Faculty Profiles

Rayburn, S. W., Anderson, S. T., Zank, G. M., Turri, A. M., & Sierra, J. J. (2025). Future Thinking Climate Change: Consumers’ Sustainability Perspectives, Predictions, Preferences, and Paths Forward. Journal of Macromarketing. https://doi.org/https://doi.org/10.1177/02761467251335534

Giraldo, M., Sanchez-Barrios, L. J., Rayburn, S. W., & Sierra, J. J. (2024). Low-Income Consumers’ Informal and Formal Financial Service Experiences: Perceptions of Access, Inclusion, and Social Dependence. Journal of Services Marketing, 38(8), 994-1011 (Quality Indicators: CABS: 2, ABDC: A, Marketing Dept: B+, Impact Factor: 3.90, 5-year: 5.80). https://doi.org/https://doi.org/10.1108/JSM-04-2024-0152

Sierra, J. J., Taute, H. A., & Lee, B.-K. (2022). Sport Fans’ Defense of the Tribal Brand: Exploring Determinants Across Two Continents. In Sport Marketing in a Global Environment: Strategic Perspectives (pp. 142–160). London, UK: Routledge. https://doi.org/https://doi.org/10.4324/9781003270041-9

Anderson, S. T., Rayburn, S. W., Sierra, J. J., Murdock, K. W., & McGeorge, A. J. (2022). Consumer Buying Behavior and Retailer Strategy Through a Crisis: A Futures Studies Perspective. Journal of Marketing Theory and Practice, 30(4), 457–475. https://doi.org/10.1080/10696679.2021.1982648

Sierra, J. J., Hyman, M. R., & Turri, A. M. (2022). Positive Psychology’s Mindset Precursors of Attitude-toward-Advertising-in-General. Journal of Promotion Management, 28(7), 1019–1054. https://doi.org/https://doi.org/10.1080/10496491.2022.2054905

Rayburn, S. W., McGeorge, A. J., Anderson, S. T., & Sierra, J. J. (2022). Crisis-Induced Behavior: From Fear and Frugality to the Familiar. International Journal of Consumer Studies, 46(2), 524–539. https://doi.org/doi.org/10.1111/ijcs.12698

Rayburn, S. W., Anderson, S. T., & Sierra, J. J. (2021). Future Thinking Continuity of Learning in Marketing: A Student Perspective on Crisis Management in Higher Education. Marketing Education Review, 31(3), 241–255. https://doi.org/10.1080/10528008.2020.1837633

Rayburn, S. W., Anderson, S. T., & Sierra, J. J. (2020). Future Thinking: A Marketing Perspective on Reducing Wildlife Crime. Psychology and Marketing, 37(12), 1643–1655. https://doi.org/10.1002/mar.21413

Lee, B.-K., Suh, T., & Sierra, J. J. (2020). Understanding the Effects of Physical Images on Viewers in Social Comparison Contexts: A Multi-Study Approach. Journal of Promotion Management, 26(1), 1–18. https://doi.org/https://doi.org/10.1080/10496491.2019.1612496

Sierra, J. J., & Taute, H. A. (2019). Brand Tribalism in Technology and Sport: Determinants and Outcomes. Journal of Brand Management, 26(2), 209–225. https://doi.org/https://doi.org/10.1057/s41262-018-0121-5

Anderson, S. T., Rayburn, S. W., & Sierra, J. J. (2019). Future Thinking: The Role of Marketing in Healthcare. European Journal of Marketing, 53(8), 1521–1545. https://doi.org/10.1108/EJM-10-2017-0779

Badrinarayanan, V., & Sierra, J. (2018). Triggering and Tempering Brand Advocacy by Frontline Employees: Vendor and Customer-Related Influences. Journal of Business & Industrial Marketing, 33(1), 42–52.

Sierra, J. J., Hyman, M. R., & Turri, A. M. (2018). Nostalgia and Astrometry as Precursors of Superstitious Beliefs - An Abstract. In N. Krey & P. Rossi (Eds.), Back to the Future: Using Marketing Basics to Provide Customer Value. Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference (pp. 287–288). Coronado, CA: Academy of Marketing Science (AMS) Annual Conference.

