Our Faculty

Larry Chiagouris

Professor

Lubin School of Business

Marketing

Location
  • @New York City
    One Pace Plaza W-471
Office Hours
New York City

Education


PhD , City University of New York , New York, New York , 1991
Business

APC , New York University , New York, New York , 1979
Marketing

MBA , Bernard Baruch College of the City University of New York , New York, New York , 1977
Industrial Psychology

BS , New York University , New York, New York , 1970
Economics, Magna Cum Laude

Publications


Chiagouris, L. The Secret is in the Data: Delivering What Customers Need & Desire. The Robin Report. (Issue January) , pages 4. http://therobinreport.com/the-secret-is-in-the-data-delivering-what-customers-need-desire/

Kirk, C., Chiagouris, L., Lala, V. & Thomas, J. (2015, March 1). How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online?. Journal of Advertising Research. Vol 55 (Issue 1) , pages 1-14.

Chiagouris, L., Williams, M. A. & , . (2014, December 31). If we Build it will they Stay?: User Generated Content and Website Effectiveness. Journal Of Marketing Management. Vol 2 (Issue 3) , pages 1-17. http://aripd.org/jmm

Kirk, C., Chiagouris, L., Lala, V. & Thomas, J. (2013). Interactivity: Does One Size Fit All.

Brusseau, J., Chiagouris, L. & Brusseau, R. (2013, April (2nd Quarter/Spring) 1). Corporate Social Responsibility: To Yourself Be True. Journal of Global Business and Technology. Vol 9 (Issue Spring 2013) , pages 11 plus diagram. http://gbata.org/wp-content/uploads/2013/08/JGBAT_Vol9-1.pdf

Kirk, C., Chiagouris, L. & Gopalakrishna, P. (2012). Some People Just Want to Read: The Roles of Age, Interactivity, and Perceived Usefulness of Print in the Consumption of Digital Information Products. Journal of Retailing and Consumer Services. Vol 19 (Issue 1) , pages 168-178. http://www.elsevier.com

Chiagouris, L., Long, M. & Plank, R. E. (2012, June). “Entendiendo como hacer credible sue sitio web” or “Understanding how to Make your Website Credible”. Empresa. Vol 4 (Issue 3) , pages 17-20. http://en.calameo.com/read/0005373812e3b0a9d5c46

Chiagouris, L. & Hamilton, A. Can Fans be Friends: The Case of Facebook. Journal of Business Research.

Chiagouris, L. User Generated Content in the NFL. Sport Marketing Quarterly.

Chiagouris, L. User Generated Content in the Travel Industry. Journal of Travel and Tourism Marketing.

Chiagouris, L. & Miller, C. Does telling a story result in an effective ad?. Journal of Advertising.

Cole, M., Long, M., Chiagouris, L. & Gopalakrishna, P. Paper entitled If We Build It, Will They Come? Providing a User Generated Content Platform for Opinion Leaders. Journal of Advertising Research.

Chiagouris, L. & Silver, J. The effect of music on website evaluations. Journal of Consumer Research.

Chiagouris, L. & Long, M. M. An Exploration of How Consumers Evaluate Nonprofit Websites.

PRESENTATIONS


Kirk, C. P., Chiagouris, L., Lala, V. & Thomas, J. (2013). Academy of Marketing Science Annual Conference. Interactivity: Does One Size Fit All?. Monterey Bay, CA

Kirk, C., Chiagouris, L., Lala, V. & Thomas, J. (2012, May 15). Pace University Faculty Institute. Consuming Concepts: The Hedonic and Utilitarian Effects of Perceived Interactivity. Pace University, PLV

Chiagouris, L. (2012, March 7). Pace University Library. Developing Personal Brand and Resume to Obtain Employment after College. Pace University Library, Pace University Library: New York City

Grants, Contracts and Sponsored Research

Thomas, J., Kirk, C. & Chiagouris, L. The Consumption of Concepts: The Hedonic and Utilitarian Effects of Perceived Interactivity on the Consumption of Digital Information.
Pace University - Thinkfinity Grant , Pace University , $8,600.00 . Funded,

