Vitae

JOHN C. MOWEN
February 2007

CURRENT ADDRESS
College of Business Administration 2119 Oak Trail
Oklahoma State University Stillwater, OK 74074
Stillwater, OK 74078 Phone: (405) 624-2691
Phone: (405) 744-5112 Fax: (405) 624-3014
Fax: (405) 744-5180
E-Mail: J CMMKT@OKSTATE.EDU

PERSONAL DATA
Birth: November 13, 1946, Charlottesville, Virginia
Family: Married, 2 grown children

EDUCATION
1989 Sabbatical Leave, Department of Marketing
University of Florida, Gainesville, Florida
1977-78 Post Doctoral Studies in Marketing
Arizona State University, Tempe, Arizona
1977 Ph.D. in Experimental Social Psychology
Arizona State University, Tempe, Arizona
1969 B.A. in Psychology, College of William and Mary
Williamsburg, Virginia

TEACHING ACTIVITIES
Undergraduate Graduate
Introductory Marketing Consumer Behavior, MBA and Ph.D.
Consumer Behavior Business Research Methods, MBA
Sales Management Behavioral Decision Theory, MBA and Ph.D.
Promotional Strategy Marketing Methods and Measurement, Ph.D.
Leadership and Motivation Customer Analysis, MBA
Marketing of the Arts High Stakes Decision-Making
Leadership and Motivation

RESEARCH INTERESTS
Consumer Decision Making Application of the 3M Model of Motivation and
Personality to Understand Consumer/Marketing
Behavior
Motivating Customers and Employees Application of the 3M Model of Motivation and
Personality to understand the factors that
motivate employees and customers.
Managerial Decision Making Application of behavioral decision theory to describe
decision processes of managers and employees.
Marketing Communications Factors influencing customer responses to personal selling
and advertising messages.



PROFESSIONAL ORGANIZATIONS
American Marketing Association Stillwater, Oklahoma, Chamber of Commerce
Association for Consumer Research Sigma Xi Scientific Organization
American Psychological Society Leadership Oklahoma
Society for Consumer Psychology Oklahoma Visual Arts Coalition

EMPLOYMENT HISTORY
1988-present Professor of Marketing, Oklahoma State University
1982-1988 Associate Professor of Marketing, Oklahoma State University
1978-1982 Assistant Professor of Marketing, Oklahoma State University
1977-1978 Faculty Associate in Marketing, Arizona State University
1975-1976 Research Director, Center for Criminal J ustice, Arizona State University
1973-1975 Graduate research associate, Arizona State University
1969-1973 U.S. Army, 2nd Lieutenant to Captain; Branch -- Signal Corps; Activities include
command, staff, foreign advisor, and magazine editor; Honors--Bronze Star for Actions
in Vietnam.
1964-1968 Miscellaneous employment: Apprentice Union Pipe Fitter, Route Salesman for Fredonia
Seed Company, Assistant Greens Keeper for Waynesboro Country Club, College of
William and Mary Library, College of William and Mary Dining Halls.

Selected Administrative Experiences
Current Advisory Board, The Bank N.A., Stillwater, OK
2001-2002 Chairman, Stillwater Chamber of Commerce
1998 - 2002 Board of Directors, Central Oklahoma Consumer Credit Counseling Service
1997 - 2003 Board of Directors, Stillwater Chamber of Commerce
1999-2000 President, Society for Consumer Psychology
1987 - 1997 Advisory Board Member, Mission of Hope: Shelter for the Homeless
1993 - 1996 Board of Directors, Stillwater United Way
1994 - 1995 President, Stillwater United Way
1993 - 1995 Board of Directors, Cowboy Golf, Inc.
1993 - 1995 Co-Chair, OSU Program Evaluation Committee, Oklahoma State University
1994 Coordinator, OSU United Way Fund Drive
1994 Chair, Noble Foundation Recruitment Committee
1992 - 1994 Chair, College of Business Long-Range Planning Committee
1984 - 1988 Ph.D. Program Coordinator, Department of Marketing
1975 - 1976 Director of Research, Center of Criminal J ustice, Arizona State University
1969 - 1973 U.S. Army positions: Company Commander, Division Signal Officer, Advisor to
ARVN 22nd Division
1969 Commander, William and Mary ROTC Brigade

HONORS
2004 Regents Distinguished Research Award, Oklahoma State University
2002 Eminent Faculty Award, Oklahoma State University
2001 Fellow of the Society for Consumer Psychology
2001 Sigma Xi Lecturer, Oklahoma State University
2001 Best Paper, Services Marketing Track, AMA Summer Marketing Educators Conference,
The Consequences of Service Worker Customer Orientation: J ob Satisfaction and
Commitment. With D. Todd Donovan and Tom J . Brown.
2000 Noble Foundation Chair of Marketing Strategy.
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2000 President, Society for Consumer Psychology, February 2000.
1999 President Elect, Society for Consumer Psychology, February 1999.
1998 Best paper in "Marketing Strategy and Public Policy Context" track, American Marketing
Association 1998 Winter Educators Conference, for "An Exploratory Study on the Impact
of Managerial Frames of Reference on Product Decisions" with J .M. Lee.
1997 Best Paper Award in the "Point of Contact Track," American Marketing Association 1997
Winter Educators Conference, for "The Art of Service Recovery: Fact or Fiction? An
Empirical Study of the Effects of Service Recovery" with M.A. Hocutt, G. Chakraborty.
1996-1997 Leadership Oklahoma, Class X Participant.
1996 President's Service Award, Oklahoma State University.
1995 Runner-up, Best Paper at First International Research Seminar on Marketing and Consumer
Behavior, Puyricare, France, 1995, for "A Theoretical and Empirical Analysis of the
Symbolic Role of Animals in Advertising," with G. Chakraborty, N. Spears.
Oklahoma State University Regents Professor, Reappointed 1999.
1994 W. Paul Miller Professor of Business Administration.
Best Paper Award in Channels Track, Academy of Marketing Science, for "Quality Lens
Model: A Marketing Tool for Developing Channels Relationships," with D. Bristow, R.
Krieger in Marketing Science, E. Wilson and W. Black (eds.), Vol. 17, pp. 397-401.
1992 Burlington Northern Faculty Achievement Award, Oklahoma State University.
Mu Kappa Tau 1991 Outstanding Article in Journal of Personal Selling and Sales
Management for "Salesperson Evaluation: A Systematic Structure for Reducing
J udgmental Biases," with J . Gentry, L. Tasaki.
Best Paper Award in Promotion/Channels/Sales Management Track, Southern Marketing
Association, for "Absurd Images in Advertising: An Empirical Investigation," with L.
Arias-Bolzman (doctoral student).
Best Student Paper Award, International Services Quality Association, Co-Author with
doctoral student C. Claycomb's paper, "Consumer and Managerial J udgments of Service
Quality: The Marketing Lens Model."
1991 Kenneth D. and Leitner Greiner Graduate Teaching Award, College of Business
Administration, Oklahoma State University.
1987-1993 Carson Centennial Chair of Business Administration (six-year limitation on holder).
1988 Kenneth D. and Leitner Greiner Graduate Teaching Award (first recipient), College of
Business Administration, Oklahoma State University.
1976-1977 Arizona State University Doctoral Dissertation Fellowship.
1973 Bronze Star for actions in Vietnam.
1967-1969 ROTC Scholarship
1965-1967 College of William and Mary Academic Scholarship

