Dr. Patricia Huddleston is a Professor of Retailing in the Department of Advertising + Public Relations. She teaches an undergraduate course in Retail Strategy and Strategic Brand Communication at the graduate level. From 1991-2007 her research analyzed the retail systems in the transition economies of Russia and Poland. She was present at a pivotal moment in Russian history, witnessing the failed coup of August 1991. She and Dr. Linda K. Good published work on Russian and Polish worker morale, Price-Quality product perceptions of Russian and Polish consumers and Ethnocentric tendencies in Russian and Polish consumers. In 1996, Dr. Huddleston spent a sabbatical in St. Petersburg, Russia, teaching the first marketing course at Leningrad Oblast University. From 1998-2007, she pioneered a study abroad program to Russia and Poland which focuses on Retail Distribution. This intensive, short term program provided the opportunity for students to gain knowledge of retailing in post-transition economies. Dr. Huddleston’s research interests include customer loyalty, with a focus on food stores. A recent study drew comparisons between traditional (e.g. Kroger’s) and specialty (e.g. Whole Foods) food store shoppers and found that specialty store food shoppers are more loyal than conventional store shoppers. In 2004, Dr. Huddleston spent six months in Australia at Monash University, interviewing retail CEOs for a book chapter on Retailing in Australia. As a result of the time spent in Australia, she collaborated with Dr. Stella Minahan from Deakin University on a book entitled Consumer Behavior: Women and Shopping, which was published in January 2011. Her newest research project uses eye tracking technology to identify what consumers focus on when they view retail displays and how eye movement relates to purchase behavior. She collaborates with Dr. Bridget Behe from the Department of Horticulture on this research
ADV 481 Retail Strategy ADV 843 Strategic Brand Communication CAS 835 Brand and Image Communication
Best Paper: European Association for Education and Research in Commercial Distribution Valencia, Spain. July 2-5, 2013. Behe, B.K., Zhao, J., Sage, L. & Huddleston, P. T. (2013). Display signs and involvement: the visual path to purchase intention.