Profile for Beth Crosby
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Beth Crosby
Pronouns: She/Her/Hers
Associate Professor
Marketing
University of Wisconsin-La Crosse
Beth Crosby Pronouns: She/Her/Hers
Associate Professor
Marketing
Specialty area(s)
Consumer behavior, consumer culture theory, consumer identity, transformative consumer research, consumer welfare, consumer vulnerability, consumer well-being, and qualitative research methods
Current courses at UWL
MKT 341: International Marketing
MKT 362: Consumer Behavior
MKT 400: Applied Global Marketing Management
Education
Ph.D., Business Administration, Marketing, University of Illinois at Urbana-Champaign (2012)
M.B.A., Isenberg School of Management, University of Massachusetts (2006)
B.S., Business Administration, Marketing, University of Maine (2002)
B.A., Economics, University of Maine (2002)
Career
Teaching history
MKT 309: Principles of Marketing
MKT 341: International Marketing
MKT 362: Consumer Behavior
MKT 365: Integrated Marketing Communications
MKT 400: Applied Global Marketing Management
MKT 415: Marketing Application and Advanced Research
MKT 440: Comparative Marketing Systems
MKT 445: International Marketing Strategy
MBA 713: Strategic Competitiveness in a Global Environment
Research and publishing
Journal Articles
Mirabito, Ann M., Justine Rapp Farrell, Jane E. Machin, J.E. Elizabeth Crosby, and Natalie Ross Adkins (2025), "Hijacked, Blindfolded, and Handcuffed: Navigating the Turbulent Consumer Journey for Mental Illness Treatment Services. Journal of the Academy of Marketing Science (2025): 1-26, https://doi.org/10.1007/s11747-025-01102-8
Farrell, Justine Rapp, Jane Machin, Ann M. Mirabito, Jenna Drenten, Christina Chan‐Park, Elizabeth Crosby, and Natalie Ross Adkins (2024), "Mental Illness and Marketing: A 50‐year Scoping Review and Future Research Framework," Psychology & Marketing, 41 (11), 2555-2573.
Crosby, Elizabeth, Kim McKeage, Terri L. Rittenburg, and Natalie Ross Adkins (2023), “Amplifying the Voices of Marginalised Consumers through a Trauma-Informed Approach to Qualitative Research Methods,” International Journal of Market Research, 65 (2-3), 320-39.
Machin, Jane, Natalie Ross Adkins, Christina Chan‐Park, Elizabeth Crosby, Justine Rapp Farrell, and Ann M. Mirabito (2022), "Taming Complex Problems Using the Problem‐Solution‐Impact (Psi) Research Process Model,” Journal of Consumer Affairs, 56 (3), 1178-219.
Machin, Jane E., Teri Brister, Robert M. Bossarte, Jenna Drenten, Ronald Paul Hill, Deborah L. Holland, Maria Martik, Madhubalan Viswanathan, Marie A. Yeh, Ann M. Mirabito, Justine Rapp Farrell, Elizabeth Crosby, and Natalie Ross Adkins (2022) "Conversations about Conducting Marketing Research in Mental Health," Journal of Consumer Marketing, 39 (6), 569-578.
Graham, Kenneth W., Gwen Achenreiner, Maggie McDermott, and Elizabeth Crosby (2020), "Is What Students Want What They Really Need? A Values View of Undergraduate Marketing Elective Course Offerings," Marketing Education Review, 1-10.
Machin, Jane E., Natalie Ross Adkins, Elizabeth Crosby, Justine Rapp Farrell, and Ann M. Mirabito (2019), “Coping with Stress in Real Estate,” Keller Research Center Report.
Machin, Jane E., Natalie Ross Adkins, Elizabeth Crosby, Justine Rapp Farrell, and Ann M. Mirabito (2019), “The Marketplace, Mental Wellness, and Me: Exploring Self-Esteem, Self-Efficacy, and Self-Compassion in Consumer Coping,” Journal of Business Research, 100 (July), 410-420.
Pusaksrikit, Theeranuch, Siwarit Pongsakornrungsilp, Sydney Chinchanachokchai, and Elizabeth Crosby, (2018), “The Superstitious Journey of Thai Lottery Gamblers,” Journal of Marketing Management, 34 (13-14), 1126-1148.
McKeage, Kim, Elizabeth Crosby, and Terri Rittenberg (2018), “Living in a Gender Binary World: An Application and Extension of the Consumer Vulnerability Model,” Journal of Macromarketing, 38 (1), 73-90.
Mirabito, Ann M., Cele C. Otnes, Elizabeth Crosby, et al. (2016), “The Stigma Turbine: A Theoretical Framework for Conceptualizing and Contextualizing Marketplace Stigma,” Journal of Public Policy and Marketing, 35 (2), 170-184.