Research Activities

Books and Chapters
Mowen, J .C., Beyond Leadership: The Beacon and the GREAT ROCK, Xlibris Press, The book is
targeted to individuals 16 years and older who are interested in improving their leadership skills. It
is based upon ten years of research on the factors that motivate high performance. The book
combines original digital art images of my creation, haikus of my creation, and text.
Mowen, J . C. with H. Keith Murnighan, The Art of High Stakes Decision Making, New York, Wiley
Press, 2002. Translated into Dutch, 2005.
Mowen, J . C. and M. Minor, Consumer Behavior: A Framework, Prentice Hall, Inc., 2001. This book has
been translated into Chinese, Spanish, and Portuguese.
Mowen, J .C., The 3M Model of Motivation and Personality: Theory and Empirical Applications to
Consumer Behavior, Kluwer Academic Press. 2000.
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Mowen, J .C. and M. Minor, Consumer Behavior. New York: Prentice Hall, Inc., 5th Edition, 1998.
Mowen, J .C., Judgment Calls: Making Good Decisions in Tough Situations, New York: Fireside Books,
1994. (This is the paperback version of the 1993 Judgment Calls book.)
Mowen, J .C., "The Evaluation Process and Its Impact on Decision Making in Exchange Relationships," in
Marketing Exchange Relationships, Transactions, and Their Media, Franklin S. Houston (ed.),
Westport, CT: Greenwood Publishing, 1994.
Mowen, J .C., Judgment Calls: High Stakes Decisions in a Risky World. New York: Simon and
Schuster, 1993.
Mowen, J .C., "Beyond Consumer Decision Making," in Marketing: Annual Editions 89/-90. J .
Richardson (ed.), Guilford, Conn: 1989, 126-135. Reprinted from "Beyond Consumer Decision
Making," Journal of Consumer Marketing, 5, Winter 1988, 53-63.
Mowen, J .C. "Consumer Psychology," in An Introduction to Applied Psychology, L. Gregory and J .
Burroughs, (eds.), New York: Random House, 1988.
Mowen, J .C. and D. Linder, "Discretionary Aspects of J ury Decision Making," in The Social Psychology
of Discretionary Law. L.D. Abt and I.R. Stuart (eds.), New York: Van Nostrand Reinhold
Company, 1979, 219-239. Reprinted in: Introduction to Judgment and Decision Making: An
Interdisciplinary Reader, K.R. Hammond and H.R. Arkes (eds.), Cambridge University Press.
Mowen, J .C., "Retroduction and the Research Process in Consumer Behavior," in Conceptual and
Theoretical Developments in Marketing. Ferrell, Brown, and Lamb (eds.), American Marketing
Association Proceedings Series, 1979. Reprinted in Marketing Theory: Distinguished
Contributions, S. Brown and R. Fisk (eds.), New York: J ohn Wiley, 1984.
Shuman, I.G. and J .C. Mowen, "The J ury System: Old Problems and a New Alternative," in Current
Problems in Criminal Justice. R. Gerber (ed.), Port Washington: Kennicat Press, 1976.

Journal Articles In Preparation
Karen E.Flaherty, J ohn C. Mowen, Tom J . Brown, and Greg W. Marshall, Investigating the Antecedents
and Marketing Consequences of an Enduring Desire to Lead Among Customer Contact
Professionals. Under Review
Sterling A. Bone, J ohn C. Mowen, and Tom J . Brown, Trait Agreeableness and Service Worker
Performance: On the Moderating Role of Organizational Risk Taking,
Mowen, J .C. Fang, X., Scott, K., and Shinn, L., Investigating the Trait Predictors of Gambling
Propensity and the Moderating Role of Gender,
Nancy Spears, J ohn C. Mowen, and Goutam Chakraborty, On the Timing of Receipts of and Payments
for Products: Implications for Sales Promotion and Service Management Strategy.
Eric Harris, Tom J . Brown, and J ohn C. Mowen, Is Customer Orientation Enough? The Influence of
Customer Orientation and Productivity Orientation on Key Service Outcomes, Targeted to Journal
of Marketing. Currently under final revision for submission.
Ajay Sukhdial and J ohn C. Mowen, The Trait of Neurotic Competitiveness and Its Marketing
Consequences. Data collection nearly complete of a five-study manuscript.
J ohn C. Mowen, Kristin Scott, and Xian Fang, Investigating the Antecedents and Marketing
Consequences of an Enduring Interest in Art,
J ohn C. Mowen, Cutting, Burning, Scaring: Investigating the Traits of Those with an Enduring
Disposition to Enhance the Body.


