Charles Wood, PhD

Charles Wood, PhD
Professor of Marketing
College of Business
Management and Marketing
918-631-2281 Helmerich Hall Room 303E


PhD – University of Missouri MBA – Regent University MA – Regent University BS – University of Arkansas


Dr. Wood has degrees in engineering, journalism, and business. Before becoming a professor he worked as an engineer for a Fortune 50 firm and helped launch and manage a successful stage production company. His research and teaching have received national and international recognition. Dr. Wood currently enjoys working alongside small businesses and non-profits on strategy, sales growth, innovation, and promotion. Ph.D. in Marketing is from Mizzou.

He has focused his energies on launching fresh approaches to higher education, including launched Studio Blue, TU’s “creative greenhouse” and the Nova Fellowship. Students from a variety of majors work together to create and implement innovative projects for the community and start businesses. He is also an author on a major advertising text published by Pearson.

He is husband of one, father of five, and teaches at the University of Tulsa.

Research Interests

Buyer Behavior
Developing nations

Teaching Interests

Consumer Behavior
Advertising and IMC
Creativity and Innovation


Journal Articles

  • Alford, Bruce L., Otis W. Gilley, Charles M. Wood, and Obinna Obilo (2017), “”No Sale” Items in Auctions: Do They Really Matter?” Marketing Letters: A Journal of Research in Marketing, 28 (1): 155-168.

  • WoodC., HopkinsC., SiemensJ., and RaymondM. A. “A Multi-Method Investigation of Consumer Response to Marketing Activities During Life Transitions”. Vol. 31, Journal of Consumer Marketing, 2014, pp. 39-53.
  • Using Bibliometrics to Evaluate the Journal of Consumer Research: Suggested Future Consumer Research Directions. Vol. 41, Advances in Consumer Research, 2013.
  • WoodC. Cross-Pollinating: Increasing Innovation by Blending Arts and Sciences Disciplines With Engineering and Entrepreneurship. NCIIA Proceedings, 2013.
  • WoodC. 10 Hands-On Exercises To Spark Student Creativity And Innovation. SXSWEdu, 2013.
  • The Dissolution of Ethical Decision Making in Organizations: A Comprehensive Review and Model. Vol. 116, Journal of Business Ethics, 2013, pp. 233-50.
  • The Marketing Environment: A New Paradigm. Vol. 17, Academy of Marketing Studies Journal, 2013, pp. 35-50.
  • LiP.-C., EvansK., ChenY.-C., and WoodC. Resource Commitment Behaviour of Industrial Exhibitors: An Exploratory Study. Vol. 26, Journal of Business & Industrial Marketing, 2011, pp. 430–442.
  • ScheerL., ShehryarO., and WoodC. How Budget Constraints Impact consumers’ Response to Discount Presentation Formats. Vol. 19, Journal of Product & Brand Management, 2010, pp. 225–232.
  • AboulnasrK., ChaudhuriA., AhearneM., JelinekR., AlbaumG., RosterC., WileyJ., RossiterJ., SmithS., and ArnoldT. Index to Volume 18 of Journal of Marketing Theory and Practice. 2010.
  • ArnoldT., LandryT., and WoodC. Prosocial Effects in Youth from Involvement in an Experiential, Cause-Related Marketing Event. Vol. 18, Journal of Marketing Theory and Practice, 2010, pp. 41–52.
  • BriggsE., LandryT., and WoodC. Beyond Just Being There: An Examination of the Impact of Attitudes, Materialism, and Self-Esteem on the Quality of Helping Behavior in Youth Volunteers. Vol. 18, Journal of Nonprofit & Public Sector Marketing, 2007, pp. 27–45.
  • StanS., EvansK., WoodC., and StinsonJ. Segment Differences in the Asymmetric Effects of Service Quality on Business Customer Relationships. Vol. 21, Journal of Services Marketing, 2007, pp. 358–369.
  • TylerK., PattonM., MongielloM., MeyerD., StanS., EvansK., WoodC., and StinsonJ. Segment Differences in the Asymmetric Effects of Service Quality on Business Customer Relationships. Vol. 21, Journal of Services Marketing, 2007, pp. 358–369.
  • HopkinsC., RosterC., and WoodC. Making the Transition to Retirement: Appraisals, Post-Transition Lifestyle, and Changes in Consumption Patterns. Vol. 23, Journal of Consumer Marketing, 2006, pp. 87–99.
  • StammerjohanC., WoodC., ChangY., and ThorsonE. An Empirical Investigation of the Interaction Between Publicity, Advertising, and Previous Brand Attitudes and Knowledge. Vol. 34, Journal of Advertising, 2005, pp. 55–67.
  • BoydT., RohmA., DunnD., LuthansF., LuthansK., LuthansB., HaleJ., LandryT., and WoodC. 2004 Cumulative Index. Vol. 47, Business Horizons, 2004, p. 85.
  • WoodC., and SuterT. Making Marketing Principles Tangible: Online Auctions As Living Case Studies. Vol. 26, Journal of Marketing Education, 2004, pp. 137–144.
  • WoodC. Marketing and E-Commerce As Tools of Development in the Asia-Pacific Region: A Dual Path. Vol. 21, International Marketing Review, 2004, pp. 301–320.
  • HaleJ., LandryT., and WoodC. Susceptibility Audits: A Tool for Safeguarding Information Assets. Vol. 47, Business Horizons, 2004, pp. 59–66.
  • WoodC. The Dialectics Of Experiental Learning In The Marketing Classroom: The Online Auction Project. Marketing Management Association 2004 Fall Educators’ Conference, 2004, p. 164.
  • WoodC., GlewD., and StreetM. The Genesis of Relationships: Boundary Spanners’ Appraisals of the Career Entry Transition. Vol. 3, Journal of Relationship Marketing, 2004, pp. 5–24.
  • WoodC. The Effects of Creating Psychological Ownership Among Students in Group Projects. Vol. 25, Journal of Marketing Education, 2003, pp. 240–249.
  • StanS., EvansK., StinsonJ., and WoodC. Critical Customer Experiences in Professional Business-to-Business Service Exchanges: Impact on Overall Customer Response to Service Providers. Vol. 13, American Marketing Association Conference Proceedings, 2002, pp. 113–114.
  • TurnerG., LeMayS., HartleyM., and WoodC. Interdependence and Cooperation in Industrial Buyer-Supplier Relationships. Journal of Marketing theory and practice, 2000, pp. 16–24.
  • WoodC., and ScheerL. Incorporating Perceived Risk into Models of Consumer Deal Assessment and Purchase Intent. Vol. 23, Advances in Consumer research, 1996, pp. 399–404.
  • Can Retailers Get Higher Prices for ‘End-of-Life’ Inventory through Online Auctions?. Journal of Retailing.

