You can contact Julian Saint Clair at Julian.SaintClair@lmu.edu.
Julian K. Saint Clair earned a B.A. in business administration from Clark Atlanta University and an M.S. and Ph.D. in marketing & consumer psychology from University of Washington’s Foster School of Business. His work focuses on marketplace equity through the lens of consumer identity and learning. Subtopics include multiple identities, multiculturalism, intersectionality, stereotypes and diversity marketing. Saint Clair’s interdisciplinary approach has led to publications in premier outlets such as Marketing Science, Journal of Consumer Research, Journal of Marketing Education, and the Association for Consumer Research (ACR) Film Festival. He has been recognized by the American Marketing Association, National Black MBA Association, Ph.D. Project, and ACR for excellence in diversity marketing. Saint Clair uses his expertise in inclusive brand strategy and communications to work with individuals and organizations to create positive value for stakeholder communities across a range of industries and sectors.
University of Washington: Ph.D., Marketing 2013
University of Washington: M.S., Business Administration 2009
Clark Atlanta University: B.A., Business Administration 2007
Areas of Expertise (4)
Branding & Advertising
Industry Expertise (3)
Training and Development
Event Appearances (1)
Brand Activism Webinar
Marketing Science Institute Virtual
Identity Interplay: The Importance and Challenges of Consumer Research on Multiple IdentitiesConsumer Psychology Review
Mark Forehand, Americus Reed II and Julian K. Saint Clair
Although it is well accepted that the self-concept includes numerous identities, the preponderance of past consumer identity research has explored one identity at a time and this focus has limited new insights into the interplay between identities. We integrate across research streams to propose a Multiple-Identity Network as a unifying framework to help inform and direct future research on multiple identities. This framework identifies three important areas of opportunity for research on multiple identities: (a) Identity Structure, (b) Identity Management, and (c) Identity Change processes that drive both structure and management.
When does Diversity Help or Backfire? Impact of Cultural Diversity on Brand PerceptionAdvances in Consumer Research (2020)
Esther Uduehi, Julian K Saint Clair, Mitchell Hamilton, Americus Reed
Recent research explores the role of social identity in consumer contexts. In this study we document the negative effect of customer identification on impoliteness. We found that entitlement mediated this relationship and that this effect was conditional on self-control. We also plan to investigate other mechanisms underlying this phenomenon.
The Many-Faced Consumer: Consumption Consequences of Balancing Multiple IdentitiesJournal of Consumer Research
Julian K Saint Clair, Mark R. Forehand
Abstract Cues in the environment can prime consumer identities, increasing adoption of behaviors consistent with the primed identity and avoidance of behaviors consistent with alternate (nonprimed) identities. Although alternate-identity avoidance is common, three studies show that priming an identity (e.g., student) can also encourage consumers to approach alternate identities (e.g., friend). When two identities are relatively easy to balance (e.g., sufficient time for both student- and friend-related activities), participants approach alternate identities that are associated with the primed identity following a cognitive process of spreading activation. However, when identities are difficult to balance, participants approach alternate identities that are dissociated from the primed identity. We argue that this reversal occurs owing to a switch from a cognitive process to a motivational process akin to that seen in multiple-goal management. Under the motivational process, priming a focal identity inhibits (activates) associated (dissociated) identities because the two are seen as (non-)substitutable with each other. The motivational process under high balance difficulty relaxes when participants can self-affirm, causing response to instead mimic the cognitive process. The resulting integrative framework introduces identity-balance difficulty and its interaction with association into identity research, uniquely highlighting the importance of multiple-identity management with implications for research and practice.
Dine-in or take-out: Modeling millennials’ cooking motivation and choiceJournal of Retailing and Consumer Services
Aidin Namin, Brian T.Ratchford, Julian K.Saint Claira, My (Myla) Bui, Mitchell L.Hamilton
Abstract Students, in general, get into undesirable eating habits, partly due to the decrease in consumption of unhealthy, prepared food items (e.g., take-out). This research applies a multi-method approach to modeling the motivations behind cooking behavior for this cohort of young-adult consumers. Focus groups are conducted and findings are incorporated into an integrative framework to develop and estimate three quantitative choice models for predicting millennials’ cooking behavior. Data for this analysis are collected from surveys of millennial college students in two large metropolises in the US. Extending previous research, self-fulfillment (i.e., sense of achievement from consuming an activity) is found to positively predict cooking behavior. Cooking skill also has a positive association with the incidence of cooking and eating at home. Furthermore, the adverse effect of time needed to cook diminishes with greater cooking skill. Not conforming to previous literature, social motivation (i.e., motivation to socialize with others) has mixed support, and hedonic motivation (i.e., feeling of pleasure from cooking) is a negative predictor of cooking behavior. We offer first-hand implications for research on cooking as a consumed activity, and develop practical interventions.
