California State University San Bernardino: A Curious, Collaborative, Enthusiastic Coach: Professor Victoria Seitz

Press release from California State University San Bernardino:

February 8, 2022

Marketing professor Victoria Seitz has had over 50 research cited publications on a range of topics that includes branding and image marketing.

Editor’s note: This part of a series of profiles of faculty and their research by Montgomery Van Wart, a professor of public administration and a CSUSB Faculty Research Fellow in Faculty Affairs and Development. In this article, he features Victoria Seitz, long-time chair of the Cal State San Bernardino marketing department.

By Montgomery Van Wart

Research “is poking and prying with a purpose.” (Zora Neale Hurston).

Successful marketers are by nature curious because they want to know what makes people interested in things. Curious marketers ask questions, want to learn and walk in their customers’ shoes. Professor Victoria Seitz, long-time chair of the Cal State San Bernardino marketing department, has turned this trait to her advantage in teaching and research. Over her career she has had over 50 cited publications. 

Seitz investigates branding and image marketing, “green” computing, and the effect of visual display on purchasing behavior, among others. For example, in one study she found that while branded apps strongly influenced users’ attitudes toward those brands, branding in that case had a limited impact on purchase intentions. In another, she found countries that promote biosphere reserves as tourist destinations tend to have better environmental records than countries that do not. In yet another study, she did a cross national comparison of the industries using celebrities in marketing.

Editor’s note: This part of a series of profiles of faculty and their research by Montgomery Van Wart, a professor of public administration and a CSUSB Faculty Research Fellow in Faculty Affairs and Development. In this article, he features Victoria Seitz, long-time chair of the Cal State San Bernardino marketing department.

By Montgomery Van Wart

Research “is poking and prying with a purpose.” (Zora Neale Hurston).

Successful marketers are by nature curious because they want to know what makes people interested in things. Curious marketers ask questions, want to learn and walk in their customers’ shoes. Professor Victoria Seitz, long-time chair of the Cal State San Bernardino marketing department, has turned this trait to her advantage in teaching and research. Over her career she has had over 50 cited publications. 

Seitz investigates branding and image marketing, “green” computing, and the effect of visual display on purchasing behavior, among others. For example, in one study she found that while branded apps strongly influenced users’ attitudes toward those brands, branding in that case had a limited impact on purchase intentions. In another, she found countries that promote biosphere reserves as tourist destinations tend to have better environmental records than countries that do not. In yet another study, she did a cross national comparison of the industries using celebrities in marketing.

This press release was produced by California State University San Bernardino. The views expressed here are the author’s own.