MEDIA CONTRIBUTIONS

  • Variety of television, radio, newspaper and Internet sources [Other], December 31 2015
    Was interviewed and also quoted in media stories arranged by William Caldwell in University Relations on more than 20 occasions throughout the year
  • Variety of television, radio, newspaper and Internet sources [Other], December 31 2014
    Was interviewed and also quoted in media stories arranged by William Caldwell in University Relations on more than 15 occasions throughout the year
  • Worked with Bill Caldwell in University Relations [Other], January 20 2013
    I worked with Bill Caldwell to either initiate a media outreach or respond to media queries. Over the course of the year, I was interviewed more than 20 times and was quoted in a wide variety of local, national and international media on marketing subjects. My quotes which included an attribution to Pace University appeared in newspapers, magazines and on television. The date noted here is the start date but every monty during the year included some activity.
  • Crain's New York [Magazine], December 16 2012
    Interview by Anne Field. Title: Made in NYC Link: http://www.crainsnewyork.com/article/20121216/SMALLBIZ/312169977
  • Monster.com [Internet], November 2012
    Interview by John Rossheim. Title: 2013 Marketing Jobs Outlook Link: http://career-advice.monster.com/job-search/company-industry-research/2013-marketing-jobs-outlook/article.aspx
  • Wall Street Journal [Newspaper], November 18 2012
    Intreview by Sarah Needleman. Title: You Need a Plan for the Holidays Link: http://online.wsj.com/article/SB10001424127887324894104578114763862550902.html
  • San Francisco Chronicle [Newspaper], November 10 2012
    Interview by Benny Evangelista Title: Facebook Gift app slowly rolls out Link: http://www.sfgate.com/technology/article/Facebook-Gift-app-slowly-rolls-out-4025073.php
  • Washington Times [Newspaper], November 8 2012
    Interview by By Tim Devaney. Title: Groupon stock sinks as daily deal service struggles http://www.washingtontimes.com/news/2012/nov/8/groupon-stock-sinks-as-daily-deal-service-struggle/
  • Financial Fraud Law [Internet], August 29 2012
    Interview by STEVEN MEYEROWITZ Title: Is SEC's Hedge-Fund Advertising Proposal an Invitation to Financial Fraud? Link: http://www.financialfraudlaw.com/lawblog/sec's-hedge-fund-advertising-proposal-invitation-financial-fraud/4016
  • REALTIDse (Swedish) [Magazine], August 21 2012
    Interview. Title: Storägare dumpar Groupon Link: http://www.realtid.se/ArticlePages/201208/21/20120821105838_Realtid643/20120821105838_Realtid643.dbp.asp
  • Bloomberg BusinessWeek [Internet], August 20 2012
    Interview by Lisa Rappaport. Title: Groupon Venture Backers Battery, Andreessen Horowitz Sell Stakes Link: http://www.businessweek.com/news/2012-08-20/groupon-venture-backers-battery-andreessen-horowitz-sell-stakes
  • Chicago Sun-Times [Newspaper], August 20 2012
    Interview by Sandra Guy. Title: Prominent Groupon investors fleeing company Link: http://www.suntimes.com/business/14609010-420/prominent-groupon-investors-fleeing-company.html
  • Ecommerce Times [Magazine], August 12 2012
    Interview by Erika Morphy. Title: Facebook Bets on Real-Money Gambling in UK. Link: http://www.ecommercetimes.com/story/Facebook-Bets-on-Real-Money-Gambling-in-UK-75846.html
  • Univision [Internet], August 3 2012
