Christopher HopkinsAssociate Professor of Marketing
Office: 243 Sirrine Hall
MBA Business Administration
BS Marketing/Computer Science
Multivariate Data Analysis (MS)
ProfileDr. Christopher D. Hopkins, (Ph.D. Mississippi State University), is an Associate Professor of Marketing at Clemson University. His research interests include public policy ramifications associated with PSA and print ad message content as well as issues in model development and research methodology. To date Dr. Hopkins has published over 70 articles in both refereed journals and conference proceedings. His research has appeared in such outlets as the Journal of Advertising, Journal of Public Policy and Marketing, Journal of Business Research, Psychology and Marketing and the Journal of Personal Selling and Sales Management among others. Hopkins has received numerous awards for his research including eleven best in track awards, two best in conference awards, the 2006 outstanding paper published in the Journal of Consumer Marketing and Sage Outstanding Article of the Year published in the Journal of Marketing Education. He was also named the Clemson University, College of Business “Outstanding Emerging Scholar,” was three times named “MBA Professor of the Year,” and was voted “Best Professor on Campus” in 2006 by the student body of Clemson University. His teaching interests include Marketing Research, Marketing Strategy and Multivariate Data Analysis. He also currently serves on four editorial review boards and is the current President of the Society for Marketing Advances. He has further been invited to speak as a faculty member at the last four SMA doctoral consortiums. Dr. Hopkins also has six years of experience in the banking and financial services industries.
Advertising message content perceptions, public policy issues; methodological issues including modeling, scale development and experimental/design techniques.
Donald C. Barnes, Nicole Ponder and Christopher D. Hopkins, (2013), "The Impact of Perceived Customer Delight on the Frontline Employee," Journal of Business Research, (forthcoming).
Kevin J. Shannahan, Christopher D. Hopkins, Les Carlson and Mary Anne Raymond, “Increasing Proclivity to Donate for Nonprofits Employing Print Advertisements: Depictions of Self-Inflicted Versus Blameless Victims,” Journal of Advertising, (forthcoming).
Christopher D. Hopkins, Kevin Shannahan and Mary Anne Raymond, “The Moderating Role of Religiosity in the Effectiveness of Non-Profit Print Advertising,” Journal of Business Research, (forthcoming).
Kevin J. Shannahan, Christopher D. Hopkins, Mary Anne Raymond and Les Carlson, “The Development and Testing of a Multi-Faceted Cheating Behavior Scale,” Marketing Education Review, (forthcoming).
Christopher D. Hopkins, Mary Anne Raymond, and Les Carlson “Educating Students to Give Them a Sustainable Competitive Advantage in a Weak Job Market,” (2011), Journal of Marketing Education, 33: pp. 337-347. [Winner Sage Outstanding Article of the Year].
Kevin J. Shannahan, Christopher D. Hopkins and Les Carlson, (2010) “Improving the Effectiveness of Nonprofit Public Service Announcements Through New Regulatory Requirements,” Journal of Public Policy and Marketing, 29(4); 200-211.
Bhijith Holehonnur, Mary Anne Raymond and Christopher D. Hopkins, (2009), “Examining the Customer Equity Framework from a Consumer’s Perspective,” Journal of Brand Management, 17, pp. 165-180.
Joseph J. Cronin, Jr, Thomas L. Baker, and Christopher D. Hopkins, (2009), “The Impact of Involvement on Key Service Relationships.” Journal of Services Marketing, 23(2); 115-124.
Mary Anne Raymond, Anu Mitra and Christopher D. Hopkins, (2008) “Can Consumers Recognize Misleading Advertising Claims in a Media Rich Online Environment?” Psychology and Marketing, 25(1); 655-674.
Les Carlson, Christopher D. Hopkins, Mary Anne Raymond and John F. Tanner Jr. (2008) “Assessing the Efficacy of Parent Focused Abstinence Education Programs,” Journal of Public Policy and Marketing, 27(2); 149-155.
Kevin J. Shannahan, Christopher D. Hopkins and Les Carlson, (2008) “The Efficacy of the Use of Implicature and Actor Portrayal Labels by Non-Profits in Anti-Smoking Print Advertisements,” Journal of Current Issues in Research in Advertising, 30 (2), 65-78.