Corliss G. Thornton
Associate Professor Department of Marketing- Education
- Ph.D., Florida State University
- B.B.A., Howard University
- Specializations
- advertising and promotion
- consumer attitudes and purchase behavior
- multicultural marketing
- Biography
Dr. Thornton teaches courses in Advertising and Multicultural Marketing. Her primary research areas are advertising and promotion, multicultural marketing and the consumption behavior of diverse consumer markets. Her research has been published in numerous marketing journals including Journal of Marketing, Journal of Advertising, Journal of Advertising Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Consumer Affairs, Journal of Consumer Marketing, Journal of Services Marketing, and Journal of Business Research. In addition to her scholarly publications, Dr. Thornton has presented her research at numerous conferences in the U.S., Canada, Europe, Asia, Mexico, and the Caribbean.
In addition to her academic work, Dr. Thornton remains active in the advertising community to stay abreast of current practices. She has served as an AEF Visiting Professor at the Minute Maid Company. She has been involved in a variety of industry-sponsored programs including the Promotional Products Association VIP Program, the Direct Marketing National Professor’s Institute, the Adweek/Clio Creative Seminar, the International Radio and Television Society Faculty/Industry Seminar and the National Retail Federation Academic Symposium. She is also an active member of the Association of National Advertisers.
- Publications
- Thornton, Corliss, Davis, Lenita, & Weinberg, Bruce (2023). Differential Effects of Physical and Financial Threats in Weight Loss Advertising: A Case of Uncertainty, Journal of Consumer Marketing, 40(7), 926-939.
- Garner, Benjamin, Corliss Thornton, Anita Luo Pawluk, Roberto Mora Cortez, Wesley Johnston, and Cesar Ayala (2021), “Utilizing Text-Mining to Explore Consumer Happiness Within Tourism Destinations,” Journal of Business Research, 139, 1366-1377.
- Burkhalter, Janee, Carolyn Curasi, Corliss Thornton and Naveen Donthu (2017), “Music and its Multitude of Meanings: Exploring What Makes Brand Placements in Music Videos Authentic,” Journal of Brand Management, 24(2), 140-160.
- Thornton, Corliss and Janee Burkhalter (2015) “Must be the Music: The Impact of Character Association and Product Conspicuousness on Consumer Response to Music Video Brand Placement,” Journal of Promotion Management, 21(1), 126-141.
- Burkhalter, Janee and Corliss Thornton, (2014) “Advertising to the Beat: An Analysis of Brand Placement in Hip-Hop Music Videos, Journal of Marketing Communications, 20(5), 366-382.
- Watson, Stevie, Osei Appiah, and Corliss Thornton, (2011) “The Effect of Name on Pre interview Impressions and Occupational Stereotypes: The Case of Black Sales Job Applicants,” Journal of Applied Social Psychology, 41(10), 2405-2420.
- Watson, Stevie, Corliss Thornton, and Edith Davidson (2011), “Ethnic Evaluations of Black Models in Advertising: Identity, Comparison, and Skin Tone,” Interdisciplinary Journal of Contemporary Research in Business, 2(9), 11-31.
- Watson, Stevie, Corliss Thornton, and Brian Engelland (2010), “Skin Color Shades in Advertising to Ethnic Audiences: The Case of African-Americans, Journal of Marketing Communications, 16(4): 185-201.
- Fogel, Suzanne and Corliss Thornton, (2008) “What a Hassle!: Consumer Perceptions of Costs Associated with Sales Promotions, Journal of Promotion Management, 14:31-44.
- Grier, Sonya, Anne Brumbaugh, and Corliss Thornton, (2006) “Crossover Dreams: Consumer Responses to Ethnic-Oriented Products,” Journal of Marketing, 70(2), 35-51.
- Eroglu, Sevo, Corliss Green Thornton, and Danny Bellenger (2005), “Impact of Ethnicity on Management and Channel Building Among Minority Enterprises, Journal of Marketing Channels, 12(3), 27-52.
- Evans, Jocelyn and Corliss Green (2000), “Marketing Strategy, Creditor Influence, and Resource Allocation: An Application of the Miles and Snow Typology to Closely Held Firms in Chapter 11 Bankruptcy,” Journal of Business Research, 50(2), 225-231.
- Webb, Deborah, Corliss Green, and Thomas Brashear (2000), “Attitudes Influencing Monetary Donations to Charitable Organizations,” Journal of the Academy of Marketing Science, 28(2), 299-309.