Assistant Professor of Marketing
Degrees
Doctor of Professional Studies, Pace University
Master of Business Administration, Southern Methodist
University
Master of International Management, Thunderbird School of Global
Management
Bachelor of Arts, Cornell University
Office: Aquinas 200-G
Office Hours: MW 2:30-3:30 pm, or by appointment
Phone: 845-569-3118
Email: colleen.kirk@msmc.edu
Courses
BUS 4030 Marketing Management
BUS 3040 Retailing Management
BUS 2080 International Marketing
BUS 1020 Marketing Principles
Research Interests
My research centers around consumer behavior, especially in a
digital environment. Specific areas of interest include:
- Consumer psychological ownership and co-creation of value
- Hedonic and utilitarian value from perceived
interactivity.
- Research methodology, including experimental design and
structural equation modeling.
Research Highlights
Refereed Papers
Colleen P. Kirk, Ray, I., & Wilson, B. (In Press). The
Impact of Brand Value on Firm Valuation: The Moderating Influence
of Firm Type. Journal of Brand Management.
Colleen P. Kirk & B. McSherry. (2012). The Effect of
Nonconscious Goals on Investor Choice. Advances in Behavioral
Finance & Economics: The Journal of the Academy of Behavioral
Finance & Economics 2(2):1-13. (Best Doctoral Student Paper
award, Academy of Behavioral Finance and Economics, 2011.)
Colleen P. Kirk, Chiagouris, L., & Gopalakrishna, P. (2012).
Some People Just Want to Read: The Roles of Age, Interactivity, and
Perceived Usefulness of Print in the Consumption of Digital
Information Products. Journal of Retailing and Consumer
Services, 19(1), 168-178.
Colleen P. Kirk & Berger, K. A. (2011). Tropicana: Social
Media Teach Marketers a Branding Lesson. Journal of Critical
Incidents, 4:108-111.
Colleen P. Kirk, & Berger, K. A. (2011). A Tale of Two
Markets: NYC Subway Line. Business Case Journal, 18
(2):51-69.
Colleen P. Kirk (2010). New Media Books: Can Innovation Pay?
The International Journal of Technology, Knowledge and
Society, 6(3), 83-97.
Berger, K. A., & Colleen P. Kirk. (2010). NYC Subway Line
and the Metropolitan Transportation Authority. Journal of
Critical Incidents, 3, 89-96.
Berger, K. A., & Colleen P. Kirk. (2009). Olive Garden and
the Playboy Contest. Journal of Critical Incidents, 2,
66-70.
Conference Presentations
Colleen P. Kirk (author & presenter), Swain, S. D. (author
only). Touching the Intangible: Perceptions of Interactivity and
Ownership in New Media. Paper presented at the The American
Marketing Association Winter Educators' Conference 2013, Las Vegas,
NV (February, 2013).
Colleen P. Kirk (author & presenter) & Swain, S. D.
(author only). Empowering Digital Information Consumers: The
Effects of Self-Efficacy, Optimum Stimulation Level, and Perceived
Interactivity on Value in Use. Paper presented at the Academy of
Marketing Science Annual Conference 2012, New Orleans, LA. (May,
2012).
Colleen P. Kirk. The Natives Are Restless: The Moderating Role
of Age on the Relationship between Perceived Interactivity and
Attitude towards Digital Information Products. Paper presented at
Adolescence in the 21st Century: Emerging Adulthood. Mount Saint
Mary College: Center for Adolescent Research and Development,
Newburgh, NY. (May, 2012).
McSherry, B. (author & presenter), Colleen P. Kirk (author
only). The Effect of Nonconscious Goals on Investor Choice. Paper
presented at the The Third Annual Meeting of the Academy of
Behavioral Finance & Economics, September 21-23, 2011, UCLA,
Los Angeles.
Colleen P. Kirk. The Price of Interactivity: The Effect of
Interactivity on Willingness to Pay More for Digital Information
Products. Paper presented at the American Marketing Association
Summer Marketing Educators' Conference 2011, San Francisco, CA.
(August, 2011).
Colleen P. Kirk (author & presenter), Gopalakrishna, P.
(author only). The Natives Are Restless: Understanding Consumer
Satisfaction with and Adoption of Digital Information Products.
Paper presented at the Academy of Marketing Science Annual
Conference 2011, Coral Gables, Florida. (May, 2011)
Colleen P. Kirk (author only), Berger, K. A. (author &
presenter). Tropicana: Social Media Teach Marketers a Lesson. Paper
presented at the Society for Case Research, 2011 Annual Meeting,
Chicago. (March, 2011)
Colleen P. Kirk. New Media Books: The Effect of Interactivity on
Consumer Response to Digital Information. Paper presented at the
37th Annual Meeting of the Northeast Business and Economics
Association, Morristown, NJ. (October, 2010).
Cardon, M. S. (author & presenter), Colleen P. Kirk (author
only). Passion and Persistence in Entrepreneurship. Paper presented
at the 2010 Annual Meeting of the Academy of Management, Montreal,
Canada. (August, 2010).
Colleen P. Kirk (author only), Berger, K. A. (author &
presenter). A Tale of Two Markets: NYC Subway Line. Paper presented
at the Society for Case Research Annual Case Writers' Workshop.
(July, 2010).
Berger, K. A. (author & presenter), Colleen P. Kirk (author
only). NYC Subway Line and the Metropolitan Transportation
Authority. Paper presented at the Society for Case Research, 2010
Annual Meeting, Chicago. (March, 2010).
Colleen P. Kirk. New Media Books: Can Innovation Pay? Paper
presented virtually at the 6th International Conference on
Technology, Knowledge and Society, Berlin, Germany. (January,
2010).
Colleen P. Kirk (author only), Berger, K. A. (author &
presenter). NYC Subway Line. Paper presented at the Society for
Case Research, Annual Case Writers' Workshop, Murfreesboro, TN.
(July, 2009).
Berger, K. A. (author & presenter), & Colleen P. Kirk
(author & presenter). Olive Garden and the Playboy Bunny. Paper
presented at the Society for Case Research, 2009 Annual Meeting,
Chicago. (March, 2009).
Grants and Awards
Award for Best Doctoral Student Paper in Behavioral Finance, The
Academy of Behavioral Finance and Economics (2011).
Academy of Marketing Science Junior Faculty Travel Grant Award,
Annual Conference (2012).
Academy of Marketing Science Doctoral Student Travel Grant
Award, Annual Conference (2011).
Provost’s Grant for the Thinkfinity Initiative Award, Pace
University and the Verizon Foundation (2011-2012).
Faculty Development Grant Award, Mercy College (2010-2011).
Graduate Research Fellowship, Dr. Karen Berger (Ph.D., NYU),
Professor of Marketing; Associate Dean and Director of
Undergraduate Programs, Pace University (2008-2011).
Graduate Research Fellowship, Dr. Melissa Cardon (Ph.D.,
Columbia), Associate Professor, Management and Management Science,
Pace University (2008-2011).
Industry Experience
Borland International: National Accounts Manager, Account
Executive
Sun Microsystems: Sales Representative
Texas Instruments, Data Systems Group: Account Manager, Product
Manager, International Product Manager
National Academic Service and Professional Memberships
Reviewer for and member of:
The American Marketing Association (2009-present)
The Association of Consumer Research (2010-present)
The Academy of Marketing Science (2010-present)
The Society for Case Research (2008-2011)
The Northeast Business and Economics Association (2010)
Associate Editor, The International Journal of Technology,
Knowledge and Society, 2010