The Joseph A. Butt, S.J., College of Business Loyola University New Orleans

Igor Makienko

Assistant Professor of Marketing

Address: 6363 St. Charles Avenue, Box 15
New Orleans, LA 70118
Phone: (504)864-7931
Fax: (504)864-7970
Email: imakienk@loyno.edu
Office: Miller 325

Education

  • Ph.D., Louisiana State University. Major : Marketing, Double Minor : Applied Statistics, Economics. Expected date of completion: Spring 2008. ABD, Doctoral Candidate in Business Administration. Louisiana State University , Baton Rouge , LA. Dissertation : “The Role of Time Restrictions in Sales Promotions”. Committee : Dr. William C. Black ( Chair ), Dr. Danny Weathers, Dr. Douglas W. McMillin ( Department of Economics ), Dr. Robert G. Downer ( Department of Experimental Statistics ).
  • Master of Mass Communication, Louisiana State University , Baton Rouge , LA (August 2000)
  • Master of Science in International Economics Russian Academy of Foreign Trade , Moscow , Russia (January 1997)
  • Master of Arts in Journalism Moscow State University , Moscow , Russia (June 1989)
  • Bachelor of Science in Mechanical Engineering Moscow Aviation Institute , Moscow , Russia (February 1985)

Honors and Awards

  • Best Student Paper Award (Advertising and Marketing Communications Track), 2003 Society for Marketing Advances Conference, New Orleans , LA.
  • Best Paper Concept Award, 2003 Direct Selling Education Foundation (DSEF) Academic Seminar, New Orleans , LA
  • Doctoral Consortium Fellow 2004 Society for Marketing Advances Conference, St. Pete Beach, FL

Academic/Industry Experience

Academic Experience

  • August 2005 – May 2008, Visiting Assistant Professor , Joseph A. Butt, S.J. College of Business , Department of Marketing, Loyola University ( New Orleans )
  • Fall 2001 – July 2005, Graduate/Research/Teaching Assistant, E.J.Ourso College of Business Administration, Department of Marketing, Louisiana State University (Baton Rouge)

Industry Experience

  • 03/98 – 08/98 Temde, Moscow , Russia . Brand Manager for the official and exclusive dealer of Lancôme in Russia . Developed and implemented advertising and sales promotion strategies, monitored sales and competition.
  • 11/96– 03/98 United Campaigns , Moscow , Russia . Media Planner and Media Analyst for British advertising agency. Developed national media plans for such clients as Nike, Revlon, Schweppes/ Cadbury's, Whirlpool, trend analyzed advertising markets, monitored competitors.
  • 09/95 – 04/96 Roust, Inc., Moscow , Russia . Marketing Manager for the official and exclusive dealer of Bacardi/Martini and United Distillers groups in Russia . Developed and implemented price and promotion strategies, allocated promotion budgets, organized special events, supervised regional advertising campaigns.
  • 08/94 – 01/95 DMB&B Moscow , Moscow , Russia . Media Planner for a multinational advertising agency. Developed media plans for Procter&Gamble in Russia , Byelorussia and Ukraine ; conducted advertising market analysis.
  • 09/89 – 08/94 Ostankino TV and Radio Company , Moscow , Russia . Editor, Writer, Special Correspondent for the largest Russian national television and radio company. Produced radio and TV entertainment programs.
  • 06/85 – 06/88 KBHM Design Bureau , Kaliningrad , Moscow region. Engineer, Senior Engineer for a leading Russian aerospace company. Designed jet engines.

Course Descriptions

  • Principles of Marketing
  • Consumer Behavior
  • Consumer Analysis and Research
  • Management Information Systems
  • Promotions Management

Research Interests

  • Behavioral Pricing
  • Internet Marketing
  • Perceptual Biases in Sales Promotion Evaluations
  • Sponsorship
  • Prospect Theory/Mental Accounting
  • Country of Origin Effect
  • Attribution Theory
  • Advertising Efficiency/Media Planning
  • International Marketing