Journal Publications
Scott, Kristin and J .C. Mowen, Travelers and Their Traits: A Hierarchical Model Approach, Journal of
Consumer Behaviour, In Press.
Park, Sojin and J .C. Mowen, Replacement Purchase Decisions: On the Effects of Trade-Ins, Hedonic
Versus Utilitarian Usage Goal, and Tightwadism. Journal of Consumer Behaviour, In Press
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Mowen, J .C. and Voss, K.E., On Building Better Construct Measures: Implications of a Hierarchical
Model Approach, Psychology and Marketing. In Press.
Sterling Bone, and J ohn C. Mowen, Identifying the Traits of Aggressive and Distracted Driving: A
Hierarchical Model Approach, Journal of Consumer Behavior, 5, 454-464..
Mowen, J ohn C., Sojin Park, and Alex Zablah (In Press), Toward a Theory of Motivation and Personality with
Application to Word-of-Mouth Communications, J ournal of Business Research.
Adams, Troy B. and J . C. Mowen (2005), Identifying the Personality Characteristics of Healthy Eaters
and Exercisers: A Hierarchical Model Approach, Health Marketing Quarterly, 23 (1), 21-42.
Eric Harris, J ohn C. Mowen, and Tom J . Brown, Re-examining Salesperson Goal Orientations:
Personality Influencers, Customer Orientation, and Work Satisfaction, Journal of Academy of
Marketing Sciences, 33, (Winter) 2005, 19-35.
J ohn C. Mowen and Harish Sujan, Volunteer Behavior: A Hierarchical Model Approach for
Investigating Its Trait and Functional Motive Antecedents, Journal of Consumer Psychology, 15
(2), 2005, 170-182.
J ohn C. Mowen, Eric Harris, Sterling Bone, Personality Traits and Fear Response to Print
Advertisements: Theory and an Empirical Study, Psychology and Marketing, 21 (11) (November)
2004, 927-944.
J ohn C. Mowen, Exploring the Trait of Competitiveness and Its Consumer Behavior Consequences,
Journal of Consumer Psychology, 14, (1, 2) 2004, 52-63.
D. Todd Donovan, Tom J . Brown, and J ohn C. Mowen, Internal Benefits of Service Worker Customer
Orientation: J ob Satisfaction, Commitment, and Organizational Citizenship Behaviors, Journal of
Marketing, 68, J anuary, 2004, 128-146.
J ane W. Licata, J ohn C. Mowen, Eric G. Harris, and Tom J . Brown, A Hierarchical Personality
Approach for Identifying the Traits of High-Performing Service Personnel. Journal of the
Academy of Marketing Sciences, 31, Summer 2003, 256-271.
J ohn C. Mowen and Eric G. Harris, The MDPS Method of Message Theme Development: A New Tool
for Managers, Journal of Consumer Marketing, 20, (5), 2003, 428-443.
J ohn C. Mowen and Brad Carlson, Exploring the Antecedents and Consumer Behavior Consequences of
the Trait of Superstition, Psychology and Marketing. 20 (12), December 2003. 1045-1065.
Brown, T, J . C. Mowen, T. Donovan, and J . Licata, The Customer Orientation of Service Workers:
Personality Trait Determinants and Influences on Self and Supervisor Performance Ratings,
Journal of Marketing Research, 39, February, 2002, 110-119.
Mowen, J . C. and Eric Harris, The Influence of Cardinal-, Central-, and Surface-level Personality Traits
on Consumers' Bargaining and Complaint Intentions, Psychology & Marketing, 18 (11),
November 2001, 1155-1185.
Donovan, Todd, J . C. Mowen, and G. Chakraborty, Urban Legends: Diffusion Processes and the
Exchange of Resources," Journal of Consumer Marketing, 18 (6), 2001, 521-533.
Spears, Nancy, Xiaohua Lin, and J . C. Mowen, Time Orientation in the United States, China, and Mexico:
Measurement and Insights for Promotional Strategy, Journal of International Consumer Marketing, (1) 13,
2001, 57-75.
Leopoldo Arias-Bolzmann, Goutam Chakraborty, and J ohn C. Mowen (2000), "Effects of Absurdity in Advertising:
The Moderating Role of Product Category Attitude and the Mediating Role of Cognitive Responses," Journal
of Advertising , Volume 29 (1), 35-49.
Hershey, Douglas and J . C. Mowen, Psychological Determinants of Financial Preparedness for
Retirement, The Gerontologist, (6) 40, 2000, 687-697.
Wang, C., J . T. Bristol, J . Mowen, G. Chakraborty, and, "Alternative Models of Self-Construal:
Dimensions of Connectedness-Separateness and Advertising Appeals to the Cultural and Gender
Self, Journal of Consumer Psychology, 9 (2), 2000, 107-115.
Douglas Amyx, J ohn C. Mowen, and Robert Hamm, Patient Satisfaction: A Matter of Choice, Journal
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of Services Marketing, 14 (7), 2000, 557-572.
Mowen, J .C. and N. Spears, "Compulsive Buying Among College Students: A Hierarchical Model
Approach, Journal of Consumer Psychology, 8 (4), 1999, 407-430.
Donovan, T, J .C. Mowen, and G. Chakraborty, "Urban Legends: The Word-of-Mouth Communication of
Corporate Morality," Marketing Letters, 10 (1), 1999, 2334.
Bristow, D.N. and J .C. Mowen, "The Consumer Resource Exchange Model: An Empirical Investigation
of Construct and Predictive Validity, Marketing Intelligence and Planning," 16 (6), 1998, 375
386.
Bristow, D.N. and J .C. Mowen, "The Consumer Resource Exchange Model: Theoretical Development
and Empirical Evaluation," Marketing Intelligence and Planning, 16 (2), 1998, 9099.
Licata, J . and J .C. Mowen, "A Qualitative and Quantitative Analysis of Consumer Categorization of
Services," Research in Consumer Behavior, 8, 1997, 247270.
Wang, C.L. and J .C. Mowen, "Separateness-Connectness Self-Schema: Scale Development and
Application to Message Construction," Journal of Psychology and Marketing, 14 (March), 1997,
185207.
Spears, N., J .C. Mowen, and G. Chakraborty, "Symbolic Role of Animals in Print Advertising: Content
Analysis and Conceptual Development," Journal of Business Research, 37 (2), October 1996,
87-95.
Marshall, G., J .C. Mowen, and T.H. Stone, "Risk Taking in Sales Force Selection Decisions: The Impact
of Decision Frame and Time," Journal of Psychology and Marketing, 12 (4), J uly 1995, 265-285.
Amyx, D. and J .C. Mowen, "Advancing Versus Delaying Payments and Consumers Time Orientation: A
Personal Selling Experiment," Journal of Psychology and Marketing, 12 (4), J uly 1995, 243-264.
Licata, J ., J .C. Mowen, and G. Chakraborty. "Diagnosing Perceived Quality in the Medical Service
Channel," Journal of Health Care Marketing, 15 (4), 1995, 32-49.
Moore, D.G., J .C. Mowen, and R. Reardon, "Multiple Sources in Advertising Appeals: When Product
Endorsers are Paid by the Advertising Sponsor," Journal of the Academy of Marketing Sciences, 22
(3), 1994, 234-243.
Marshall, G. and J .C. Mowen, "An Experimental Investigation of the Outcome Bias on Salesperson
Performance Evaluations," Journal of Personal Selling and Sales Management, Summer, 1993,
1-16.
Mowen, J .C., J . Licata, and J . McPhail, "Waiting in the Emergency Room: How to Improve Patient
Satisfaction," Journal of Health Care Marketing, Summer 1993, 18-25.
Mowen, J .C. and T. Stone, "Decision Quality Versus Outcome: The Outcome Bias and Performance
Evaluation," Journal of Public Policy and Marketing, 11, Spring 1992, 24-32.
Marshall, G., J .C. Mowen, and K. Fabes, " The Impact of Territory Difficulty on Sales Person
Evaluations," Journal of Personal Selling and Sales Management, 12, Fall 1992, 35-47.
Mowen, J .C. and G.J . Gaeth, "The Evaluation Stage in Marketing Decision Making," Journal of the
Academy of Marketing Science, Spring 1992, 177-188.
Gentry, J ., J .C. Mowen, and L. Tasaki, "Salesperson Evaluation: A Systematic Structure for Reducing
J udgmental Biases," Journal of Personal Selling and Sales Management, Spring 1991, 27-38.
Mowen, J .C. and M.M. Mowen, "Time and the Valuation of Outcomes: Implications for Marketing
Decision Making," Journal of Marketing, 55, October 1991, 54-62.
Mowen, J .C., J . Wiener, and C. Young, "Consumer Store Choice and Sales Taxes: Retailing, Public
Policy, and Theoretical Implications," Journal of Retailing, 66, Summer 1990, 222-242.
J oag, S., J .C. Mowen, and J . Gentry, "Risk Perception in a Simulated Industrial Purchasing Task: The
Effects of Single Versus Multi-Play Decisions," Journal of Behavioral Decision Making, 3,
April-J une 1990, 91-107.
Mowen, J .C., "Beyond Consumer Decision Making: The Experiential and Behavioral Influence
Perspectives on Consumer Behavior," Journal of Consumer Marketing, 5, Winter 1988, 53-63.
Mowen, M.M. and J .C. Mowen, "An Empirical Examination of the Biasing Effects of Framing on
Business Decisions," Decision Sciences, 17, Fall 1986, 596-602.
6
Hoy, M.G., C. Young, and J .C. Mowen, "Animated Host-Selling Advertisements: Their Impact on
Young Children's Recognition, Attitudes, and Behavior," Journal of Public Policy and Marketing,
5, 1986, 171-184.
Mowen, J .C., K. Fabes, and R. LaForge, "Effects of Effort and Territory Situation, and Rater on
Salesperson Evaluation," Journal of Personal Selling and Sales Management," 6, May 1986, 1-8.
Mowen, J .C., J .E. Keith, S.W. Brown, and D.W. J ackson, "Utilizing Effort and Task Difficulty in
Evaluating Salespeople," Journal of Marketing Research, 22, May 1985, 185-191.
Mowen, J .C., "Reduce J ury Damage Awards Through Marketing Research," Risk Management, February
1983, 12-18.
Mowen, J .C., "On the Role of Marketing in the Product Liability Trial," Journal of Public Policy and
Marketing, 2, 1983, 100-121.
Mowen, J .C. and H.W. Ellis, "The Product Defect: Managerial Considerations and Consumer
Implications," The Annual Review of Marketing: 1981, B. Enis and K. Roaring (eds.), 1981,
158-172.
Mowen, J .C., R.D. Middlemist, and D. Luther, "Joint Effects of Assigned Goal Level and Incentive
Structure on Task Performance: A Laboratory Study," Journal of Applied Psychology, 66, 1981,
598-603.
Mowen, J .C., S.W. Brown, and D.W. J ackson, "Cognitive Biases in Sales Management Evaluations," The
Journal of Personal Selling and Sales Management, 1, 1980-81, 83-89.
Shippee, G., J .C. Mowen, and L. Gregory, "Scarcity of Behavioral Evidence for Commodity Theory,"
Replications in Social Psychology, 1, 1981, 15-20.
Mowen, J .C. and J . Gentry, "Investigation of the Preference Reversal Phenomenon in a New Product
Introduction Task," Journal of Applied Psychology, 65, 1980, 715-722.
Mowen, J .C. and R. Cialdini, "On Implementing the Door-in-the-Face Compliance Technique in a
Business Context," Journal of Marketing Research, 17, 1980, 253-258.
Mowen, J .C., "On Product Endorser Effectiveness: A Balance Model Approach," Current Issues and
Research in Advertising -- 1980. J .H. Leigh and C.R. Martin, J r. (eds.), University of Michigan
Press, Ann Arbor: 1980, 41-58.
Gregory, L., J .C. Mowen, and D. Linder, "Social Psychology and Plea Bargaining: Applications,
Methodology and Theory," Journal of Personality and Social Psychology, 36, 1978, 1521-1529.

