Explore Babson
Back to All Babson Back to All Babson
Close
Babson CollegeBabson College logo Centers & Institutes
High School Programs
profile image for Samantha Cross

Samantha Cross

  • Associate Professor
  • F.W. Olin Distinguished Professor of Global Business
Academic Division: Marketing
Dr. Samantha N. N. Cross is an Associate Professor of Marketing and the F.W. Olin Distinguished Chair of Global Business at Babson College. She incorporates innovative multi-method approaches in her research, which examines cultural and sensory influences, and societal forces on consumption, decision making and innovation. She is particularly interested in how diverse identities, perspectives, beliefs and abilities co-exist in consumers, households and the marketplace. Her work has been accepted for publication in top marketing journals, including the Journal of Marketing, the Journal of Consumer Psychology, the International Journal of Research in Marketing, the Journal of Public Policy and Marketing, the Journal of Advertising, the European Journal of Marketing, and Consumption, Markets and Culture. Dr. Cross has received several awards for her research, including the Thomas C. Kinnear Award, the Jane K. Fenyo Best Paper Award for Student Research, the ACR/Sheth Foundation Dissertation Award, and the Outstanding Article Award at the Journal of Advertising. Her global research network received the Women in Marketing (WiM) Scientist Award, and she is currently listed on the Fulbright Specialist Roster. She has served on several boards and committees in her field, including the Transformative Consumer Research (TCR) Advisory Committee, the Board for the Association for Consumer Research (ACR), and the Academic Council of the American Marketing Association (AMA). Dr. Cross was an issue editor on Racism and Discrimination in the Marketplace for the Journal of the Association for Consumer Research. She serves on a number of editorial review boards, and has been an invited faculty fellow/mentor at several doctoral symposiums and workshops. Dr. Cross received her Ph.D. in Marketing from the University of California, Irvine, her M.B.A. in International Business from DePaul University, and a B.Sc. in Management Studies from The University of The West Indies.

Academic Degrees

  • Ph D, University of California, Irvine
  • MBA, DePaul University

Awards & Honors

  • 2024 — 2024 Thomas C. Kinnear/Journal of Public Policy & Marketing Award, American Marketing Association
  • 2024 — 2024 Williams-Qualls-Spratlen Multicultural Mentoring Award of Excellence, American Marketing Association/PhD Project

Publications

Journal Articles

  • Bublitz, M., Cross, S.N., Lteif, L., Nardini, G., Rank-Christman, T., Peracchio, L., Woodrow, S. (2024). We will Rise: How Stories Unite Social Movements. Journal of the Association for Consumer Research. Vol: 9, Issue: 1, Page: 9-20.
  • Cross, S.N., Ekpo, A.E. (2024). When marketplaces fail: How market challenged consumers navigate the marketplace. Journal of the Academy of Marketing Science. Springer Science and Business Media LLC. link
  • Lteif, L., Nardini, G., Rank‐Christman, T., Block, L., Bublitz, M.G., Catlin, J.R., Cross, S.N., Hamby, A., Peracchio, L.A. (2024). Climate action now: How to fuel a social movement. Journal of Consumer Psychology. Vol: 34, Issue: 1, Page: 119-139. Wiley. link
  • Cross, S.N., Dellande, S. (2023). Fulfilling Jerome’s Legacy. Journal of the Association for Consumer Research. Vol: 8, Issue: 1, Page: 1-7. University of Chicago Press. link
  • Bone, S.A., Christensen, G.L., Williams, J.D., Cross, S.N., Dellande, S. (2023). Moving beyond Perceptions: Examining Service Disparities among Consumers. Journal of the Association for Consumer Research. Vol: 8, Issue: 1, Page: 107-119. University of Chicago Press. link
  • Cross, S.N., Gustafsson, A., Pechmann, C.(., Winterich, K.P. (2022). Responsible Research in Business and Management (RRBM) and the <i>Journal of Public Policy &amp; Marketing</i>: Connected Through Impact. Journal of Public Policy &amp; Marketing. Vol: 41, Issue: 1, Page: 51-53. SAGE Publications. link
  • Kipnis, E., Demangeot, C., Pullig, C., Cross, S.N., Cui, C.C., Galalae, C., Kearney, S., Licsandru, T.C., Mari, C., Ruiz, V.M., Swanepoel, S., Vorster, L., Williams, J.D. (2021). Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being. Journal of Public Policy &amp; Marketing. Vol: 40, Issue: 2, Page: 143-164. SAGE Publications. link
  • Nardini, G., Rank‐Christman, T., Bublitz, M.G., Cross, S.N., Peracchio, L.A. (2021). Together We Rise: How Social Movements Succeed. Journal of Consumer Psychology. Vol: 31, Issue: 1, Page: 112-145. Wiley. link
  • Demangeot, C., Kipnis, E., Pullig, C., Cross, S.N., Emontspool, J., Galalae, C., Grier, S.A., Rosenbaum, M.S., Best, S.F. (2019). Constructing a bridge to multicultural marketplace well-being: A consumer-centered framework for marketer action. Journal of Business Research. Vol: 100, Page: 339-353. Elsevier BV. link
  • Lin, M.(., Cross, S.N., Laczniak, R.N., Childers, T.L. (2018). The Sniffing Effect: Olfactory Sensitivity and Olfactory Imagery in Advertising. Journal of Advertising. Vol: 47, Issue: 2, Page: 97-111. Informa UK Limited. link
  • Lin, M.(., Cross, S.N., Childers, T.L. (2018). Understanding olfaction and emotions and the moderating role of individual differences. European Journal of Marketing. Vol: 52, Issue: 3/4, Page: 811-836. Emerald. link
  • Lin, M.(., Cross, S.N., Jones, W.J., Childers, T.L. (2018). Applying EEG in consumer neuroscience. European Journal of Marketing. Vol: 52, Issue: 1/2, Page: 66-91. Emerald. link
  • Cross, S.N., Leizerovici, G., Pirouz, D.M. (2018). Hoarding: Understanding Divergent Acquisition, Consumption, and Disposal. Journal of the Association for Consumer Research. Vol: 3, Issue: 1, Page: 81-96. University of Chicago Press. link
  • Cross, S.N., Harrison, R.L., Gilly, M.C. (2017). The Role of Marketing in Ritual Evolution. Journal of Macromarketing. Vol: 37, Issue: 4, Page: 460-478. SAGE Publications. link
  • Harrison, R.L., Thomas, K.D., Cross, S.N. (2017). Restricted Visions of Multiracial Identity in Advertising. Journal of Advertising. Vol: 46, Issue: 4, Page: 503-520. Informa UK Limited. link
  • Harrison, R.L., Thomas, K.D., Cross, S.N. (2015). Negotiating cultural ambiguity: the role of markets and consumption in multiracial identity development. Consumption Markets & Culture. Vol: 18, Issue: 4, Page: 301-332. Informa UK Limited. link
  • Cross, S.N., Gilly, M.C. (2014). Cultural Competence and Cultural Compensatory Mechanisms in Binational Households. Journal of Marketing. Vol: 78, Issue: 3, Page: 121-139. SAGE Publications. link
  • Cross, S.N., Gilly, M.C. (2014). Consumption compromises: Negotiation and unification within contemporary families. Journal of Business Research. Vol: 67, Issue: 4, Page: 449-456. Elsevier BV. link
  • Cross, S.N., Gilly, M.C. (2013). Bridging Cultural Divides: The Role and Impact of Binational Families. Journal of Public Policy & Marketing. Vol: 32, Issue: 1_suppl, Page: 106-111. SAGE Publications. link