Badrinarayanan, V. A., & Sierra, J. J. (2018). Inferred Social Approval and Brand Tribalism: A Tale of Two Communities. Journal of Product and Brand Management, 27(4), 363–374.

Sierra, J. J., Hyman, M. R., & Turri, A. M. (2018). Determinants and Outcomes of Superstitious Beliefs: A Multi-Study Approach. Journal of Marketing Management, 34(15–16), 1397–1417. https://doi.org/https://doi.org/10.1080/0267257X.2018.1544923

Sierra, J., Harry Taute, & Byung-Kwan Lee. (2017). A Brand Foci Model to Explain Achievement Needs: A Contradictory Explanation. Asia Pacific Journal of Marketing and Logistics, 29(4), 743–758. https://doi.org/https://doi.org/10.1108/APJML-09-2016-0161

Sierra, J., Michael Hyman, Byung-Kwan Lee, & Suh, T. (2017). Intrinsic Religiosity and Attitude toward Finales as Precursors of Superstitious Beliefs: A Cross-Cultural Investigation. Asian Journal of Business Research, 7(1), 58–78. https://doi.org/DOI:10.14707/ajbr.170031

Sierra, J. J., Hyman, M. R., & Turri, A. M. (2017). Superstition, Astrometry, and Suspension of Disbelief: An Explanatory Model of Risk-Seeking Tendencies - An Abstract. In M. Stieler (Ed.), Creating Marketing Magic and Innovative Future Marketing Trends. Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference (pp. 985–986). Orlando. FL: Academy of Marketing Science (AMS) Annual Conference.

Taute, H. A., Sierra, J. J., Carter, L. L., & Maher, A. A. (2017). A Sequential Process of Brand Tribalism, Brand Pride, and Brand Attitude to Explain Purchase Intention: A Cross-Continent Replication Study. Journal of Product & Brand Management, 26(3), 239–250. https://doi.org/https://doi.org/10.1108/JPBM-08-2016-1289

Sierra, J. J., & Taute, H. A. (2017). Explaining Motivational Needs through Positive Affect and Brand Tribalism.

Sierra, J. J., Taute, H. A., & Lee, B.-K. (2017). A Brand Foci Model to Explain Achievement Needs: A Contradictory Explanation.

Sierra, J. J., Turri, A. M., & Taute, H. A. (2016). An Investigative Model to Explain Unhealthy Food and Beverage Purchase Intentions. In K. K. Kim (Ed.), Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? Proceedings of the 2015 Academy of Marketing Science (AMS) Annual Conference (pp. 53–54). Denver, CO: Academy of Marketing Science (AMS) Annual Conference.

Sierra, J., Badrinarayanan, V., & Taute, H. A. (2016). Explaining Behavior in Brand Communities: A Sequential Model of Attachment, Tribalism, and Self-Esteem. Computers in Human Behavior, 55, 626–632. https://doi.org/https://doi.org/10.1016/j.chb.2015.10.009

Sierra, J. J., Hyman, M. R., Lee, B.-K., & Suh, T. (2015). Antecedents and Consequences of Extrinsic Superstitious Beliefs: A Cross-Cultural Investigation. Asia Pacific Journal of Marketing and Logistics, 27(4), 559-581 (Quality Indicators: ABDC: A, 2015 Highly Commended Paper). https://doi.org/10.1108/APJML-01-2015-0015

Badrinarayanan, V., Sierra, J., & Martin, K. (2015). A Dual-Identification Framework of Online Multiplayer Video Games: The Case of Massively Multiplayer Online Role Playing Games (MMORPGs). Journal of Business Research, 68(5), 1045–1052.

Taute, H. A., & Sierra, J. (2015). An Examination of Emotional Information Management in Gift Giving and Receipt. Psychology & Marketing, 32(2), 203–218. https://doi.org/https://doi.org/10.1002/mar.20773

Sierra, J. J., Taute, H. A., & Turri, A. M. (2015). Determinants of Intentions to Purchase Unhealthy Food and Beverage Options: A Dual-Process Theoretical Perspective. Journal of Food Products Marketing, 21(5), 503–520.

