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Mary Gilly
  • Title: Senior Associate Dean; Professor, Marketing
  • Office Phone: 949.824.5664
  • Assistant: 949.824.7736
    Fax: 949.725.2829
  • Office Location: SB1 5301
  • Email:
  • Key Research/Interest Areas:
    • Consumers and technology
    • Services Marketing
    • Underserved markets, including Hispanics and the elderly
    • Effects of advertising on employees
    • Compliance in Service Encounters
  • Education:

    • PhD, University of Houston
    • MBA, Southern Methodist University
    • BA, Trinity University


Brief Bio

Mary Gilly has expertise in consumer behavior, focusing her research on the indirect and often unintended consequences of marketing actions. She conducts her research in a variety of organizations, such as hospitals, quick-service restaurants, high-tech firms, and small retailers.

Current projects include a study of household decision-making at a distance via new technologies, consumer compliance with debt management services, and the phenomenon of consumer generated advertising. Two of her research grants funded by the National Science Foundation have focused on older Americans’ use of the Internet.

Her research findings have appeared in the Journal of Marketing, the Journal of Consumer Research, California Management Review, and the Journal of Retailing. She and a colleague recently wrote “Why Consumers Shop Online, Who They Are, and What They Want” for The Internet Encyclopedia.

Professor Gilly has made nearly 30 presentations on marketing to colloquia and conferences held across the United States, and internationally. She has co-chaired conferences and served as an officer in the American Marketing Association. She is currently Academic Director for the Association for Consumer Research, and is a member of the American Academy of Advertising.


Recent Journal Publications include:

  • “Consumer Identity Renaissance: The Resurgence of Identity Inspired Consumption in Retirement,”  with Hope Schau and Mary Wolfinbarger in Journal of Consumer Research, 2009.
  • “Pricing Decisions and Income of Professional Service Providers: A Focus on Gender,” with William Cron, John Graham and John Slocum, Jr. in Organizational Behavior and Human Decision Processes, 2009.
  • “The Impact of Code Switching on Service Encounters,” with Hope Schau and Stephanie Dellande, honorable mention, Best Paper Competition, Journal of Retailing, 2007
  • “Gaining Compliance and Losing Weight: The Role of the Service Provider in Health Care Services,” with Stephanie Dellande and John Graham, Journal of Marketing, 2004
  • "Advertising's Internal Audience" with Mary Wolfinbarger in Journal of Marketing, 1998
  • "Marketer Acculturation: The Changer and the Changed" with Lisa Peñaloza in Journal of Marketing, 1999
  • "Shopping Online for Freedom, Control and Fun," with Mary Wolfinbarger in California Management Review, 2001

Listen to an interview with Mary Gilly that was broadcast to the national capital region for the Australian Broadcasting Corporation