Eric Van Steenburg, Ph.D.

Assistant Professor of Marketing

Jake Jabs College of Business & Entrepreneurship
Montana State University

Conference Proceedings and Presentations
  • Van Steenburg, Eric, Arezoo Davari and Charlene Dadzie (2018), “Morality, Celebrities, and Brand Endorsements from an Ethical Ideology Perspective.” American Marketing Association (AMA) Summer Educators’ Conference, Boston, MA, 12 August 2018.
  • Van Steenburg, Eric and Robert A. Van Steenburg (2018), “Issues, attitudes, and social distance: Shaping a policy perception framework.” American Marketing Association (AMA) Summer Educators’ Conference, Boston, MA, 11 August 2018.
  • Van Steenburg, Eric (2018), “Celebrity Political Advertising,” Dollars, Data and Votes Conference, Georgetown University, Washington, D.C., 10 May 2018
  • Guzman, Francisco and Eric Van Steenburg (2018), “The 2012 and 2016 U.S. Presidential Elections: A Story of Brand Love and Brand Hate,” 13 Global Brand Conference, Northumbria University, Newcastle, UK, 3 May 2018.
  • Van Steenburg, Eric “Hooray for Poli-wood? Effects of Celebrity Political Endorsements,” American Marketing Association (AMA) Summer Educators’ Conference, San Francisco, CA, 5 August 2017.
  • Naderi, Iman and Eric Van Steenburg (2016), “Marketing in a Bad Economy: When Money and Time Collide,” Society of Marketing Advances (SMA) Annual Conference, Atlanta, GA, 5 November 2016.
  • Van Steenburg, Eric and Lindsey R. Jacobs (2016), "Meaning Transfer in the Celebrity-Candidate Endorsement Relationship," American Marketing Association (AMA) Winter Educators' Conference, Las Vegas, NV.
  • Irwin, Deborah J. and Eric Van Steenburg (2015), “Founder’s Syndrome and SMEs: What Small Businesses can Learn from their Nonprofit Counterparts,” Society for Marketing Advances (SMA) Conference, San Antonio, TX.
  • Van Steenburg, Eric (2015), “Persuasive Message Effects in Nonprofit Advertising: Using an Integrated Theoretical Model to Better Understand Donor Intentions,” American Marketing Association (AMA) Summer Educators’ Conference, Chicago, IL.
  • Van Steenburg, Eric (2014), “Nonprofit Advertising and Persuasive Messages,” Academy of Marketing Science (AMS) Conference, Indianapolis, IN. 
  • Van Steenburg, Eric, Nancy Spears, and Robert O. Fabrize (2012), Checkout Frustration:  Investigating Consumer Reactions using Frustration Theory,” American Marketing Association (AMA) Summer Educators’ Conference, Chicago, IL. 
  • Van Steenburg, Eric (2012) “The Oprah Effect: Investigating the Celebrity-Candidate Endorsement Relationship,” Academy of Marketing Science (AMS) Conference, New Orleans, LA. 
  • Van Steenburg, Eric (2011), “Reframing the Discourse: Advertising Rhetoric Fails to Combat Islamophobia,” in Advances in Marketing: Sensory Marketing -- The New Frontier, William J. Kehoe and Linda K. Whitten (ed.), Memphis, TN: Society for Marketing Advances (SMA), 105-106.
  • Van Steenburg, Eric and Nancy Spears (2011), “Toward an Understanding of Brand Loyalty in Tough Economic Times: The Role of Optimum Stimulation Level,” Association of Marketing Theory & Practice (AMTP) Conference, Panama City, FL.
  • Van Steenburg, Eric (2011), “Measuring the Celebrity-Candidate Relationship,” New Voices, New Perspectives Student Research Conference, Denton, TX.
  • Van Steenburg, Eric, Iman Naderi, and Aditi Pramod Chandra (2011) “Buy 'n' Buy: Toward an Understanding of Impulsiveness in Consumer Behavior,” American Marketing Association (AMA) Winter Educators Conference, Austin, TX, 232-233.
  • Van Steenburg, Eric (2011) “Online Advertising: What Works – Image or Information?” American Marketing Association (AMA) Winter Educators Conference, Austin, TX, 96-97.

Work in Progress:

  • Van Steenburg, Eric and Nancy Spears, Social Norms and Nonprofit Advertising: Implications for Fundraisers, under review at Journal of Marketing Management.
  • Van Steenburg, Eric and Iman Naderi, “Consumer Decision Making Under Simultaneous Financial and Time Pressure,” under review at Journal of Marketing Theory and Practice.
  • Van Steenburg, Eric and Francisco Guzman, “The Influence of Political Candidate Brands During the 2012 and 2016 U.S. Presidential Elections, under review at European Journal of Marketing.


Nonprofit Advertising and Behavioral Intention: The Effect of Persuasive Messages on Donations and Volunteerism 
Nancy Spears (chair), Lou E. Pelton, Jeffry Sager, Stacy Landreth Grau

Nonprofit organizations are dependent on donations and volunteers to remain operational. Most rely on marketing communications messages to inform, educate, and convince recipients of these messages to donate funds and volunteer. However, the effectiveness of these messages to affect philanthropy, gift-giving, and fundraising is a gap in the marketing literature (Dunn et al. 2007).

While it is possible that the theory of planned behavior (TPB) explains how attitude is shaped regarding an ad supporting a particular nonprofit organization (NPO), the method in which individuals process an advertisement also affects their behavior related to that ad (Petty et al. 1983).
This dissertation examines TBP in the context of nonprofit attitudes and beliefs to discover how individual process mechanisms of the elaboration likelihood model (ELM) affect outcome variables that are vital to nonprofit survival – donation intention, donation amount, and volunteer intention. Injunctive norms and social legitimization of the minimum (SLM) are manipulated in two studies featuring a 2 (injunctive norms/SLM: high vs. low) x 2 (involvement: high vs. low) x 2 (ATB/SN/PBC: high vs. low) between subjects full-factorial design.

Implications include the ability for nonprofit professionals to craft persuasive messages that increase donations and volunteerism, and positively affect attitudes toward an NPO's cause and its advertisements. Academic contributions include an extension of the TPB-ELM integrated theoretical model to include attitude toward the ad, and the interaction of involvement and TPB as a mediated moderator such that attitude toward the ad will mediate the effects of the interaction on donation and volunteer intention under certain circumstances. In addition, the extended integrated theoretical model is applied for the first time to the two aspects unique to NPOs that are critical to their survival – donations and volunteerism. 

Dissertation Timeline:
Proposal defense date: 4 May 2012
Data collection completed: 19 October 2012
Final Defense date: 18 June 2013

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