Know Your Professor: Edward Vieira

What do you teach at Simmons?

Presently, I teach the following undergraduate courses: Beyond Advertising (co-teach the National Student Ad Competition two-course sequence) and Why We Buy? Creating Brand Value and Marketing Research. At the graduate level, Marketing Research & Design, Consumer Psychology & Online Behavior, Research Management and Integrated Marketing Communication and Quantitative Analysis.

I am also the advisor for the Simmons American Advertising Federation student chapter (National Student Ad Competition organization); Alpha Delta Sigma Honor Society advisor, which is the oldest advertising honor society in the United Sates; and the American Marketing Association student chapter.

What's your favorite class to teach?

This is a challenging and intriguing question. I would say that Consumer Psychology and Behavior is my favorite class. Understanding consumerism from cognitive, emotional and behavioral perspectives is important both as a for-profit or non-profit marketer and as a consumer.

Marketing and consumer psychology and behavior is a fascinating area where students and practitioners who have a strong interest in psychology can apply it in the marketplace. This is especially relevant in the growing online and social media environments. Clearly, practitioners with a substantive understanding of the consumer are in demand and have opportunities for career advancement in a broad range of areas.

Fill in the blank: When I'm not teaching I'm...

Recently, I signed a book contract to write a VERY user-friendly introductory statistics textbook. The book includes instructions for doing statistics using IBM’s SPSS, a stats software package. The book is designed for students new to statistics -- as well as industry practitioners -- who would use it as a reference guide to look-up specific procedures. I am also in the process of composing scripts in order to produce accompanying chapter videos.

Sometimes, I take a break from research and writing by painting in watercolors or pastels.

What's your favorite book?

Using Multivariate Statistics by Barbara Tabachnick and Linda Fidell is my favorite book; really, I’m not joking. In my opinion, these two women have written, by far, the best statistics book on the planet.

Fill in the blank: I love my students because...

Simmons students are the best in the world! They think out of the box in exciting ways and are open to new ideas. At the same time, they stand by their convictions, values, and beliefs -- all of which make them unique individuals.

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