The Center for Behavioral Business Research (CBBR) is to bring together industry leaders, academics, and undergraduate students to study issues relevant to business, consumers and broader society.
The Center for Behavioral Business Research (CBBR) within the Carson College of Business is a cross-disciplinary center for behaviorally oriented research, undergraduate engagement and education, and outward-facing communication of the research successes at the CCB. The CBBR is housed within the Carson College of Business and is directed by Dr. Andrew Perkins. The CBBR, funded by The Boeing Company in 2007, includes a state-of-the-art research facility where industry-specific and academic research is conducted is under the purvey of the CBBR Director. The research facility is the physical home for the CBBR where WSU faculty, students, and industry partners conduct research on academic research and research on industry-identified problems. The CBBR is housed in the WSU Carson College of Business at the main entrance of Todd Addition off the Terrell Mall. Designed in 2008-09, the facility is approximately 1,500 square feet and contains a data collection computer lab with state-of-the-art hardware and behavioral research software, a reception/ observation area, a focus group room and an interview room. Much of the space is flexible so that The CBBR also includes appropriate technology to link the facility with other research centers and with industry partners for virtual conferences on important topics. The CBBR’s mission include support for the following three interrelated areas of emphasis:
- A faculty research mission charged with generating behavioral business research consistent with WSU’s Grand Challenges agenda and faculty-motivated topics relevant to business and society;
- An educational mission aimed at preparing WSU undergraduate and graduate students for positions with firms requiring employees well-trained in behavioral research methods with a cross-disciplinary orientation (such graduates are required by industry who are increasingly becoming reliant upon collection, analysis and interpretation of human data, as part of the “big data” movement);
- A communication/outreach mission designed to facilitate communication of cutting-edge research and faculty expertise across the CCB, Washington State University, and public and private industry.
Consumers, retailing, and brands
The relationships between consumers, retailers, and brands are of particular strategic importance to many firms in the Pacific Northwest. Firms involved in all aspects of retail and service must consider how consumers relate to the tangible symbols of their business, including retail storefronts, retail settings, logos, and business names. The center’s partners will work with leading researchers in consumer behavior and branding to analyze issues involving the dynamic interface between retailers, brands, and consumers.
Consumers, environment, and society
Concern over environmental issues is increasingly affecting consumer decision-making around the globe, with critical implications for many firms. It is essential for organizations to understand how perceived environmental impact and related issues will affect sales and marketing efforts. Research aimed at understanding consumers’ perceptions and behavior will aid firms in their efforts to navigate the challenges presented by the changing environmental and societal landscape.
Human–Computer Interaction (HCI) research examines a number of issues related to the interaction between humans, information, technologies, and tasks, especially in the business, managerial, organizational, and cultural contexts. Specific topics include user interface design and usability evaluations for B2B/B2C e-commerce, m-commerce, and group collaboration. Ultimately, HCI research is interested in reporting how interface characteristics affect a variety of factors such as user attitudes, behavior, performance, perception, and productivity.
The lab is located on the third floor of Todd Hall—in the heart of campus—within the Carson College of Business. The space was designed and built in 2008-09 with the aid of a donation from Boeing. The facility is approximately 1,500 square feet and contains a data collection computer lab with state-of-the-art hardware and behavioral research software, a reception/ observation area, a focus group room and an interview room. Much of the space is flexible so that The CBBR also includes appropriate technology to link the facility with other research centers and with industry partners for virtual conferences on important topics. While Marketing, Organizational Behavior, and Psychology researchers from around the world already conduct academic research from this facility in partnership with Carson College faculty, the Carson College of Business is currently engaging with existing and nationally recognized researchers from around the WSU campus to accomplish the CBBR’s research and educational missions. This engagement is consistent with the tenets of the WSU Grand Challenge and will be the basis by which the Carson College integrates a portion of its research efforts within the grand challenges.
- Dr. Andrew Perkins (Director): Dr. Perkins is tenured faculty at WSU. Dr. Perkins joined the Carson College of Business Marketing department in 2014 after previous faculty appointments at Rice University in Houston, Texas and Ivey Business School at Western University, London, Ontario, Canada. Dr. Perkins has numerous peer-reviewed publications across many disciplines including Marketing, Psychology, Organizational Behavior, and Health and Medicine. His research interests include consumer decision-making, consumer self-identity, implicit processes and behavior, and the intersection of consumer psychology and the environment.
- David Sprott – Dr. Sprott is Senior Associate Dean, the Boeing / Scott and Linda Carson Professor of Marketing at WSU. Dr. Sprott joined WSU in 1997. His research interests include various issues related to consumer decision-making, social influence, information provision, and marketing public policy.
Support the Center
Industry partners are invited to support the CBBR by providing financial resources, student research projects, and collaborative expertise. Current funding needs include undergraduate and graduate student scholarship support for course-related projects, an endowed chair to support a dedicated center director, and operational funding for ongoing facility administration, maintenance, and updates.
Upon the identification of a project, the CBBR director and members of the sponsoring organization will finalize a project description along with a timeline for deliverables.
A typical project team will consist of one of more lead faculty members, a graduate student (either doctoral or master’s level), and three to five undergraduate students. The selection of undergraduate students will be a competitive process.
The students who are selected are designated CBBR Research Fellows. Ideally, a portion of project funds will be directed to CBBR Research Fellows in the form of scholarships.
Upon completion of a project, sponsors will be invited to the WSU campus for a formal presentation of the results. A typical project will be completed within an academic term. Sample project proposals including financials and timelines are available from the CBBR director upon request.