    Interview about Facebook. Title: At half-price, Facebook still faces doubts Link: http://wires.univision.com/english/article/2012-08-03/at-half-price-facebook-still
  • US News and World Report [Magazine], July 18 2012
    Interview by MENACHEM WECKER. Title: Study: B-Schools Shortchange Business Strategy Link: http://www.usnews.com/education/best-graduate-schools/top-business-schools/articles/2012/07/18/study-b-schools-shortchange-business-strategy
  • FoxNews [TV], June 21 2012
    Interview. Title: The Secrets to Getting a Job After College Link: http://video.foxnews.com/v/1700770410001/3-secrets-to-getting-a-job-after-college/
  • Ecommerce Times [Magazine], June 5 2012
    Interview by: Richard Adhikari. Title: Facebook Fiasco a Bigger Lesson for IPOs Than Early-Stage Startups Link: http://www.technewsworld.com/story/75299.html
  • Bostino [Internet], June 1 2012
    Interview by Brendan Cournoyer. Title: What Conan O'Brien Can Teach Us about Social Video Marketing Link: http://bostinno.com/channels/what-conan-obrien-can-teach-us-about-social-video-marketing/
  • Markting Week [Magazine], May 24 2012
    Interview by Mark Witson. Title: Facebook's $104bn bubble is set to burst Link: http://www.marketingweek.co.uk/opinion/facebooks-104bn-bubble-is-set-to-burst/4001842.article
  • MSNBC [Internet], May 23 2012
    Interview by Eve Tahmincioglu. Title: Biggest mistakes made by job-hunting grads Link: http://lifeinc.today.com/_news/2012/05/23/11814050-biggest-mistakes-made-by-job-hunting-grads?lite
  • Information Week [Magazine], May 23 2012
    Interview by Thomas Claburn. Title: Facebook's Tech-Snarled IPO: What We Know.
  • Yahoo! News [Internet], May 20 2012
    Interview by Glenn Chapman; Title: Facebook stock limps into Monday Link: http://news.yahoo.com/facebook-stock-limps-monday-142513255.html
  • Venture Beat [Internet], May 18 2012
    Interview by Jolie O'Dell. Title: Do not despair: Facebook revenue — and its share price — are just at the beginning Link: http://venturebeat.com/2012/05/18/i-wish-you-would-step-back-from-that-ledge-my-friend/
  • PC Magazine [Magazine], May 18 2012
    Interview by Mark Hachman. Title: Facebook Barely Claws Past its IPO Price Article about Facebook IPO. Link: http://www.pcmag.com/article2/0,2817,2404632,00.asp
  • USA Today [Newspaper], May 18 2012
    Interview by Matt Krantz. Title: Experts say now's not the time to buy Facebook. Link: http://usatoday30.usatoday.com/money/perfi/stocks/story/2012-05-18/should-investors-buy-facebook/55066206/1
  • Entrepreneur [Magazine], April 20 2012
    Interview by Diana Ransom about product placement. Link: http://www.entrepreneur.com/article/223393#
  • The Conference Board Review [Magazine], April 20 2012
    Interview. Title: Anger Management: Listening to Customers; Link: http://www.tcbreview.com/images/Spring2012/Current%20Issue%20PDFs/Anger-Management.pdf Spring 2012
  • Westchester County Business Journal [Newspaper], April 6 2012
    Interview by Janice Kirkel on the subject of branding. Link: http://pressroom.blogs.pace.edu/2012/04/06/westchester-county-business-journal-media-choices-make-branding-harder/
  • US News and World Report [Magazine], March 29 2012
    Interviewed for an article: Title: Some Students Consider Startups, By Ryan Lytle http://www.usnews.com/education/best-colleges/articles/2012/03/29/some-students-favor-start-ups-over-academics

