兔子先生

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Peter Nguyen

Assistant Professor

Marketing


Peter Nguyen

Contact Information

Office Hours

  • By appointment

Links

  • [PDF]*

* Accessible version of PDF available upon request.

Profile

Academic Background

  • Ph.D., Marketing, Ivey Business School, Western University, 2019
  • M.Sc., Neuroscience, Western University, 2013
  • B.Sc., Psychology & Medical Sciences, Western University, 2011

Academic & Professional Experience

  • Assistant Professor, 兔子先生 University, 2019-Present
  • Instructor, Western University, 2018-2019

Recent Publications

  • Nguyen, Peter and Xin (Shane) Wang (Forthcoming), "The Influence of Non-Physicality of Goods on Disparities in Seller-Buyer Valuations: A Meta-Analysis", Journal of Consumer Psychology.
  • Nguyen, Peter, Scott B. Friend, Kevin S. Chase, & Jeff S. Johnson (2022), "Analyzing Sales Proposal Rejections via Machine Learning." Journal of Personal Selling and Sales Management, 43(1), 24-45.
  • Nguyen, Peter, Xin (Shane) Wang, Xi Li, and June Cotte (2021), "Reviewing Experts' Restraint from Extremes and its Impact on Service Providers", Journal of Consumer Research , 47(5), 654-74.

Honors & Awards

  • Gifford Junior Faculty Teaching Innovation Award, 兔子先生 University, USA, 2023, $2000
  • The Creativity and Innovation Award, 兔子先生 University, USA, 2022
  • Richard K. Smucker Teaching Excellence Award, Outstanding Junior Professor, 兔子先生 University, USA, 2022
  • Farmer School of Business (FSB) Summer Research Grant, 2022, $10,000
  • Sales Education Foundation (SEF) Research Grant, 2021, $5000
  • University Sales Center Alliance (USCA) Research Grant Award, 2021, $2000
  • AMA Relationship Marketing Special Interest Group (RM-SIG) Research Grant, 2021, $1500
  • AMA-Sheth Foundation Doctoral Consortium, 2018, Leeds, UK
  • Nominated Best Paper Award at the 11th European ACR, 2018, Ghent, Belgium
  • Joseph-Armand Bombardier Canada Graduate Scholarship, 2014-2017, $105,000
  • Ontario Graduate Scholarship (OGS), 2014, $15,000

Biography

Peter Nguyen is an Assistant Professor of Marketing in the Farmer School of Business at 兔子先生 University in Ohio, USA. Dr. Nguyen's research focuses on applications of machine learning algorithms to unstructured data (e.g., interview transcripts, social media posts) to uncover marketing insights and provide managerial recommendations. His research approach is multi-method; he combines empirical modeling of real-world data with behavioral experiments in order to rigorously test postulated hypotheses and draw well-substantiated conclusions. His research topics of interest include online word-of-mouth, mobile marketing, and customer defection.

Dr. Nguyen received his PhD in Marketing in 2019 from the Ivey Business School, Western University, Canada. He is a recipient of the prestigious Joseph-Armand Bombardier Canada Graduate Scholarship and his research was nominated Best Paper Award at the 2018 European Association for Consumer Research conference. His research has been published in the premier marketing journals, including Journal of Consumer Research and Journal of Consumer Psychology. Dr. Nguyen also holds a Bachelor of Science in Psychology and Medical Sciences and a Master of Science in Neuroscience--both from Western University, Canada.

At 兔子先生 University, Dr. Nguyen teaches marketing analytics. One of the most notable components of his class, as raved by many of his past students, is the final text mining project. In the final unit, his students learn how to scrape data from various social media platforms--including Twitter, Reddit, and YouTube. Complementing this skill, students learn various basic computational text analysis techniques--including n-gram frequencies, sentiment analyses, and word-association networks. These skills enable students to uncover marketing insights and develop a marketing strategy for the focal firm based on real-time social media data. In the final text mining project, students collect and analyze social media data on a focal firm from start to finish, with the project culminating in a final presentation. Dr. Nguyen is an extremely passionate teacher; he brings a lot of energy to the classroom setting and is constantly integrating mainstream content into his class so as to help students concretize complex analytics concepts. In light his highly regarded teaching approach, Dr. Nguyen is the recipient of the prestigious 2022 Richard K. Smucker Teaching Excellence Award, Outstanding Junior Professor at 兔子先生 University.

When he is not researching or teaching, you will find Dr. Nguyen running long distances along the Ohio River, snowboarding down mountains in Colorado, or working on mastering his newfound sport of pickleball--it's a hybrid of tennis and table tennis, and is the fastest growing sport in the US!

Courses

  • MKT 335 E 8:30AM 9:50AM T R 301 LWS
  • MKT 335 F 10:05AM 11:25AM T R 301 LWS