Ross B. Steinman

Ross B. Steinman, PhD

  • Professor
Media Expertise:
  • Psychology & Mental Health

Affiliated Programs


  • PhD, Consumer Psychology/Industrial (2004)
    Temple University (PA)

About Me

One of the joys of being a professor is the opportunity to instruct and mentor intelligent young adults on a daily basis. I have a great passion for learning, and I attempt to convey this to my students. I believe I am successful by showing enthusiasm for the material. I feel most energized when I am in the classroom. I believe that when students see that you are excited about the course material it is contagious. More often than not, they find it stimulating and important too.

As a professor, I use multiple methods of instruction to fit the different learning styles of my students. I also teach a variety of courses across all levels of the psychology curriculum. My primary teaching interest is in the intersection of psychology and business.

Research Interests

Can we predict to what extent consumers sanction brands for their transgressions? There are many factors that mediate the consumer-brand relationship before, during, and after a brand's transgression. A brand transgression is defined as a violation of consumer-brand relationship norms. This breach of trust can have serious implications for a brand.

In my research, I examine the effect of variables such as brand personality, product category, ethnocentrism, and brand-country associations on consumer response to a brand transgression. I also conduct research on automatic consumer behavior. I use implicit and indirect consumer attitude instruments to measure attitudes outside of conscious awareness. In this secondary research area, I examine the automatic components of brand relationship, brand identification, cultural identity, and consumer decision making.

Media Expertise

  • Industrial/organizational psychology
  • Consumer behavior
  • Indirect and implicit measures of attitude in the consumer domain
  • Effect of brand transgression on consumer attitude and preference
  • Automatic decision making of consumers
  • Cross-cultural differences in consumer behavior


  • Steinman, R.B. (2012). Indirect consumer attitude measurement, brand transgression, and the consumer-brand relationship. Journal of American Academy of Business, 18, 62–68.
  • Steinman, R.B. (2012). Brand personality, brand transgression, and consumer behavior. International Journal of Business and Commerce, 2(1), 76–83.
  • Steinman, R.B., & Karpinski, A. (2009). The breadth-based adjective rating Task (BART) in consumer behavior. Marketing Letters, 20(4), 327–335.

Professional Affiliations & Memberships

Society for Consumer Psychology (SCP), International Academy of Business and Economics (IABE), International Academy of Business Disciplines (IABD), International Academy for Advancement of Business and Research (IAABR)


  • Widener University, College of Arts and Sciences Faculty Award for Excellence in Teaching, 2013–2014
  • Widener University, College of Arts and Sciences Faculty Award for Excellence in Research, 2012–2013
  • Widener University, Pi Gamma Mu (National Social Science Honor Society) Faculty Appreciation Award, 2007–2008

In the Media