SelectedWorks - Charles S. Gulas

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Selected Works of Charles S. Gulas

Professor, Marketing

Dr. Charles S. Gulas has published articles in The Journal of Advertising, The Journal of Current Issues and Research in Advertising, The Journal of Business and Psychology, The Journal of Business Ethics, and other business publications. He and Marc Weinberger are the co-authors of Humor in Advertising: A Comprehensive Analysis published by M.E. Sharpe. He has previous work experience as a regional sales representative and as a small-business owner.

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About Charles S. Gulas

Dr. Charles S. Gulas has published articles in The Journal of Advertising, The Journal of Current Issues and Research in Advertising, The Journal of Business and Psychology, The Journal of Business Ethics, and other business publications. He and Marc Weinberger are the co-authors of Humor in Advertising: A Comprehensive Analysis published by M.E. Sharpe. He has previous work experience as a regional sales representative and as a small-business owner.

2010 - Present	Professor, Wright State University ‐ Marketing
Institution Organization Position Type Position Title Time Period to Options Current Position Affiliate my profile with this Institution
2000 - 2010	Associate Professor, Wright State University ‐ Marketing
Institution Organization Position Type Position Title Time Period to Options Current Position Affiliate my profile with this Institution
1994 - 2000	Assistant Professor, Wright State University ‐ Marketing
Institution Organization Position Type Position Title Time Period to Options Current Position Affiliate my profile with this Institution

Business, Advertising and Promotion Management, Marketing, Social and Behavioral Sciences, and Communication

Advertising and Marketing Communications and Humor in Advertising

Rike Hall 233

3640 Colonel Glenn Hwy

Dayton, OH 45435-0001

(937) 775-2905

Email:

http://orcid.org/0000-0003-2163-251X

Articles (27)

The emergence of a half-century of research on humour in ...

International Journal of Advertising (2019)

Marc G. Weinberger and Charles S. Gulas

The use of humour in advertising is widespread and research about it has grown rapidly. There are now at least ...

You must be joking: an introduction to the special issue ...

International Journal of Advertising (2019)

Marc G. Weinberger and Charles S. Gulas

This paper provides an overview of the complexity of humour. It also provides an introduction to the Special Issue on ...

Humor and Violence

Marketing Faculty Publications (2017)

Charles S. Gulas, Marc G. Weinberger and Kunal Swani

Violence has been described as physical aggression enacted by a perpetrator with the intent to harm, demean, or humiliate. Humor, ...

Understanding Responses to Comedic Advertising Aggression: The Role of Vividness ...

International Journal of Advertising (2017)

Marc G. Weinberger, Kunal Swani, Hye Jin Yoon and Charles S. Gulas

As the use of comedic aggression in advertising has become more frequent, questions about the boundary conditions of its effectiveness ...

Audience Reaction to Comedic Advertising Violence After Exposure to Violent ...

Journal of Current Issues and Research in Advertising (2017)

Charles S. Gulas, Kunal Swani and Marc G. Weinberger

As comedic violence has increased in advertising, questions arise about whether and when it is effective. This research addresses the ...

Looking in through Outdoor: A Socio-Cultural and Historical Perspective on ...

International Journal of Advertising (2015)

Marc G. Weinberger, Charles S. Gulas and Michelle F. Weinberger

This study examines the evolving acceptance and use of humour in advertising over the past century. Sociologists point to humour ...

Relationships, Roles, and Consumer Identity in Services Marketing

Services Marketing Quarterly (2013)

Kim K. McKeage and Charles S. Gulas

Consumers form complex relationships with service entities. While relationship marketing theory is one means of exploring these relationships, other theoretical ...

The Impact of Violent Humor on Advertising Success: A Gender ...

Journal of Advertising (2013)

Kunal Swani, Marc G. Weinberger and Charles S. Gulas

Recent academic research has focused on the use of novelty and shock in advertising executions. One manifestation of this approach ...

Contribution to Book

The Role of Culture in Advertising Humor

Handbook of Developments in Consumer Behaviour (2012)

Silence is Not Golden: Firm Response and Nonresponse to Consumer ...

