» School of Business and Management

Phone: (626) 815-3820
Fax: (626) 815-3802
Email: gbabbes@apu.edu
Office Location: Wilden Hall, Rm. 221
Office Hours: By appointment

George Babbes, Ph.D., a full-time professor, teaches undergraduate and graduate courses in strategic marketing, strategy and planning, and managerial economics. Babbes frequently presents at national professional conferences. A professor since 1981, Babbes’ professional experience includes serving on the board of Teen Mania, consultation, and product/brand managing for major corporations such as Procter & Gamble and Oral-B Laboratories. The recipient of several academic fellowships and grants, Babbes’ interests include Christian business praxis, brand management, and strategy and measurement. He is a member of professional societies such as the Christian Business Faculty Association, American Marketing Association, and Association for Consumer Research.

Ph.D. – Marketing, University of California Berkeley, 2002
M.A. – Theology, Fuller Theological Seminary, 1997
MBA – Marketing, University of Pennsylvania, 1987
B.S. – Accounting, University of California Berkeley, 1982

Presentations
Babbes, G. & Zigarelli, M. (2004, October). Putting the balanced scorecard to work in your church. Paper presented for the Christian Business Faculty Association Conference, San Antonio, Texas.

Babbes, G. & Labroo, A. (2003). The Influence of audio, verbal, and visual primes on repeated bidding behavior during an online auction. Paper presented at the Society for Consumer Psychology Winter Conference, New Orleans, Louisiana.

Babbes, G. & Labroo, A. (2000). Below the radar effect of incidental cues on consumer choice. Paper presented at the Annual Conference of the Society for Judgment and Decision Making, New Orleans, Louisiana.

Babbes, G. & Labroo, A. (1999). Below the radar: Effects of incidental language and music on consumer behavior. Paper presented at the Cognitive Studies Graduate Student Research Forum, Ithaca, New York.

Babbes, G. (1998). The use and influence of metaphor-based framing in consumer advertising. Paper presented at the Northeast Universities Consortium, Boston, Massachusettes.

Publications
Babbes, G. & Glazer, R. (2004). The power and peril of metaphor-based mental models in new product decision making.  Under review at Journal of Marketing Research.

Babbes, G. & Aaker, D. (2004). The pervasiveness and primacy of conceptual metaphor in advertising. Manuscript to be sent to Journal of Consumer Research.

Babbes, G. & Aaker, D. (2004). Metaphor-based framing in consumer memory and cognition. Under review at Journal of Consumer Research.

Babbes, G. (2002). Ministries mired in mediocrity. Regent Business Review, 2, 13-14.

Industry Experience
Group Product Manager, Oral-B Laboratories, The Gillette Company, 1992-93

Chair, Marketing, Graduate School of Business, Regent University, 2003-04

Honors, Awards, Recognition
Master Instructor Program, Regent University, 2003-04
Faculty Research Grant, Regent University, 2003
Outstanding New Course Development/Teaching, Cornell University, 1998
Winner, Marketing Science Institute’s Clayton Dissertation, Proposal Competition, 1996
Fellow, American Marketing Association Doctoral Consortium, 1996
Marketing Science Institute Research Grant (Project #4-979), 1996
Winner, American Psychological Association Creativity Conference Paper Competition, 1995
Joe Schoong Fellowship, University of California, Berkeley, 1989
Winner, Procter & Gamble "Promotions That Work" (international competition), 1989

Associations, Boards, Committees
Association for Consumer Research Society for Judgment and Decision Making American Marketing Association Christian Business Faculty Association Christian Management Association American Institute of Certified Public Accountants