Otnes, Cele, Julie A. Ruth, and Elizabeth Crosby (2014), “Product-Agency Benefits: Consumer Perspectives and Strategic Implications,” European Journal of Marketing, 48 (5/6), 878-98.
Preis, Michael W., Gregory M. Kellar, and Elizabeth Crosby (2011), “Student Acceptance of Clickers in Large Introductory Business Classes,” American Journal of Business Education, 4 (5), 1-14.
Conferences:
Machin, Jane E., and Ann M. Mirabito, Natalie Ross Adkins, Elizabeth Crosby, and Justine Rapp Farrell (2022), “Mental Health and Stigma,” Transformative Consumer Research Seminar Series, virtual, January 25, 2022.
Mirabito, Ann M., Jane E. Machin, Elizabeth Crosby, Natalie Ross Adkins, and Justine Rapp Farrell (2021), “Mental Health Matters: Crafting a Research Agenda,” Association for Consumer Research Conference, virtual conference, October 2021.
Machin, Jane, Ann Mirabito, Elizabeth Crosby, Natalie Adkins, and Justine Farrell (2021), "Mental Health Matters: Making Mental Well-Being a Marketing Research Priority." Association for Consumer Research Conference, Virtual Conference, October 2021.
Mirabito, Ann M., Jane E. Machin, Natalie Ross Adkins, Elizabeth Crosby, and Justine Rapp Farrell (2021), “Buyers’ Quest for Mental Health Care,” Society for Consumer Psychology, virtual conference, March 4-6, 2021.
Machin, Jane E., Natalie Ross Adkins, Elizabeth Crosby, and Ann M. Mirabito (2020), "Stepping In Stigmatized Shoes," Marketing & Public Policy Conference, Virtual Conference, May 2020.
Machin, Jane E., Natalie Ross Adkins, Elizabeth Crosby, Justine Rapp Farrell, and Ann M. Mirabito (2019), “Using Self-Compassion to Cope with Mental Disorders,” Health Research Forum, Waco, TX, April 2019. (Best Paper Award)
Machin, Jane E., Natalie Ross Adkins, Elizabeth Crosby, Justine Rapp Farrell, and Ann M. Mirabito (2019), “Consumers' Self-Concept Goals Influence Their Ability to Manage Stress,” Association for Marketing & Health Care Research Conference, Jackson Hole, WY, February 2019.
Yeh, Marie A. and Elizabeth Crosby (2018), “Dimensions of the (De)Stigmatization Process,” Marketing and Public Policy Conference, Columbus, OH, June 2018.
Machin, Jane E., Natalie Ross Adkins, Elizabeth Crosby, Justine Rapp Farrell, and Ann M. Mirabito (2018), “The Marketplace, Mental Wellness, and Me: Exploring Self-Esteem, Self-Efficacy, and Self-Compassion in Consumer Coping,” Marketing and Public Policy Conference, Columbus, OH, June 2018.
Mirabito, Ann M., Elizabeth Crosby, and Kristy McManus (2016), “Like a Girl: How Do Brands’ Destimatizing Messages Travel through Social Media,” Association for Consumer Research, Berlin, Germany, October 2016.
Crosby, Elizabeth, Kim McKeage, and Terri Rittenburg (2016), “Collaging and ZMET: A Method for Eliciting Insights into Macro Phenomena,” Macromarketing Conference, Dublin, Ireland, July 2016.
McKeage, Kim, Elizabeth Crosby, and Terri Rittenburg (2016), “A History of Gender Production and Reflection in the Fashion System,” Macromarketing Conference, Dublin, Ireland, July 2016.
Crosby, Elizabeth, Kim McKeage, and Marie Yeh (2016), “Public Assistance and Stigma: Marketplace Stigma and Public Policy Implications,” Marketing and Public Policy Conference, San Luis Obispo, CA, June 2016.
Machin, Jane E., Natalie R. Adkins, Ann Mirabito, Cele Otnes, Elizabeth Crosby, et al. (2016), “The Stigma Turbine: Generating Policy Prescriptions for (De)Stigmatization in the Marketplace,” Marketing and Public Policy Conference, San Luis Obispo, CA, June 2016.
Crosby Elizabeth, Kim McKeage, and Terri Rittenburg (2015), “Marginalization, Resistance, and Stealth Shopping: Subalternality in the Gendered Marketplace,” Association for Consumer Research Conference, New Orleans, LA, October 2015.
McKeage, Kim, Elizabeth Crosby, and Terri Rittenburg (2015), “Gender Identity and Consumer Vulnerability,” Macromarketing Conference, Chicago, IL, June 2015.
