Faculty & Staff Directory


Picture of Dr. Michelle Roehm

Dr. Michelle Roehm

Vice Dean, Peter C. Brockway Chair of Strategic Management, Professor of Marketing

Dr. Roehm is a member of the Association for Consumer Research, the American marketing Association and the Society for Consumer Psychology.

Consumer Behavior, Consumer Psychology

  • Ph D, Northwestern University (Marketing) - 1997
  • MS, University of Illinois (Communications) - 1991
  • BS, University of Illinois (Communications) - 1990

Research Interests

  • Brand Scandals
  • Analogical Reasoning
  • Brand Equity
  • Flashbulb Memory
  • Parody in Communications

Teaching Interests

  • Branding
  • Marketing Communications
  • Marketing

  • Pullins, E. B. ,  Roehm, M. L. , &  Schetzsle, S. (Forthcoming). Valuing the Salesperson: Assessing Financial Consequences of B2B Customer Loyalty to the Salesperson. Journal of Selling.
  • Roehm, M. L. , &  Roehm Jr., H. A. (Forthcoming). The Influence of Redemption Time Frame on Responses to Incentives. Journal of the Academy of Marketing Science/Springer.
  • Steward, M. ,  Burns, A. C. ,  Morgan, F. N. , &  Roehm, M. L. (Forthcoming). Credible Effects: The Impact of Disclosure of Material Connections within Online Product Reviews. Journal of Public Policy & Marketing.
  • Steward, M. ,  Narus, J. A. ,  Roehm, M. L. , &  Ritz, W. (Forthcoming). From Transactions to Journeys and Beyond: The Evolution of B2B Buying Process Modeling. Industrial Marketing Management.
  • Boone, D. S. ,  Steward, M. ,  Narus, J. A. , &  Roehm, M. L. (Forthcoming). Tradeoffs in Supplier Ratings in Supplier Selection: Strategic vs. Non-Strategic Purchases. Journal of Business-to-Business Marketing.
  • Roehm, M. L. , &  Roehm Jr., H. A. (Forthcoming). Utilizing Self Perception Theory to Explain Social Media Behavior Relative to Print Advertisement 2-D Codes. Business and Economic Research.
  • Roehm, M. L. (Forthcoming). An Exploration of Flashbulb Memory. Journal of Consumer Psychology.

  • 2009 - Cowan Faculty Research Award
  • 2008 - Educator of the Year (second year), Charlotte Evening MBA students
  • 2004 - Cowan Faculty Research Award, Babcock School

  • August 6, 2011 - First Community removing the emphasis on bank, Winston-Salem Journal
  • May 16, 2011 - Counting down: Wells Fargo logo likely to replace Wachovia's in N.C. in October, Winston-Salem Journal
  • March 27, 2011 - Local tourism officials make a Big Apple pitch, Winston-Salem Journal
  • November 30, 2010 - Cyber Monday heavily promoted by retailers , Winston-Salem Journal
  • November 30, 2010 - Cyber Monday heavily promoted by retailers, Winstpon-Salem Journal | more information
  • November 22, 2010 - Krispy Kreme tests doughnut-delivery service, Winston-Salem Journal | more information
  • November 22, 2010 - Krispy Kreme tests doughnut-delivery service , Winston-Salem Journal
  • October 19, 2010 - BB&T joins with ACC, Winston-Salem Journal | more information
  • October 10, 2010 - BB&T joins with ACC , Winston-Salem Journal
  • October 1, 2010 - Lowes cuts hours of some workers, Winston-Salem Journal | more information
  • September 30, 2010 - Lowes Foods says it is reducing work hours for some non-management employees in stores , Winston-Salem Journal
  • January 10, 2010 - Local firm pulls plug, Winston-Salem Journal | more information
  • October 4, 2009 - Big seller from past boosted by lower prices, Winston-Salem Journal | more information
  • October 1, 2009 - Firm takes new name: West Jefferson financial institution becomes LifeStore, Winston-Salem Journal | more information
  • October 9, 2008 - Krispy Kreme to add China , Winston-Salem Journal
  • October 8, 2008 - Reynolds moves to be on top when smoke clears, Winston-Salem Journal
  • July 4, 2008 - Wachovia says goodbye to ad agency , Winston-Salem Journal
  • April 10, 2008 - Primo goes national, green, Winston-Salem Journal
  • February 20, 2008 - Free packs put on pause , Winston-Salem Journal
  • February 20, 2008 - "A Century Later, Camel Gets a Makeove,", Associated Press Newswire
  • November 12, 2007 - "Breakaway Brands: Microsoft and GE are not old and in the way,", Fortune
  • August 9, 2007 - Net Profits: Volvo dealership gets better mileage by taking information superhighway,", Winston-Salem Journal
  • September 21, 2006 - "Cigarette Shortage Hurts Retailers,", CSNews | more information
  • September 18, 2006 - "BREAKAWAY BRANDS: Ten companies that boosted their fortunes by cutting down on hype and connecting with customers.,", Fortune
  • September 8, 2006 - "10 Breakaway brands,", Fortune
  • August 1, 2006 - "When Will a Brand Scandal Spill Over and How Should Competitors Respond?,", American Marketing Association
  • June 1, 2006 - "What Works: Marketing Made Easy,", Business 2.0
  • May 12, 2006 - "Reaching out: Marketers look for ways to break through advertising clutter,", Business Journal - Triad