Faculty & Staff Directory


Picture of Dr. Michelle Roehm

Dr. Michelle Roehm

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

Michelle Roehm is the Vice Dean and the Peter C. Brockway Chair in Strategic Management at the School of Business at Wake Forest University. She received her undergraduate and master's degrees in Communications from the University of Illinois at Urbana-Champaign and her Ph.D. in Marketing from Northwestern University. Her teaching and research interests include business communication, branding, and consumer behavior. Since joining the Wake Forest faculty in 1997, Professor Roehm has written numerous articles and research papers, which have appeared in the Harvard Business Review, the Journal of Consumer Research, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, the Journal of Consumer Psychology and other publications. She is a member of the American Marketing Association, the Association for Consumer Research and the Society for Consumer Psychology. Within the community of Winston-Salem, she has served as a member of the Boards of Directors for the Little Theatre of Winston-Salem, the Bookmarks Book Festival and the Junior League of Winston-Salem; the Parents' Advisory Council for Summit School; and the Board of Advisors for Amarr Garage Doors. In her spare time, Michelle enjoys composing music, as well as cooking and traveling with her husband and daughter.

Consumer Behavior, Consumer Psychology

  • Ph D, Northwestern University (Marketing) - 1997
  • MS, University of Illinois (Communications) - 1991
  • BA, 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.,  Herbst, K. C. (2024). The new math in B2B online reviews: When are negatively-reviewed suppliers of interest? Marketing Management Journal, 22,  1-14.  | more information
  • Steward, M., Burns, A. C., Morgan, F. N.,  Roehm, M. L. (2020). Credible Effects: The Impact of Disclosure of Material Connections within Online Product Reviews. Journal of Public Policy & Marketing, 39 (3),  353-368.
  • Boone, D. S., Steward, M., Narus, J. A.,  Roehm, M. L. (2020). Tradeoffs in Supplier Ratings in Supplier Selection: Strategic vs. Non-Strategic Purchases. Journal of Business-to-Business Marketing, 27 (2),  97-109.
  • Steward, M., Narus, J. A., Roehm, M. L.,  Ritz, W. (2019). From Transactions to Journeys and Beyond: The Evolution of B2B Buying Process Modeling. Industrial Marketing Management, 83 (November),  288-300.
  • 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.  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