DAVID ANDREW HORNE
Professor of Marketing
562.985.4776 (Office) 347 CBA
562.985.1588 (FAX)
dhorne@csulb.edu;
www.csulb.edu/~dhorne
________________________________________________________________________
EDUCATION
Ph.D., Business Administration,
M.B.A., Marketing, Ross Business School, University of Michigan,
B.S., Industrial Engineering, The
APPOINTMENTS
Professor of Marketing June 2000
Associate Professor of Marketing 1988 to 1999, Tenured 1992
Lecturer of Marketing 1987 to 1988
Managing Editor of Working Paper Series 2000 to Present
Director, MBA Program 1989 to 1991 & 1992 to 1994
Acting Associate Dean 1991 to 1992
Visiting Assistant Professor of Marketing 1984 to 1987
Visiting Assistant Professor of Marketing 1980 to 1984
DAVID A. HORNE (P. 2)
PUBLICATIONS
BOOKS:
Sayre, Shay, and David A. Horne, Editors, Earth, Wind,
Fire, and Water: Perspectives on Natural Disasters,
ARTICLES:
Norberg, Patricia A., Daniel R. Horne and David A. Horne, “Do As I Say, Not as I Do: An Empirical Exploration of the Privacy Paradox,” 2004 AMA Winter Educators’ Conference Proceedings, Vol. XV, 247-253.
Horne, Daniel R., H. Rika Houston and David A. Horne, “Investigating Privacy Across Cultures: Implications for Marketing and Consumer Research,” Proceedings of the Ninth Cross Cultural Research Conference, December 2003, 1-7.
Horne, Daniel R. and David A. Horne, “Markets and Personal Information: Is Regulation Needed?” 2002 AMA Marketing and Public Policy Conference, forthcoming.
Horne, David A. and Daniel R. Horne, “Database Marketing: Where is the Line Between Good Practice and Invasion of Privacy?” 2002 AMA Winter Educators’ Conference Proceedings, Vol. XIII: 480-486. Paper was awarded “Best in Relationship Track.”
Martin, Claude R. Jr., David A. Horne, and Winnie Chan, “A Perspective on Client Productivity in Business-to-Business Services,” International Journal of Services Industry Management, Volume 12, No.2, 2001: 137-157.
Sayre, Shay, and David A. Horne, “Trading Secrets for Savings: How Concerned Are Consumers About a Privacy Threat from Club Cards?” Advances in Consumer Research, Vol. XXVII, 2000: 151-155.
Horne, David A. and Claude R. Martin, Jr., “The Productivity of the Customer in the Service Encounter,” Marketing Management (French Edition) No.6, June 2000.
Sayre, Shay, and David A. Horne, “Self-Disclosure & Technology: The Viability of Video-Elicitation for Consumer Research,” Research in Consumer Behavior, Edited by Russell Belk, Janeen Costa and John Schouten, Volume 9, 2000: 147-172.
Horne, Daniel, and David A. Horne, “Title IX: Awareness, Perceptions, and Predictions,” American Marketing Association Special Interest Group/Sport and Event Marketing, ed. Peter J. Graham, Section 7. 1999.
Martin, Claude R. Jr, David A. Horne, and Anne Marie Schultz, “The Business-to-Business Customer in the Service Innovation Process,” European Journal of Innovation Management, Volume 2, No. 2. 1999: 55-62.
DAVID A. HORNE (P. 3)
Sayre, Shay, and David A. Horne, “Borrowing From Oprah,
Stealing From Freud: Video Elicitation
in Advertising Research,” M.Carole Mackin, Ed. Proceedings of
Horne, Daniel R. and David A. Horne, “Privacy: A Paranoid’s View,” Advances in Consumer Research, Vol. XXIV, Edited by Debbie MacInnis and Merrie Brucks, 1997:351-354.
