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Washington State University

Research at Carson

Insights for the Pacific Northwest and Beyond

In an era marked by rapid technological advancements and societal changes, the Carson College of Business at Washington State University is redefining the future of business education. Our research spans critical areas like generative AI and augmented reality and extends into the dynamic realms of hospitality business management, entrepreneurship, marketing and consumer behavior, information systems, management, finance, and operations management.

We’re not just analyzing these groundbreaking developments; we’re actively integrating them into practical applications that empower communities and industries.

Rooted in the Pacific Northwest with a global vision, our research drives the evolution of business education in Washington State, preparing future leaders to harness disruptive technologies and societal shifts. Join us in shaping the business education of tomorrow, where tradition meets innovation, and practical knowledge meets forward-thinking strategies.


WSU Carson College of Business Faculty Among World’s Leading Researchers in Sports, Leisure, and Tourism

Peer-Reviewed Research

Munson, Charles L., Lan Luo, and Xiaohui Huang. 2024. “Predictive Global Sensitivity Analysis: Foundational Concepts, Tools, and Applications.” Foundations and Trends® in Technology, Information and Operations Management 17, no. 4: 235-339.

Beus, Jeremy M., Jacob H. Smith, and Erik C. Taylor. 2023. “Integrating Organizational Climate Theory: A Domain-Independent Explanation for Climate Formation and Function.” Journal of Applied Psychology. Advance online publication.

Cai, Ruiying, Lu Lu, and Laurie Wu. 2023. “The Numerical Stroop Effect on Consumer Preference to Order Healthy Food.” International Journal of Hospitality Management 113 (August): 103528.

Gunasti, Kunter, Timucin Ozcan, and Elizabeth Howlett. 2023. “The Crucial Role of Reference Numbers on Consumers’ Product Preferences.” Journal of Business Research 168: 114249.

Gursoy, D., Lu, L., Nunkoo, R., & Deng, D. (2023). Metaverse in services marketing: An overview and future research directions. The Service Industries Journal, 43(15-16), 1140-1172.​

Johnson, Hana Huang, Dustin Bluhm, Sean Hannah, Bruce Avolio, and Paul Lester. 2023. “Authentic Leadership’s Impact on Follower Psychological Capital and Performance Through Organizational Identification and Role Clarity.” Human Performance 36, no. 5: 219-248.

Wang, Xinchang, and Qie He. 2023. “Optimal Capacity Sizing of Park-and-Ride Lots with Information-Aware Commuters.” Production and Operations Management. 2023.

Qiu, Wei-Wei, Hai-Tao Yu, Chin-Hsun (Ken) Tsai, Di (Judy) Zhu, Ming-Hsiang Chen, and Hyun Jeong Kim. “Understanding the Value of Host-Guest Intimacy behind Online Reviews of Airbnb.” International Journal of Hospitality Management 115 (2023): 103599.

High scholarly productivity

Our faculty’s dedication to scholarly productivity is evident in their influential research contributions across various business disciplines. Recognized by peers, this research, featured in leading journals like the Journal of Business Ethics and the Journal of Marketing, bridges theoretical and practical business aspects. It not only advances academic knowledge but also provides practical solutions to real-world challenges.

Our diverse research spans finance, management, and international business, leading to significant work in journals such as the Academy of Management Journal and the Journal of International Business Studies. Furthermore, faculty research in hospitality business management is at the forefront of exploring current and future trends in travel, tourism and hospitality industries, earning the WSU School of Hospitality Business Management the reputation as one of the premier hospitality research schools in the world.

This breadth of research underpins our faculty’s role in shaping business disciplines. Moreover, our doctoral students, guided by our faculty, achieve placements at peer universities, continuing the tradition of impactful research and maintaining Carson College’s position as a key player in the business research community.

Areas of research strength

Behavioral business research

Research conducted by Carson College faculty seeks to understand the antecedents, processes, and consequences of behaviors, actions, cognitive/affective processes, and decision-making associated with the various stakeholders of firms.

