My research interests include interpersonal relationships and public policy in marketing. My interpersonal relationship research investigates the intersection of social comparison, status, and brand extensions. Specifically, this research examines how the information obtained from a social comparison affects consumer attitudes and behavior.
My public policy research investigates issues surrounding fantasy sports and gambling participation. This research stream includes examining and comparing the personality traits of fantasy sports players and gamblers as well as the public policy concerns of fantasy sports and gambling participation.
I have presented my research at various conferences such as The Society for Marketing Advances and The Academy of Marketing Science academic conferences.
Conference Proceedings and Presentations
Bryan T. McLeod (2018), “Using Competition to Increase Student Motivation and Participation in Group Projects.” presented at the 2018 Society for Marketing Advances Annual Conference, West Palm Beach, FL
Bryan T. McLeod (2018), “The Effects of Social Comparison on Consumer Attitudes and Behavioral Intentions.” presented at the 2018 Society for Marketing Advances Annual Conference, West Palm Beach, FL
Houghton, David M., Bryan T. McLeod, and Edward L. Nowlin (2015), “Fantasy Sports and Gambling: A Comparison of Antecedent Traits and Motivations.” presented at the 2015 Academy of Marketing Science Annual Conference, Denver, CO
Houghton, David M., Bryan T. McLeod, and Edward L. Nowlin (2015), “Can a Sports Organization be Against Gambling if it Embraces Fantasy Sports?” presented at the 2015 Society for Marketing Advances Conference, San Antonio, TX.
McLeod, Bryan T., and David M. Houghton (2014), “Keeping Up with the Joneses: The Impact of Social Comparison on the Status Consumer's Attitude Towards the Brand.” presented at the 52nd Annual Society for Marketing Advances Conference, New Orleans, LA