Richard Hanna

Assistant Professor

Academic Division: Marketing
781-239-5992

Bio

Dr. Richard C. Hanna is an Assistant Professor in the marketing division at Babson College. He is an expert in marketing research, promotions, and digital marketing. His current research examines how games used for promotions influence consumer choice and reaction to product information and branding. Professor Hanna also conducts research in consumer decision-making, technology usage, and ethics/leadership. He has published numerous empirical articles in journals such as Marketing Letters, Journal of Interactive Marketing, Business Horizons, Preventive Medicine, Journal of Database Marketing & Customer Strategy Management and the Journal of the Operational Research Society and is a coauthor on the text: Internet Marketing: Reaching Customers Anytime, Anyplace, Any Platform. Prior to joining Babson College, Dr. Hanna was on the marketing faculty at the D’Amore-McKim School of Business at Northeastern University and Carroll School of Management at Boston College. He has taught a variety of undergraduate, MBA, PhD, and Executive level business courses including marketing research, statistics, digital marketing, social media, marketing communications & branding, marketing principles, marketing strategy, global marketing, and pricing. Before academia, Professor Hanna worked for several years in B2B sales and marketing communications. He has also been a marketing research and analytics consultant for the Verizon Foundation, MC Communications, Strategic Pricing Group, HSBC, Northeast Utilities, and Interaction Associates among others. His consulting, research, and training help organizations optimize their marketing and promotional strategies and utilize new media to influence consumer response. Dr. Hanna attended Boston University and holds a Doctorate of Business Administration in the area of marketing and statistics from the School of Management, a Master of Science in Mass Communications from the College of Communications, and a Bachelor of Science in marketing from the School of Management.

Academic Degrees

  • DBA, Boston University School of Management
  • MS, Boston University College of Communications
  • BS, Boston University School of Management

Academic Interests

Market Research; Marketing Strategy

Awards & Honors

Courses

Degree Courses 2016-2017

  • MKT 3515: DIGITAL MARKETING
  • MKT 7500: MARKETING COMMUNICATIONS STRATEGY

Degree Courses 2015-2016

Publications

Journal Articles

  • Ottley, G., Hanna, R. (in press). Do Consumers Know Enough To Assess The True Value Of Art? A Study Of Beliefs and Attitudes Toward the NEA Journal of Public Affairs
  • Bal, A., Weidner, K., Hanna, R.C., Mills, A.J. (2016). Crowdsourcing and Brand Control. Business Horizons
  • Hanna, R.C., Swain, S.D., Berger, P.D. (2016). Optimizing Time-Limited Price Promotions. Journal of Marketing Analytics, 4(2), 77-92.
  • Hanna, R.C., Crittenden, V.L., Crittenden, W.F. (2013). Social Learning Theory: A Multicultural Study of Influences on Ethical Behavior. Journal of Marketing Education, 35(1), 18-25. link
  • Hanna, R.C., Rohm, A., Crittenden, V.L. (in press). We’re All Connected: The Power of the Social Media Ecosystem. , 54(3), 265-273.
  • Onyemah, V., Swain, S.D., Hanna, R.C. (in press). A Social Learning Perspective on Sales Technology Usage: Evidence from an Emerging Economy .
  • Crittenden, V.L., Hanna, R.C., Peterson, R.A. (2009). The Cheating Culture: A Global Societal Phenomenon. , 52(4), 337-346.
  • Allen, J., Mollajhee, A.J., Shelton, R.C., Othus, M.K., Fontenot, H., Hanna, R.C. (2009). Stage of Adoption of the Human Papillomavirus Vaccine among College Women. , 48(5), 420-425.
  • Crittenden, V.L., Hanna, R.C., Peterson, R.A. (2009). Business students’ attitudes toward unethical behavior: A multi-country comparison. , 20(1), 1-14.
  • Hanna, R.C., Weinberg, B.D., Dant, R., Berger, P.D. (2005). Anonymity and the Internet: The Impact of Online Surveys on Personal Self-Disclosure. , 12(4), 342-356.
  • Hanna, R.C., Berger, P.D., Abendroth, L.J. (2005). Optimizing Time Limits in Retail Promotions: An Email Application. , 56(1), 15-24.
  • Hanna, R.C. (2004). A Diagnostic Tool for Assessing the Relative Importance of Information in Impression Formation: Application in Order Effects. , 15(2-3), 113-128.