Trade Publications
Mowen, J .C., Climbing the Financial Mountain, and Getting Down Safely, in www.bankinfo.com,
2000.
Leigh, T. and J .C. Mowen, "Tomorrows' Marketing Professors," Marketing Educator, 15, Fall, 1996, 1,8.
Wang, C.L. and J .C. Mowen, "AIM: Identifying Alliances for Professional Services: The Case of CPA
Firms," Journal of Professional Service Marketing, 11 (1).
Rooney, J ohn and J .C. Mowen, "The Numbers Game," Golf Business, J anuary/February, 1996, 28-32.
Reprinted in Donovan, Todd, Sports Marketing, Summer 2004, Kansas State University.
Mowen, J .C. and T. Leigh, "Marketing Thought Roundtable Discussion of Critical Issues," Marketing
Educators, 13, Fall, 1994, 1, 7.
Kilbourne, W.E. and J .C. Mowen, "Image Advertising and Consumer Attitude Toward the Company: An
Exploratory Study." Akron Business and Economic Review, 17, Spring 1986, 28-33.
Wiener, J . and J .C. Mowen, "The Impact of Product Recalls on Consumer Perceptions," MOBIUS: The
Journal of the Society of Consumer Affairs Professionals in Business, Spring 1985.
Mowen, J .C. and H.L. Brewer, "Managing an Investment Portfolio: Charting Stock Prices Is Intriguing
But Useless," Journal of Certified Financial Planners, Summer 1984, 105-112.