The Center for Behavioral Business Research offers a fully outfitted facility for conducting behavioral studies.

Corporate governance, ethics, and stakeholder relations

Studies seek greater insight into strategies for effectively managing stakeholder relations and, when necessary, mitigating and/or preventing damage to these relationships due to adverse social and environmental consequences of business decisions. Discoveries may address the challenge of sustaining and regaining public trust in business and government.

Global dimensions of business

Today’s business world is global in both scope and impact. Firms of all sizes are affected by broad global business trends, even if they do not directly operate in international markets. International commerce in the Pacific Northwest spans a vast range of industries: apples, airplanes, and more.

Faculty at the Carson College actively conduct research with partners in other nations. Many investigate cross-border business activities of multinational enterprises. Their research considers how institutional, financial, and cultural contexts affect cross-border trade and investment activities of such firms.

Research by academic department

Each academic department within the college pursues a robust research agenda.

Student research

Doctoral research

The PhD program offers many opportunities for interdisciplinary research. More than 95 percent of graduates from the Carson College PhD program accept faculty positions at schools requiring research productivity for tenure and promotion.

Learn about exciting doctoral research presented by the top 2023 Three-Minute Thesis Competition winners.

Undergraduate research

The college offers motivated undergraduate students the opportunity to work on business research projects. Students develop research skills that make them attractive candidates to employers worldwide.

Learn more about undergraduate research via the 2023 Showcase for Undergraduate Research and Creative Activities (SURCA) competition.

Media Inquiries


Eric Hollenbeck
Communications Manager, Research

Carson Research Insights

Workers Worry ChatGPT and AI Could Replace Jobs, Survey Finds
Debbie Compeau, Interim Dean
February, 9 2024
Axios Seattle

GenAI’s Job Threat Turns Up in Job Ads, Not Layoffs
Debbie Compeau, Interim Dean
February, 9 2024

What Clues On A Wine Label Influence Women’s Perception Of How It Will Taste?
Christina Chi, Professor of Hospitality Business Management
February, 8 2024

Ask the Experts: Best Cities for Christmas in 2023
Dipra Jha, Scholarly Assistant Professor of Hospitality Business Management
December 20, 2023

Guide to Travel Hacking
Dipra Jha, Scholarly Assistant Professor of Hospitality Business Management
November 17, 2023
Money Geek

Ask An Expert: Personal Loans
U.N. Umesh, Professor of Marketing
November 1, 2023
Wallet Hub

Gaming Professor Says Responsible Gaming Programs Lacking in Effectiveness
Kahlil Philander, Assistant Professor of Hospitality Business Management
September 14, 2023

Expert Opinions: Best Airline Credit Cards
Dipra Jha, Scholarly Assistant Professor of Hospitality Business Management
September 10, 2023
Wallet Hub

What is Behavioral Finance?
Featured Expert: Kunter Gunasti, Associate Professor of Marketing
August 2023
Money Geek

Understanding Financial Therapy
Featured Expert: Kunter Gunasti, Associate Professor of Marketing
August 2023
Money Geek

Budgeting for the Holidays
Featured Expert: Kunter Gunasti, Associate Professor of Marketing
August 2023
Money Geek

Expert Opinions: Best Credit Card for Groceries
Julie Beckel Nelsen, Scholarly Assistant Professor of Marketing and Director, Center for Professional Sales
August 3, 2023
Wallet Hub

Ask the Experts: How much of Geico’s success as a company would you ascribe to Warren Buffet?
Mesut Cicek, Clinical Assistant Professor
July 19, 2023
Wallet Hub

Survey: Americans are Not Happy with Short-term Vacation Rentals
January 24, 2023
Debt Hammer

Fear Helps Remote Workers Remain Secure
January 19, 2023
ISSS Source

New Research Reveals the Secret to Unleashing Creativity in Conventional Thinkers
January 17, 2023

How to Unlock Your Creativity—Even if Your See Yourself as a Conventional Thinker
January 9, 2023
The Conversation

