Igor Makienko

Igor Makienko is an Associate Professor of Marketing at the University of Nevada, Reno's College of Business. He holds a Ph.D. in Business Administration from Louisiana State University, alongside advanced degrees in Mass Communications, International Economics, Journalism, and Mechanical Engineering. His research focuses on consumer behavior, pricing strategies, promotional effects, and cross-cultural marketing. He has published extensively on topics including sales promotions, consumer psychology, and the impact of geographic cues on product evaluations.

Key research interests include the psychology of consumer decision-making, the design of effective marketing campaigns, and the application of elasticity concepts in pricing and advertising. His work bridges academic rigor with practical marketing challenges, often emphasizing real-world applications in retail and digital environments. Makienko's contributions to marketing education include innovative teaching methods, such as integrating client-based projects into curriculum design.

His research trends reflect a focus on understanding how consumers perceive and respond to pricing structures, promotional cues, and brand messaging. This includes analyzing guilt-driven purchasing decisions, the role of humor in advertising, and the strategic use of geographic labels in international marketing. His work on effective frequency in media planning and Twitter engagement further highlights his expertise in optimizing marketing strategies across channels.

While no specific grants or advising roles are detailed in the provided materials, his academic profile underscores a commitment to advancing marketing theory and practice through interdisciplinary research and pedagogy.