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Refereed Conference Proceedings
Xiang Fang and J ohn C. Mowen, Explring Factors Influencing Logo Effectiveness: An Experimental
Inquiry, Forthcoming, Advances in Consumer Research.
Mowen, J .C. and J . Lee, "An Exploratory Study on the Impact of Managerial Frames of Reference on
Product Decisions," Marketing Theory and Applications, American Marketing Association Winter
Educators Conference, Chicago, D. Grewal and C. Pechmann (eds.), 1998.
Donovan, T., J .C. Mowen, and G. Chakraborty, "Urban Legends, Diffusion Processes, and the Exchange
of Resources," American Marketing Association Winter Educators' Conference, St. Petersburg, FL,
1997, pp. 30-31.
Hocutt, M., G. Chakraborty, and J .C. Mowen, "The Art of Service Recovery: Fact or Fiction? An
Empirical Study of the Effects of Service Recovery," American Marketing Association Winter
Educators' Conference, St. Petersburg, FL, 1997, pp. 50-51.
Hocutt, M., G. Chakraborty, and J .C. Mowen, "The Impact of Perceived J ustice on Customer Satisfaction
and Intention to Complain in a Service Recovery," Advances in Consumer Research, Vol. XXIV,
1996.
Hocutt, M., G. Chakraborty, and J .C. Mowen, "The Art of Service Recovery: Customer Satisfaction and
Intention to Complain After a Service Failure," American Marketing Association Winter Educators'
Conference, Hilton Head, SC, 1996.
Xianhua Lin and J .C. Mowen, "Time Orientation and Consumer Behavior: Theoretical and Scale
Develop-ment," 1994 AMA Educators' Conference, Ravi Achrol and Andrew Mitchell (eds.),
Chicago: American Marketing Association, 1994, 277-283.
Marshall, G., T.H. Stone, and J .C. Mowen, "Are Sales Managers Influenced by the Fundamental
Attribution Error?" 1994 AMA Educators' Conference, Ravi Achrol and Andrew Mitchell (eds.),
Chicago: American Marketing Association, 1994, 189-195.
Mowen, J .C. and G.W. Marshall, "The Effects of Gain/Loss Frames on Product Management Risk
Taking: A Replication and Extension," Marketing Theory and Applications, C.T. Allen et al. (eds.),
3, Chicago: American Marketing Association, 1992, 189-195.
Mowen, J .C., "The Time and Outcome Valuation Model: Implications for Understanding Reactance and
Risky Choice in Consumer Decision Making," Advances in Consumer Research, 19, J . Sherry and
B. Stenthal (eds.), Provo, UT: Association for Consumer Research, 1992, 182-189.
Humphries, M. and J .C. Mowen, "On the Impact of Music on Meaning in Advertising," Marketing
Science, R.L. King (ed.), Richmond, VA: The Academy of Marketing Science, 14, 1991, 293-297.
Humphries, M. and J .C. Mowen, "Toward a Generic Classification of the Customer Contact Function,"
Enhancing Knowledge Development in Marketing, M. Gilly et al. (eds.), Chicago: American
Marketing Association, 1991, 523-531.
Mowen, J .C. and M. Mowen, "Time and the Valuation of Outcomes: Implications for Marketing
Decision Making," AMA Educators' Proceedings, W. Bearden et al. (eds.), Chicago: American
Marketing Association (Abstract), 1990, 337.
Williams, M. and J .C. Mowen, "The Goods vs. Services Marketing Dichotomy: Fact or Fiction," AMA
Educators' Proceedings, W. Bearden et al. (eds.), Chicago: American Marketing Association
(Abstract), 1990, 355-360.
Moore, D., R. Reardon, and J .C. Mowen, "Source Independence in Multiple Source Advertising Appeals:
The Confederate Effect," Advances in Consumer Research, 16, T. Srull (ed.), Provo, UT:
Association for Consumer Research, 1989, 719-722.
Mowen, J .C., A. Gordon, and C. Young, "The Effects of the Presence of Sales Taxes on Store Choice:
Theoretical and Public Policy Implications," in 1988 AMA Educators' Proceedings, G. Frazier et al.
(eds.), Chicago, IL: American Marketing Association, 1988, 267-272.
Mowen, J .C., "An Approach to Conceptualizing and Measuring Consumer Buying Effectiveness: The
Preference Detection Model," in 1988 AMA Educators' Proceedings, G. Frazier et al. (eds),
Chicago: American Marketing Association, 1988, 74.
8
Mowen, J .C., J .L. Wiener, and S. J oag, "An Information Integration Analysis of How Trust and Expertise
Combine to Influence Source Credibility and Persuasion," Advances in Consumer Research,
Association for Consumer Research, P. Anderson and M. Wallendorf (eds.), 1987, 564.
Mowen, J .C., "Beyond Consumer Decision Making: The Experiential and Behavioral Influence
Perspectives of Consumer Behavior," Marketing in an Environment of Change, Southern Marketing
1986 Proceedings, R.L. King (ed.), 1986, 80-83.
Mowen, J .C. and K. Fabes, "Implications of the Trend Bias for the Purchases of Energy Efficient
Products," American Marketing Association Educators' Conference Proceedings, T. Shimp et al.
(eds.), 1986, 99-103.
Wiener, J . and J .C. Mowen, "Source Credibility: On the Independent Effects of Trust and Expertise,"
Advances in Consumer Research, Association for Consumer Research, R. Lintz (ed.), XIII, 1985,
306-310.
Mowen, J .C. and M.M. Mowen, "Consumer Choice Processes Involving Component Systems,"
Marketing Communications Theory and Research, AMA's 1985 Winter Educators' Conference, M.
Houston and R. Lintz (eds.), 1985, 157-161.
Hoy, M.G. and J .C. Mowen, "From Corporate Acts to Dispositions to Ethical J udgements by Consumers:
An Attribution Analysis," Marketing Communications Theory and Research, AMA's 1985 Winter
Educator's Conference, M. Houston and R. Lintz (eds.), 1985, 32-36.
J olly, D.W. and J .C. Mowen, "Product Recall Communications: The Effects of Source, Media, and
Social Responsibility Information," Advances in Consumer Research, Association for Consumer
Research, E. Hirschman and M. Holbrook (eds.), 1984, 471-475.
Mowen, J .C., C.E. Young, and P. Silpakit, "A Comparison of the University of Michigan and Conference
Board Indices of Consumer Economic Attitudes," Advances in Consumer Research, Association for
Consumer Research, E. Hirschman and M. Holbrook (eds.), 1984, 532-537.
Young, C.E., J .C. Mowen, and P. Silpakit, "Predicting Consumer Confidence and Sentiment: A
Replication and Extension," American Marketing Association Educators' Proceedings, R. Belk et
al. (eds.), 1984, 68-71.
Mowen, J .C. and S. Grove, "Search Behavior, Price Paid, and the Comparison Other: An Equity Analysis
of Post Purchase Satisfaction," International Fare in Consumer Satisfaction and Complaining
Behavior, R. Day and H.K. Hunt (eds.), Bloomington, Indiana: Indiana University, 1983, 57-53.
Gentry, J . and J .C. Mowen, "Anchoring and Adjustment Effects in the Elicitation of Demographic and
Purchase Data," AIDS National Conference, San Antonio, Texas, 1983.
Mowen, J .C., "Reinforcement Timing Theory: On the Relation Between Time, Approach-Avoidance
Conflict and Decision Making," in Marketing Theory: Philosophy of Science Perspective, AMA
Proceedings Series, R. Bush and S. Hunt (eds.), 1982.
Mowen, J .C. and S.B. Pollman, "An Exploratory Study Investigating Order Effects in Reporting Negative
Corporate Communications," Advances in Consumer Research, Volume IX, Association for
Consumer Research, October 1981.
Gentry, J .W. and J .C. Mowen, "Anchor Effects in Survey Research," Proceedings , AIDS Twelfth Annual
Meeting, Las Vegas, November 1980.
Mowen, J .C., D. J olly, and G.S. Nickell, "Factors Influencing Consumer Responses to Product Recalls:
A Regression Analysis Approach," Advances in Consumer Research, Volume VIII, Kent Moore
(ed.), Association for Consumer Research, October 1980.
Mowen, J .C. and S.W. Brown, "On Explaining and Predicting the Effectiveness of Celebrity Endorsers,"
Advances in Consumer Research, Volume VIII, K. Monroe (ed.), Association of Consumer
Research, October 1980.
Mowen, J .C. and S. Painton, "An Outline of a General Theory of Consumer Mass Communications," in
Theoretical Developments in Marketing, C.W. Lamb and P. Dunne (eds.), American Marketing
Association Proceedings Series, 1980.
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Mowen, J .C., "The Availability Heuristic: The Effect of Imagining the Use of a Product on Product
Perceptions," in Marketing in the 80's: Changes and Challenges, 1980 Educators' Conference
Proceedings, American Marketing Association, August 1980.
Mowen, J .C. and H.W. Ellis, "Product Liability: Issues in Corporate Communications to Consumers and
J urors," 35th American Society of Quality Control, Midwest Conference Transactions, Tulsa, 1980.
Mowen, J .C., "Further Information on Consumer Perceptions of Product Recalls," Advances in Consumer
Research, Volume VIII, William Wilke (ed.), 1980.
Mowen, J .C., S. Brown, and M. Schulman, "Theoretical and Empirical Extensions of Endorser
Effectiveness," 1979 Educators' Conference Proceedings, American Marketing Association, N.
Beckwith et al. (eds.), August 1979.
Mowen, J .C. and S.W. Brown, "Buyer Perceptions of Industrial Sellers: An Attributional Analysis,"
Research Frontiers in Marketing: Dialogues and Directions, 1979 Educators' Conference
Proceedings, S.C. J ain (ed.), American Marketing Association, 1978.