Sayre, Shay, and David A. Horne, “‘It’s the Luck of the Draw, Baby:’ Gender Behavior and High Stress Situations,” Gender, Marketing and Consumer Behavior, Association for Consumer Research, Vol. III, Edited by Janeen Arnold Costa, 1996:60-73.
Horne, David A., and Shay Sayre, “Video-Elicitation: A Technique for Gathering Private Thoughts for a Public Forum,” 1996 AMA Winter Educators’ Conference Proceedings, Vol. VII, Edited by Edward A. Blair and Wagner A Kamakura, 1996:214-219.
Horne, David A., Shay Sayre, and Daniel R. Horne, “An Exploration of Multiple Durable Goods Purchases Following A Natural Disaster,” AMA Winter Educators’ Conference Proceedings, Vol. VII, Edited by Edward A. Blair and Wagner A Kamakura, 1996:103-108.
Horne, Daniel R., Shay Sayre, and David A. Horne, “Gifts: What Do You Buy the Person Who Has Everything Nothing?”, Advances in Consumer Research, Vol. XXII, Edited by Kim Corfman and John Lynch, 1995:30-34.
Sayre, Shay, and David A. Horne, “I Shop, Therefore I Am: The Role of Possessions for Self Definition,” Advances in Consumer Research, Vol. XXII, Edited by Kim Corfman and John Lynch, 1995:323-328.
Horne, David A.,
and Claude R. Martin, Jr., "Advertising Effectiveness: Stimuli Setting
Difference.” First International Research Seminar on Marketing
Communications and Consumer Behavior, La Londe
les
Martin, Claude R. Jr., and David A. Horne, “Level of Success Inputs for Service Innovations in the Same Firm,” International Journal Of Service Industry Management, Vol. 6, No. 4, 1995:40-56.
Martin, Claude R. Jr., and David A Horne, “The Congruence
of New Product and New Service Development, “ Le
Management des Services: Apports Multidisciplinaires--3rd
Seminaire International De Rechere
En Management Des Activites De Service,
DAVID A. HORNE (P. 4)
Martin, Claude R. Jr., and David A. Horne, "New Services Development: Successful vs. Unsuccessful Firms." International Journal of Service Industry Management, Vol. 4, No. 1, 1993:49-65.
Johnson, Michael D., and David A. Horne, "An Examination of the Validity of Direct Product Perceptions." Psychology & Marketing, Vol. 9(3) May/June 1992:1-15.
Martin, Claude R. Jr., and David A. Horne, "Restructuring Towards A Service Orientation: The Strategic Challenges." International Journal of Service Industry Management, Vol. 3 No. 1, 1992:25-38.
Horne, David A., and Claude R. Martin Jr., "New
Services Development: Consumer vs.
Organizational Firms." Les Apports Marketing,
Production, et Ressources Humaines au Management Des Services-2nd Seminaire International en Management Des Activities de
Service,
Martin, Claude R. Jr., and David A. Horne, "New
Services Development Among Successful Firms." Les
Apports Marketing, Production, et
Ressources Humaines au
Management Des Services-1st Seminaire
International De Rechere en Management Des Activities
de Service,
Johnson, Michael D., and David A. Horne, "Direct
Perceptual Measurement: Methodology and
Validity." Report No. 90-101, Marketing Science Institute,
Johnson, Michael D., and David A. Horne, "The Contrast Model of Similarity and Comparative Advertising." Psychology & Marketing, Vol. 5(3), Fall 1988:211-232.
Johnson, Michael D., and David A. Horne, "Subject Referent Positioning in Comparative Advertising: A Pilot Study." Advances in Consumer Research, Vol. XIV, edited by Paul Anderson and Melanie Wallendorf, 1987:164-167.
Horne, David A., John D. McDonald, and David Williams, "Consumer Perceptions of Service Dimensions: Implications for Marketing Strategy." Creativity in Services Marketing, edited by M. Venkatesan, Diane Schmalensee, and Claudia Marshall, 1986:35-39.