Book Chapters

  • Harrison, R.L., Cherup, A.N., Cross, S.N. (2024). Understanding inclusive research in marketing: empowering participant voices: Handbook of Qualitative Research Methods in Marketing. Page: 25-36. Edward Elgar Publishing. link
  • Lin, M.J., Cross, S.N., Ekpo, A.E., Luna, K.C., Vijayalakshmi, A. (2023). Special Session: Creating Synergies from Multi-Method Research Approach: An Abstract: Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Page: 295-296. Springer Nature Switzerland. link
  • Cross, S.N., Gilly, M.C. (2020). Research methods for innovative cultural marketing management (CMM): Marketing Management. Page: 254-269. Routledge. link
  • Lin, M., Cross, S.N., Jones, W., Childers, T.L. (2018). Online Information Processing of Scent-Related Words and Implications for Decision Making: Annals of Information Systems. Page: 197-216. Springer International Publishing. link
  • Coskuner-Balli, G., Cross, S.N. (2017). Power and Gender Dynamics in Contemporary Families: The Routledge Companion to Consumer Behavior. Page: 331-345. Routledge. link
  • Lin, M., Cross, S.N., Childers, T.L. (2015). Olfactory Imagery and Emotions: Neuroscientific Evidence: Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Page: 617-620. Springer International Publishing. link

Presentations

  • Research Networking for Impact-Driven Research - A Roundtable Forum Cross, S. Research Networking for Impact-Driven Research - A Roundtable Forum, London, UK (2024)
  • Inclusion and Wellbeing in Practice Kipnis, E. Cross, S. Research Workshop: Inclusion and Wellbeing in Practice, Bradford, UK (2024)
  • Doing Impactful research and maximizing publishing success Cross, S. School of Management Research Excellence Seminar, Bradford, UK (2024)
  • Session on Substantive Relevance Cross, S. ACR Doctoral Symposium, Association for Consumer Research (ACR) Conference, Paris, France (2024)
  • Race as a Social Construct and its Impact on Consumption Response Cross, S. Association for Consumer Research (ACR) Conference, Paris, France (2024)
  • Roundtable session: Exploring Diversity in Marketplaces: Innovative Research Approaches and Challenges Cross, S. Association for Consumer Research (ACR) Conference, Paris, France (2024)
  • Disability and Accessibility in Research Practices Cross, S. American Marketing Association Summer Academic Conference, Boston MA (2024)
  • Kinnear award: Institutionalizing Diversity and Inclusion Engaged Marketing for multicultural marketplace wellbeing Cross, S. Kipnis, E. American Marketing Association Summer Academic Conference, Boston, MA (2024)
  • Using Data to Communicate with, and Engage, Stakeholders Cross, S. Junior Scholars Workshop/Marketing and Public Policy Conference (MPPC), Washngton DC (2024)
  • Special Workshop, MASSIG/TCR, Inequality Reduction: Importance Cross, S. Marketing and Public Policy Conference (MPPC), Washington DC (2024)
  • Special Workshop, MASSIG/TCR, Inequality Reduction: Importance Cross, S. Marketing and Public Policy Conference (MPPC), Washington DC (2024)
  • Roundtable Session, The Psychological Impact of Racism and Discrimination on Consumer Well-Being Cross, S. Society for Consumer Psychology (SCP) Conference, Nashville, TN (2024)
  • Special Session, “Sustainability × Marketing and Innovation × Consumer Behavior, Cross, S. American Marketing Association (AMA) Winter Academic Conference, St. Pete's Beach, FL (2024)
MoreGreen Chevron