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Charles S. Gulas, Ph.D.
Associate Professor of Marketing


Office: 212-J Rike Hall
Phone: 937-775-2905


Dr. Charles S. Gulas is an associate professor of marketing who earned his Ph.D. at the University of Massachusetts Amherst, and his M.B.A. and B.S. at Youngstown State University.  Chuck has published articles in The Journal of Advertising, The Journal of Current Issues and Research in Advertising, The Journal of Business and Psychology, The Journal of Business Ethics, and other business publications. He and Marc Weinberger are the co-authors of Humor in Advertising:  A Comprehensive Analysis published by M.E. Sharpe. He has previous work experience as a regional sales representative and as a small-business owner.

Scholarship and Publications

Humor in Advertising Research and Scholarship  

Gulas, Charles S. and Marc G. Weinberger, (2006), Humor in Advertising: A Comprehensive Analysis Armonk NY: M. E. Sharpe, Inc.

Flaherty, Karen, Marc G. Weinberger and Charles S. Gulas, (2004), "The Impact of Perceived Humor, Product Type, and Humor Style in Radio Advertising," Journal of Current Issues and Research in Advertising. 26 (1) 25-36

Gulas, Charles S. and Marc G. Weinberger (2003), "Humor," in The Advertising Age Encyclopedia of Advertising, John McDonough, ed. New York: Fitzroy Dearborn. 824-828.

Antes, David L. and Charles S. Gulas (1993), "The Use of Humor in Health Care Advertising: A Planning Model," in Advances in Health Care Research, Ronald Hoverstad and H. Lee Meadow eds. Madison, WI: American Association for Advances in Health Care Research, 56-60.

Weinberger, Marc G. and Charles S. Gulas (1992), "The Impact of Humor in Advertising: A Review," Journal of Advertising, 21 (4) 35-59.

Other Scholarship (chronological)

Delaney, Jay, and Charles S. Gulas, (2007), “Marketing of Art and the Art of Marketing; The Marketing Concept in Practice,” paper to be published in The Proceedings, International Management Conference, Society for Advancement of Management 1540-1544.

Gulas, Charles S., Robert Premus, and John P. Blair (2006), “Choosing a Landing Site for Wright Air & Space Center,” abstract published in Proceedings of the International Academy for Case Studies.  Allied Academies International Conference 13 (2) 7.

Gulas, Charles S. and Kim McKeage (2004), "The Memetics of Transcendent Places" in Advances in Consumer Research Vol. 31 Barbara E. Kahn and Mary Frances Luce eds. Provo, UT:  Association for Consumer Research 468-472.

Xue, Zhiming and Charles S. Gulas (2002), "Continuous Improvement in College Teaching: An Application of Statistical Tools," in Fundamental Concepts of Quality Improvement. Melissa G. Hartman ed., Milwaukee, WI: ASQ Quality Press, 273-284 (reprinted from ASQC Proceedings listed below).

Gulas, Charles S. (2002), "Fear Appeals in a Fearful Time," The Proceedings, Moustafa H. Abdelsamad and Elwin R. Myers eds. Society for Advancement of Management. 779-782.

Gulas, Charles S. and Kim McKeage (2000), "Extending Social Comparison:  An Examination of the Unintended Consequences of Idealized Advertising Imagery," Journal of Advertising. 29 (2) 17-28.

Campbell, Leland, Charles S. Gulas and Thomas S. Gruca (1999), "Corporate Giving Behavior and Decision-Maker Social Consciousness," Journal of Business Ethics, 19 (4) 375-383. 

Gulas, Charles S. (1999), "Multiple Measurements of Emotional State:  Implications for Consumer Research,"  presented at Sixth Annual Meeting of the American Society of Business and Behavioral Sciences, Las Vegas, NV.

Gulas, Charles S. (1999), "Modeling the Effects of Retail Atmospherics,"  presented at Institute for Operations Research and the Management Sciences (INFORMS) international conference Cincinnati, OH. 

Gulas Charles S. and Marc G. Weinberger (1997), "The Effects of Pleasant Ambient Scent on Product Evaluation Behavior," paper presented at American Marketing Association Winter Educator's Conference. St. Petersburg, FL. 

Gulas, Charles S. and Kim McKeage (1997), "Men's Reaction To Idealized Images in Advertising," paper presented at American Marketing Association Summer Educator's Conference Chicago, IL. 

Gulas, Charles S. (1996), "Atmospherics: Maintaining and Motivating Consumers," Journal of Academy of Business Administration. 2 (1) 46-54.

Campbell, Leland and Charles S. Gulas (1996), "The Effect of Cause Related Marketing (CRM) on Emotions and Attitudes," Developments in Marketing Science Vol. 19 Elizabeth J. Wilson and Joseph F. Hair Jr. eds. Coral Gables, FL: Academy of Marketing Science, 238-242. 

Banerjee, Subhabrata, Charles S. Gulas, and Easwar Iyer (1995), "Shades of Green:  A Multidimensional Analysis of Environmental Advertising," Journal of Advertising. 24 (2) 21-31.

Gulas, Charles S. and Peter H. Bloch (1995), "Right Under our Noses: Ambient Scent and Consumer Responses," Journal of Business & Psychology. 10 (1) 87-98. 

Xue, Zhiming and Charles S. Gulas (1995), "Continuous Improvement in College Teaching: An Application of Statistical Tools," in ASQC 49th Annual Quality Congress: Proceedings, Milwaukee: American Society for Quality Control , 267-275. 

Gulas, Charles S. and Charles D. Schewe (1994), "Atmospheric Segmentation: Managing Store Image With Background Music," in Enhancing Knowledge Development in Marketing 1994 AMA Educators' Proceedings Vol. 5 Ravi Achrol and Andrew Mitchel eds. Chicago: American Marketing Association, 325-330.

Gulas, Charles S. (1994), The Effect of Ambient Scent on Consumer Behavior:  Implications for Retail Atmospherics.  Doctoral Dissertation, University of Massachusetts Amherst. available from UMI.

Iyer, Easwar, Bobby Banerjee and Charles S. Gulas (1994), "An Expose' on Green Television Ads," in Advances in Consumer Research Vol. 21 Chris T. Allen and Deborah Roedder John eds. Provo, UT: Association for Consumer Research, 292-298.

Gulas, Charles S. and David L. Antes (1993), "Celebrity Endorsers and Race : A Report of Two Pilot Studies," in Proceedings of the 1993 Conference of the American Academy of Advertising, Esther Thorson, ed. Columbia, MO: University of Missouri-Columbia, 269.

Maskulka, James M. and Charles S. Gulas (1987), "The Long-term Dangers of Gray Market Sales," Business, 37 (1) 25-31.

Class Pages & Information
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