Publications, Proceedings, and Papers

  • Makienko, Igor (2005), “Too Good to be True vs. Too High to be Good: The Role of Product's Price and Form of Incentive in Sales Promotion Evaluations,” (working paper) in Advances in Consumer Research , Vol.XXXIII, eds. Cornelia Pechmann and Linda Price; Association for Consumer Research. Presented in San Antonio , TX ; September 30, 2005.
  • Makienko, Igor (2005), “Differential Impact of What is Available and What is Inferred: Promotional Element Salience Effect in Reference Price Promotions,” (working paper) in Advances in Consumer Research , Vol.XXXIII, eds. Cornelia Pechmann and Linda Price; Association for Consumer Research. Presented in San Antonio , TX ; September 30, 2005.
  • Makienko, Igor and Betsey Moritz (2004), “The Genie in the Bottle: How Prize Level and Salience of Odds of Winning Affect Promotion Attractiveness and Consumption Intentions in Instant Monetary Prize Promotions,” (working paper) in Advances in Consumer Research , Vol.XXXII, eds. Geeta Menon and Akshay Rao; Association for Consumer Research, 230-231. Presented in Portland , OR; October 6, 2004 .
  • Kiryanova, Elena and Igor Makienko (2004), “Consumer Trust Beliefs in Online Retailers: Their Formation and Interrelationships,” in Proceedings of 2004 AMA Winter Educators' Conference: Marketing Theory and Applications , Vol. 15, eds. William L. Cron and George S. Low; Chicago , IL : American Marketing Association, 260-261.
  • Makienko, Igor (2003), “A Qualitative Review of Ostrow's 1982 Factors Determining the Level of Effective Frequency. Implications for Local Media Planning” in Advances in Marketing Pedagogy, Philosophy and Processes , eds. William J. Kehoe and Linda K. Whitten; Society for Marketing Advances, 28-29. Presented in New Orleans , LA ; November 7, 2003. ( Selected as Best Student Paper in Advertising and Marketing Communications Track )
  • Makienko, Igor (2003), “Humor Banner Advertising: Moderating Effects of Advertising Relevance, Respondents' Need for Cognition and Type of Web Behavior,” in Advances in Marketing Pedagogy, Philosophy and Processes , eds. William J. Kehoe and Linda K. Whitten; Society for Marketing Advances, 55-56. Presented in New Orleans , LA ; November 6, 2003.
  • Makienko, Igor (2003), “Typology of Consumer Behavior in Internet,” in Proceedings of the Society for Consumer Psychology Winter Conference , eds. Christine Page and Steven S. Posavac; Society for Consumer Psychology, 55-57. Presented in New Orleans, LA ; February 22, 2003.
  • Makienko, Igor (2003), “Multilevel Hierarchical Model of Country of Origin Effect Moderators and Matrix of Purchase Intentions,” in Proceedings of 2003 AMA Winter Educators' Conference: Marketing Theory and Applications , Vol. 14, eds. Geraldine R. Henderson and Marian Chapman Moore; Chicago , IL : American Marketing Association, 205-212. Presented in Orlando , FL ; February 16, 2003.

Refereed Journal Articles

  • Weathers, Danny and Igor Makienko (2006), “Assessing the Relationships between E-tail Success and Product and Web Site Factors,” Journal of Interactive Marketing, Vol. 20 (2), 41-53.
  • Makienko, Igor, Alvin Schupp, Witoon Prinyawiwatkul, Carol O'Neil and Noemi Pavon (2005), "Consumers Evaluate Frozen and Grilled Ground Beef and Turkey Product," Journal of Food Products Marketing , Vol. 11 (1), 23-33.

Research in Progress

  • Bernard, Elena K., Igor Makienko and Raechel Hughes, “Web-Shopping Experience, Satisfaction and E-Trust: A Mediating Model.” (manuscript development stage, submission expected in Fall 2007 )
  • Makienko, Igor “Preference Reversal in Instant Prize Promotions” (data analysis stage, submission expected in Spring 2008 )
  • Makienko, Igor “Effect of Product Price & Type of Incentive on Perceived Value of Deal and Purchase Intentions” ( data collection stage)
  • Makienko, Igor and Detra Montoya “Effect of the Type of Free Gift on Deal Perceptions” ( data collection stage )

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