Dave Aron

Professor, Marketing
Brennan School of Business

Director of Graduate Programs
Brennan School of Business

Dave Aron is a marketing educator, consumer researcher, mentor, and coach. His passions include consumer research, specifically in the areas of consumer dissatisfaction and dysfunctional consumer behaviors such as grudge holding and retaliation. His research also includes study of the overlaps between marketing and mentoring. He also offers guidance for entrepreneurs and young careerists. Dave has served businesses and non-profit firms, providing recommendations regarding strategy and tactics, brainstorming, marketing communications, and product and personal branding. He has taught many different marketing courses and helped generate a variety of marketing solutions.

Education
PhD, University of Michigan
MBA, Ohio State University
BA, Northwestern University
Research Interests

Consumer dissatisfaction and dysfunctional consumer behaviors (such as grudge holding and retaliation), marketing strategy and brand management, and mentoring and marketing

Selected Publications

Aron, D. (2022). H. Keith Hunt: Visionary and Mentor. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 35, 218-219. Retrieved from H. Keith Hunt: Visionary and Mentor | Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior (jcsdcb.com). 
 

Egan, L. & Aron, D. (2022). H. Keith Hunt on Consumer Behavior: Understanding his Contribution. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 35, 201-217. Retrieved from H. Keith Hunt on Consumer Behavior: Understanding His Contribution | Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior (jcsdcb.com). 
 

Minsky, L. & Aron, D. (2021). Are You Doing the SWOT Analysis Backwards? Harvard Business Review. Retrieved from Are You Doing the SWOT Analysis Backwards? (hbr.org). 

Petersen, M., Wright, N., & Aron, D. (2020). Intense Customer Satisfaction while Studying Abroad: Study Abroad as a Transcendent Customer Experience. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 33, 23-45. Retrieved from (PDF) Intense Customer Satisfaction While Studying Abroad: Study Abroad as a Transcendent Customer Experience (researchgate.net). 

Aron, D. & Kultgen, O. (2019). The Definitions of Dysfunctional Consumer Behavior: Concepts, Content, and Questions. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 32. Retrieved from The Definitions of Dysfunctional Consumer Behavior: Concepts, Content, and Questions | Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior (jcsdcb.com). 

Aron, D. (2016). The SACI Approach for Teaching Marketing Strategy: The Student-Authored, Client-Intensive Parallel Case Study. Marketing Management Association Spring 2016 Proceedings, 1-6. Retrieved from 2016-MMA-Spring-Conference-Proceedings (mmaglobal.org). 

Selected Presentations
Demonstrating Leadership or Imposing Dominance: Queen Bee or Queen B****?, Marketing Management Association Spring Educators’ Conference, 2022
A Backwards Approach to Teaching SWOT, Marketing Management Association Fall Educators’ Conference, 2021
Venn Push Comes to Shove: Toward Understanding Dysfunctional Consumer Behavior, Marketing Management Association Spring Educators' Conference, 2021
The SACI Approach Revisited: Comparing Student-Authored Case Courses, 2019 Marketing Management Association Spring Educators' Conference, 2019
Student, Sing Your Song: The CHIRP Program, 2018 Marketing Management Association Fall Educators' Conference, 2018

 

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