Assistant Professor of Marketing, Ohio University
Adam Hepworth is an Assistant Professor of Marketing and Associate Director of Client Relations and faculty advisor in the Center for Consumer Research and Analytics (CRA). He received his PhD from the University of Tennessee, Knoxville. His research interests focus on consumer-based strategy, customer-employee interactions, and frontline employees. Prior to academia, Adam worked for several years in the field of digital marketing.
Hepworth's research interests include consumer-based marketing strategy, frontline employee marketing, services marketing, customer-interfacing employees and authentic communication.
'Checkout charity' can increase a shopper's anxiety, especially when asks are automated
Oct 13, 2022 12:13 pm UTC| Business
The big idea Asking customers to support a cause when they pay for stuff can heighten their anxiety. Contrary to the common belief that shoppers feel good about making donations at checkout, we have found that there is...
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