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College of Business Administration

College of Business Administration

Student Success Center
1001 Business Building
Kansas State University
Manhattan, KS 66506

Dean's Office
2019 Business Building
Kansas State University
Manhattan, KS 66506

Doug Walker

Associate Professorwalker
Department of Marketing
Office:2051 Business Building
Mailing Address:2092 Business Building
1301 Lovers Lane 
Manhattan, KS 66506


Research Goals

Doug Walker uses conditional process, choice, and other models to investigate marketing phenomena in the areas of marketing strategy and public policy. Specific areas of interest include consumer socialization, antecedents and processes related to salesperson performance, Bayesian surprise, and marketing capabilities; as well as methodological issues related to research.

Current Research & Consulting Projects

  • The effectiveness of ESRB rule use on video game play levels.
  • The impact of a variety of issues related to salespeople and sales managers on performance, and the processes by which these effects occur.
  • Applications of Bayesian surprise in marketing.
  • Application of information theory in survey data collection efficiency.

Major Accomplishments

  • Published in the Journal of the Academy of Marketing Science, Journal of Consumer Affairs, Journal of Retailing and Consumer Services, Health Marketing Quarterly, and others.
  • Research reported on in 149 national and regional television outlets and hundreds of print and online media sources, incluing USA Today, Los Angeles Times, and Huffington Post.
  • Three-time winner of the Iowa State University college-wide Faculty Teaching Award.

Other Contributions

  • Parental Influences on Children’s Playing of Violent Videogames, Journal of Consumer Affairs
  • Mindless Drinking: How BMI and Gender Relate to the Consumption of Alcohol, International Journal of Drug Policy
  • Half Full or Empty: Cues That Lead Wine Drinkers to Unintentionally Overpour, Substance Use & Misuse
  • ’Buying Status’ By Choosing or Rejecting Luxury Brands and Their Counterfeits, Journal of the Academy of Marketing Science
  • Spontaneous Selection: The Influence of Product and Retailing Factors on Consumer Impulse Purchases” Journal of Retailing and Consumer Services
  • Converging Prescription Brand Shares as Evidence of Physician Learning, Health Marketing Quarterly
  • How Would a Ban on Prescriber-Identifying Information Impact Pharmaceutical Marketing? International Journal of Public and Private Healthcare Management and Economics

Areas of Teaching

Marketing Analytics, Customer Relationship Management, Marketing Research, Database Marketing


Ph D, University of Houston, 2008
Major: Marketing

MBA, University of Houston, 2005

BBA, Kansas State University, 1985
Major: Marketing & Finance