Services Marketing Quarterly (2012)

Charles S. Gulas and James E. Larsen

When a consumer contacts a company, it provides the firm with an opportunity to begin a dialogue. If a problem ...

It's Just a Joke: Violence Against Males in Humorous ...

Journal of Advertising (2010)

Charles S. Gulas, Kim K. McKeage and Marc G. Weinberger

Violence in the media has been an issue of research and public debate for many years. An examination of current ...

Brand and Message Recall: The Effects of Situational Involvement and ...

Services Marketing Quarterly (2009)

Charles S. Gulas, James E. Larsen and Joseph W. Coleman

Due to the commission structure there is little price competition in residential real estate brokerage services, and the local Multiple ...

Humor in Cross-Cultural Advertising: Comparing Australia, the United States and ...

Cross Cultural Research Conference (2009)

Heather J. Crawford, Gary D. Gregory, James M. Munch and Charles S. Gulas

Humor is frequently used in advertising worldwide. This study explores the impact of culture on current practice in the use ...

Using Public Perception to Investigate Real Estate Brokerage Promotional Outlet ...

Journal of Real Estate Practice and Education (2009)

James E. Larsen, Joseph W. Coleman and Charles S. Gulas

Survey information details how respondents have searched for agents and properties in the past and how they plan to in ...

Inventing Flight: A Once-In-A-Lifetime Business Opportunity

Journal of Business and Behavioral Sciences (2008)

Charles S. Gulas and Robert Premus

Residential Real Estate Marketing Activities: What Works, What Doesn't

Real Estate Review (2008)

James E. Larsen, Charles S. Gulas and Joseph W. Coleman

In this paper we present and analyze survey data gathered from Ohio REALTORS. Respondents were classified into performance groups and ...

An Investigation of Promotional Outlet Effectiveness for Ohio Real Estate ...

Finance and Financial Services Faculty Publication (2007)

James E. Larsen, Joseph Coleman and Charles S. Gulas

This monograph presents survey data gathered from both Ohio residents and members of the Ohio Association of REALTORS®. The results ...

Choosing a Landing Site for Wright Air & Space Center

Marketing Faculty Publications (2006)

Charles S. Gulas, Robert Premus and John P. Blair

The case provides a study of the interesting challenges involved in making a site selection decision. It can be used ...

The Impact of Perceived Humor, Product Type, and Humor Style ...

Journal of Current Issues & Research in Advertising (2004)

Karen E. Flaherty, Marc G. Weinberger and Charles S. Gulas

This study extends the existing humor research by exploring the connection between perceived humorousness, humor style and product type on ...

The Memetics of Transcendent Places

Advances in Consumer Research (2004)

Charles S. Gulas and Kim K. McKeage

This paper examines transcendent retail places and uses the emergent theory of memetics to situate transcendence in the retail landscape. ...

Extending Social Comparison: An Examination of the Unintended Consequences of ...

Journal of Advertising (2000)

Charles S. Gulas and Kim K. McKeage

The literature indicates that the idealized images of physical attractiveness found in advertising have a negative impact on girls' and ...

Corporate Giving Behavior and Decision-Maker Social Consciousness

Journal of Business Ethics (1999)

Leland Campbell, Charles S. Gulas and Thomas S. Gruca

This paper investigates why some companies give to charity and others do not. The study uncovers a strong relationship between ...

Atmospherics: Maintaining and Motivating Consumers

Journal of Academy of Business Administration (1996)

Charles S. Gulas

Right Under our Noses: Ambient Scent and Consumer Responses

Journal of Business and Psychology (1995)

Charles S. Gulas and Peter H. Bloch

Despite frequent mention, we know relatively little about the effect of ambient environmental factors on consumer behavior. This paper discusses ...

Shades of Green: A Multidimensional Analysis of Environmental Advertising

Journal of Advertising (1995)

Subhabrata Banerjee, Charles S. Gulas and Easwar Iyer

Environmental appeals are becoming increasingly common in advertising, but all green ads are not created equal. The authors report the ...