Mitch Hamilton earned a B.S. in marketing from San Diego State University, an MBA from Clark Atlanta University, and a Ph.D. in consumer behavior from Syracuse University. Mitch began teaching marketing at LMU in the fall of 2012. Prior to his arrival, he was an instructor at Syracuse University, a market research analyst and he worked for a collegiate athletics marketing department. As a doctoral student, he capitalized upon a unique opportunity to be simultaneously trained in quantitative modeling by the marketing department and experimental design by the social psychology department. It was during his time spent with the social psychologists that Mitch discovered he was wildly fascinated by human behavior, more specifically consumer behavior. Driven by this fascination, he developed a healthy appetite for learning about the psychology behind consumption, and his research soon became a feeding mechanism. Over time, Mitch gravitated toward the “consumer-self” literature which offered a vast river of knowledge. And from this river, he began to carve out two streams of research:  the self-brand paradigm (including: relationships, connections, and interactions) and  the digital-self (which also considers image manipulation mechanisms that are unique to digital environments). Eventually, after an 8-year educational odyssey, Mitch finally returned home to Southern California with his wife, Chinyarai, and their daughter, Rylie. In 2014, the Hamiltons welcomed their newest addition to the family, baby Carter.
Syracuse University: Ph.D., Consumer Behavior 2012
Clark Atlanta University: MBA 2006
San Diego State University: B.A., Marketing 2002
Areas of Expertise (7)
Industry Expertise (2)
Saint Clair, J. K., Hamilton, M. L., Woodham, O. P., Namin, A. T., & Bennett, D. H.
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.
Following past research examining online advertising design and effectiveness, this research studies the impact of variations in the design of online banner advertisements on advertising involvement and effectiveness. Advertisement involvement and effectiveness are measured as response to changes in message design and are determined by the number of clicks on the banner ad (involvement) as well as the click-through rate, or CTR (effectiveness). The latter is the ratio of ad clicks to its total impressions. Related to the message design, the type (static or dynamic), size (pixel ratios), and the format of a banner advertisement are studied employing behavioral response data from a single apparel retailer. Results suggest that the type of banner advertisement significantly influences advertising involvement and effectiveness. Results also suggest that banner ad size in terms of pixel ratios significantly increases advertising involvement through total number of clicks but does not affect effectiveness through CTR. Our findings also identify and empirically validate the important role of the Golden Ratio in banner ad message design and its effectiveness.
The authors propose that segmenting loyal consumers according to their history of switching in a product category may help managers improve advertising effectiveness by stimulating appropriate levels of elaboration. More elaboration by multiple-brand consumers for their current brand choice increases the likelihood of future switching, whereas single-brand consumers are unaffected. For single-brand consumers, need for cognition decreases switching intent under high elaboration conditions, whereas multiple-brand consumers are unaffected. Lastly, the effect of cognitive processing on brand switching is greater for single-brand consumers for high elaboration advertisements, and greater for multiple-brand consumers for low elaboration advertisements.
This research examines the effects of social media brand consumer interactions on three types of customer value: customer lifetime value (CLV), customer influencer value (CIV) and customer knowledge value (CKV). By examining the differential effects of consumers' satisfaction and immersion with social-media brand interactions on CLV, CIV and CKV, the authors identify conditions under which interaction satisfaction and interaction immersion create value for brands.
The current increase in social media activity related to brand–consumer interactions is progressively influencing the manner in which brands and their customers communicate. Whereas this attention to social media is warranted, researchers and brand managers must also recognize that consumers connect and engage with brands across other communication platforms as well. Accordingly, this study aims to examine brand–consumer interactions taking place across social, online and physical platforms, as well as consumer motives for initiating these brand interactions across various platforms.
This research investigates consumer decision making and brand commitment for brands promoted as “healthy.” The authors examine the relationship of brand familiarity to brand credibility, brand quality, purchase intentions, and brand commitment. The findings indicate that familiarity can help increase purchase intentions and brand commitment for healthy brands with low credibility. However, to go beyond a transactional exchange to one that is relational in nature, familiarity, credibility, and quality are all crucial for fostering brand commitment.