PROFESSIONAL MEMBERSHIPS

  • Marketing Executives Networking Group [Re-Elected to the Board of Directors] , January 1 , 2015
    MENG is a national network of top-level marketing executives. The organization is devoted to enhancing its members' professional skills, relationships, and knowledge. It has 1,000 members. See this link for more details: http://mengonline.com/about-meng/leadership/
  • Marketing Executives Networking Group [Re-Elected to the Board of Directors] , January 1 , 2014
    MENG is a national network of top-level marketing executives. The organization is devoted to enhancing its members' professional skills, relationships, and knowledge. It has 1,200 members. See this link for more details: http://mengonline.com/about-meng/leadership/
  • Marketing Executives Networking Group [Elected to the Board of Directors] , January 1 , 2012
    MENG is a national network of top-level marketing executives. The organization is devoted to enhancing its members' professional skills, relationships, and knowledge. It has 1,800 members.

COLLEGE SERVICE

  • Lubin Faculty Council FAR Ad Hoc Committee [Committee Member]
    Desc: Recruited by Dr. Martin Topol to serve as a committee member to effect changes to the current FAR
    Committee's Key Accomplishments: We met several times throughout the late summer and fall semester to effect changes to the FAR
  • New York Faculty Council Public Relations Committee [Committee Chair]
    Desc: Consult with the University Relations department as needed; separately, created a campaign for UR created by student teams recruited from courses taught (Mar 321); Wrote brief article for UR magazine
    Committee's Key Accomplishments: Enhanced productivity for University Relations
  • Pace New York Ad Club [Other]
    Desc: I serve as co-advsisor to the club
    Committee's Key Accomplishments: I work to identify students who can serve as leaders and then work with them to find speakers and projects for the club. A total of about 80 students participate in Ad Club events throughout the year. They work on campaigns, clients, competitions and attend guest lectures. I recruit about 4 of the guests each year.
  • LFC - Corporate Education [Other]
    Desc: Fall 2015 only
    Committee's Key Accomplishments: Recruited committee chair and convened the first meeting
  • Pace New York Ad Club [Other]
    Desc: I serve as co-advsisor to the club
    Committee's Key Accomplishments: I work to identify students who can serve as leaders and then work with them to find speakers and projects for the club. A total of about 80 students participate in Ad Club events throughout the year. They work on campaigns, clients, competitions and attend guest lectures. I recruit about 4 of the guests each year.
  • Tenure and Promotion Committee of Lubin Council [Committee Member]
    Desc: Review portfolios and vote on the candidates
  • LFC - Corporate Education [Other]
    Desc: Fall 2014 only
    Committee's Key Accomplishments: Recruited committee chair and convened the first meeting
  • Lubin Majors Event [Faculty Advisor]
    Desc: Prepared a presentation and then delivered the presentation to students to explain the majors at Lubin
    Committee's Key Accomplishments: Continued to stay in touch with some of the students to advise them after the event
  • LFC - Corporate Education [Committee Chair]
    Desc: Spring 2014 only
    Committee's Key Accomplishments: Managed to obtain committee agreement with regard to a process to seek relationships for Lubin in the corporate education area.
  • Student Family Orientation [Attendee, Meeting]
    Desc: Attended the orientation on June 19 2014 for new studens and their families and met with 10 families.
  • Dean's Roundtable [Other]
    Desc: Identified and then recruited students to serve on the Dean's Roundtable
  • New York Faculty Council Public Relations Committee [Committee Chair]
    Committee's Key Accomplishments: Consult with the University Relations department as needed
  • Consultant to Ad Team [Faculty Mentor]
    Desc: Although teaching Mar 348 was NOT assigned to me in the Spring 2011 semester, I contributed more than 60 hours working with the students and Professor Nankin to assure a successful outcome.
    Committee's Key Accomplishments: PLEASE NOTE THAT MANY STUDENTS INDICATE THAT THE REASON THEY COME TO PACE IS FOR AD TEAM. More explanation is needed to understand this service. After my fall Mar 346 class is over, I continue to work with the students during semester break. I also attend most of the classes in the spring (even though it is NOT my course). I also spend several hours in the spring at rehearsals and then spend most of the weekend of the presentation with the students. I also identify, recruits and interview students in March and April to assure we have the best students on the team. Please note that I arranged a presentation in May of 2013 to the Pace University Board of Trustees. This was done outside of my customary responsibilities.
  • Internships and jobs [Faculty Mentor]
    Desc: In conjunction with my role in teaching Mar 394 and Bus 294 and my Ad Club and Ad Team responsibilities, I am approached by dozens of students throughout the year about improving their resumes and online presence.
    Committee's Key Accomplishments: I can say with certainty I was instrumental in assisting 12 to 20 students in obtaining internships or full time positions upon graduation
  • LFC - Corporate Education [Committee Chair]
    Committee's Key Accomplishments: Managed to obtain committee agreement with regard to a process to seek relationships for Lubin in the corporate education area.
  • Pace New York Ad Club [Other]
    Desc: I serve as co-advsisor to the club
    Committee's Key Accomplishments: I work to identify students who can serve as leaders and then work with them to find speakers and projects for the club. A total of about 70 students participate in Ad Club events throughout the year. They work on campaigns, clients, competitions and attend guest lectures. I recruit about 4 of the guests each year.
  • Tiffany Visit by Students [Other]
    Desc: I was asked by Barbara Rose to recruit students to attend the breakfast at Tiffanys. I recruited my class and students NOT in my class and had to spend time to adjust lectures to accommodate some students not able to attend my class.
  • Consultant to Ad Team [Faculty Mentor]
    Desc: Although teaching Mar 348 was NOT assigned to me in the Spring 2011 semester, I contributed 50 to 60 hours working with the students and Professor Nankin to assure a successful outcome.
  • LFC - Corporate Education [Committee Chair]
    Committee's Key Accomplishments: Managed to obtain committee agreement with regard to a process to seek relationships for Lubin in the corporate education area.