Sierra, J. J., Turri, A. M., & Taute, H. A. (2015). Unhealthy Food and Beverage Consumption: An Investigative Model. Journal of Foodservice Business Research, 18(5), 470–488.

Sierra, J., Badrinarayanan, V., & Taute, H. A. (2015). Explaining Behavior in Brand Communities: A Sequential Model of Attachment, Tribalism. Denver, Co: Academy of Marketing Science.

Taute, H. A., & Sierra, J. J. (2014). Brand Tribalism: An Anthropological Perspective. Journal of Product & Brand Management, 23(1), 2-15 (Quality Indicators: ABDC: A, 2014 Outstanding Paper). https://doi.org/10.1108/JPBM-06-2013-0340

Badrinarayanan, V., Sierra, J. J., & Taute, H. A. (2014). Determinants and Outcomes of Online Brand Tribalism: Exploring Communities of Massively Multiplayer Online Role Playing Games (MMORPGs). Psychology & Marketing, 31(10), 853–870. https://doi.org/https://doi.org/10.1002/mar.20739

Taute, H. A., Peterson, J., & Sierra, J. (2014). Perceived Needs and Emotional Responses to Brands: A Dual-Process View. Journal of Brand Management, 21(1), 23–42. https://doi.org/https://doi.org/10.1057/bm.2013.21

Sierra, J. J., Taute, H. A., & Turri, A. M. (2014). Probing Determinants of Intentions to Purchase Processed Foods and Soft Drinks: Explanation through Mediation. In K. Kubacki (Ed.), Ideas in Marketing: Finding the New and Polishing the Old, Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference (p. 297). Monterey, CA: Academy of Marketing Science (AMS) Annual Conference.

Sierra, J., Jillapalli, R., & Badrinarayanan, V. (2013). Determinants of a Lasting Purchase: The Case of the Tattoo Patron. Journal of Retailing and Consumer Services, 20(4), 389–399. https://doi.org/https://doi.org/10.1016/j.jretconser.2013.01.014

Sierra, J., Taute, H. A., & Hyman, M. R. (2013). Efficacy of Sporting Event Ads with Textese (SMS-type Copy). International Journal of Sport Management and Marketing, 14(1), 4–22. https://doi.org/https://doi.org/10.1504/IJSMM.2013.060637

Sierra, J., & Taute, H. A. (2013). Experiential Consumption of Video Game and In-Show Ads: Phenomenological Explanation through Thought Experimentation. Journal of Research for Consumers, 24, 57–87. Retrieved from http://www.jrconsumers.com/Consumer_Articles/issue_24/Issue24-3Consumer-Sierra.pdf

Hyman, M. R., & Sierra, J. J. (2012). Adjusting Self-Reported Attitudinal Data for Mischievous Respondents. International Journal of Market Research, 54(1), 129-145 (Quality Indicators: ABDC: A). https://doi.org/10.2501/IJMR-54-1-129-145

Sierra, J., Jillapalli, R., & Badrinarayanan, V. (2012). Affect and Self-Expression as Determinants of a Lasting Purchase: The Case of the Tattoo Patron (p. 520). New Orleans, LA: Academy of Marketing Science.

Taute, H. A., & Sierra, J. (2012). Brand Tribalism: An Anthropological Perspective (p. 206). New Orleans, LA: Academy of Marketing Science.

Sierra, J., Taute, H. A., & Hyman, M. R. (2012). Efficacy of Ads with Short Message Service (SMS) Copy (p. 128). New Orleans, LA: Academy of Marketing Science.

Sierra, J., Taute, H. A., & Heiser, R. S. (2012). Explaining NFL Fans’ Purchase Intentions for Revered and Reviled Teams: A Dual-Process Perspective (p. 356). New Orleans, LA: Academy of Marketing Science.

