A. Dwayne Ball

A. Dwayne  Ball Photo

A. Dwayne Ball

Department Chair and Associate Professor

Contact Information

CBA 310B
P.O. Box 880492
Lincoln, NE 68588-0492
Phone: +1-402-472-2381
Fax: +1-402-472-9777

Joined the college in 1987.

  • Customer Relationship Marketing
  • Database Marketing
  • Market Research
  • Services Marketing
  • Ph.D., Ohio State University, 1982
  • M.A., Ohio State University, 1979
  • B.A., Rice University, 1973
Research Interests
  • Measurement and problems of measuring difficult constructs and phenomena
  • Services Marketing and CRM
  • Database Marketing


Teaching Interests
  • Database Marketing and CRM
  • Marketing Research
  • Measurement
Published In
Journal of Marketing Research, Journal of Macromarketing, Journal of Consumer Psychology, Journal of Business Research, Journal of Services Marketing, European Journal of Marketing, Journal of Consumer Behavior, Journal of Electronic Business, Journal of Public Policy and Marketing, others.
Refereed Publications

Shen, Anyuan (Daniel), and A. Dwayne Ball (2011), “Preference Stability Belief as a Determinant of Response to Personalized Recommendations” Journal of Consumer Behavior, 10(2), 71-77.

Bunker, Matthew and A. Dwayne Ball (2009) “Consequences of Powerlessness: Secondary Control,” Journal of Consumer Behavior, 8 (5), 268-283

Shen, Anyuan (Daniel), and A. Dwayne Ball (2009) “Customer Perceptions and Sustained Usage of Recommender Systems” International Journal of Electronic Business, Vol. 7 (6) pp.642–663.

Arnould, Eric, Alejandro Plastina, and Dwayne Ball (2009) “Does Fair Trade Deliver on Its Core Value Proposition? Impacts on Educational Attainment and Health in Three Countries” Journal of Public Policy and Marketing, 28 (2), 186-201.

Pennington, Julie, Dwayne Ball, Ron Hampton, and Julia Soulakova, (2009) “The Cross-National Market in Human Beings,” the Journal of Macromarketing, 29 (2), 119-134

Pennington, Julie and Ball, Dwayne (2009) “Customer Branding of Commodity Products: The Customer-Developed Brand,” Journal of Brand Management 16 (7), 455-467

Shen, Anyuan (Daniel) and Ball, Dwayne (2009) “Is Personalization of Services always a Good Thing?”  Journal of Services Marketing, 23 (2).

Bunker, M., and Ball, Dwayne (2008) “Causes and Consequences of Grudge-Holding in Service Relationships”  Journal of Services Marketing, 22 (1), 37-47

Ball, A. D., Coelho, P. S. , and Villares, M. J. (2006)  “Service Personalization and Loyalty.” Journal of Services Marketing, 20 (6), 391-403.

Ball, A. D., Coelho, P. S. , and Villares, M. J. (2004) “The Role of Communication and Trust in Consumer Loyalty: An Extension of the European Customer Satisfaction Index Model,” The European Journal of Marketing, 38 (9/10), 1272-93.

Zuckweiler, K., Schneiderjans, M. and Ball, D. (2004) “Methodologies to Determine Class Sizes for Fair Faculty Work Load in Web Courses.”  International Journal of Distance Education Technologies, 2(2) 46-59.

Chakraborty, G., Ball, A. D., Gaeth, G., and Jun, S. (2002) “The Ability of Ratings-Based and Choice-Based Conjoint Analysis to Predict Market Share:  A Monte Carlo Simulation,” The Journal of Business Research,  55 (3), pp. 237-249.

Spoth, R., Ball, A. D., Klose, A., and Redmond, C. (1996) “Illustration of a Market Segmentation Technique Using Family-focused Prevention Program Preference Data,” Health Education Research, Vol. 11 (2), pp. 259-267.

Klose, A. and Ball, A. D. (1995) “Using Optical Mark Read Surveys:  An Analysis of Response Rate and Quality,” The Journal of the  Market Research Society. Volume 37, (3), pp. 269-286.

Parthasarathy, M., Rittenburg, T., and Ball, A. D. (1995) “A Re-evaluation of the Innovation - Decision Process”, The Journal of Product and Brand Management, Volume 4, (4), pp. 35-47.

Spoth, R., Redmond, C., and Ball, A. D. (1993) "Stages of Quitting and Motivational Factors Relevant to Smoking Cessation Program Choices," Psychology of Addictive Behaviors, Vol. 7 (1), pp. 29-42.

Ball, A. D. and Tasaki, L. H.  (1992) "Role and Measurement of Attachment in Consumer Behavior."  Journal of Consumer Psychology, Vol. 1 (2), pp. 155-172.

Ball, A. D., Lamb, C. S., Brodie, R. L. (1992) "Segmentation and Market Structure When Both Situational Effects and Consumer Characteristics are Explanatory" Psychology and Marketing, Vol. 9 (5), pp. 395-408.

Ball, A. D. and Marquardt, R. A. (1991) "How do Venture Capitalists Rank Investments?  The Role of Government Incentives" Regional Science Perspectives, Vol. 21, (1), pp. 50-66.

Lamb, C. C., Brodie, R. L. and Ball, A. D. (1989) "Segmentation of a Commercial Radio Market:  A Situation-based Approach."  New Zealand Journal of Business, (October), pp. 65-72.

Ball, A. D., McKenry, P. C. and Bonham, S. (1983) "Use of Repeated Measures Designs in Family Research."  Journal of Marriage and the Family, November, pp. 885-896.

Sawyer, A. G. and Ball, A. D. (1981) "Statistical Power and Effect Size in Marketing Research."  Journal of Marketing Research, Vol, 18, pp. 275-90, 1981.  Runner-up for The Journal of Marketing Research O'Dell Award.

Pokorny, A. D., Kaplan, J. B., Thornby, J. S., and Ball, A. D. (1976) "Prediction of Chronicity in Psychiatric Patients."  Archives of General Psychiatry, Vol. 33 (September), pp. 932-937.

  • Certified Analytics Professional (INFORMS) 2014-
  • Seacrest Faculty Award, College of Business Administration, University of Nebraska-Lincoln. (2010)
  • Charles C. Slater Award, Journal of Macromarketing. (2010)
  • Faculty Research Award, Marketing Department, College of Business Administration, University of Nebraska-Lincoln. (2010)
  • Marketer of the Month, American Marketing Association, Lincoln Chapter. (2009)
  • Best Conference Paper, Second International Business Conference. (2009)
  • Outstanding Paper Award for 2008, Journal of Services Marketing. (2009)
  • James A. Lake Academic Freedom Award, University of Nebraska-Lincoln Faculty Senate. (2006)
  • Fulbright Senior Specialist Grant, Universidade Nova de Lisboa, Higher Institute for Statistics and Information Management, Lisbon, Portugal. (2005)
  • Service Award, American Marketing Association Collegiate Chapter, University of Nebraska-Lincoln. (2002)
  • Fulbright Award, Teaching and Research, Winter of 1999, Universidade Nova de Lisboa, Higher Institute for Statistics and Information Management, Lisbon, Portugal.
  • Outstanding Service to Students Award, Stuart Leadership Development Program, College of Business, University of Nebraska-Lincoln. (1980, 1990, 1993)