Books

  • Hanna, R.C., Swain, S.D., Smith, J. (2015). Email Marketing in a Digital World: The Basics and Beyond. New York, NY: Business Expert Press link
  • Duparqc, P., Hanna, R.C., Berger, P.D. (2009). Internet Marketing: Reaching Customers Anytime, Anywhere, and Any Platform: Marsh Publications

Book Chapters

  • Hanna, R.C., Winrich, C.D. (2015). What’s so wrong with student subjects? A brief guide to the ins and outs of using student subjects in research. In Victoria L. Crittenden, Kathryn Esper, Nathaniel Karst, Rosa Slegers (Ed.), Evolving Entrepreneurial Education: Innovation in the Babson Classroom. Bingly: Emerald link
  • Bailey, J., Hanna, R.C. (2015). Quickfire! Increasing Student Engagement using Competitive Classroom Exercises under Time Constraints. In Victoria L. Crittenden, Kathryn Esper, Nathaniel Karst, Rosa Slegers (Ed.), Evolving Entrepreneurial Education: Innovation in the Babson Classroom. Bingly: Emerald link

Others

  • Ottley, G., Hanna, R. (in press). Do Consumers Know Enough To Assess The True Value Of Art? A Study Of Beliefs and Attitudes Toward the NEA
  • Hanna, R.C., Rohm, A., Crittenden, V.L. (in press). We’re All Connected: The Power of the Social Media Ecosystem: Business Horizons
  • Onyemah, V., Swain, S.D., Hanna, R.C. (in press). A Social Learning Perspective on Sales Technology Usage: Evidence from an Emerging Economy : Journal of Personal Selling and Sales Management
  • Swain, S.D., Hibbard, J., Hanna, R.C. (in press). Trademark Infringement: When is Similarity Confusing to Consumers?: Academy of Marketing Science World Mkt Congress