Technical Reports and Grants
1999 "Influencing Retirement Planning Behavior," funded by TIAA-CREF, $24,000, with Doug Hershey.
1996 "1996 OSU Tracking Survey," $3,500, with Nancy Spears.
1996 "A Quantitative and Qualitative Analysis of Stillwater Medical Center's Ambulatory Surgery,
Obstetrics, and Intensive Care Units," $6,000.
1995-96 "A Market Potential Analysis for the Demand for Basketball and Football Tickets at
Oklahoma State University," OSU Athletic Department, $29,000, with Richard Germain and
J ohn Rooney.
1994 "Developing Elements of a Consumer Information System," Oklahoma Health Care Initiative,
$12,500.
1993 "Hospital Employee Need Satisfaction," Stillwater Medical Center, $7,500, with Thomas
Stone.
1992 "The Marketing Lens Model: An Analysis of Referring and Specialist Physician Quality
Perceptions," Saint Francis Hospital, $12,000.
1988 "Human Decision Making in the Search for Energy," funded by Oklahoma State University
Energy Center, $5,800.
1987-88 "Behavioral Decision Theory and Decisions to Release Water from Dams," funded by
Oklahoma State University Water Research Center, $5,500.
1987 "Analysis of University Quality Indicators," prepared for Faculty Council.
1986 "The Marketing of Oklahoma State University," prepared for Faculty Council.
1985 "The Fundamental Attribution Error and Salesmanager Evaluations," Dean's Excellence Funds
Summer Grant.
1973-85 "Trends of the Oklahoma State University Budget, 1973-1985," prepared for the University
Faculty Council.
1980-81 "An Experimental Investigation into the J udgments of Civil J uries in Product Liability Trials,"
with H.W. Ellis, funded by the Marketing Science Institute, Cambridge, Massachusetts for
$5,000.
1980 "Consequences of Product Defects and Product Recalls," J .C. Mowen and H.W. Ellis,
presentation to the Marketing Science Institute, Cambridge, Massachusetts.
1979-80 "Water Conservation: A Behavioral Approach for Creating Family Efforts in Decreasing
Consumption," with R.D. Middlemist, funded by Department of Interior for $49,000.
1979 "Goal Setting, Incentive Structure, and Performance: An Empirical Examination," funded by
Dean's Excellence Funds, Oklahoma State University.
"A Theoretical and Empirical Analysis of Product Recalls," funded by Dean's Excellence
Funds, Oklahoma State University.
"Conservation in Water: Planning and Evaluation," R.L. Moomaw, J .C. Mowen, and K.W.
Olson, funded by Corps of Engineers.
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1977 "An Evaluation of the Glendale Citizens Participation and Support Project," with J . Reich and
M. Mowen, funded by the Law Enforcement Assistance Administration.

