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Anne Hamby - Hofstra University. Hempstead, NY, US

Anne Hamby Anne Hamby

Assistant Professor of Marketing and International Business | Hofstra University


Professor Hamby's research focus is consumer psychology and narrative processing







AnneHamby BlackFriday WNYW FOX NewYork 11 29 14 10p Holiday Shopping and Consumer Behavior with Anne Hamby




Professor Hamby is an Assistant Professor of Marketing and International Business at Hofstra University. Her research interests fall in the areas of consumer psychology and narrative processing, or how consumers understand and are persuaded by narrative messages.

Another of her interests is in the domain of consumer welfare, exploring topics such as the marketing implications of public policy on society, cause related marketing (CRM), and how marketing theory can inform pro-social consumer behavior in domestic contexts and in developing countries.

Dr. Hamby has international experience working in several African countries developing adolescent risk-behavior reduction programs, including a year living in South Africa as a research associate on a Kellogg foundation funded project. She has taught marketing courses for several semesters in Lugano, Switzerland and has also worked with international, heath-focused professional associations in Switzerland on multiple marketing-related projects.

Industry Expertise (1)


Areas of Expertise (4)

Consumer Behavior Marketing Narrative Processing Black Friday Psychology

Education (3)

Virginia Polytechnic Institute and State University: Ph. D. 2014

Virginia Polytechnic Institute and State University: M.S. 2008

Virginia Polytechnic Institute and State University: B.S. 2007

Media Appearances (3)

Latest retail trend: 'Click Bricks' bringing online brands to the mall

North Jersey Record  online


The onlinebrands that benefit most from opening stores are those "where the customer experience is really central," said Anne Hamby, assistant professor of marketing at Hofstra University.

"It's not Del Monte corn starting up a storefront. They're products that people want to touch, experience, and have more of a relationship with the brand, and that's really what the physical space allows them to do," Hamby said.

The stores help boost online sales, and the online site helps bring customers to the stores. "It's not like two siloed approaches," Hamby said. "They actually build off each other."

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Small LI Retailers Seek to Offer What the Internet Can’t

Newsday  print


Businesses such as clothing and wine stores can highlight products that separate them from larger competitors, said Anne Hamby, a marketing professor at Hofstra University in Hempstead.

For instance, “Is the clothing store importing clothes from somewhere special? Or is the business owner’s friend designing some of the clothes?” Hamby said. “There must be a unique angle. Tell that story.”

Local stores also have the advantage of offering “more in-depth consultation,” she said. “If I walk into a small store and tell them that I have a friend and I have no idea what to get them, they should be able to ask questions, talk to me and help me.”

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Expert: ‘Scarcity Principle’ — Not Discounts — Is What Drives Black Friday Mania

CBS New York  


Hofstra University marketing professor Anne Hamby told Gusoff what really draws Black Friday crowds is not the deepest discounts of the year, but perception.

“There is something called the ‘scarcity principal,’ and the second we think that we can’t have something or there’s a limited amount of something, we want it a lot more,” Hamby said.

Hamby said for many Black Friday is simply an experience that’s not for everyone...

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Articles (5)

Happily Ever After: How Ending Valence Influences Narrative Persuasion in Cautionary Stories Journal of Advertising


Narratives are a persuasive platform that evokes processing distinct from other message formats. Story-ending valence is a component common to all stories and can influence how individuals respond to and are persuaded by the story. The current work examines how ending valence of a cautionary story, a popular type of narrative that delivers a warning to the audience, influences story-consistent beliefs through a process of global reflection or understanding of the overall story message...

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Solving Complex Problems Enduring Solutions through Social Entrepreneurship, Community Action, and Social Marketing Journal of Macromarketing


Three distinct literatures address social change: social entrepreneurship, community action research, and social marketing. While these activities have a shared goal to create social change, each orientation approaches their activities from a different perspective. The current work explores how macro-social marketing efforts can benefit from alternative orientations to enhance enduring social change...

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One For Me, One For You: Cause-Related Marketing with Buy-One Give-One Promotions Psychology & Marketing


A Buy-one Give-one (BOGO) donation model features the donation of a physical entity and is a popular cause-related marketing (CM) promotion format. Little is known about factors that underlie consumer response to BOGO-format promotions. The current studies, collectively, indicate BOGO promotions evoke a concrete construal mindset ...

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Advancing a participatory approach for youth risk behavior: Foundations, distinctions, and research directions Journal of Business Research


Researchers of youth risk behavior frequently assume that behavior is volitional; the choice is to either engage in a risky behavior or a safe alternative. Yet, many factors may constrain life choices, not the least of which is how individuals view risk. The study here examines youth risk research to identify general knowledge gaps and shortcomings that may be limiting the positive impact of research-based efforts to promote youth well-being. The study proposes alternative approaches that address these gaps and shortcomings in particular with recognition of the social contexts of both risks and the programs designed to address those risks. A distinctive foundation for a participatory approach to understanding youth risk behavior is then developed.

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The Reciprocal Effects of Self-View as a Leader and Leadership Emergence Small Group Research


Although it is often assumed that an individual’s self-view as a leader has an impact on that individual’s emergence as a leader, there is currently no empirical evidence of this effect in the literature. Longitudinal social network analysis is used to study both the impact of an individual’s self-view as a leader on leadership emergence and how the process of leadership emergence influences an individual’s self-view as a leader over time. Results suggest a reciprocal process: An individual’s self-view as a leader influences the number of leadership nominations an individual receives over time and the number of leadership nominations received over time influences an individual’s self-view as a leader.

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