Presentations

  • Demystifying Digital Marketing
    Hanna, R. Demystifying Digital Marketing Maids of New England Regional Franchise Owners Meeting, Burlington, MA (2016)
  • Impact of Cross-Functional Team Projects on Student Performance in Functional Courses
    Jonathan, H., Swain, S., Hanna, R. Impact of Cross-Functional Team Projects on Student Performance in Functional Courses Marketing Management Association Annual Conference, Providence, RI (2016)
  • Integrating Social Media into the Marketing Curriculum
    Hanna, R., Rottier, H., Rogers, J., Snider, C. Integrating Social Media into the Marketing Curriculum Marketing Management Association Annual Conference, Providence, RI (2016)
  • The Virgin, the Lover, and the Queen: the Value Created by Character Archetypes
    Bal, A., Watson-Foster, J., Weidner, K., Hanna, R. The Virgin, the Lover, and the Queen: the Value Created by Character Archetypes the Academy of Marketing Science, Orlando, FL (2016)
  • Projects & Assignments for Digital Marketing
    Hanna, R. Projects & Assignments for Digital Marketing Internet Marketing Boot Camp @ the AMA Summer Marketing Educators Conference @ the AMA Winter Marketing Educators Conference , Chicago, IL (2015)
  • There’s an App for that! An Exploratory study of how consumers search for wine with the assistance of technology
    Hanna, R., Ottley, G., Swain, S., Qualls, D. There’s an App for that! An Exploratory study of how consumers search for wine with the assistance of technology Bi-Annual Wine Marketing: Innovations and Best Practices Conference , Lake Garda, Italy (2015)
  • Marketing Research Projects
    Hanna, R. Marketing Research Projects AMA Winter Marketing Educators Conference , San Antonio, TX (2015)
  • Getting started teaching a digital marketing course: Structure and project ideas
    Hanna, R. Getting started teaching a digital marketing course: Structure and project ideas Internet Marketing Boot Camp @ the AMA Winter Marketing Educators Conference , San Antonio, TX (2015)
  • My Journey with Qualtrics
    Hanna, R. My Journey with Qualtrics Qualtrics Roundtable, Boston, MA (2014)
  • Consumer Emotional Responses to Interactive Native Advertising and Their Effect on Attitude and Consumption Duration
    Kirk, C., Hanna, R., Swain, S. Consumer Emotional Responses to Interactive Native Advertising and Their Effect on Attitude and Consumption Duration AMA Winter Marketing Educators Conference , Orlando, FL (2014)
  • Owning the Intangible: The Roles of Motivational Orientation and Perceived Two-Way Communication in the Emergence of Psychological Ownership
    Kirk, C., Swain, S., Hanna, R. Owning the Intangible: The Roles of Motivational Orientation and Perceived Two-Way Communication in the Emergence of Psychological Ownership AMA Winter Marketing Educators Conference , Orlando, FL (2014)
  • Social Media Game Design: Unintended Effects in Consumer Choice
    Hanna, R., Swain, S. Social Media Game Design: Unintended Effects in Consumer Choice Academy of Marketing Science 42nd Annual Conference, Monterey, CA (2013)
  • What's the plane ticket worth? Responding to Dynamic Pricing Strategies
    Hanna, R., Smith, G., Lemon, K. What's the plane ticket worth? Responding to Dynamic Pricing Strategies 2012 AMS Annual Meeting, New Orleans, LA (2012)
  • Connecting Facebook to Your Marketing Strategy: Best & Worst Practices
    Hanna, R., Rohm, A., Crittenden, V. Connecting Facebook to Your Marketing Strategy: Best & Worst Practices Academy of Marketing Science World Congress, Reims, France (2011)
  • Consumer Response to Promotional Games in Social Media
    Hanna, R., Swain, S., Hibbard, J. Consumer Response to Promotional Games in Social Media Academy of Marketing Science World Congress, Reims, France (2011)
  • Promoting Technology Adoption Through Social Media
    Hanna, R., Swain, S. Promoting Technology Adoption Through Social Media Verizon Foundation/Thinkfinity Educational Consortium, Washington, DC (2011)
  • Promoting Corporate Social Responsibility Through Technology Adoption
    Hanna, R., Swain, S. Promoting Corporate Social Responsibility Through Technology Adoption Advisory Meeting for Strategy Development , Telepresence Conference Call to Basking Ridge, NJ (2011)
  • Corporate Social Responsibility and Technology Integration in Services
    Hanna, R., Swain, S. Corporate Social Responsibility and Technology Integration in Services Verizon Foundation Annual Consortium Meeting, New York, NY (2010)
  • The Next Generation of Business Leaders: Influences on Unethical Standards across Multiple Cultures
    Crittenden, V., Hanna, R., Peterson, R., Crittenden, W. The Next Generation of Business Leaders: Influences on Unethical Standards across Multiple Cultures AMA Winter Educators Conference, New Orleans, LA (2010)
  • Trademark Infringement: When is Similarity Confusing to Consumers?
    Swain, S., Hanna, R., Hibbard, J. Trademark Infringement: When is Similarity Confusing to Consumers? AMS World Marketing Congress, 14th Biennial, Oslo, Norway (2009)
  • Special Session: Effective Teaching with Marketing Simulations
    Hanna, R. Special Session: Effective Teaching with Marketing Simulations 2009 AMS Annual Conference, Baltimore, MD (2009)