Conference Proceedings

  • Wood, Charles M. (2020), “Are You Really Listening? Examining the Role of Empathy in Healthcare Provider Encounters with Patients,” Association for Marketing & Health Care Research Conference, Breckenridge, CO.

  • Wood, Charles M. (2019), “Testing the Effectiveness of Listening Strategies across Ten Nations,” American Marketing Association Summer Educators Conference, Chicago, IL.

  • A poster session that highlighted the successes at TU that have expanded and developed our innovation ecosystem, and informing others of how we did it.

  • “10 Hands-on Class Exercises to Build Student Teams and Spark Creativity”. Venture Well Annual Conference Proceedings, Venture Well Annual Conference Proceedings 2017, 2017.
  • WoodC., LynnT., JaramilloA., and GaoY. “A Four-Nation Exploration of the Effectiveness of Three Listening Strategies”. 2017 AMA Winter Conference Proceedings, 2017 Winter American Marketing Association Conference, 2017.
  • Wood, Charles M. et al (2013), “Student Panel: A Review of Several Student Projects Developed in a Community-Focused Innovation Certificate and Fellowship,” Campus Compact Conference Proceedings (TU student panelists: Sarah Block, Accounting graduate student; Adam Polcha, Mechanical Engineering; Caleb Lareau, Biochemistry and Math; Katie McGouran, Marketing; Abe Matamoros, Entrepreneurship).