UNIVERSITY SERVICE

  • Most Promising Minority Student [Faculty Mentor]
    Desc: I find student worthy of being considered the award of Most Promising Minority Student by the American Advertising Foundation
    Committee's Key Accomplishments: This year, I mentored and nominated two students (Winnie NG l and Victoria Nguyen). Victoria was bestowed the award
  • University Representative to the Media [Appointed by University Relations to represent Pace and Lubin to the media]
    Desc: I worked with University Relations (Bill Caldwell) to provide commentary on news stories on marketing topics
    Committee's Key Accomplishments: Throughout the year, I work with the University Relations department at Pace to get Pace and Lubin in the news (I do so in my capacity on the NY Faculty Council PR committee). This requires a lot of work but produces more than 15 stories a year for us (the Dean have all been copied with links to the stories). I am not on speed dial with the media. Each story requires some back and forth between myself and the University Relations as to the hook that will likely get Pace coverage. I have to research the topic and then prepare a media advisory with a brief set of remarks. Then, after the media advisory has been shared with the media, I have to make myself available for phone interviews immediately since many reporters are on a deadline and if i do not agree to do that (however inconvenient it is) we will not likely get the coverage desired. I have been quoted in the Washington Post, Ecommerce times (several times), Direct Marketing News, Investors Business Daily, CNBC, the Wall Street Journal and others. In additional, hundreds if not thousands of bloggers have then picked up those news stories and carried excerpts on their sites.
  • New York Faculty Council Public Relations Committee [Chairperson]
    Desc: Chairman of the committee (for the spring 2014 only) to consult with University Relations on matters related to the Pace University Brand
    Committee's Key Accomplishments: Provide a sounding board to UR
  • Most Promising Minority Student [Faculty Mentor]
    Desc: I find student worthy of being considered the award of Most Promising Minority Student by the American Advertising Foundation
    Committee's Key Accomplishments: This year, I nominated two students (Ashley Small and Michelle Sanchez) and they both were bestowed the award
  • New York Faculty Council Public Relations Committee [Chairperson]
    Desc: Chairman of the committee to consult with University Relations on matters related to the Pace University Brand
    Committee's Key Accomplishments: Provide a sounding board to UR
  • University Representative to the Media [Appointed by University Relations to represent Pace and Lubin to the media]
    Desc: I worked with University Relations (Bill Caldwell) to provide commentary on news stories on marketing topics
    Committee's Key Accomplishments: Throughout the year, I work with the University Relations department at Pace to get Pace and Lubin in the news (I do so in my capacity on the NY Faculty Council PR committee). This requires a lot of work but produces more than 30 stories a year for us (the Dean have all been copied with links to the stories). I am not on speed dial with the media. Each story requires some back and forth between myself and the University Relations as to the hook that will likely get Pace coverage. I have to research the topic and then prepare a media advisory with a brief set of remarks. Then, after the media advisory has been shared with the media, I have to make myself available for phone interviews immediately since many reporters are on a deadline and if i do not agree to do that (however inconvenient it is) we will not likely get the coverage desired. I have been quoted in the Washington Post (twice), Ecommerce times (5 times), Direct Marketing News, The Street.com, San Jose Mercury News (twice), Investors Business Daily, Mobile Marketer, CNBC, Market Watch, Linux Insider, Associated Press (twice), Forbes, Baltimore Sun, Agence Presse France, China Daily USA, Computer World, MAC World News, and Al Jeezera TV. In additional, hundreds if not thousands of bloggers have then picked up those news stories and carried excerpts on their sites.
