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Devon Johnson

Professor, Marketing

School of Business
BS, University of West Indies
MS, The Pennsylvania State University
PhD, London Business School
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Dr. Johnson’s research interests are in the areas of Big Data & analytics implementation, data-driven marketing Strategies, financial services, healthcare marketing, consumer trust branding, digital marketing, and CRM systems. His research has been published in the Journal of Marketing Research, Journal of the Academy of Marketing Science, The Journal of Business Research, the Journal of Interactive Marketing, the Journal of Psychology & Marketing, Industrial Marketing Management and the International Journal of Bank Marketing, among others. Dr. Johnson sits on the editorial Board of the Journal of Interactive Marketing. He has won several awards including Best Overall Paper Award for the 2011 Summer Marketing Educator’s Conference for his research on Virtual Healthcare Communities.


Big Data Analytics Implementation
Services Marketing
Digital Marketing
AI and Behavioral Finance


  • Sungyong Chun and Devon Johnson, “The Effects of Mental Budgeting and Pain of Paying on the Financial Decision Making of Socially Excluded People”, for submission to the Journal of Consumer Psychology

Honors & Awards

  • Kent Business School, University of Kent, UK July to Aug 2010 , Kent Business School, University of Ken (July 2010)
  • Best Paper Award - Sales Management Track, 2004 American Marketing Association Summer Educators Conference (August 2004)
  • Digital Marketing Research Fellow, British Telecom Laboratories, Suffolk, (UK) 1998 , British Telecom Laboratories (October 1998)
  • Best Overall Conference Paper, American Marketing Association Summer Conference (August 2011)
  • UCD Michael Smurfit Business School, Dublin Ireland, May to August 2015 , UCD Michael Smurfit Business School, Dublin Ireland (May 2015)
  • Montclair State University Separately Budgeted Research Grant , Montclair State University ( 2015)
  • Journal of Interactive Marketing - Outstanding Contribution in Reviewing Award 2017 , Marketing EDGE (April 2017)

Refereed Published Articles

  • D. Johnson, B. Lowe (2015). Emotional Support, Perceived Corporate Ownership and Skepticism toward Out-Groups in Virtual Communities . Journal of Interactive Marketing
  • D. Johnson, M. Peterson (2014). Consumer Financial Anxiety: US Regional Financial Service Firms’ Trust Building Response to the Financial Crisis. International Journal of Bank Marketing
  • D. Johnson (2014). Opting Out: The Effects of Consumer Information Sharing Concerns on Perceived Value in E-Banking Relationships. International Journal of Marketing Studies
  • D. Johnson, B. Clark, G. Barczak (2012). Customer relationship management processes: How faithful are business-to-business. Industrial Marketing Management
  • D. Johnson (2008). Beyond Trial: Consumer Assimilation of Electronic Channels. Journal of Research in Interactive Marketing /Emerald
  • K. Grayson , Johnson, D. Chen (2008). Is Firm Trust Essential in a Trusted Environment? How Trust in the Business Context Influences Customers. Journal of Marketing Research
  • D. Johnson, F. Bardhi, D. Dunn (2008). Understanding How Technology Paradoxes Affect Customer Satisfaction with Self-Service Technology: The Role of Performance Ambiguity and Trust in Technology. Psychology & Marketing
  • D. Johnson (2007). Achieving Customer Value from Electronic Channels through Identify Commitment, Calculative Commitment, and Trust in Technology. Journal of Research in Interactive Marketing /Emerald
  • D. Johnson, S. Bhara (2005). Digitization of Selling Activity and Sales Force Performance: Theory and Evidence. Journal of the Academy of Marketing Science
  • K. Grayson, (2005). Cognitive and Affective Trust in Service Relationships. Journal of Business Research/ Elsevier
  • D. Johnson, D. Sihi, L. Muzellec (2021). Implementing Big Data Analytics in Marketing Departments: Mixing Organic and Administered Approaches to Increase Data-Driven Decision Making. Informatics /MDPI
  • S. Chun, D. Johnson (2021). The Effects of Mental Budgeting and Pain of Payment on the Financial Decision Making of Socially Excluded People. International Journal of Bank Marketing/ Emerald Group Publishing Ltd.
  • G. Ahmed, C. Amponsah, D. Johnson (2020). Gender Differences in Entrepreneurial Attitudes and Intentions: The Case of Brand Dubai. International Journal of Business and Emerging Markets /Inderscience Publishers
  • D. Johnson, Y. Limbu, C. Jayachandran, R. Reddy (2019). Climbing the Down Escalator: When Customer-to-Customer Interactions are Harmful to Service Firms. European Journal of Marketing
  • S. Venkataramany, C. Jayachandran (2023). Contextualizing the Impact of Entrepreneurship Education & Training: Micro, Small & Medium Sized Enterprises (MSME) in the State of Tamil Nadu. International Academy of Business and Economics (
  • D. Johnson, B. Riley, S. Sato (2017). The adverse effect of doctors’ skepticism toward prescription drugs. International Journal of Pharmaceutical and Healthcare Marketing/ Emerald
  • B. Lowe, D. Johnson (2017). Diagnostic and Prescriptive Benefits of Consumer Participation in Virtual Communities of Personal Challenge. European Journal of Marketing/Emerald
  • D. Johnson, G. Moran (2018). The Role of Procedural and Distributive Fairness in R&D Collaborations. International Journal of Business & Applied Sciences/ Business and Applied Sciences Academy of North America
  • D. Johnson, L. Muzellec, D. Sihi, D. Zahay-Blatz (2019). The Market Organization's Journey to become Data-driven . Journal of Research in Interactive Marketing /Emerald
  • G. Moran , L. Muzellec, D. Johnson (2019). Analysis of Message Content Features and their Impact on Social Media Engagement Status . Journal of Product and Brand Management

Published Proceedings

  • D. Johnson (5s). 2015. Competitive Selling: Unintended Effects of Salesperson Skepticism Toward a More Credible Competing Product American Marketing Association
  • D. Johnson, Y. Limbu, C. Jayachandran, R. Reddy (5s). 2017. The Moderating Role of Service Category Perception in Service Co-Creation Summer American Marketing Association Conference Proceedings

Books & Chapters

  • K. Grayson, D. Johnson (2015). Marketplace Trust . Wiley-Blackwell
  • D. Johnson, K. Grayson (2000). Sources and Dimensions of Trust in Service Relationships.