  • Wood, Charles M., Christopher Hopkins, Jennifer Siemens, and Mary Anne Raymond (2013) “Marketing Activities during Life Transitions: A Multi-Method Investigation of Consumer Response,” Society for Marketing Advances Conference Proceedings

  • WoodC. Battling ‘Senior-itis’: Challenging Students With Ideation through Implementation. National Collegiate Inventors and Innovators Alliance. Proceedings of the… Annual Conference, 2012, p. 1.
  • WoodC., and HopkinsC. Targeting Transitions: Advertising Effects During Consumer Life Events. American Academy of Advertising. Conference. Proceedings (Online), 2010, p. 26.
  • Wood, Charles M. (2009), “Marketing Innovation and Community Engagement at the University,” National Collegiate Inventors and Innovators Alliance Conference Proceedings.

  • The B2B Environments: A New Perspective. Society for Marketing Advances Conference Proceedings of 2006, 2006.
  • Wood, Charles M. (2006), “In Search of a Unifying Framework for Consumer Life Transitions,” Association for Consumer Research Conference Proceedings.

  • The Environmental Concern-Consumer Action Paradox: Examining the Differences in Espoused and Enacted Models, Proceedings of the 1997 Southern Marketing Association, Atlanta, GA, Elnora W. Stuart and Ellen M. Moore (eds.), With Gail Zank. 1997 Southern Marketing Association, 1997.
  • Wood, Charles M., et. al (2016), “Tough Listening: A Cross-Cultural Exploration of Strategies to Improve Listening When it is Difficult,” Global Marketing Conference Proceedings (Global Alliance of Marketing and Management Associations): Hong Kong.

  • Wood, Charles M. and Yuhui Gao (2016), “Exploring Listening Strategies to Improve Marketing Students’ Learning and Career Development,” Marketing Educators Association Conference Proceedings: Denver, CO.

  • Wood, Charles M., Cole Brown, Bruce L. Alford, and Nicholas Wood (2015), “Perceived Age and Rokeach Value Rankings among Young Adults: A Comparison between India and the U.S.,” Academy of International Business Conference Proceedings; Bengaluru, India.

  • Wood, Charles M., Christopher D. Hopkins, and Jennifer Siemen (2013), “A Multi-Method Investigation of Consumer Response during Life Transitions,” Society of Marketing Advances Proceedings.


  • WoodC. Marketing to Consumers Undergoing Life Transitions: The Mediating Role of Appraisal. 1999.

Book Chapters

  • RosaJ., ViswanathanM., and WoodC. “Toward More Responsive Organizations: Openness to Change and Culture Preservation in Subsistence and Developing Economies”. Product and Market Development for Subsistence Marketplaces, Emerald Group Publishing Limited, 2007, pp. 281–296.
  • WoodC. “Usefulness of Micro-Business Models in Developing Countries”. Business Education and Emerging Market Economies, Springer US, 2005, pp. 183–199.


  • Advertising and Integrated Marketing Communications: Principles and Practice, (2019) 11th edition, Textbook published by Pearson and co-authored with Sandy Moriarty, Nancy Mitchell, and Bill Wells.

Courses Taught

  • Consumer Behavior
  • Integrated Marketing Communications
  • Seminar in Marketing
  • Not-for-Profit Practicum
  • Principles of Advertising
  • Principles of Marketing

Awards & Honors

  • Keynote speaker at AIMS annual conference, Delhi, India
  • Best Paper in Marketing Research Track
  • Best Conference Paper
  • Top 3 Most Valuable Professor at TU
  • Innovation in Teaching Award
  • Houghton-Mifflin Pride/Ferrell Innovative Teacher in Marketing Award
  • Outstanding Paper Award
  • Citation of Research Excellence Award
  • Outstanding Scholar on the Practice of Marketing in China
  • Outstanding Teaching Award
  • Excellence in Community-Based Teaching and Scholarship
  • Outstanding Teacher Award
  • Medicine Wheel Award
  • University Fellow
  • Steven J. Shaw Best Paper in Conference Award
  • Fulbright Peer Review Committee – Business Administration
  • Fulbright Research Scholar Award to Ireland
  • Plenary speaker at annual conference, Indore, India
  • Most Valuable Professor award
  • Grant from the Koch Charitable Foundation