Jesse King


PHONE: 801.626.7828




Jesse King received his PhD from the University of Oregon. He worked as an assistant professor at Oregon State University, Cascades campus in Bend, Oregon before joining the faculty at Weber State University. 

His research focuses on affective decision making processes, risk perception, new product development/innovation and sports consumer behavior. King became interested in research as an undergraduate at Montana State University where he received two BS degrees in marketing and applied psychology. Before pursuing his PhD, King worked as an ethnographic researcher for a product development company, contributing to the design and usability of numerous medical, scientific and consumer products.


Ph.D.,  Marketing - University of Oregon, 2011

BS, Marketing - Montana State University, 2004  

BS, Applied psychology - Montana State Univeristy, 2004


Jesse enjoys the outdoors, including skiing, hiking, mountain biking, hunting and fly-fishing. King currently teaches principles of marketing, services marketing and international marketing classes.



  1. King, J., Koppenhafer, L., Madrgial, R. (2021) “Look Puppies! Testing Fair Balance in Direct-to-Consumer (DTC) Advertising”. Journal of Public Policy and Marketing, Volume 40(1), 46-61, First Published Online February 17, 2020, DOI:

  2. Amos, C. and King, J., King, S. (2021) "The Health Halo of Purity - and Morality-signifying Brand Names" Journal of Product and Brand Management, First Published Online January 21, 2021, pre-press DOI:

  3. Bee, C., King, J., and Stornelli, J. (2021) “Are You With Us or Against Us? The Role of Threat and Anger in Sport Sponsorship” Journal of Business Research, Vol. 124, 698-707 First published online March 20, 2019, DOI:

  4. Madrigal, R., and King, J. (2021), “Improving Fit Perceptions for an Incongruent Sponsorship: Associating a Sports Property to a Brand Via Analogical Articulation,” Journal of Business Research, Vol 124, 731-738, First published online Dec. 17, 2018DOI: 10.1016/j.jbusres.2018.12.001

  5. King, J. and Bee, C. (2020), “Better in the (Near) Future: Group-Based Differences in Forecasting Biases” European Journal of Social Psychology, Vol. 50(4), 749-765, DOI:

  6. King, J., & Tippett, E. C. (2019). Drug Injury Advertising. Forthcoming, to be published in the Yale Journal of Health Policy, Law and Ethics.

  7. King, J., & Madrigal, R. (2018). Improved Articulation of Incongruent Sponsor–Property Partnerships Using Analogy. Journal of Sport Management32(5), 464-472.
  8. Tippett, E., King, J., Lucent, V., Ephraim, S., Murphy, M., & Taff, E. (2018). Does Attorney Advertising Influence Patient Perceptions of Pelvic Mesh?. Urology111, 65-71.
  9. Madrigal, R., & King, J. (2017). Creative Analogy As a Means of Articulating Incongruent Sponsorships. Journal of Advertising46(4), 521-535.
  10. Ye, J. & J. King (2016), “Managing the Downside Effect of a Productivity Orientation,” Journal of Services Marketing, 30(3), DOI:
  11. Metzger, M. & J. King (2015), “Exploring the Nexus of Constructivist and Effectual Perspectives on Opportunity Production,” Entrepreneurship Research Journal, 2194-6175, DOI: 10.1515/erj-2014-0025
  12. King, J. & P. Slovic (2014), “The Affect Heuristic in Early Judgments of Product Innovations,” Journal of Consumer Behaviour, 16(6), 411-428, DOI: 10.1002/cb.1491
  13. King, J., L. Kahle, and A. Close (2011), “The Study of Sports and Events Consumer Behavior,” in Using Consumer Behavior Knowledge for Effective Sports Marketing. Eds. Kahle, L. & Close, A.
  14. Snepenger, D., J. King, E. Marshall, and M. Uysal (2006), "Modeling Iso-Ahola's Motivation Theory in the Tourism Context," Journal of Travel Research, 45 (2), 140, DOI: 10.1177/0047287506291592


  1. Madrigal, R., and King, J. (2018). “Use of Analogical Articulation Cues to Improve Sponsorship Congruence and Brand Image” Sport Marketing and Sponsorship Conference, San Diego, CA
  2. Bee, C., King, J., Stornelli, J. (2018). “Are You with Us or Against Us? The Cognitive and Emotional Consequences of Sponsoring a Rival” Sport Marketing and Sponsorship Conference, San Diego, CA
  3. King, J., Bee, C. (2015). “The Biased Influence of Social Identification and Temporal Perspectives.” Working paper presented at Association for Consumer Research North American Conference. New Orleans, LA.
  4. King, J., Koppenhafer, L., Boush, D. (2013). “Look Puppies! Distraction in Direct-to-Consumer (DTC) Advertising.” Working paper presented at Society of ConsumerPsychology.
  5. Giese, J., King, J., and Sojka, J. (2013) “Perceptions of Control and the Affect Heuristic” Working paper presented at Society of Consumer Psychology.
  6. King, J. and Bee, C. (2012). “Better in the (Near) Future: Biased Temporal Conceptions of Team Identification.” Working paper presented at Association for Consumer Research North American Conference. Vancouver, BC.
  7. Madrigal, R. and King, J. (2012). “Oh, Now I Get It! Making Sense of Incongruent Sponsor-Event Partnerships.” Presented at Warsaw Research Conference in Sport Marketing: Focus on Sponsorship. Portland, OR.
  8. Madrigal, R. and King, J. (2011). “Ubiquitous Sponsorship Activation Triggers: Cutting Through the Clutter.” Presented at the American Marketing Association Summer Conference. San Francisco, CA.
  9. King, J. and Mahy, C. (2011). “Executive Functioning, Perspective-taking, and Marketplace Deception: A Pilot Study.” Presented at the 2nd Annual Graduate Research Forum. Eugene, OR.
  10. Metzger, M. and King, J. (2010). “From Effectuation to Market Driven: The Maturation of Historically Nascent Technologies.” Presented at the 4th Annual International Conference on Business and Sustainability, Portland, OR
  11. King, J. (2010). “Use of the Affect Heuristic in Evaluations of Product Innovations.” Presented at the American Marketing Association Summer Conference, Boston, MA.
  12. King, J. and Metzger, M. (2010). “Moving Forward in the Dark: New Product Development In Nascent Markets.” Presented at Academy of Marketing Science Annual Meeting, Portland, OR
  13. Ye, J. and King, J. (2009). “Managing the Downside Effects of Organizational Changes in Fast Moving Service Environments.” Presented at Academy of Management Annual Meeting, Chicago, IL. * Selected for Best Paper Proceedings, Organization Development and Change Division
  14. King, J. (2008). “Meaning Transfer in New Product Development.” Presented at the American Marketing Association Summer Conference, San Diego, CA. * Recipient of Best Paper Award for New Product Development, Product Management, and Entrepreneurship Track