John B. and Lillian E. Neff College of Business and Innovation

Ainsworth Anthony Bailey, PhD

Dr. Ainsworth Bailey

Associate Professor
Marketing & International Business
Office: Stranahan Hall - 3017
Telephone: (419) 530 - 2240 
Research Gate


Dr. Ainsworth A. Bailey is a graduate of The University of the West Indies, Mona, Jamaica, with a B.Sc. degree in Economics. He earned an MBA in Finance and Investments from Baruch College of The City University of New York, as well as a PhD (Business Administration), with a major in Marketing and a minor in Social Psychology, from The University of Iowa, Iowa City, USA. He also holds an MA in French and an MEd in Educational Administration & Supervision from The University of Toledo.  He is currently an Associate Professor with tenure in the Department of Marketing and International Business. 

Dr. Bailey currently teaches courses in Principles of Marketing, Buyer Behavior, Principles of Marketing Communications, Marketing Analysis and Decision Making, and Customer Relationship Marketing. His research has appeared or is forthcoming in various marketing-related academic journals: Journal of Advertising, Psychology and Marketing, Journal of Marketing Communications, Journal of Interactive Advertising, International Journal of Retail and Distribution Management, Journal of Retailing and Consumer Services, as well as in various national and international conference proceedings. Prior to joining the University of Toledo, Dr. Bailey taught at State University of New York-Oswego and The University of Missouri-Columbia. His current research focuses on issues such as social media use, retail theft, mobile payments, celebrity endorsements, and internal marketing. 

Tippie School of Business, University of Iowa, Iowa City, 2001
Doctor of Philosophy, Business Administration/Marketing; minor: Social Psychology

The University of Toledo, OHIO, 2011
Master of Arts, French 

The University of Toledo, OHIO, 2008
Master of Education, Educational Administration and Supervision

Baruch College-City University of New York, 1992
Master of Business Administration, Finance & Investments 

University of the West Indies, Mona, Jamaica, 1985
Bachelor of Science (Economics), 

Chamber of Commerce & Industry, Paris, 2007
Diplôme (DFA1, Business French), 

BUAD 3010: Principles of Marketing

MKTG 3690 Principles of Marketing Communication

MKTG 3850 Buyer Behavior & Relationship Marketing

MKTG 4130 Marketing Analysis & Decision Making

MKTG 6140 Customer Relationship Marketing 

Celebrity endorsements

Internal marketing

Mobile payments

Online reviews effects

Retail theft

Social media use

Source effects 

Pentina, Iryna, Ainsworth A. Bailey and Lixuan Zhang (2015). "Exploring Effects of Source Similarity, Message Valence, and Receiver Regulatory Focus on Yelp Review Persuasiveness and Purchase Intentions.” Accepted for publication in Journal of Marketing Communications.

Bailey, Ainsworth A., Aditya Mishra, and Mojisola Tiamiyu (2014) “Green advertising receptivity in the US: An initial scale development process.” Accepted for publication in Journal of Marketing Communications.

Bailey, Ainsworth Anthony and Carolyn Bonifield (2010). “Broken (promotional) promises: The impact of firm reputation and blame.” Journal of Marketing Communications, 16(5), 287-306.

Bailey, Ainsworth Anthony, Carolyn Bonifield, and Amy Tomas (2008), “Where avatars come from: exploring consumers’ motivations in virtual worlds.” Innovative Marketing, 4(4), 6-13.

Klaus, Nathan and Ainsworth A. Bailey (2008). "Celebrity Endorsements: An Examination of Gender and Consumers' Attitudes." American Journal of Business, 23(2), 53-61.

Bailey, Ainsworth Anthony (2008). “Evaluating Consumer Response to EDLPs.” Journal of Retailing & Consumer Services, 15(3), 211-223.

Bailey, Ainsworth Anthony (2007). “Public information and consumer skepticism effects on celebrity endorsements: Studies among young consumers.” Journal of Marketing Communications, 13(2), 85-107. Lead article.

Bailey, Ainsworth A. (2006). “Retail Employee Theft: A Theory of Planned Behavior Perspective.” International Journal of Retail & Distribution Management, 34(11), 802-816. Lead article.

Bailey, Ainsworth A. (2006).  “A Year in the Life of the African-American Male in Advertising: A Content Analysis.” Journal of Advertising, 35(1), 83-104.

Bailey, Ainsworth Anthony (2005).  “Consumer awareness and use of product review websites.”  Journal of Interactive Advertising, 6(1). Available at:

Bailey, Ainsworth Anthony (2005), “Non-Fulfillment of Promotional Deals: The Impact of Gender and Company Reputation on Consumers’ Perceptions and Attitudes.” Journal of Retailing & Consumer Services, 12 (4), 285-295.

Bailey, Ainsworth Anthony (2004), “The interplay of social influence and nature of fulfillment: Effects on consumer attitudes.” Psychology & Marketing, 21 (4), 263-278

Bailey, Ainsworth A. (2004), “ The Use of the Internet in Negative Consumer-to-Consumer Articulations,” Journal of Marketing Communications, 10 (3), 169-182. Lead article

Book Chapter:

Bailey, Ainsworth and Catherine A. Cole (2004). "The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions: An Extension." In Lynn Kahle and Chris Riley (Eds.), Sports Marketing and the Psychology of Marketing Communications, Hillsdale, N.J.: Lawrence Erlbaum Associates, pp. 133-157.

2014: University of Toledo.  Academic travel grant, US$833.

2014: Best paper—Integrated Marketing Communications track, MBAA International Conference

2013: Best paper—Integrated Marketing Communications track, MBAA International Conference

2008: University of Toledo, Kohler International Travel Grant, US$1000

2004: University of Toledo Research Awards and Fellowships (URAF), US$8000

2004: Distinguished Paper for Marketing track, Decision Sciences Institute annual conference (with Dr. Jeen-Su Lim)

2003: College of Business Administration Research Summer Grant, University of Toledo, $10,000.

2003: University of Toledo, Kohler International Travel Grant for new faculty, $1000

2003: Small grant from Office of Research, University of Toledo, $500.

1991-1992: Baruch College Graduate Fellowship (Full tuition fellowship for MBA program)

1990-1992: Thomas Jefferson Fellowship (United States Agency for International Development; for MBA)

1987-1989: National Commercial Bank Ltd. (Jamaica) Staff Scholarship

1982-1985: St. William Grant Scholar, Ministry of Education, Jamaica (National scholarship)

Editorial Board

Psychology & Marketing

Ad-hoc Reviewer

European Journal of Marketing

Journal of Advertising

Journal of Consumer Culture

Journal of Computer-Mediated Communication

Journal of Retailing & Consumer Services

International Journal of Retail & Distribution Management

American Academy of Advertising conference

Professional Memberships:

Member, American Academy of Advertising

Member, Association for Consumer Research (ACR)

Member, Society for Consumer Psychology (SCP)

Member, Beta Gamma Sigma, Business Honor Society

Honorary Member, Pi Delta Phi, Société d’Honneur Française (French Honor Society, USA)

Last Updated: 7/15/24