Stephen R. McDaniel, Ph.D.
Dr. McDaniel's teaching and research are focused on marketing and media phenomena,
in the area of sport management. He also holds an affiliate appointment with
He has presented his work to a number of academic groups including: The American
Marketing Association, The
Association for Consumer Research, The
American Academy of Advertising, The
Association for Education in Journalism and Mass Communication,
the Society for Consumer Psychology and the North
American Society for Sport Management. He has published
his research in Journal of Business Research, Journal of Services
Marketing, Journal of Sport Management, Psychology & Marketing and Sport Management
Review, and Personality and Individual Differences.
He also serves on the editorial
board of several major journals in sport management, including: International
Journal of Sport Marketing and Sponsorship, Journal of Sport Media,
Management: An International Journal. He was named a Research Fellow by the North American Society for Sport Management in 2005.
Areas of Interest:
- Social psychological aspects of sport consumption for
spectators and participants
- Effect of audience characteristics on media use and response as well as how these variables impact other aspects of consumer behavior (e.g., promotion proneness, gambling, alcohol and tobacco use)