INVITED PRESENTATIONS
2001 ACNielsen, Helsinki, Finland
1997 University of South Florida
1996 Louisiana State University
1996 Texas Christian University
1995 Wichita State University
1994 University of Arkansas
1989 University of Iowa
1989 University of Florida

Outreach Activities (Recent)
November 2005 Beyond Leadership: Presentation to Stillwater Chamber of Commerce
April 2005 Beyond Leadership: National Conference of Geothermal Heating Society
J anuary 2004 Beyond Leadership: Southwestern Recreational Therapy Association
J une 2002 Leading and Motivating Yourself and Others, Blue-Cross Blue-Shield
May 2001 Shawnee Kiwanis Club, The Eight Axioms of Motivational Mastery.
February 2001 Perkins Chamber of Commerce Annual Awards Banquet, The Eight Axioms of
Motivational Mastery.
August 2000 Oklahoma Partnership, Judgment Calls.
August 1999 Oklahoma Partnership, Judgment Calls.
October 1998 BancFirst Presidents, Judgment Calls.
August 1998 Oklahoma Partnership Program, Judgment Calls.
May 1997 Health Care Engineer Conference, Judgment Calls.
April 1997 Oklahoma City American Marketing Association Conference, Pushing Hot Buttons.
February 1997 Oklahoma Association of Tax Accountants, Pushing Hot Buttons.
J anuary 1997 Edmond Board of Realtors, Judgment Calls.
J anuary 1997 Oklahoma City Administrators, Pushing Hot Buttons.
December 1996 University of Texas System, Judgment Calls Seminar.
December 1996 Oklahoma Department of Commerce, Judgment Calls Seminar.
November 1996 County Clerks and Treasurers, Hot Buttons Seminar.
September 1996 Seminars on Judgment Calls and Pushing Hot Buttons for CASE, New York City.
August 1996 Oklahoma Partnership Program
April 1996 Luncheon Speaker, National Conference for Council for the Advancement and
Support of Education, San Francisco.
February 1996 OU/OSU Management Development Seminar.




Public Service
Consulting
OSU Public Information Office OSU Athletic Department
Southwestern Bell Corning Glass Works
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Oklahoma Health Care Initiative LSB Industries
Stillwater Medical Center Oklahoma Beef Commission
Saint Francis Hospital Phillips Petroleum
Diagnetics, Inc. First National Bank of Stillwater, Oklahoma
Silverado Foods, Inc. Oklahoma Tax Commission
Southwest Bank Corporation The Bank N.A.

PROFESSIONAL SERVICE ACTIVITIES
2001-2001 Chair, Search Committee for editor of Journal of Consumer Psychology, Society for
Consumer Psychology
2000-2002 Past President, President and President-Elect, Society for Consumer Psychology
1993/94 Vice President, American Marketing Association Task Force on Marketing Thought
Track Chairperson
1998 American Marketing Association, Education track.
1990 Southwest Marketing Association, Consumer Behavior track.
1986 Southwest Marketing Association, Marketing Management track.

Editorial Review Boards
2004-Present Journal of Consumer Behavior
2004-Present Journal of the Academy of Marketing Sciences
2003-Present Psychology and Marketing
1999-Present The Journal of Consumer Psychology
1998-2004 Academy of Marketing Science Review
1997-2001 The Journal of Marketing
1992-2003 The Marketing Education Review
1989-1994 Entrepreneurship: Theory and Practice
1986-1994 Journal of Advertising
1984-1995 Journal of Public Policy and Marketing

1980-Present Ad Hoc Reviewer for Journal of Consumer Research, Journal of Marketing Research,
and others.
1980-Present Frequent reviewer for Advances in Consumer Research and other national conference
proceedings.

University/College/Department Service
Dissertations Chaired for Ph.D. Students in Marketing
2006 Sterling Bone, Defended, April 2006. Assistant Professor, Brigham Young University.
2005 Deana J elovac, On-going.
2001 Eric Harris, Co-Chair with Tom Brown. Completed April 2001, Assistant Professor,
University of South Florida.
J ames Lee, Co-Chair with Tom Brown. Completed May 2001. Assistant Professor,
University of South Florida.
J eb Stone, Department of Psychology, Completed March 2001. Market research analyst with
GTE.
1999 Todd Donovan, Understanding the Customer Orientation of Customer Contact Personnel,
Assistant Professor, Kansas State University.
1998 Maryanne Hocutt, Co-chair with Goutam Chakraborty, A Model of Relationship Dissolution,
Assistant Professor, Samford College.
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Nancy Spears, "Gains and Losses in Intertemporal Choice," Assistant Professor at Stephen F.
Austin University
1996 Charlie Wang, "A Tale of Two Countries: A Cross-Cultural Examination of
Separateness-Connectedness Self Schema and Its Application to Advertising Research,"
currently Assistant Professor, Maryland Eastern Shore University.
1995 Douglas Amyx, "Patient Evaluations of Physicians Based Upon Treatment Outcomes and
Physician Choice," Louisiana Tech University.
Dennis Bristow, "The Resource Management Model of Motivation," St. Cloud University.
J erri J ones, "The Service Encounter and Customer Satisfaction: The Impact of Primacy/
Recency Effects, currently Assistant Professor, Oklahoma City University
1994 J ane Licata, "A Consumer's Taxonomy of Service," currently Assistant Professor at Louisiana
State University.
1993 Greg Marshall, "The Outcome Bias in Managerial Evaluations of Sales Personnel," Assistant
Professor at University of South Florida.
Leopoldo Arias-Bolzmann, "Absurd Images in Advertising: An Experimental Investigation of
Their Impact on Recall and Attitude Towards the Ad," Assistant Professor at Palm Beach
College.
1992 Allen Schaeffer, "The Effects of Source-Product Match-up and Likability on Persuasion,"
currently Assistant Professor at Southwest Missouri State University.
1991 Myung-Koo Choi, "Country-of-Origin Effects and the Match-Up Hypothesis," Assistant
Professor at The University of Seoul, Korea.
1989 Keith Fabes, "Factors Influencing the Tendency of Sales Personnel to Work Smarter,"
currently Assistant Professor at Baruch College, City University of New York.
1988 Melissa Burnett, "The Guilt Construct and Advertising Effectiveness," Assistant Professor at
Southwest Missouri State University.
1985 Shrekant Gopal J oag, "Formation of Risk Perceptions in Industrial Purchasing Decisions: An
Information integration Analysis Using Simulated Buying Decisions," Associate
Professor at St. J ohn's University.

