December 01, 2018 • By Aaron Orlowski
Mary Gilly, a professor of marketing and senior associate dean, has been selected as a fellow by the American Marketing Association, the most important professional organization for marketing academics. Other fellows have been some of the most esteemed scholars in marketing.
Gilly has made many contributions to the study of marketing, including a notable and unique study on the effects of advertising on employees. The study found that employees are a second audience for a firm’s ads — and this has consequences.
“Companies focus on how effective ads will be with potential customers, but forget that employees may see ads as overpromising what they can deliver,” Gilly says.
Over her career, Gilly has grown increasingly interested in how cultural issues affect consumer behavior. “My doctoral students have been culturally diverse. They have inspired me to consider how consumers outside the mainstream look at products, services and business customs,” Gilly says.
Gilly plans to continue pursuing research on how consumers deal with debt, and ways to help them get out of debt.
“The academic field of marketing isn’t just about selling more stuff to people. We also conduct research to help consumers make better decisions and resist marketing efforts,” Gilly says.