S. Adam Brasel
associate professor - marketing department
mckiernan family fellow
mckiernan family fellow
Ph.D., Stanford University
M.B.A., University of Illinois Urbana-Champaign
B.S., University of Illinois Urbana-Champaign
Professor S. Adam Brasel’s primary area of interest is visual marketing and media perception. As co-director of the Marketing Interfaces Lab, he uses eyetrackers and other advanced tools to explore how the rapidly changing media environment affects consumer perception and visual processing. His research explores issues ranging from how consumers media-multitask between computers and televisions, to what happens to perception during the fast-forwarding of TV commercials, to the effects of brand placement in videogames. His research has appeared in venues such as the Journal of Marketing, Journal of Consumer Psychology, the Economist, and Perception.
He currently teaches the "Marketing Research" and "Communications & Promotions" courses in both the undergraduate and MBA programs.
SELECTED APPOINTMENTS AND AWARDS
- McKiernan Family Fellow
- Co-Editor of Special Issue on nonconscious processing for the Journal of Brand Management
- 2004 Best Paper, Journal of Consumer Research for “When Good Brands Do Bad”
- S. Adam Brasel and James Gips (2011), “Red Bull ‘Gives You Wings’ For Better or Worse: A Double-Edged Impact of Brand Exposure on Performance,” Journal of Consumer Psychology, 21(1), 57-64.
- S. Adam Brasel and James Gips (2011), “Media Multitasking Behavior: Concurrent Television and Computer Usage,” Cyberpsychology, Behavior, and Social Networking, 14(9), 527-534.
- S. Adam Brasel (2010), “Embedded Promotions in Online Services: How Goal Relevance Ambiguity Shapes Response and Affect,” Journal of Experimental Psychology: Applied, 16(3) 263-280.
- S. Adam Brasel and James Gips (2008), “Breaking Through Fast-Forwarding: Brand Information and Visual Attention” Journal of Marketing, Nov, 31-48.
- Aaker, Jennifer, Susan Fournier and S. Adam Brasel (2004), “When Good Brands Do Bad,” Journal of Consumer Research, June.
Before joining the BC Faculty, Professor Brasel served in marketing and research positions such as the Eyetracker Lab Coordinator for a visual research lab, a Project Leader at the Food & Brand Research Lab, and a Selling Accounts Coordinator for an internet advertising marketplace.