Theses Directed for MBA Students
1992 Greg Nixon, "Biases in the Earnings Forecasts of Financial Analysts."
1988 Thomas Brown, "An Investigation of the Factors Predictive of Source Credibility."
1982 David A. Hinkle, "The Impact of Product Liability Issues on the Management Process."
J ohn A. Fischer, "Product Recalls and Stock Prices."
1981 Mark Allen Talkington, "Endorser Effectiveness Through Direct Mail Literature."
Davis William J olly, "The Effects of Social Responsibility Information, Source of
Information, and Type of Media on Consumer Receptions of Product Recalls."
Mary Frances Cebuhar, "The Effects of Varying the Level of Damages Requested and of
Product Recall Information on J ury Damage Awards."
Scott Bradley Pollman, "Product Recalls and Negative Information."
1980 Ranga Nalla Reddy, "An Inductive Approach to Assessing Consumer Reactions to
Institutional Advertising."
Vicki Lee Ryan, "Image Advertising as Perceived by the Consumer."
1979 Yussur Adan Abrar, "An Experimental Investigation of Factors Influencing Task
Performance."
Gere Wageman Masters, "On the Existence of a Boomerang Effect: Consumer Attitudes
Toward Products Endorsed by Controversial Celebrities."
Honors Student Papers Chaired
2005 Ashley Tidwell, Investigating the Characteristics of Consumers of Representational Versus
Abstract Art
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2001 Kevin McConaghy, Predicting Student Leaders Using the 3M Model of Motivation and
Personality.
1999 Dan Goldstein, The Model of Motivation and Personality: Trait and Culture Effects on
Organizational Evaluation.
1998 Kimberly Henry, Understanding the Motivations to Purchase the All-Season Sports Ticket.
1996 J ennifer Dilling, "Recommendations for Improving Service Quality of OSU Athletic Ticket
Office."

Dissertation and Program Committees
Participated as member or chairperson of 30 dissertation committees.
Chaired program committees for 20 Ph.D. students.
University, College, and Department Committees
2005-present Member, OSU Marketing Council
2005 Member, Regents Distinguished Research Awards Committee
2004 OSU Eminent Professor Selection Committee
2004-present Member, College of Business Assessment Committee
2003-present Member, OSU System Strategic Planning Committee
2003-2005 College of Business Administration Technology Committee
2002-2003 Member, OSU Provost Search Committee
2001-2002 Member, OSU VP for Research Search Committee.
2000 Chair, Department of Marketing, Assistant Professor Search Committee.
1998-2001 Member, OSU Institutional Review Board.
1996-1999 Chair, College of Business Assessment and Continuous Improvement Committee
1995-96 Member, Search Committee, OSU Executive Vice President.
1995-96 Chair, MBA Internship Committee.
1995-1998 Member, Oklahoma State University Strategic Management Planning Committee.
1993-1995 Co-Chair, University Academic Program Review Committee.
1992-1994 Chair of Business College Long Range Planning Committee.
1991-Present Department of Marketing, Ph.D. Committee.
1991-1994 Coordinator Research Seminars.
1990-91 Chairperson of Business College, Agribusiness Committee.
1990-91 Chairperson of College of Business Curriculum Committee, College of Business,
Oklahoma State University.
1989-90 President's Special Task Force on Research and Graduate Education.
1987-1997 CBA Hall of Fame Committee.
1984-1988 Doctoral Program Coordinator, Marketing Department, Oklahoma State University.
1978-1988 Coordinator - Research Seminars.
1987 Participant, Oklahoma State University General Education Retreat.
1986-1987 Faculty Council Representative, College of Business
1984-1987 Oklahoma State University Budget Committee.
1984-1985 Graduate Studies Committee, College of Business, Oklahoma State University.
1984 Program Coordinator, "Marketing Teleconference Consortium".
1983 Chairman, Faculty Affairs Committee, Oklahoma State University.
1983-1985 Dean's Centennial Committee, College of Business, Oklahoma State University.
1981 Faculty Affairs Committee.
Member of Chairperson Search Committee, Department of Marketing, College of
Business, Oklahoma State University.
1982 Member of Chairperson Search Committee, Department of Management, College of
Business, Oklahoma State University.
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1983 Member of Chairperson Search Committee, Department of Accounting, College of
Business Administration, Oklahoma State University.
Community Service
2001-2002 Chairman, Stillwater Chamber of Commerce.
1998-2003 Board of Directors, Consumer Credit Counseling Service of Central Oklahoma.
1998/1999 Co-chair Leadership Oklahoma sessions on education.
1997-present Board of Directors, Stillwater Chamber of Commerce.
1996 Co-chair, Bernice Mitchell Campaign for Oklahoma House Seat 34.
1996 Past President, Stillwater United Way.
1995-1997 Member, Board of Directors, Southwest Region, United Way of America.
1995 President, Stillwater United Way.
1994 Director of United Way Fund Drive, Oklahoma State University.
1993 Assistant Director of United Way Fund Drive, Oklahoma State University.
1993-1996 Board of Directors, Stillwater United Way.
1993-1995 Board of Directors, Cowboy Land Development Company.
1990-1993 Newsletter Editor, "The Chronicle of Hope," for Mission of Hope Shelter for
Homeless.
1990 Chair, Long-Range Planning Committee, Stillwater Country Club.
1987-1998 Advisory Board, Mission of Hope Shelter for the Homeless.
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