Nancy Gray

Clinical Assistant Professor
Faculty
TEMPE Campus
Mailcode
4106
Clinical Asst Professor
Faculty
TEMPE Campus
Mailcode
4106

Biography

Nancy Gray is an Instructor in the Department of Marketing, W. P. Carey School of Business and a Doctoral Candidate (ABD) in the Design, Environment, and the Arts program at the Herberger Institute for Design and the Arts. Nancy received her Master of Science in Design Degree from Arizona State University (Industrial Design) and Bachelor of Arts Degree from Valparaiso University (Art and Design).

Nancy's broad professional background in marketing communications complements her academic experience. Working for large organizations and then establishing her own firm gives Nancy a perspective of what is necessary to succeed in both established and entrepreneurial environments. She brings the perspective of someone who has worked with executive management to develop strategic marketing communication and branding initiatives. For her design has always been a strategic profession  not an artistic boutique calling. The goal is to combine aesthetics, technology, business strategy and knowledge into experiences that benefit all audiences (customers, businesses, employees, shareholders).

Education

PhD  Arizona State University, 2015
MS  Arizona State University, 2010
BA  Valparaiso University, 1986

Research Interests

Nancy's dissertation, titled, I Did This: How nature, nurture, and neurons influence what, why, and how we create, is a mixed method investigation of the phenomenon of consumers who engage in designing and co-designing products and services. To examine what factors motivate and enable the efforts of these individuals she developed and empirically tested a conceptual framework that integrates the work of Russell Belk on the extended self, Eric von Hippel on lead users, and Darren Dahl and C. Page Moreau on constrained consumer creativity. Her research supports the view that an individuals Creative Propensity Factor (CPF) is the sum of a multiple of internal and external factors that must be considered as a whole. Nancy hypothesizes that, beyond utilitarian goals, people are motivated by the sense of meaning and happiness that engaging in creative activity provides. This study flags an important shift in the role and needs of consumers. Nancy calls upon designers and organizations to apply my findings and framework in building equitable relationships with creative consumers. This effort is warranted in light of their potential to impact a firms profitability and new product innovation  for better or worse.

This research stream extends Nancy's masters research into how brands become us. The data in this study suggested that the bond between a brand and a consumer forms as a result of collaborative, co-creation activities by all stakeholders. Stakeholders include the designer, manufacturer, marketer, and consumers; and the elements most effective for cementing a strong bond are those of history, design and participation/co-creation. For all brand stakeholders (and designers in particular) this conceptualization underscores the benefit in moving from a process of designing for a consumer to co-creating with consumers (and others) who are now endogenous to brand value.

Courses

Spring 2017
Course NumberCourse Title
MKT 302Applied Mrktng Mgmt & Ldrship
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
Fall 2016
Course NumberCourse Title
MKT 302Applied Mrktng Mgmt & Ldrship
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
Summer 2016
Course NumberCourse Title
MKT 302Applied Mrktng Mgmt & Ldrship
MKT 397Essentials of Global Marketing
Spring 2016
Course NumberCourse Title
MKT 302Applied Mrktng Mgmt & Ldrship
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
Fall 2015
Course NumberCourse Title
MKT 302Applied Mrktng Mgmt & Ldrship
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
Summer 2015
Course NumberCourse Title
MKT 395Essen Advertising & Mktng Comm
Spring 2015
Course NumberCourse Title
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
MKT 402Consumer Behavior
Fall 2014
Course NumberCourse Title
MKT 365Advertising Management
MKT 395Essen Advertising & Mktng Comm
Spring 2014
Course NumberCourse Title
DSC 194Special Topics
IND 31720th-Century Design II
Fall 2013
Course NumberCourse Title
IND 31620th-Century Design I
DSC 598Special Topics
Fall 2012
Course NumberCourse Title
DSC 194Special Topics
IND 31620th-Century Design I

Honors/Awards

  • Faculty Emeriti Association Fellowship. Awarded spring 2014
  • Outstanding Achievement and Contributions Award, Honeywell International Inc.