Associate Professor of Marketing
Co-Director, COBE Behavioral Lab
Niusha Jones is an associate professor of marketing and co-director of the COBE Behavioral Lab at Boise State University’s College of Business and Economics. She holds a Bachelor of Science in Structural Engineering, a Master of Science in Marketing Research, and a Ph.D. in Marketing.
Dr. Jones’s research examines how stories, brand elements, and product design influence consumer responses to advertising. In her work, she explores the psychological mechanisms through which visual, verbal, and narrative cues shape how consumers feel, think, and behave — with the ultimate goal of helping organizations create more effective, meaningful, and ethical marketing. Her research has been published in leading academic journals, including the Journal of Marketing Research and the Journal of Advertising, and has been featured in media outlets such as NPR and The Conversation.
Before entering academia, Dr. Jones worked for several years as a marketing researcher, manager, and consultant for leading international companies. She continues to bring this real-world perspective into both her research and teaching, helping students and organizations bridge the gap between marketing theory and practice.
Her contributions have been recognized with multiple awards, including the AMSR/Sheth Foundation Award for Outstanding Research and the Golden Eagle Award for Excellence in Research, Teaching, and Impeccable Service to the Community.
Education
- Ph.D. Marketing, University of North Texas
- M.S. Marketing Research, University of Alabama
- B.S. Structural Engineering, University of Science and Technology
Teaching Areas
- Digital Marketing
- Digital Marketing Management
- Marketing Research and Analytics
Areas of Expertise
- Consumer Psychology
- Brand and Product Design
- Digital Marketing and Marketing Research
- Transformative Consumer Research