Gordon Bruner II | Department of Marketing | College of Business | SIU

Southern Illinois University

CONTACT

SIU.EDU

Gordon Bruner II

Professor of Marketing, Emeritus

Gordon Bruner II

Dept: 618| 453-4341
Fax: 618| 453-7747
gcbii@siu.edu

Professor Bruner began working with the SIU College of Business in the Fall of 1984. Prior to that, he received a B.B.A. and M.S. in marketing, both from Texas A&M University. His Ph.D. with a major in marketing and a minor in music was from the University of North Texas.

Bruner's research focused for many years on consumer behavior and promotion. He may be best known, however, as the first professor in the field of marketing to regularly collect, organize, and publish reviews of psychometric scales developed in the discipline. Since 1992 he has authored nine volumes of the Marketing Scales Handbook series. These books have been used by researchers in academia and industry around the world when they need to find measures for use in surveys and experiments. In 2011, his dream of putting all of these reviews in an online database was realized when MarketingScales.com made its debut. This is a further step in helping funnel the fruits of academic research to a wider audience of researchers who study consumer behavior.

After 28 years at SIU, Dr. Bruner retired in 2012 and moved back to his native Texas. There, he devotes himself full-time to reviewing measurement scales.

RECENT SELECTED PUBLICATIONS

Bruner II, Gordon C. (2017), Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 9), Ft. Worth, TX: GCBII Productions, LLC.

Bruner II, Gordon C. (2015), Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 8), Ft. Worth, TX: GCBII Productions, LLC.

Kulviwat, Songpol, Gordon C. Bruner II, and James P. Neelankavil (2014), "Self-Efficacy as an Antecedent of Cognition and Affect in Technology Acceptance," Journal of Consumer Marketing, 31 (3), 190-199.

Bruner II, Gordon C. (2014), Measuring Innovation & Technology Acceptance, CreateSpace Independent Publishing Platform.

Bruner II, Gordon C. (2013), Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 7), Ft. Worth, TX: GCBII Productions, LLC.

Bruner II, Gordon C. (2013), Marketing Scales Handbook: The Top 20 Multi-Item Measures Used in Consumer Research, CreateSpace Independent Publishing Platform.

Bruner II, Gordon C. (2012), Marketing Scales Handbook: A Compilation of Multi-Item Measures for Consumer Behavior & Advertising (V6), Ft. Worth TX: GCBII Productions.

Kulviwat, Songpol, Gordon C. Bruner II, and Obaid Al-Shuridah (2009), "The Effect of Social Influence on Adoption of High Technology Innovations: Moderating Effect of Situational Factors," Journal of Business Research, 62 (7), pp. 706-712.

Bruner II, Gordon C. (2009), Marketing Scales Handbook: A Compilation of Multi-Item Measures for Consumer Behavior & Advertising (V5), Carbondale, IL: GCBII Productions.

Nasco, Suzanne and Gordon C. Bruner II (2008), "Comparing Consumer Responses to Advertising and Non-advertising Mobile Communications," Psychology & Marketing, 25 (8), 822-838.

Bruner II, Gordon C., Anand Kumar, and Clyde Heppner (2007), "Predicting Innovativeness: Development of the Technology Acceptance Scale," lead chapter in New Research on Wireless Communications, Nova Science Publishers, Inc., 1-20.

Bruner II, Gordon C. and Anand Kumar (2007), "Gadget Lovers," Journal of the Academy of Marketing Science, 35 (3), 329-339.

Kulviwat, Songpol, Gordon C. Bruner II, Anand Kumar, Suzanne Nasco, and Terry Clark (2007), "Toward a Unified Theory of Consumer Technology Acceptance," Psychology & Marketing, 24 (12), 1067-1092.

SELECTED AWARDS

SIU Outstanding Scholar for College of Business: 2009

College of Business Research Honor Roll: 1988, 1989, 1990, 2006, 2008, 2009

College of Business Teaching Honor Roll: 1990, 1998, 2009

College of Business Researcher of the Year: 2008