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.
  • 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.
  • Steward, M. D. ,  Narus, J. A. , &  Roehm, M. L. (2018). An Exploratory Study of Business-to-Business Online Customer Reviews: External Online Professional Communities and Internal Vendor Scorecards. Journal of the Academy of Marketing Science, 46 (2), 173-189.
  • Roehm, M. L. , &  Roehm Jr., H. A. (2010). The Relationship between Packaging Uniformity and Variety Seeking. Psychology & Marketing, 27 (12), 1122-1133.
  • Tybout, A. M. , &  Roehm, M. L. (2009). Let the Response Fit the Scandal. Harvard PRess, December 2009
  • Roehm, M. L. , &  Tybout, A. M. (2008). Managing the Unthinkable: What to Do When a Scandal Hits Your Brand. In Bobby J. Calder (Ed.), (pp. 159-177). Hoboken, NJ: Wiley.
  • Brady, M. K. ,  Cronin Jr., J. J. ,  Fox, G. L. , &  Roehm, M. L. (2008). Strategies to Offset Performance Failures: The Role of Brand Equity. Journal of Retailing, 84 (2), 151-164.
  • Roehm Jr., H. A. , &  Roehm, M. L. (2007). The Relationship between FSI Advertising Style and Coupon Redemption. Marketing Letters, 18 (4), 237-247.
  • Roehm Jr., H. A. , &  Roehm, M. L. (2007). Can Brand Encounters Inspire Flashbulb Memories? Psychology & Marketing, 24 (1), 25-40.
  • Roehm, M. L. (2007). Consumer Responses to Performance Failures by High-Equity Brands. Journal of Consumer Research, 34 (4), 537-545.
  • Roehm, M. L. , &  Tybout, A. M. (2006). When Will a Brand Scandal Spill Over and How Should Competitors Respond? Journal of Marketing Research, 43 (3), 366-373.
  • Roehm, M. L. , &  Roehm Jr, H. A. (2005). Revisiting the Effect of Positive Mood on Variety-Seeking. Journal of Consumer Research, 32 (3), 330-336.
  • Roehm, M. L. , &  Roehm, H. A. (2005). The Hybrid Split Ad Technique and Onsite Rewards. Journal of Consumer Behaviour, 4 (3), 173-184.
  • Roehm Jr., H. A. , &  Roehm, M. L. (2004). Variety-Seeking and Time of Day: Why Leader Brands Hope Young Adults Shop in the Afternoon, but Follower Brands Hope for Morning. Marketing Letters, 15 (4), 213-221.
  • Roehm, M. L. ,  Roehm Jr., H. A. , &  Boone, D. S. (2004). Plugs vs. Placements: A Comparison of Alternatives for Within-Program Brand Exposure. Psychology & Marketing, 21 (1), 17-28.
  • Roehm, M. L. ,  Pullins, E. B. , &  Roehm Jr., H. A. (2002). Designing Loyalty-Building Programs for Packaged Goods Brands. Journal of Marrketing Research, 39 (2), 202-213.
  • Boone, D. S. , &  Roehm, M. L. (2002). Retail Segmentation Using Artificial Neural Networks. International Journal of Research in Marketing, 19 (3), 287-301.
  • Boone, D. S. , &  Roehm, M. L. (2002). Evaluating the Appropriateness of Market Segmentation Solutions Using Artificial Neural Networks and the Membership Clustering Criterion. Marketing Letters, 13 (4), 317-333.
  • Roehm, M. L. (2001). Instrumental vs. Vocal Versions of Popular Music in Advertising. Journal of Advertising Research, 41 (3), 49-58.
  • Roehm, M. L. , &  Roehm Jr., H. A. (2001). The Advantage of Hybrid Split Ads over Uninterrupted Ads and How to Augment It. Marketing Letters, 12 (3), 249-258.
  • Roehm, M. L. , &  Sternthal, B. (2001). The Moderating Effect of Knowledge and Resources on the Persuasive Impact of Analogies. Journal of Consumer Research, 28 (2), 257-272.
  • Roehm, M. L. (1997). The Effects of Abstract and Concrete Goals on Information Processing. Psychology & Marketing, 14 (6), 561-583.
  • Roehm, M. L. , &  Roehm Jr., H. A. (). Consumer Responses to Parodic Ads. 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, Winstpon-Salem Journal | more information
  • November 30, 2010 - Cyber Monday heavily promoted by retailers , Winston-Salem Journal
  • November 22, 2010 - Krispy Kreme tests doughnut-delivery service , Winston-Salem Journal
  • November 22, 2010 - Krispy Kreme tests doughnut-delivery service, Winston-Salem Journal | more information
  • 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
  • April 20, 2006 - "Bank stands firm on eminent-domain position despite W.Va. company's complaints,", Business and Management Practices.
  • October 28, 2005 - "Sign of Change,", Winston-Salem Journal