Naveen Jindal School of Management  

Dr. Norris I. Bruce
Associate Professor of Marketing
The University of Texas at Dallas

office : SOM 13.310
Phone : 972-883-6293
Email : [email protected]

  Dr. Norris I. Bruce
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Norris research has focused on traditional marketing topics: e.g., the use of incentives in the marketing of durables; the effectiveness of advertising in the sequential distribution of motion pictures; the dual effects of advertising on sales and brand building; the effects of pooling and forgetting on the performance of multi-themed advertising; the effects of ad format and message content in digital advertising; and the moderating effects of brand messages in TV advertising. He has publications in Marketing Science, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Interactive Marketing, and GfK Marketing Intelligence Review.

His research methods and PhD teaching are in the areas of Bayesian inference for linear and nonlinear dynamic models; nonparametric dynamic methods; time series; latent structure modeling; high dimensional sparse models; multivariate models; statistical simulations; and sequential Monte Carlo methods.

He also teaches the MBA core course in Marketing Management and an elective in New Product Development.

He was born in Kingston, Jamaica. He and his wife Beverley live in Plano, Texas.


Some Recent Publications

"Nonparametric Bayesian Dynamic Methods:Applications to Linear and Nonlinear Advertising Models," (Single-Authored), Journal of Marketing Research , Vol. 56, No. 2, 211-229, (2019). Paper

"Should Sequels Differ from Original Movies in Pre-Launch Advertising Schedule? Lessons from Consumers' Online Search Activity," with Ho Kim, International Journal of Research in Marketing, Vol. 35, No. 1 (2018). Paper

"A Dynamic Model for Digital Advertising: The Effects of Creative Formats, Message Content and Targeting on Engagement," with R. Rao and B.P. Murthi, Journal of Marketing Research , Vol. 54, No. 2, 202-218, (2017). Paper



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