Horne, David A., and Claude R. Martin, Jr., "Le
Management Du Nouveau Service Aux
DAVID A. HORNE (P. 5)
Kinnear, Thomas C., David A. Horne, and Theresa A. Zingery, "Valid Magazine Audience Measurement: Issues and Perspectives." Current Issues and Research in Advertising 1986, Vol. 9, Nos 1 & 2, 1986:251-270.
Horne, David A., and Claude R. Martin, Jr. "Electronic Funds Transfer at the Retail Point-of-Sale. The Issue of Productivity." Distributive Trades: An International Perspective, edited by Luca Pellegrini and Srinivas K. Reddy, 1986:209-229.
Horne, David A. and Claude R. Martin
Jr., "Demand Potential for Electronic Funds Transfer at the Retail Point
of
Horne, David A., and Claude R. Martin, Jr., "Non-Checking Account Consumer and EFTS." 1981 AMA Special Conference on Services Marketing, edited by James Donnelly and William R. George, 1981:13-18.
RESEARCH PRESENTATIONS
“Corporate International Diversification: The Impact of Foreign Competition, Industry
Globalization and Product Diversification.” 2005
“Research and Collaboration: From Doctoral Student to Professor,” Maynard D. Phelps Lecture Series on Marketing, Michigan Business School, University of Michigan, Ann Arbor, Michigan, May 2002. Invited Speaker.
“Markets and Personal Information: Is Regulation Needed?” 2002 AMA Marketing and
Public Policy Conference,
Database Marketing:
Where is the Line Between Good Practice and Invasion
of Privacy?” 2002 AMA Winter Educators’ Conference,
“e-Business: The New Market Reality and Its Implication
for Competitive Strategy,” 21st Annual
International Conference, Strategic Management Society,
“Meeting the Strategic Challenges of E-Commerce: Developing Competitive Business Models,” 20th
Annual International Conference, Strategic Management Society,
“Sustainable Competitive Advantage in an Internet World:
Is There Such a Thing?” 19th Annual International Conference, Strategic
Management
DAVID A. HORNE (P. 6)
“Title IX: Awareness, Perceptions and Predictions” 1999 Summer Educator’s Conference
Sports/Event Marketing Special Interest Group, American
Marketing Association,
“Domains of Privacy: Toward an
Understanding of Underlying Factors,” 1998 Educators’ Conference of the Direct
Marketing Association,
“Domains of Privacy,” 1997 Educators’ Conference of the
Direct Marketing Association,
“Privacy: A Paranoid’s View,”
Association for Consumer Research Annual Conference,
“Video Elicitation: A Technique for Penetrating Cultural Barriers,” Theory and Research on Culture and Communication, California State University, Fullerton, Fullerton, CA, March 1996.
“Video-Elicitation: A Technique for Gathering Private Thoughts for a Public Forum,” American Marketing Association Winter Educators’ Conference, Hilton Head SC, February 1996.
“An Exploration of Multiple Durable Goods Purchases Following A Natural Disaster,” American Marketing Association Winter Educators’ Conference, Hilton Head SC, February 1996.
“Gifts: What Do You Buy the Person Who Has Everything
Nothing?,” Association for Consumer Research Annual
Conference,
“I Shop, Therefore I Am:
The Role of Possessions for Self Definition,” Association for Consumer
Research Annual Conference,
“Video-Elicitation: A Post-Modern
Approach to In-Depth Interviewing as a Basis for Empathetic Creative
Strategies,” Am Acad of Advert Annual Conference,
"Direct Perceptions:
Applications and Examples."
"Direct Competitive Perception
Measurement." 20th
Anniversary Attitude Research Conference, American Marketing Association,
"Direct Perceptual Measures in
Marketing Research." New Developments in Marketing Research,
Marketing Science Institute,
DAVID A. HORNE (P. 7)
"Non-Checking Account Consumer and
EFTS." American Marketing Association Special Conference on
Services Marketing,
PROFESSIONAL INVOLVEMENT
Journal of Consumer Research, Ad Hoc Reviewer 1990--.