Sierra, J., Hyman, M. R., & Heiser, R. S. (2012). Ethnic Identity in Advertising: A Review and Meta-Analysis. Journal of Promotion Management, 18(4), 489–513. https://doi.org/https://doi.org/10.1080/10496491.2012.715123

Sierra, J., Taute, H. A., & Heiser, R. S. (2012). Explaining NFL Fans’ Purchase Intentions for Revered and Reviled Teams: A Dual-Process Perspective. Journal of Retailing and Consumer Services, 19(3), 332–342. https://doi.org/https://doi.org/10.1016/j.jretconser.2012.03.007

Sierra, J., Heiser, R. S., & Torres, I. M. (2012). Text Message Copy in Print Ads: A Shrewd Communicative Strategy?”. Journal of Promotion Management, 18(1), 119–143. https://doi.org/https://doi.org/10.1080/10496491.2012.646223

Sierra, J., Heiser, R. S., & Torres, I. M. (2011). Text Message Copy in Print Ads and Confiding in the Brand: A Communication Trust Theoretical Perspective (Vol. 18, pp. 848–858). American Society of Business and Behavioral Sciences.

Sierra, J., & Hyman, M. R. (2011). Outlet Mall Shoppers’ Intentions to Purchase Apparel: A Dual-Process Perspective. Journal of Retailing and Consumer Services, 18(4), 341–347. https://doi.org/https://doi.org/10.1016/j.jretconser.2011.03.002

Sierra, J., & Hyman, M. R. (2010). Outlet Mall Shoppers’ Intentions to Purchase Apparel: A Dual-Process Perspective (pp. 208–209). Atlanta, GA: Society for Marketing Advances.

Sierra, J., Taute, H. A., & Heiser, R. S. (2010). Personal Opinions and Beliefs as Determinants of Collegiate Football Consumption for Revered and Hated Teams (p. 84). Academy of Marketing Science.

Sierra, J., Heiser, R. S., & Torres, I. M. (2010). The Effects of Text Messaging Lingo in Print Ads: A Distinctive Execution in Advertising Design (pp. 25–26). Society of Marketing Advances.

Sierra, J., Heiser, R. S., Williams, J. D., & Taute, H. A. (2010). Consumer Racial Profiling in Retail Environments: A Longitudinal Analysis of the Impact on Brand Image. Journal of Brand Management, 18(1), 79–96. https://doi.org/https://doi.org/10.1057/bm.2010.24

Hyman, M. R., & Sierra, J. (2010). Idolizing Sports Celebrities: A Gateway to Psychopathology? Young Consumers, 11(3), 226–238. https://doi.org/https://doi.org/10.1108/17473611011074296

Sierra, J., Taute, H. A., & Heiser, R. S. (2010). Personal Opinions and Beliefs as Determinants of Collegiate Football Consumption for Revered and Hated Teams. Sport Marketing Quarterly, 19(3), 143–153.

Sierra, J. (2010). Shared Responsibility and Student Learning: Ensuring a Favorable Educational Experience. Journal of Marketing Education, 32(1), 104–111. https://doi.org/https://doi.org/10.1177/0273475309344802

Taute, H. A., Sierra, J., & Heiser, R. S. (2010). Team Loving and Loathing: Emotional Determinants of Consumption in Collegiate Football. Journal of Intercollegiate Sport, 3(1), 182–199.

Hyman, M. R., & Sierra, J. (2010). Marketing Research Kit for Dummies. Wiley.

Sierra, J. J., Hyman, M. R., & Heiser, R. S. (2010). A Review of Ethnic Identity in Advertising. In Wiley International Encyclopedia of Marketing (Vol. 4, pp. 1–17). John Wiley & Sons.

Sierra, J. J., & Hyman, M. R. (2009). In Search of Value: A Model of Wagering Intentions. Journal of Marketing Theory and Practice, 17(3), 235–249. https://doi.org/https://doi.org/10.2753/MTP1069-6679170303

Hyman, M. R., & Sierra, J. (2009). Adjusting Self-Reported Attitudinal Data for Mischievous Respondents. In W. J. Kehoe & L. K. Whitten (Eds.) (pp. 157–158). New Orleans, Louisiana: Society for Marketing Advances.

Sierra, J., Heiser, R. S., & Taute, H. A. (2009). Consumer Racial Profiling in Retail Environments: A Longitudinal Analysis of the Impact on Brand Image. In K. Reynolds & J. C. White (Eds.) (pp. 192–193). Tampa, Florida: AMA Winter Marketing Educators’ Conference.

Sierra, J., Hyman, M. R., & Heiser, R. S. (2009). Ethnic Identity in Advertising: A Review and Meta-Analysis. In W. J. Kehoe & L. K. Whitten (Eds.) (pp. 11–12). New Orleans, Louisiana: Society for Marketing Advances.

