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Tracy Kizer

Tracy R.H. Kizer, Ph.D.

Associate Professor of Marketing

Teaching marketing is not just about the art of creativity or the science of data, it’s about inspiring students to find the key moment in a customer’s journey. It’s about understanding customers, telling their stories and finding connections to the things that matters to them and are deeply felt.

Dr. Tracy H. Kizer is a visionary academic leader and tenured Associate Professor of Marketing at the Crummer Graduate School of Business, Rollins College. With over 16 years of experience in higher education and 8 years in corporate roles, she bridges academic rigor and industry expertise to develop innovative strategies for teaching, research, and leadership. Her work emphasizes the integration of consumer psychology, strategic brand management, and Diversity, Equity, Inclusion, and Belonging (DEIB) principles.

At Rollins College, Dr. Kizer teaches across multiple MBA programs, including Early Advantage, Professional, and Executive tracks, as well as the Executive Doctorate in Business Administration. Known for her ability to connect theory and practice, she has developed multiple executive-level

courses and mentored 13 EDBA dissertations. Her pedagogy emphasizes experiential learning, fostering critical thinking, and equipping students to address complex business challenges.

Dr. Kizer has a solid record of institutional leadership, serving as Crummer Faculty President, a member of the Crummer Curriculum Committee, and key roles in multiple MBA program redesign initiatives. A dedicated champion of DEIB, Dr. Kizer served as Special Assistant to the President for DEIB Strategy and Implementation at Rollins College. In this role, she developed and integrated inclusive practices across the institution, fostering an equitable and anti-racist environment. Her DEIB efforts have been recognized through her presentations on inclusive leadership, such as “DEI: The Positive Sum Game,” delivered at international conferences and corporate workshops.

Dr. Kizer’s research focuses on consumer behavior, branding, and the intersection of marketing with social justice. She has published over 15 peer-reviewed articles in esteemed journals, including the Journal of Business Research, and serves on its editorial review board. Her research contributions are complemented by her membership in professional organizations, such as the Society for Consumer Psychology, the American Marketing Association, and the Ph.D. Project Faculty Association.

Dr. Kizer’s expertise in consumer behavior and branding has been recognized through numerous awards, including the Best New Case Writer Nomination by the North American Case Research Association (2024), a Best Paper Award from the Association of Business Research Conference (2020), and multiple research grants from Rollins College and the University of Dayton. Her earlier academic career at the University of Dayton and Syracuse University further honed her skills in teaching and mentorship.

Her invited presentations and workshops highlight her thought leadership in marketing and DEIB. These include “Being an Ally: How to Support Minority Women in Higher Education”, “Developing Personal and Professional Skills for Diverse Leadership”, and “Persuading the Borrower to Become a Victim: The Marketing of Predatory Financial Products to Black Consumers” for the University of Dayton School of Law.

Dr. Kizer holds a Ph.D. in Marketing with a focus on consumer psychology from the University of South Florida, an MBA in Marketing from Rollins College, and a Bachelor of Science in Chemical Engineering from Florida A&M University. Prior to academia, she held corporate roles in process engineering, strategic planning, financial analysis, and operations, which continue to inform her applied approach to teaching and research.

Dr. Kizer enjoys attending live sporting events as a favorite pastime and values starting each day with prayer, meditation, and meaningful connections with family. With a strong appreciation for travel, Ireland stands out as a cherished destination. Known for their humor and creativity, Dr. Kizer’s family shares many moments of laughter together. At Crummer, Dr. Kizer finds immense joy in building lifelong connections with remarkable students, making teaching a deeply rewarding experience.

Research & Articles

Kizer, Tracy and Paula Hopkins (2024) | Ivey ID: W34876. London, Canada: Ivey Publishing

In September 2022, the vice president of talent engagement at TBK Beverages met with the executive sponsor of a proposed mentoring program to discuss plans. A year earlier, employees had shared their dissatisfaction with the lack of access for under-recognized groups to executive-level mentorship and training, a dissatisfaction voiced in the context of rising awareness across the United States after the death of George Floyd. The vice president was reviewing survey data about mentorships and was responsible for developing an inclusive leadership mentoring program as part of the company’s diversity, equity, inclusion, and belonging initiatives. What approach should the mentorship program take and what elements should it include?

Link

Torres, Abigail, Elten Briggs, Tracy Harmon-Kizer, Zhi Yong Yang (2024) | European Journal of Marketing, Vol. 58 No. 6, pp. 1630-1652

Purpose
This study aims to examine the ramifications of an unfavorable public incident resulting from an organizational leader’s transgression on member outcomes and their intentions to purchase associated symbolic products as gifts. This study also considers how members’ attributions of organizational control affect the relationship between members’ organizational identification and their purchase behavior.

Design/methodology/approach
The study applies a longitudinal design involving two rounds of data collection over two years to examine a case of leadership transgression. Using the customer panel of a privately owned retailer, sorority members were surveyed before and after an unfavorable public incident involving their president. This study applied t-tests of mean differences and regression analyses to test the hypotheses.

https://www.emerald.com/insight/content/doi/10.1108/ejm-06-2022-0417/full/html

Harmon-Kizer, T. (2019) | Journal of Promotion Management, 25(7), 959-982.

This article investigates the influence of brand esthetics on consumer response to cause-related marketing campaigns. Drawing on brand visual identity and advertising research, a processing fluency perspective is explored in the relationship between stimulus characteristics and consumer judgment. Processing fluency suggests color enhances the ease with which consumers recognize and process brand elements, and more broadly, cause-related marketing campaigns. Brand logos were recolored to enhance the perceptual fluency of the two entities. Its joint effect with conceptual congruence (e.g., fit) indicate that both low and high fit brands benefit from enhanced processing fluency, with a more robust outcome for high fit brands. These effects were mediated by logo evaluation, leading to a new path of fit perceptions in CRM initiatives.

https://www.tandfonline.com/doi/full/10.1080/10496491.2019.1612492