Richard Edgerton Professor of Marketing
Dr. Basil G. Englis, Ph.D. is the Richard Edgerton Professor of Marketing in the Campbell School of Business at Berry College. Dr. Englis holds a Ph.D. in Experimental Psychology with minors in Social Psychology and Statistics from Dartmouth College. His research focuses on consumer psychology, product and brand symbolism, sustainable consumption, mass media and consumer socialization, consumer lifestyles and values. Dr. Englis' more recent work examines the role of the "voice-of-the-consumer" and imagination in entrepreneurship, innovation and new product development. His research and scholarly work have appeared in more than 90 publications, including numerous articles and book chapters. His research has been supported by grants from the U.S. Department of Commerce, the Guggenheim Foundation, the National Science Foundation, the U.S. Department of Agriculture, the American Academy of Advertising, and the American Marketing Association. Dr. Englis is Managing Partner of Mind/Share, Inc., a firm that specializes in custom online consumer research and consulting services in the areas of new product development, lifestyle marketing, brand management, and litigation support services. He has been accepted in federal court as an expert in marketing, branding and survey research methodology. In that capacity, he has consulted with numerous organizations including American Airlines, Black & Decker, Booking.com, Caterpillar, Callaway Golf, E.I. DuPont de Nemours, Foley & Lardner LLP, Gibson Dunn, PPG Industries, eBay, Hasbro, Herman Miller, Kilpatrick Townsend, Vanity Fair Corporation, Weightwatchers, and VISA.
Education
- Post-Doctoral., Political Psychology, Dartmouth College
- Ph.D., Experimental Social Psychology., Dartmouth College
- B.A., Psychology / Sociology, City University of New York, Hunter College
Teaching Interests
- Consumer Behavior
- Marketing Strategy
- Principles of Marketing
Research Interests
- Consumer Psychology
- Sustainable Consumption/Green Marketing
- Product and Brand Symbolism
- The Role of the “Voice-of-the-Consumer” in Innovation Success
Field Experience
- Expert Witness and Consumer Research - Foley & Lardner, LLP, Los Angeles, CA. Kelly Toys Holdings, Jazwares, Kelly Amusement Holdings, and Jazplus v. Zuru, LLC (Case N 2:23-cv-09255 MCS) (2023-)
- Expert Witness- Foley & Lardner, LLP, Madison, WI. John Bankhurst et al. v. Sub-Zero Group Inc. and Wolf Appliance, Inc. (Case No. 3:23-cv-253) (2024)
- Expert Witness and Consumer Research- Foley & Lardner, LLP, New York, NY and Kilpatrick Townsend, LLP, Atlanta, GA. Pound Lawv. Kathi Vidal (as Director of the US Patent and Trademark Office) and US PTO (Case 6:23- cv-00061-ACC-DAB) (2023)
- Consulting Expert and Consumer Research - Gibson, Dunn & Crutcher, Washington, DC. Soulful Nutrition Inc., d/b/a Remedy Organics v. Remedy Drinks Pty., Ltd., Remedy Drinks USA, LLC, And Remedy Drinks USA, LLC (Case 2:21-cv-17 455-ES-LDW) (2021-2023)
Selected Publications
- Englis, Basil G. and Arjan J. Frederiks (2023), "Using Experimental Designs to Study Entrepreneurship Education: A Historical Overview, Critical Evaluation of Current Practices in the Field, and Directions for Future Research,"Entrepreneurship Education and Pedagogy, 7(1 ), 93-149..
- Nohutlu, Zeynep Didem, Basil G. Englis, Aard Groen, and Efthymios Constantin ides (2023), Innovating with the customer: Co-creation motives in on line communities, International Journal of Electronic Commerce, 27(4), 523-557.
- Costa, Silvia, Arjan J. Frederiks, Basil G. Englis and Paula D. Englis (2022), "Global Before Birth: A Study of Internationalization Mindsets of Entrepreneurs," Journal of the International Council of Small Business, 4(2), 212-224.
- Costa, Silvia, Arjan J. Frederiks, Basil G. Englis and Paula D. Englis (2022), "Pre-Start-Up Internationalization Mindsets Trigger Action," Journal of Small Business Management, 62(1 ), 487-520.
- Englis, Paula D., Tiago Ratinho, Basil G. Englis, and Aard J. Groen (2022), "Contextual Factors, Voice of the Consumer and the Impact of Business Planning on Firm Survival: Evidence from Knowledge Intensive Start-Up Firms," in Uber Amicorum for Dr. Peter van der Sijde, ed. Annemarie Ridder, Hans Frederik, and Ingrid Wakkee, Amsterdam, NL: Knijnenburg Producties, pp. 39-49.
- Nazione, Samantha M., Melissa Clark, Basil G. Englis, and Nancy Rewis (2022), "Finding Success Promoting Berry College in a Rapidly Declining Market: A Longitudinal Case Study of a Marketing Campaign to Reposition a College Brand," Journal of Education Advancement and Marketing, 7(3), 273-291.
- Phillips, Diane M. and Basil G. Englis (2022), "Green Consumption is Both Feminine and Masculine - Just Ask the Androgynous Consumer," Journal of Consumer Behaviour, 21 (5), 1028-1039.
Professional Associations
- American Marketing Association
- American Psychological Association
- Association for Consumer Research