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Steven Bauer

Assistant Professor of Teaching of Marketing
Business Administration Division, Seaver College
CCB 314
310.506.4139

Biography

Steven Bauer is Assistant Instructor of Teaching of Marketing at Seaver College, Pepperdine
University. His research interests are in the areas of social media, advertising, virtual reality,
charitable giving and volunteering. In addition, he has extensive professional experience in marketing
in the US, Asia, Latin America and Europe at Hershey, Newell Brands and other companies, and is
on the Board of the Westside Food Bank in Santa Monica, California. He holds an MBA in
marketing from Columbia University and a BA in psychology from Yale University.

Education

  • MBA, Marketing, Columbia University
  • MA, Psychology, University of Illinois
  • BA, Psychology, Yale University

 

  • Bauer, S., & Tian, F. (2024). Why people use social media: An investigation of engagement on an all-service platform. Cogent Business & Management, 11(1), 2389252. https://doi.org/10.1080/23311975.2024.2389252
  • Labban, A., Novell, C., & Bauer, S. (2022). Examining the Impact of Mindsets on Donation Intentions to Homelessness Charities via Parallel Serial Mediation. International Review on Public and Nonprofit Marketing, https://doi.org/10.1007/s12208-022-00336-4
  • Bauer, S., Fischbach, S., Labban, A., Speth, A. M., & Fleck, E. M. (2021). Virtual Reality or Reality: Content is Always Key to Enjoyment, Understanding and Comprehension. Marketing Education Review, https://doi.org/10.1080/10528008.2021.2017302 
  • Conlin, R. and Bauer, S. (2021). Examining the Impact of Differing Guilt Advertising Appeals Among the Generation Z Cohort. International Review on Public and Nonprofit Marketing, https://doi.org/10.1007/s12208-021-00304-4.
  • Bauer, S. (2020). The Power of Community in the Business Professional to Academic Transition. Industry & Higher Education, Vol. 34(5), 298–302. https://doi.org/10.1177/0950422219900113
  • Bauer, S. & Lim, D. (2019). Effect of Communication Practices on Volunteer Organization Identification and Retention. Sustainability, 11, 2467. https://doi.org/10.3390/su11092467

  • Best Competitive Paper of the Year awarded at Marketing Educators’ Association 2023 Annual Conference for “A Day in the Life of Marketing Pedagogy: VR Case Study with the Malibu Labor Exchange,” authored by Steven Bauer, Sarah Fischbach, Alice Labban, Natalie Schneider and Lauren Haberstock.

  • Finalist for Pearson's Solomon-Marshall-Stuart Award for Innovative Excellence in Marketing Education, sponsored by American Marketing Association, 2020, for use of virtual reality in classroom.
  • Bauer, S., Fischbach, S., Labban, A., Schneider, N., & Haberstock, L. A Day in the Life of Marketing Pedagogy: VR Case Study with the Malibu Labor Exchange. Marketing Educators’ Association, April 13-15, 2023, San Francisco, CA. 

  • Conlin, R., & Bauer, S. Examining the Impact of Differing Guilt Advertising Appeals
    Among the Generation Z Cohort. Association for Research on Nonprofit Organizations and Voluntary Action (ARNOVA), Nov. 18-20, 2021, Atlanta, GA and virtual.

  • Labban, A., Novell, C., & Bauer, S. Effect of Implicit Mindsets and Efficacy on Charitable Giving in Social Causes with Ambiguous Levels of Controllability. Association for Research on Nonprofit Organizations and Voluntary Action (ARNOVA), Nov. 12-14, 2020, virtual.
  • Conlin, R., & Bauer, S. The Impact of Sympathy, Guilt and Fear Appeals on Generation Z’s Propensity to Give. Association for Research on Nonprofit Organizations and Voluntary Action (ARNOVA), Nov. 12-14, 2020, virtual.
  • Fischbach, S., Labban, A., Bauer, S., Phillips, L., & Speth, A. Virtual Reality in the Marketing Classroom. American Marketing Association (AMA), Feb. 14-16, 2020, San Diego, CA.
  • Conlin, R., & Bauer, S. Nonprofit Advertising and the Generation Z Consumer. Association for Research on Nonprofit Organizations and Voluntary Action (ARNOVA), Nov. 21-23, 2019, San Diego, CA.
  • Bauer, S., & Lim, D. Effect of Communication Practices on Volunteer Organization Identification and Retention. Association for Research on Nonprofit Organizations and Voluntary Action (ARNOVA), Nov. 21-23, 2019, San Diego, CA.
  • Fischbach, S., Labban, A., Bauer, S., Phillips, L., & Speth, A. Virtual Reality in the Marketing Classroom. Society for Marketing Advances (SMA), Nov. 6-9, 2019, New Orleans, LA.
  • Bauer, S. & Tian, F. Home Ownership, Age and the Community. American Council of Consumer Interests (ACCI), May 21-23, 2019, Arlington, VA.
  • Fischbach, S., Labban, A., Bauer, S., Phillips, L., & Speth, A. Virtual Reality in the Marketing Classroom. Marketing Educators’ Association (MEA), April 4-6, 2019, Phoenix, AZ. 
  • Bauer, S., Labban, A., & Shearer, R. Geography as an Effective Segmentation Approach for Nonprofit Donation Strategy through Spatial Demography. Association for Research on Nonprofit Organizations and Voluntary Action (ARNOVA), Nov. 15-17, 2018, Austin, TX. 

Areas of Expertise

  • Marketing
  • International Marketing

Topics

  • Social Media
  • Advertising
  • Nonprofit Management

Courses

  • Principles of Marketing
  • International Marketing