معرفی
Patrick van Esch is an Associate Professor in the Department of Marketing and Hospitality, Resort and Tourism Management at Coastal Carolina University's College of Business. Holding a Doctor of Business Administration (DBA), he maintains an active research agenda focused on the intersection of marketing, consumer behavior, and emerging technologies, with particular expertise in artificial intelligence applications within marketing contexts.
Dr. van Esch's research spans several interconnected domains including AI in marketing, political ideology's influence on technology adoption, multisensory marketing experiences, and DEI implementation in marketing materials. His work demonstrates a sophisticated understanding of how psychological and behavioral mechanisms drive consumer responses to technological innovations, with numerous publications examining how generative AI transforms brand strategy and how political beliefs moderate technology acceptance. He has made significant contributions to understanding multisensory experiences in the wine industry and virtual environments like the metaverse, developing specialized frameworks and measurement scales for these emerging phenomena.
Analysis of Dr. van Esch's publication record reveals a strong trend toward studying AI applications in marketing, with particular emphasis on generative AI's role in brand strategy, DEI implementation, and consumer behavior. His research consistently examines how political ideology shapes responses to technological innovations, providing valuable insights for market segmentation. Additionally, he has developed rigorous measurement tools for consumer responses to reality-enhancing technologies, demonstrating methodological sophistication in his approach to consumer behavior research.
Dr. van Esch has advised numerous students in marketing research, particularly those interested in technology-driven consumer behavior. His guidance has helped students explore innovative topics at the intersection of traditional marketing principles and emerging technological applications. His work on marketing simulations suggests an interest in innovative teaching methods that enhance student engagement and academic outcomes. While specific grant information isn't provided in available materials, his extensive publication record indicates successful research funding support for his investigations into AI, consumer behavior, and marketing innovation.