Sierra, J. (2009). Shared Responsibility and Student Learning: Ensuring a Favorable Educational Experience. In K. Reynolds & J. C. White (Eds.) (pp. 389–390). Tampa, Florida: AMA Marketing Educators’ Conference.

Taute, H. A., Sierra, J., & Heiser, R. S. (2009). Team Loving and Loathing: Determinants of Consumption in Collegiate Football. In W. J. Kehoe & L. K. Whitten (Eds.) (pp. 314–315). New Orleans, Louisiana: Society for Marketing Advances.

Sierra, J., Heiser, R. S., & McQuitty, S. (2009). Exploring Determinants and Effects of Shared Responsibility in Service Exchanges. Journal of Marketing Theory and Practice, 17(2), 111–128. https://doi.org/https://doi.org/10.2753/MTP1069-6679170202

Sierra, J., Hyman, M. R., & Torres, I. M. (2009). Using a Model’s Apparent Ethnicity to Influence Viewer Responses to Print Ads: A Social Identity Theory Perspective. Journal of Current Issues and Research in Advertising, 31(2), 41–66. https://doi.org/https://doi.org/10.1080/10641734.2009.10505265

Sierra, J. (2009). Low-cost Alternatives for Marketing Research Assistance. New Mexico Business Outlook. Retrieved from bbrs.nmsu.edu/nmbizoutlook/September2009/article1.htm

Hyman, M. R., & Sierra, J. (2009). Sport Celebrity Idolatry: A Problem? B>Quest. Retrieved from www.westga.edu/~bquest/2009/idolatry09.pdf

Hyman, M. R., & Sierra, J. (2009). The Dangers of Sport Celebrity Idolatry. New Mexico Business Outlook. Retrieved from bbrs.nmsu.edu/nmbizoutlook/May2009/article3.htm

Hyman, M. R., & Sierra, J. (2009). What You Should Expect from a Marketing Researcher. New Mexico Business Outlook. Retrieved from bbrs.nmsu.edu/nmbizoutlook/November2009/article2.htm

Sierra, J., & Hyman, M. R. (2008). Anticipated Emotions Matter: Horse-Race Bettors Rely on More than Expected Values. Saarbrücken, Germany: VDM.

Taute, H. A., & Sierra, J. (2008). A Preliminary Examination of Emotional Information Management in Gift Giving and Receipt. In W. J. Kehoe & L. K. Whitten (Eds.) (pp. 98–99). St. Petersburg, Florida: Society for Marketing Advances.

Hyman, M. R., & Sierra, J. (2008). Idolizing Sports Celebrities: A Gateway to Psychopathology? In W. J. Kehoe & L. K. Whitten (Eds.) (pp. 195–196). St. Petersburg, Florida: Society for Marketing Advances.

Sierra, J., Compton, N., & Frias-Gutierrez, K. M. (2008). Brand Response-Effects of Perceived Sexual Harassment in the Workplace. Journal of Business and Management, 14(2), 175–197. Retrieved from http://jbm.johogo.com/pdf/volume/1402/JBM-vol-1402.pdf#page=89

Heiser, R. S., Sierra, J., & Torres, I. M. (2008). Creativity via Cartoon Spokespeople in Print Ads: Capitalizing on the Distinctiveness Effect. Journal of Advertising, 37(4), 75–84. https://doi.org/https://doi.org/10.2753/JOA0091-3367370406

Sierra, J., & Hyman, M. R. (2008). Ethical Antecedents of Cheating Intentions:  Evidence of Mediation. Journal of Academic Ethics, 6(1), 51–66. https://doi.org/https://doi.org/10.1007/s10805-008-9056-x

Sierra, J., & Hyman, M. R. (2008). Emotions Matter: Horse-Race Bettors Rely on More than Expected Values. New Mexico Business Outlook. Retrieved from bbrs.nmsu.edu/nmbizoutlook/showarticle.php?articleID=50391

Sierra, J. (2008). Using Cognitive and Emotive Factors to Explain Outlet Mall Shoppers Intentions to Purchase Apparel: A Dual-Process Perspective (173rd ed.). Research Enhancement Program Final Reports. Retrieved from ecommons.txstate.edu/osp_regs/173

Sierra, J., Compton, N., & Frias-Gutierrez, K. M. (2007). Brand Response-Effects of Perceived Sexual Harassment in the Workplace. Las Vegas, Nevada: International Business & Economics Research Conference.

