “Word-of-Mouth and the Forecasting of Consumption enjoyment,” Journal of Consumer Psychology, 23(4), 464-482.
2010	Improving the Generation of Decision Objectives	Decision Analysis	Bond, Samuel D. Carlson, Kurt, A. Keeney, Ralph L.	Published Papers	View
Bond, Samuel D., Carlson, Kurt, A., and Keeney, Ralph L. (2010). “Improving the Generation of Decision Objectives,” Decision Analysis, 7(3), 238-255.
2008	Consumer Judgment from a Dual-systems perspective	Review of Marketing Research	Bond, Samuel D. Bettman, James R. Luce, Mary F.	Published Papers
Bond, Samuel D., Bettman, James R., and Luce, Mary F. (2008). “Consumer Judgment from a Dual-systems perspective: Recent Evidence and Emerging Issues.” In N. K. Malhotra (ed.), Review of Marketing Research, Vol. 5, Armonk, NY: M. E. Sharpe.
2008	Generating Objectives- Can Decision Makers Articulate What They Want	Management Science	Bond, Samuel D. Carlson, Kurt A. Keeney, Ralph L.	Published Papers	View
Bond, Samuel D., Carlson, Kurt A., and Keeney, Ralph L. (2008). “Generating Objectives: Can Decision Makers Articulate What They Want?” Management Science, 54(1), 56-70.
2006	Improving Preference Assessment	Management Science	Carlson, Kurt, C. Bond, Samuel D.	Published Papers	View
Carlson, Kurt C., and Bond, Samuel D. (2006). "Improving Preference Assessment: Limiting the Effects of Context Through Pre-exposure to Attribute Levels,” Management Science, 52(3), 410-421.
2006	Information Distortion in the Evaluation of a Single Option	Organizational Behavior and Human Decision Processes	Bond, Samuel D. Carlson, Kurt A. Meloy, Margaret G. Tanner, Robin J. Russo, J. Edward	Published Papers	View
Bond, Samuel D., Carlson, Kurt A., Meloy, Margaret G., Tanner, Robin J., and Russo, J. Edward (2006). “Information Distortion in the Evaluation of a Single Option,” Organizational Behavior and Human Decision Processes 102(2), 240-254.

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In the News

2021

Study Finds Use of Anger in Online Reviews Not Helpful, but Influential for e-Tailers Purchase Decisions