Stephen R. McDaniel, Ph.D.

Associate Professor

Sport Management

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 the Department of Communication. 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, and Event 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)