Sierra, J., Heiser, R. S., & McQuitty, S. (2007). The Effects of Shared Responsibility on Customer Perceptions of Value in Service Exchanges. In W. J. Kehoe & L. K. Whitten (Eds.) (pp. 244–245). San Antonio, Texas: Society of Marketing Advances.

Sierra, J. J., & McQuitty, S. (2007). Attitudes and Emotions as Determinants of Nostalgia Purchases: An Application of Social Identity Theory. Journal of Marketing Theory and Practice, 15(2), 99–112. https://doi.org/https://doi.org/10.2753/MTP1069-6679150201

Torres, I. M., Sierra, J., & Heiser, R. S. (2007). The Effects of Warning Label Placement in Print Ads: A Social Contract Perspective. Journal of Advertising, 36(2), 49–62. https://doi.org/https://doi.org/10.2753/JOA0091-3367360203

McQuitty, S., & Sierra, J. (2007). Attitudes and Emotions as Determinants of Nostalgia Purchases: An Application of Social Identity Theory. New Mexico Business Outlook. Retrieved from bbrs.nmsu.edu/nmbizoutlook/showarticle.php?articleID=50356

Sierra, J., & Hyman, M. R. (2006). Ethical Antecedents of Cheating Intentions. In W. J. Kehoe & L. K. Whitten (Eds.) (pp. 134–135). Nashville, Tennessee: Society for Marketing Advances.

Sierra, J., & Hyman, M. R. (2006). A Dual-Process Model of Cheating Intentions. Journal of Marketing Education, 28(3), 193–204. https://doi.org/https://doi.org/10.1177/0273475306291464

Hyman, M. R., & Sierra, J. (2006). Academic Cheating: An Ethics Perspective and Solutions. New Mexico Business Outlook. Retrieved from bbrs.nmsu.edu/nmbizoutlook/printarticle.php?articleID=50333

Sierra, J., & Hyman, M. R. (2005). In Search of Value: A Model of Wagering Intentions. In W. J. Kehoe & L. K. Whitten (Eds.) (pp. 303–304). San Antonio, Texas: Society for Marketing Advances.

Sierra, J., & McQuitty, S. (2005). Service Providers and Customers: Social Exchange Theory and Service Loyalty. Journal of Services Marketing, 19(6), 392–400. https://doi.org/https://doi.org/10.1108/08876040510620166

Sierra, J. (2004). Branded Customer Service: The New Competitive Edge. (J. Barlow & P. Stewart, Eds.). San Francisco, California: Berrett-Koehler Publishers, Inc./Journal of Product & Brand Management.

Sierra, J., & Hyman, M. R. (2004). The Effects of Ethnic Cues in Print Ads: An Application of Social Identity Theory. In W. J. Kehoe & L. K. Whitten (Eds.) (pp. 15–16). St. Petersburg, Florida: Society for Marketing Advances.

Sierra, J., & McQuitty, S. (2004). Creating Customer Loyalty: Using Social Exchange Theory in Service Industries. New Mexico Business Outlook, January. Retrieved from bbrs.nmsu.edu/nmbizoutlook/showarticle.php?articleID=40101

Sierra, J., & Compton, N. (2003). Employment at Will: Exceptions to the Rule. Las Vegas, Nevada: International Business & Economics Research Conference.

Sierra, J. (2003). Linking the Human Service Provider and the Consumer: Inseparability and Emotional Exchange. Las Vegas, Nevada: International Business & Economics Research Conference.

Peterson, R., & Sierra, J. (2003). Where is Marketing Headed? New Mexico Business Outlook, December. Retrieved from /bbrs.nmsu.edu/nmbizoutlook/showarticle.php?articleID=31203

Compton, N., & Sierra, J. (2002). Piercing the Corporate Veil. Las Vegas, Nevada: International Business & Economics Research Conference.