Journal of Advertising, Ad Hoc Reviewer 1992—
Journal of Product Innovation Management, Ad Hoc Reviewer 2003--
American Marketing Association, Reviewer for Winter Educators Conference: 2004, 2002, 1993.
Association for Consumer Research, Reviewer: 2000, 1990, 1989.
Affiliations:
American Marketing Association, Professional Member.
Association for Consumer Research, Member
TEACHING INTERESTS:
GRADUATE COURSES TAUGHT
Core Classes: Business Policy, Marketing
Management, Marketing Principles
Elective Classes: Strategic Marketing, Sports/Event
Marketing, Services Marketing
UNDERGRADUATE COURSES TAUGHT
Core Classes: International Business, Marketing Principles, Marketing Management
Elective Classes: Retail Management, New Product Development, Promotion Management
UNIVERSITY SERVICE
University Resources Council, 2000-2006.
University Scholarly and Creative Activity Committee, 1997-1999.
Chair, Ad Hoc Committee on Accountability,
Faculty Senate, 1989-1991 College of Business Administration Representative.
Administrative Council
DAVID A. HORNE (P. 8)
Faculty Council
Dean’s Search Committee
Intellectual Contributions Task Force
AWARDS
Outstanding Contribution to Graduate Teaching Award, MBA
Association,
2002 Best Paper, Relationship Management Track, “Database Marketing: When Does Good Practice Become an Invasion of Privacy. 2002 American Marketing Association’s Winter Educators’ Conference.
1997 Award for Excellence, Highly Commended journal article “Level of Success Inputs for Service Innovations in the Same Firm” by the International Journal of Service Industry Management.
1994 City of
Meritorious Service Award
Minority Business Program
COMMUNITY SERVICE
Organizations:
Member of the initial Board of Directors, 2002-2009.
Elected Treasurer 2002, re-elected 2003 and 2006.
Greater
Founder, Chair, and Member of the Board of Directors, 2001-2006.
Awarded $178,000 to date in grants for organizational purposes and programs.
Board of Directors, 2001-2004. President 2003-2004.
DAVID A. HORNE (P. 9)
Chair and Principal Organizer, March 1994-2001.
Organized mechanism to promote ongoing dialogue between the insurance industry and city officials.
Mystic Hills Homeowners Association,
President and Founder, November 1993-September 1995.
Community organization to rebuild 225 homes
destroyed by the October 27, 1993 firestorm.
Laguna Fire Relief Coalition,
Board of Directors November 1993-July 1995.
Presentations:
“Building Communications Bridges Before Disaster Strikes”,
Panel Member, State Insurance Trade Association Conference,
“Getting Past Today to Begin Shaping Tomorrow—Strategic Planning for Fire Safe Councils,” Presentation and also Luncheon Address, National Fire Safe Council Conference, Lake Tahoe, CA, May 2003.
“First
“Fire Plan Conference 2001: California Department of Forestry and Fire
Protection—
“
“The
“Building Community Education Plans,” FIRECOM 99, Bureau
of Land Management,
“Where Do We Go From Here?
Building Public/Private Partnerships,” Presentations at
DAVID A. HORNE (P. 10)
“
“Insurance Issues for Homeowners/Renters—Shorten the Road
to Recovery,” Panel Member,
“Path to
Recovery…and Beyond,” Keynote Address, Insurance Industry Charitable Fund,
Southern California Luncheon,
“The Fire Safe California Community Action Kit,” Video
produced by the California Fire Safe Council and the California Department of
Forestry,
“Commitment, Cooperation, and
Communication: The Key to
“Aftermath of a Firestorm:
The
“The Aftermath of a Firestorm:
Communication and Cooperation vs. Confrontation,”