Angeline Close ScheinbaumAngeline Close Scheinbaum teaches in the Department of Advertising and Public Relations in the College of Communication at the University of Texas at Austin. Her main research interest is in the area of event marketing--namely, how consumers' experieces at sponsored events influence attitudes and consumer behavior. Her research explains how to engage consumers with events, how to uncover drivers of effective event sponsorships, how entertainment impacts affect toward events/purchase intention toward sponsors, what the role of sponsor-event congruity is, and why consumers may resist events. Professor Close Scheinbaum also researches consumers' experiences with electronic marketplaces-online experiences and how they interplay with on-ground events. She has contributed over a dozen peer-reviewed research publications and book chapters. They have appeared in the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research, and Journal of Business Research, among others. This research has been featured on CBS and in the New York Times, the Los Angeles Times, New Scientist, the St. Petersburg Times, and the Las Vegas Review-Journal. Close Scheinbaum also brings experience as a marketing research consultant, and she has contributed research projects for Hallmark, Coca-Cola, Dodge, Ford, Cingular, New Media Institute, Harvey's Grocery, United Community Bank, AT&T, Fashion Show Mall, Suzuki, Tour de GA, Road Atlanta, Red Rock Country Club, Lexus, and Shell. Prior to joining the University of Texas, she served the University of Nevada, Las Vegas's business faculty for five years. Prior to that, she studied advertising and marketing at the University of Georgia's Grady College of Journalism & Mass Communication and the Terry College of Business. Close Scheinbaum also has gained global experience while studying abroad in Madrid, Spain, and Avignon, France. Read More Read Less