Hillary N Mellema
Associate Professor of Marketing
Department of Management & Marketing
Business
Academic and Student Affairs
SVSU Main Campus
Curtiss Hall 309
989-964-4326
hnmellem@svsu.edu
CVBiography
Dr. Hillary N. Mellema is an SVSU alumna. She started her time as a Cardinal as a vocal performance student. She was a 2004 Roberts Fellow and pursued her MBA with the SVSU College of Business and Management. Following her time at SVSU, Dr. Mellema taught at Central Michigan University in the Business Information Systems Department. For three years, she taught the SAP-based integrated core course for the College of Business Administration.
In 2015, Dr. Mellema graduated with her Ph.D. in Marketing at Kent State University. She specialized in consumer behavior with a minor in cognitive psychology. Her dissertation is on the topic of chronic indecisiveness in consumer behavior. From 2015-2017, Dr. Mellema taught in the Steven L. Craig School of Business at Missouri Western State University. She returned to Saginaw Valley State University in Fall 2017 as an Assistant Professor of Marketing.
Education
Kent State University
Master of Business Admin
Saginaw Valley State University
Bachelor of Arts
Saginaw Valley State University
Teaching Interests
Marketing
- Principles of Marketing
- Entrepreneurial Marketing
- Marketing Strategy
- Marketing Analytics
Sales
- Personal Selling
- Advanced Selling and Negotiation
Research
Journal Articles
Mellema, Hillary N. and Jamie L. Grigsby (2020), “Negative Consequences of Storytelling in Native Advertising,” Journal of Interactive Marketing.
Mellema, Hillary N., Alexandria Miller, and Jamie L. Grigsby (2019), “Effects of Targeted Social Media Advertising on College Campus Engagement with Registered Student Organizations,” 2019 Summer AMA Conference Proceedings, Chicago, IL: AMA.
Mendoza Abarca, Karla and Hillary N. Mellema (2015), “Aligning Economic and Social Value Creation through Pay-What-You-Want Pricing,” Journal of Social Entrepreneurship, 7 (1), 101-125.
Working Papers
Mellema, Hillary N. and César Zamudio, “User Experience: Consumers and the Use of Comparison Decision Aids in Online Shopping Environments,” Target Journal: Journal of Interactive Marketing. Funded by 2016 Logan Research Grant, $10,000.
Mellema, Hillary N. and Jennifer Wiggins Johnson, “Why is Deciding so Hard? Indecisiveness in Consumer Behavior,” Target Journal: Journal of Behavioral Decision Making.
Proceedings
Mellema, Hillary N., Alexandria Miller, and Jamie L. Grigsby (2019), “Effects of Targeted Social Media Advertising on College Campus Engagement with Registered Student Organizations,” 2019 Summer AMA Conference Proceedings, Chicago, IL: AMA.
Mendoza Abarca, Karla, Hillary N. Mellema and Rebecca E. Dingus (2014), “Business Models for Social Ventures: Creating Social Value through Pricing,” In Amy Brownlee (Ed.), USASBE 2014 Conference Proceedings, Whitewater, WI: USASBE.
Mellema, Hillary. N., Karl L. Smart, Christine M. Shull, and Michelle S. Salmona (2009), “Blended Learning and User Satisfaction,” Issues in Information Systems, 10 (1), 126-130.
McCann, Dana. K., and Hillary N. Mellema (2009), “ERP in an Integrated Business Course: Student Reactions to In-Class Introduction of SAP R/3,” Issues in Information Systems, 10 (1), 171-175.
Conference Papers and Presentations
Mellema, Hillary N. and Jamie L. Grigsby (2019), “Helicopter Parenting and Indecisiveness: ‘Mom, What Should I Buy?’” Society for Marketing Advances 2019 Conference, New Orleans, Louisiana, November 6-9, 2019.
Mellema, Hillary N., Alexandria Miller, and Jamie L. Grigsby (2019), “Effects of Targeted Social Media Advertising on College Campus Engagement with Registered Student Organizations,” 2019 Summer AMA Conference, Chicago, Illinois, August 9- 11, 2019. Funded by SVSU Faculty Research Grant, $6257.
Mellema, Hillary N., Susan Montee, and Michael Lane (2016), “Teaching the Gaming Generation: Three Different Approaches—Accounting, Marketing, & Strategy,” Southwest Decision Sciences Institute 47th Annual Meeting, Oklahoma City, Oklahoma, March 9-12.
Mellema, Hillary N. and Jennifer Wiggins Johnson, “Understanding the Decision Making Processes of Indecisive Consumers,” 2014 North America ACR Conference, Baltimore, Maryland, October 2014, working paper session.
Mendoza Abarca, Karla, Jooh Yung Park, Adrienne Hall-Phillips, and Hillary N. Mellema, "A Typology of Social Venture Beneficiaries," AMA 2014 Global Research Symposium on Marketing and Entrepreneurship, San Francisco, California, July 2014, working paper session.
Hall-Phillips, Adrienne, Hillary N, Mellema, and Karla Mendoza Abarca, “Assessing Social Value Creation from the Consumer Perspective,” AMA 2014 Summer Educators Conference, San Francisco, California, August 2014.
Mellema, Hillary N., Jennifer Wiggins Johnson, and Robert Jewell, “Understanding Indecisiveness in Consumer Behavior: Preliminary Findings from Interviews with Self-Identified Indecisive Consumers,” Kent State University Graduate Research Symposium, Kent, Ohio, April 2014.
Mendoza Abarca, Karla, Hillary N. Mellema, and Rebecca Dingus, “Business Models for Social Ventures: Creating Social Value through Pricing,” United States Association for Small Business and Entrepreneurship 2014 Conference, Fort Worth, Texas, January 9-12, 2014.
Dingus, Rebecca, Mellema, Hillary N., and Ryan J. Langan, “2013 Who Went Where Marketing Job Candidate Survey Results,”
-American Marketing Association Summer Conference, Boston, Massachusetts, August 2013.
-Ph.D. Project, Marketing Doctoral Students Association Conference, Boston, Massachusetts, August 2013.
Ham, Sung, Jennifer Wiggins Johnson, and Hillary N. Mellema, “Suggested Bounds in Participative Pricing Mechanisms: When Should You Limit Your Customer?” Kent State University Graduate Research Symposium, Kent, Ohio, September 2013.
Mellema, Hillary. N., Karl L. Smart, Christine M. Shull, and Michelle S. Salmona, “Blended Learning and User Satisfaction,” International Association for Computer Information Systems, Pittsburgh, Pennsylvania, September 2009.
Community Engagement
Volunteer, Humane Society of Midland County, 2017 - 2018
Client Projects in Marketing Courses, Missouri Western State University, 2015-2017
Leadership
Board Member, Friends of the Shiawassee Nature Preserve, 2022
Board Member, Humane Society of Midland County, 2017
President, Kent State University Doctoral Management Student Association, 2014-2015
Honors and Awards
Steven's Center for Family Business Grant, $14,000, 2019
Missouri Western State University Logan Research Grant, $10,000, 2016
University Fellowship, one-semester stipend and course release, 2014
Department of Marketing & Entrepreneurship Golden “M” Excellence in Teaching Award, 2014
College of Business Administration Dean’s Best Paper Award Finalist, 2014
Outstanding Student in Music, Saginaw Valley State University, 2005
Roberts Fellowship, Saginaw Valley State University, 2004
Office Hours
Tuesday
- 11:30 AM - 4:30 PM