View Marketing directory
Rex Harding

Faculty Member

Dr. R. Dustin Harding

Biography

Dustin Harding is an Assistant Professor of Marketing in the Woodbury School of Business at Utah Valley University where he teaches Marketing Analytics and Marketing Research. Dustin Harding is also the Head of research for the Shadûf Institute and the UVU SMARTLab. He has worked as a marketing researcher and analyst within academia and industry for the past seven years and is passionate about what he does. His interests focus on using marketing research to positively impact motivation and commitment.

Education

PhD, Grenoble Ecole de Management, 2018

Major: Marketing

MS, Grenoble Ecole de Management, 2015

Major: Business Administration, Marketing

BS, Brigham Young University, 2013

Major: Statistics

Teaching

MKTG 3300

Marketing Analytics, Spring 2025

MKTG 3300

Marketing Analytics, Spring 2025

MKTG 3300

Marketing Analytics, Spring 2025

MKTG 3300

Marketing Analytics, Spring 2025

MKTG 6620

Marketing Research and Analytics, Spring 2025

Presentations

Harding, Dustin , Hadi, Rhonda (Author Only), Hildebrand, Diogo (Author Only), 2018 AMA Winter Academic Conference, "Culturally-Contingent Cravings_ How Holistic Thinking Increases Susceptibility to Occasion-Setting Cues in Food Appeals", New Orleans, LA. (August, 2018)
Harding, R. Dustin , Hildebrand, Diogo , Lasaleta, Jannine , European Marketing Association Conference, "To Rent or to Own? The Impact of Renting on the Expected Speed of Product Mastery", European Marketing Academy, Oslo, Norway. (May, 2016)
Harding, R. Dustin , Lasaleta, Jannine D, Movarrei, Reza , Vohs, Kathleen D, Society for Consumer Psychology, "Reminders of Money Weaken the Need for Caffeine", Society for Consumer Psychology, St. Pete Beach, Florida, United States of America. (February, 2016)

Scholarly/Creative Works

Farmer, Matt , Harding, Dustin , "Artificial Persuasion_ Perceived Benevolence and the Persuasive Power of AI Sales Agents " . Journal of Business Research.
Harding, Dustin , Johnson, Nikki , "The Catch-22 of Wanting Vulnerable Leaders and Invincible Subordinates" .
Harding, Dustin , Murdock, Mitch , (2022) "Now Presenting the Undistinguished Achievement Award_ How Relative Standing Creates Exceptional Outcomes from Recognizing Unexceptional Sales Associates " (Issue: 3, vol. 42). Journal of Personal Selling and Sales Management. https://www.tandfonline.com/loi/rpss20
Harding, Dustin , Hildebrand, Diogo , Kramer, Thomas , Lasaleta, Jannine , (2019) "The Impact of Acquisition Mode on Expected Speed of Product Mastery and Subsequent Consumer Behavior" (Issue: 1, vol. 46). Journal of Consumer Research. https://doi.org/10.1093/jcr/ucy063
Hildebrand, Diogo , Harding, Dustin , Hadi, Rhonda , (2019) "Culturally-Contingent Cravings_ How Holistic Thinking Increases Susceptibility to Occasion-Setting Cues in Food Appeals" (Issue: 1, vol. 29). Journal of Consumer Psychology. https://doi.org/10.1002/jcpy.1049

Awards

Full-Time Faculty of Excellence

UVU Faculty Senate

Dean's Award of Excellence for Teaching

Woodbury School of Business

Dean's Award fro Excellence for Scholarship

Woodbury School of Business - March 7, 2019