  • University Relations [Faculty Advisor]
    Desc: University Relations engaged a consulting firm to conduct a review of the positioning of Pace University. A small group of university leaders in different functions were selected to assist the consulting firm.
    Committee's Key Accomplishments: Repositioning Pace.
  • Committee to evaluate the Dean of the Law School [Participated in meetings with the chair to provide advice and counsel]
    Desc: At President Friedman's request, provided advice and counsel to Bob Keating in his capacity of chair.
    Committee's Key Accomplishments: Outlined what was done at Lubin to evaluate Dean Bazcko and which become the template for evaluating all deans at Pace.
  • VP University Relations Search Committee [Chairperson]
    Desc: Co-Chaired the search committee which resulted in the appointment of Freddi Wald as the new C.M.O. and V.P. of University Relations
    Committee's Key Accomplishments: During my sabbatical, President Friedman requested I co-chair this initiative. It included searching for, evaluating and selecting a search company, coordinating committee efforts on both campuses and from all schools and areas of the university, reviewing candidates both on paper and in person, arranging for finalists interviews and managing the offer and acceptance process
  • Libary Author Series [Guest Speaker]
    Desc: thank you! Rosenstein, Jennifer L. You replied on 3/7/2012 10:50 AM. Sent: Wednesday, March 07, 2012 9:05 AM To: Chiagouris, Prof. Larry George Thank you for giving so generously of your time (especially while on sabbatical!) for the presentation last night. I thought the event was a great success. We had a good turnout and all the students really seemed interested and I'm sure they learned a lot. It was also useful to me to hear your recommendations! Since you were the inaugural speaker of what will hopefully be a faculty author series, I would appreciate any suggestions you have for how to do things differently next time. As you said, it will likely be harder to attract students to a more academic presentation, but hopefully we can collaborate with the relevant department. As per your recommendation I would send a personalized note, but I know you're traveling and I'm not sure where to send it. I do hope the presentation was useful for you as a dry run for your webinar, and I wish you continued success with the book. Jennifer Jennifer Rosenstein, M.L.S., M.A. First Year Outreach Services Librarian Birnbaum Library-Pace University 1 Pace Plaza New York, NY 10038 (212) 346-1051 jrosenstein@pace.edu
    Committee's Key Accomplishments: Please see the thank you note from the librarian, Jennifer Rosenstein

PUBLIC SERVICE

  • Scranton Library, Community Fund Raiser [Other Community Service Activities]
    Desc: Developed direct mail campaign and related tactics to raise funds
    Committee's Key Accomplishments: Funds raised
  • Scranton Library, Community Fund Raiser [Other Community Service Activities]
    Desc: Developed direct mail campaign and related tactics to raise funds
  • Scranton Library, Community Fund Raiser [Other Community Service Activities]
    Desc: Developed direct mail campaign and related tactics to raise funds
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