Richard Hanna

  • Assistant Professor
Academic Division: Marketing


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


  • Degree Courses 2018



Journal Articles

  • Hanna, R.C., Lemon, K., Gerald, S. (in press). Is transparency a good thing? How online price transparency and variability can benefit firms and influence consumer decision making. Business Horizons. Issue: March-April 2019. Elsevier. link
  • Ottley, G., Hanna, R. (2017). 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. Vol: 4, Issue: 2, Page: 77-92. Palgrave Macmillan Ltd..
  • 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. Vol: 35, Issue: 1, Page: 18-25. Sage Publications, Inc.. link
  • Hanna, R.C., Rohm, A., Crittenden, V.L. (2011). Were All Connected: The Power of the Social Media Ecosystem. Vol: 54, Issue: 3, Page: 265-273. Business Horizons.
  • Onyemah, V., Swain, S.D., Hanna, R.C. (2010). A Social Learning Perspective on Sales Technology Usage: Evidence from an Emerging Economy . Journal of Personal Selling and Sales Management.
  • Crittenden, V.L., Hanna, R.C., Peterson, R.A. (2009). The Cheating Culture: A Global Societal Phenomenon. Vol: 52, Issue: 4, Page: 337-346. Business Horizons.
  • 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. Vol: 48, Issue: 5, Page: 420-425. Preventative Medicine/Elsevier.
  • Crittenden, V.L., Hanna, R.C., Peterson, R.A. (2009). Business students attitudes toward unethical behavior: A multi-country comparison. Vol: 20, Issue: 1, Page: 1-14. Marketing Letters.
  • 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. Vol: 12, Issue: 4, Page: 342-356. Journal of Database Marketing & Customer Strategy Management.
  • Hanna, R.C., Berger, P.D., Abendroth, L.J. (2005). Optimizing Time Limits in Retail Promotions: An Email Application. Vol: 56, Issue: 1, Page: 15-24. Journal of the Operations Research Society.
  • Hanna, R.C. (2004). A Diagnostic Tool for Assessing the Relative Importance of Information in Impression Formation: Application in Order Effects. Vol: 15, Issue: 2-3, Page: 113-128. Marketing Letters.


  • Hanna, R.C., Swain, S.D., Smith, J. (2015). Email Marketing in a Digital World: The Basics and Beyond: Email Marketing in a Digital World: The Basics and Beyond. Issue: 1, Page: 150. Business Expert Press. link
  • Duparqc, P., Hanna, R.C., Berger, P.D. (2009). Internet Marketing: Reaching Customers Anytime, Anywhere, and Any Platform. Issue: 1. Marsh Publications.

Book Chapters

  • Hanna, R.C., Winrich, C.D. (2015). Whats so wrong with student subjects? A brief guide to the ins and outs of using student subjects in research: Evolving Entrepreneurial Education: Innovation in the Babson Classroom. Issue: 1, Page: 85-98. Emerald. link
  • Bailey, J., Hanna, R.C. (2015). Quickfire! Increasing Student Engagement using Competitive Classroom Exercises under Time Constraints: Evolving Entrepreneurial Education: Innovation in the Babson Classroom. Vol: 1, Issue: 1, Page: 375-398 . Emerald. link


  • 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.


  • Certifications in Digital Marketing: The good, the bad, and everything in between Hanna, R. Stukent’s Digital Summit, Webinar (2018)
  • “User-Generated Advertising—Consumer Generated Value for the Firm” Hanna, R. 46th Academy of Marketing Science Conference, New Orleans, LA (2018)
  • Curating the Customer Content Experience in B2B Marketing Hanna, R. MSDynamic World/GuidePoint Media Conference, Providence, RI (2018)
  • “Managing Digital Promotions to Account for the Dual Effects of Time Limits on Customer Response” Swain, S. Hanna, R. Cudmore, B. 24th International Conference on Industry, Engineering, and Management Systems, Cocoa Beach, FL (2018)
  • The Hero and the Lover: Gender Expectations and Preferences of Movie Goers and the Impact on Movie Performance Bal, A. Hanna, R. Weidner, K. Watson-Foster, J. Babson Research Day, Babson College (2018)
  • Trends in Social Media for 2018 Hanna, R. New Balance North American Sales and Marketing Team Off-site Meetings, Boston (Babson Campus) (2018)
  • IT’S ONLY BORING IF YOU MAKE IT BORING: ENGAGING STUDENTS IN RESEARCH AND ANALYTICS Hanna, R. AMA Summer Marketing Educators Conference, San Francisco, CA (2017)
  • Content Marketing & Social Media for Small Businesses Hanna, R. MAIDS of New England Regional Franchise Owner Spting Meeting, Shelton, CT (2017)
  • Demystifying Digital Marketing Hanna, R. 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. Marketing Management Association Annual Conference, Providence, RI (2016)
  • Integrating Social Media into the Marketing Curriculum Hanna, R. Rottier, H. Rogers, J. Snider, C. 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 Academy of Marketing Science, Orlando, FL (2016)
  • Projects & Assignments for Digital Marketing Hanna, R. 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. Bi-Annual Wine Marketing: Innovations and Best Practices Conference , Lake Garda, Italy (2015)
  • Marketing Research Projects Hanna, R. AMA Winter Marketing Educators Conference , San Antonio, TX (2015)
  • Getting started teaching a digital marketing course: Structure and project ideas Hanna, R. Internet Marketing Boot Camp @ the AMA Winter Marketing Educators Conference , San Antonio, TX (2015)
  • My Journey with Qualtrics Hanna, R. 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. 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. AMA Winter Marketing Educators Conference , Orlando, FL (2014)
  • Social Media Game Design: Unintended Effects in Consumer Choice Hanna, R. Swain, S. 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. 2012 AMS Annual Meeting, New Orleans, LA (2012)
  • Connecting Facebook to Your Marketing Strategy: Best & Worst Practices Hanna, R. Rohm, A. Crittenden, V. Academy of Marketing Science World Congress, Reims, France (2011)
  • Consumer Response to Promotional Games in Social Media Hanna, R. Swain, S. Hibbard, J. Academy of Marketing Science World Congress, Reims, France (2011)
  • Promoting Technology Adoption Through Social Media Hanna, R. Swain, S. Verizon Foundation/Thinkfinity Educational Consortium, Washington, DC (2011)
  • Promoting Corporate Social Responsibility Through Technology Adoption Hanna, R. Swain, S. 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. 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. AMA Winter Educators Conference, New Orleans, LA (2010)
  • Trademark Infringement: When is Similarity Confusing to Consumers? Swain, S. Hanna, R. Hibbard, J. AMS World Marketing Congress, 14th Biennial, Oslo, Norway (2009)
  • Special Session: Effective Teaching with Marketing Simulations Hanna, R. 2009 AMS Annual Conference, Baltimore, MD (2009)