In Our View: Small Businesses Vital to Community’s Health
November 25, 2022
The Columbian

Yakima Valley Gift Ideas that Look Outside the Box on Black Friday
November 25, 2022
Yakima Herald-Republic

Study: Inflation Concerns Likely to Impact Holiday Shopping
November 23, 2022
South Sound Business Journal

Expert Thoughts on American Express Platinum Card
November 21, 2022

A Better Way to Age
November 20, 2022
Lewiston Tribune

Shopping Techniques to Combat Inflation During the Holiday Season
November 18, 2022

Quality of Sleep May Influence Desire for Career Advancement in Women: Study
November, 7, 2022
Inside Edition

Does Good Sleep Help Women Climb the Corporate Ladder?
November 2, 2022
US News & World Report

Good Sleep Can Increase Women’s Work Ambition
October 31, 2022

The Misconduct of Oversupply
October 23, 2022
Supply & Demand Chain Executive

Eco-friendly Credentials Not Benefiting Hotels Financially, Study Says
September 12, 2022

‘It’s Not For Everyone.’ How Midwestern States Tempt Tourists With Unpretentious Getaways
September 2, 2022
Iowa Public Radio

Decades of Gender Initiatives Have Failed – Most Women Still Don’t Want to be Leaders
July 18, 2022
The Next Web

Can Rural Washington Make Tourism Sustainable?
June 30, 2022

Washington’s Efforts to Rebrand as a Tourist Destination
June 29, 2022

Little Change in Gender Gap Leadership Aspirations in 60 Years, WSU Study Finds
June 16, 2022
KOIN 6 News

Gender Gap Persists in Leadership Roles
June 16, 2022
Moscow-Pullman Daily News

2022’s Best & Worst Cities for Staycations
June 1, 2022

Students from Ukraine Finish Online WSU Class Despite War Breaking Out Around Them
May 27, 2022
KNKX Public Radio

Big-Time Spokane Events Return after Pandemic Pause
May 25, 2022

Zoom Meeting Anxiety Doesn’t Strike Everyone
January 4, 2022
US News & World Report

WSU Study: Some People More Sensitive to Webcams than Others
January 4, 2022
KOIN 6 News

Tips from the Pros: Finding and Using the Right Airline Credit Card
December 28, 2021
Money Geek

Expert Advice: Finding the Right Hotel Rewards Credit Card 
December 14, 2021
Money Geek

Dipra Jha: “Focus on luxury tourism in a pandemic period”
October 7, 2021
Le Maurcien

Is Remote Work Good or Bad for Gen Z?
September 10, 2021
Seattle Met

US Cities Most Impacted by Leisure and Hospitality Job Loss and Recovery
September 2021
Money Geek

Expert Advice for First-Time or Newer Cash Back Cardholders
August 2021
Money Geek

Ask The Experts: Best Delta Credit Card
August 2021

The Gen Z Perspective on Hybrid Work
August 12, 2021

How to Preserve Employee Morale During Cost-Cutting
July 12, 2021

WSU Study Finds Holiday Shopping Likely to be More Online and Local
November 26, 2020
Spokane Public Radio

WSU Study: Holiday Shoppers to Change Their Habits
November 19, 2020
Spokane Journal of Business

Morning News Extra – Michelle Carter
November 17, 2020
KGMI Radio Bellingham

Tips for Takeout and Delivery in Clark County Amid Pandemic
October 23, 2020
The Columbian

Carson Business Solutions at WSU
October 21, 2020
KGMI Radio Bellingham

WSU Survey Finds Pacific Northwest Business Leaders Remain Optimistic Despite Coronavirus-Related Challenges
September 23, 2020
The Spokesman-Review

Restaurants Automatically Add a tip to the Bill – Here is the Reason that is Bad
August 24, 2020
The Ladders

COVID-19 is No Match for Pacific Northwest Businesses
August 18, 2020

Survey: Consumers Hesitant to Return to Restaurants, Hotels
May 13, 2020
Moscow-Pullman Daily News