Dr. Marla Royne Stafford receives best paper award at the SMA National Conference
For release: November 22, 2016
Dr. Marla Royne Stafford, Great Oaks Foundation Professor of Marketing and chair of the Department of Marketing & Supply Chain Management, recently received the award for best paper in the promotions track at the Society for Marketing Advances National Conference in Atlanta. This is the second consecutive year that Dr. Stafford has received this award. Her paper is entitled, "The Effects of Familiarity with Dietary Supplement Advertising on Consumer Shopping Behavior." Dr. Stafford co-authored the paper with FCBE marketing doctoral candidate, Joshua Coleman, and Dr. Erin Willis, University of Colorado.
The paper examines the relationship between advertising of dietary supplements, consumer perceptions of FDA regulation and product testing and shopping behavior. The results suggest that advertising does play a significant role in regulatory perceptions and shopping behavior. Additionally, involvement is found to mediate the relationship between advertising and shopping behavior. The results have policy implications for the regulation of dietary supplements.