Seth Ketron

Seth Ketron is an Associate Professor in the Marketing Department at the Opus College of Business, University of St. Thomas, with industry experience in corporate retailing at Gap Inc., Belk, TJX Companies, and JCPenney. His academic work bridges practical retail challenges with theoretical consumer behavior research, focusing on emerging technologies and sensory experiences in marketing contexts.

Dr. Ketron's research centers on information processing in complex environments, sensory marketing (particularly visual and olfactory cues), virtual/mixed reality applications in retail, and omnichannel consumer behavior. His work investigates how color saturation, lightness, and scent influence consumer perceptions, and how virtual reality can enhance retail simulations and brand experiences. He examines political polarization in brand responses, pandemic-driven consumer shifts, and regulatory fit mechanisms in advertising.

His recent publications (2021-2025) reveal a strong emphasis on virtual reality retail applications, sensory cross-modal correspondences, and pandemic-related consumer behavior. Frequent collaborations address consumption values, regulatory fit, and political ideology's impact on brand perception. His work consistently appears in top-tier journals including Journal of Retailing, Journal of Business Research, and European Journal of Marketing, demonstrating interdisciplinary reach across marketing, psychology, and technology domains.

Dr. Ketron has received significant recognition including the 2024 Summer AMA Best in Track Award for Technology and Innovation, 2023 Outstanding Reviewer of the Year for Journal of Consumer Behaviour, and multiple best paper awards. His editorial service as Associate Editor for Journal of Product & Brand Management and board membership for Journal of Retailing underscores his scholarly impact.

While his faculty profile details extensive publication and award history, specific information about graduate student advising, research grants, or dedicated laboratories is not provided in the source material. His current teaching includes Marketing Analytics and Omnichannel Retailing courses at the University of St. Thomas.