Is it Expensive? The Dual Effect of Construal Level on Price JudgmentsJournal of Marketing Theory and Practice
Julian K. Saint Clair, Mitchell L. Hamilton, Omar P. Woodham, Aidin Namin & Delancy H.S. Bennett
Abstract When judging the expensiveness of a product or service, consumers often make comparisons to similar offerings that serve as reference points. Extant pricing literature shows that reference items in the consideration set may trigger a “contrast effect,” where higher-priced items make the target item seem less expensive. Two studies show that the effect of reference price depends on the consumer’s level of abstract thinking—or “construal level” —at the time of judgment. Concrete construal leads to the standard contrast effect, but abstract construal leads to an assimilation effect, where higher-priced reference items make the target seem more expensive.
Time for a Marketing Curriculum Overhaul: Developing a Digital-First ApproachJournal of Marketing Education
Academic programs and educators face numerous challenges related to teaching digital marketing. Today, the world of marketing is digital and marketing programs have struggled to maintain pace with the changes influencing marketing practice. The authors describe the M-School program at Loyola Marymount University, a program developed to address this challenge by placing digital marketing at the center of the curriculum.
Do organizations' diversity signals threaten members of the majority group? The case of employee professional networksJournal of Business Research
Angélica S. Gutiérrez and Angélica S. Gutiérrez
Abstract Employee Professional Networks (EPNs) are now commonplace in today's organizations, and they are frequently used to signal diversity and inclusion in line with public policy mandates. Despite EPNs' pervasiveness, scant research has explored their impact on attracting prospective employees. The authors address this gap by exploring the influence of EPNs on job pursuit intentions. Across two studies, the authors find that EPNs focused on minority employees (vs. all employees) reduce perceived threat and increase job pursuit intentions among majority group members (Caucasian Americans) as a function of their support for social hierarchy (Social Dominance Orientation). The integration of perceived threat and social hierarchy attitudes to explain the impact of EPNs is a novel theoretical contribution to literature on marketplace diversity with important implications for managers, policy makers, and researchers.
Do Diversity Signals Threaten Non-Minority Stakeholders? The Case of Employee Professional NetworksJournal of Business Research
Employee Professional Networks (EPNs) are now commonplace in today's organizations, and they are frequently used to signal diversity and inclusion in line with public policy mandates. Despite EPNs' pervasiveness, scant research has explored their impact on attracting prospective employees. The authors address this gap by exploring the influence of EPNs on job pursuit intentions.
Fight Fire with Fire: Using One Consumer Stereotype to Overcome Another via Conceptual-Contingency LearningAdvances in Consumer Research (2017)
Julian Saint Clair, Mitchell Hamilton, Delancy Bennett
Whether counter-stereotypical diversity campaigns (e.g., ads for STEM programs with female spokespersons) are helpful or harmful depends on whether or not the campaign facilitates a positive link between the stereotyped domain and a second-order concept that is stereotypically associated with the group (e.g., science = beautiful, beauty = female, thus science = female).
Effect of Social Dominance Orientation and employee professional networks on job pursuit intentionAcademy of Management
Angelica Gutierrez and Julian Saint Clair
Abstract The present study tested the hypothesis that perceptions of race-based employee professional networks (EPN) and job pursuit intentions (JPI) are motivated by individuals’ desire to maintain the extant status hierarchy (Social Dominance Orientation; SDO). Among Whites who evaluated an EPN whose members were Black, SDO was negatively related to JPI. Conversely, among Whites who evaluated an EPN whose membership was not based on racial background, there was no effect of SDO on JPI. Perceived threat of the EPN explained the relationship between network and JPI. These findings suggest that perceptions of EPN and JPI will be influenced by individuals’ SDO.
Consumer Uncertainty and Purchase Decision Reversals: Theory and EvidenceMarketing Science
This research examines how prepurchase information that reduces consumer uncertainty about a product or service can affect consumer decisions to reverse an initial product purchase or service enrollment decision.
When Negative Valence is GoodPsycEXTRA Dataset
Julian K. Saint Clair