Gordon C. Bruner

Professor Bruner is internationally known for his Marketing Scales Handbook series that provides measurement scales useful when developing surveys and questionnaires for studying consumer-related topics. These books are used by researchers in both industry and academia when they need precise measures of variables that help describe and predict consumers' attitudes, emotions, intentions, values, and behaviors. Dr. Bruner has been doing this work for over 35 years and has produced thirteen volumes in the series.

Professor Emeritus in the College of Business at Southern Illinois University, Dr. Bruner won the Undergraduate Teacher of the Year Award in 1998 and was on the Undergraduate Teacher Honor Roll Award in 1990 and 2009. He was on the Research Honor Roll numerous times and was selected to be the college's Researcher of the Year in 2008. In 2009, he was selected to be the Outstanding Scholar for the College of Business (a university award). He holds bachelor's and master's degrees from Texas A&M University and a Ph.D. from the University of North Texas.

Born in Ft. Worth, Texas, Dr. Bruner is the son of an Air force officer and lived in several locations in the U.S. and England. He and his wife have raised four children and are now enjoying a growing brood of grandchildren. His hobbies mostly revolve around music, having been writing and recording his own songs since he was a teenager in England. As with his books, Dr. Bruner believes that creating things that did not exist before is extremely fulfilling. Since retiring from academia, Dr. Bruner has moved back to his native Ft. Worth.

SELECTED SCHOLARLY PUBLICATIONS:

Kulviwat, Songpol, Gordon C. Bruner II, and James P. Neelankavil (2014), "Self-Efficacy as an Antecedent of Cognition and Affect in Technology Acceptance," Journal of Consumer Marketing, 31 (3).

Nasco, Suzanne and Gordon C. Bruner II (2008), "Comparing Consumer Responses to Advertising and Non-advertising Mobile Communications," Psychology & Marketing, 25 (8), 822-838.

Bruner II, Gordon C., Anand Kumar, and Clyde Heppner (2007), "Predicting Innovativeness: Development of the Technology Acceptance Scale," lead chapter in New Research on Wireless Communications, Nova Science Publishers, Inc., 1-20.

Bruner II, Gordon C. and Anand Kumar (2007), "Gadget Lovers," Journal of the Academy of Marketing Science, 35 (3), 329 - 339.

Kulviwat, Songpol, Gordon C. Bruner II, Anand Kumar, Suzanne Nasco, and Terry Clark (2007), "Toward a Unified Theory of Consumer Technology Acceptance," Psychology & Marketing, 24 (12), 1067-1092.

Bruner II, Gordon C. and Anand Kumar (2005), “Explaining Consumer Acceptance of Handheld Internet Devices,” Journal of Business Research, 58 (5), 553-558.

King, Maryon F. and Gordon C. Bruner II (2000), "Social Desirability Bias: A Neglected Aspect of Validity Testing," Psychology & Marketing, 17 (2), 79-103.

Bruner II, Gordon C. (1990), "Music, Mood, and Marketing," Journal of Marketing, 54 (4), 94-104.

Bruner II, Gordon C. (1987), "The Effect of Problem Recognition Style on Information Seeking," Journal of the Academy of Marketing Science, 15 (4), 33-41.