Barry Babin

Chair of the Department of Marketing, Phil B. Hardin Chair and Professor of Marketing

Barry Babin

Barry is the Phil B. Hardin Professor of Marketing and is well-known for his expertise in research methods and in creating value through gratifying customer experiences.

Research Interests

Wine Marketing, Customer Experiences, Value Creation, Implicit Processing, Sales Management Technologies


Barry J. Babin, Ph.D. (LSU), is Phil B. Hardin Professor of Marketing and Chair of the Department of Marketing, Analytics, and Professional Sales (MAPS) at the Ole Miss Business School. Barry also serves as the Executive Director of the Academy of Marketing Science ® (

He has authored over 200 professional publications with research appearing in the International Journal of Wine Business Research, Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Retailing, Journal of Business Research (JBR), Journal of Consumer Research, International Journal of Research in Marketing, the Journal of Wine Research, and many others. His Google Scholar h-index, which demonstrates the impact of his publications is 88. His research emphasis areas include wine marketing, marketing analytics, meta-analyses, and designing effective value-delivering retail customer experiences. Barry is past president of the Academy of Marketing Science® (AMS) and a previous recipient of the prestigious AMS Harold W. Berkman Distinguished Service Award. He is co-author of several leading books including CB: A Consumer Value Framework, Multivariate Data Analysis, and Essentials of Marketing Research.

He is internationally known as an expert in marketing research and is a guest speaker at universities and conferences across the world, particularly in France. He has directed over 20 Dissertations/Theses and has served as a consultant to institutes of higher learning in structuring graduate business programs. In industry, he has considerable experience as an expert witness on matters dealing with consumers or marketing research.


Touch is a critical part of many consumer experiences (e.g., shaking hands with a salesperson or a calming touch from a healthcare provider). In this paper, we synthesize the existing research on service providers’ initiated touch during their interactions with customers. We use meta-analysis to estimate the effect of touch across eight outcome categories relating to customer behavior and evaluations. Our analysis includes 55 effects extracted from 37 studies published from 1979 to 2019 with a total of 6,323 subjects. We use between-study characteristics to explore potential moderators of the touch effect. Overall, we find service providers’ touch to have a moderately strong and positive effect on customers. The touch effect appears to be significantly stronger in service settings than retail settings and is robust across a variety of between-study factors.
CB Consumer Behaviour
BJ Babin, EG Harris
Cengage Canada
Social Media Usage, materialism and Psychological well-being among Immigrant Consumers
M Cleveland, R Iyer, BJ Babin
Journal of Business Research 155, 113419
Examining the impact of salesperson orientation on creative selling, passive deviance, and organizational outcomes
DA Locander, MA Darrat, BJ Babin
Journal of Business Research 154, 113391
Luxury not for the Masses: Measuring Inconspicuous Luxury Motivations
JK Eastman, R Iyer, B Babin
Journal of Business Research 145, 509-523


B.S. Industrial Engineering, Louisiana State University-Baton Rouge (1982)

MB.A. Business, University of Central Florida (1987)

Ph.D. Business Administration, Louisiana State University-Baton Rouge (1991)