McKeage, Kim, Elizabeth Crosby, and Jeffrey McKeage (2015), “The Roots of Genderqueer Identity through Consumption: Androgynous and Unisex Fashion in the 20th Century,” Conference on Historical Analysis and Research in Marketing, Long Beach, CA, May 2015.
McManus, Kristy, Elizabeth Crosby, and Kim McKeage (2014), “A Long Way to Go: Exploring Students' Integration of Liberal Education in Professional Contexts,” Marketing Management Association Fall Educators’ Conference, San Antonio, TX, September 2014
Crosby, Elizabeth, Kim McKeage, and Elissa Cook (2014), “The Conflicting Role of Consumption in the Transgender Experience: Exploring the Interrelationships among Gender Identity, Consumption, and the Marketplace,” Macromarketing Conference, Egham Hill, UK, July 2014.
Otnes, Cele, Julie Ruth, and Elizabeth Crosby (2014), “Product-Agency Benefits: Integrating CCT and Marketing Strategy,” Consumer Culture Theory Conference, Helsinki, Finland, June 2014.
Crosby, Elizabeth (2013), “African-American Women’s Experiences with Sexual Script Development,” Association for Consumer Research Conference, Chicago, IL, October 2013.
Otnes, Cele C., Pauline MacLaran, and Elizabeth Crosby (2013), “Thinking Outside the Books: ‘Doing History’ Through Consumption Experiences” Consumer Culture Theory Conference, Tucson, AZ, June 2013.
Crosby, Elizabeth and Kim McKeage (2013), “The Role of Consumption and Advertising in the Creation and Perpetuation of Beauty Stereotypes of African-American Women,” Conference on Historical Analysis and Research in Marketing, Copenhagen, Denmark, May 2013.
Crosby, Elizabeth (2012), “Exploring African-American Women’s Lived Experiences with Stigma, Identity, and Consumption,” Association for Consumer Research Conference, Vancouver, British Columbia, October 2012.
Otnes, Cele C., Elizabeth Crosby, and Pauline MacLaran (2010), “Above Celebrity: Maintaining Consumers’ Experiences of Heritage-Based Fame,” Association for Consumer Research Conference, Jacksonville, FL, October 2010.
Otnes, Cele C., Elizabeth Crosby, Mina Kwon, and Sydney Chinchanachokchai (2010), “The Impact of Aesthetics in Embedded Service Rituals,” European Association for Consumer Research Conference, London, U.K., June-July 2010.
Crosby, Elizabeth and Cele C. Otnes (2009), “Consumption as a Strategy for Stigma Management,” Association for Consumer Research Conference, Pittsburgh, PA, October 2009.
Crosby, Elizabeth and Cele C. Otnes (2009), “Roles of Food Consumption in the Experience of Homesickness among College Students,” Association for Consumer Research Conference, Pittsburgh, PA, October 2009.
Crosby, Elizabeth and Cele C. Otnes (2009), “The Role of Consumption in Stigma Management,” Consumer Culture Theory Conference, Ann Arbor, MI, June 2009.
Crosby, Elizabeth and Cele C. Otnes (2009), “The Relationship between Homesickness and Compensatory Food Consumption among College Students,” Working Paper, Marketing and Public Policy Conference, Washington, D.C., May 2009.
Otnes, Cele C., Elizabeth Crosby, Robert Kreuzbauer, and Jennifer Ho (2007), “Tinsel, Trimmings, and Tensions: Consumer Negotiations of a Focal Christmas Artifact,” Association for Consumer Research Conference, Memphis, TN, October 2007.
Otnes, Cele C., Elizabeth Crosby, Robert Kreuzbauer, and Jennifer Ho (2007), “Tinsel, Trimmings, and Tensions: Consumer Negotiations of a Focal Christmas Artifact,” Consumer Culture Theory Conference, Toronto, Canada, May 2007.
Galli-Debisella, Alexandra, Mzamo P. Mangaliso, and Elizabeth Crosby (2006), “Toward Globally Sustainable Competitive Advantages for SMEs: Transaction Cost and Resource Based Views,” Eastern Academy of Management Conference, Saratoga Springs, NY, May 2006.
Crosby, Elizabeth, Mzamo P. Mangaliso, and Alexandra Galli-Debisella (2006), “Globalization in the Strategic Management Discourse: An Evaluation through Resource Based View and Transaction Cost Economics Theory,” International Academy of Business Disciplines Conference, San Diego, CA, April 2006.
Mangaliso, Mzamo P., Elizabeth Crosby, and Jann-Marie Culhane (2006), “The Performance Implications of the Corporate Restructuring Strategy of Downsizing,” International Academy of Business Disciplines Conference, San Diego, CA, April 2006.