In 2024, it seems like the world is changing faster than ever, with the rise of AI, economic changes, store closings, the start of new industries and new entrepreneurship trends.
The Department of Marketing at Cal State Fullerton’s College of Business and Economics is up to the challenge of these ever-changing times, with two new professors: Ryan DeFronzo and Scott Hachey, both first-generation college grads providing the latest insights for students and the college’s business network.
Both of these incoming professors shared about their research interests, backgrounds and interests.
Ryan DeFronzo: An All-Around Marketing Researcher
Originally from New England, Ryan DeFronzo received his Ph.D. in marketing from New Mexico State University, where he focused on consumer behavior and experimental design. His research interests are broadly classified into three streams: Consumer insights, perceptions, and decision-making; digital and social media marketing contexts; and marketing pedagogy.
In the first stream, one of DeFronzo’s papers investigates when, and to which consumers, it may be advantageous for firms to promote minority ownership (i.e., women-owned) status to optimize consumer support for the organization.
In another paper that integrates the first and second streams, he investigates how promoting social media presence alongside a heritage brand’s founding date cues can impact attitudes and behavioral intentions across product categories. DeFronzo was given the New Mexico State University Business Dean’s Award for this work at the 2023 NMSU Research and Arts Symposium.
One of his co-authored papers, which integrates the second and third streams, studies the role of ethnicity in the context of experiential learning and student intentions to pursue a social media marketing career. This work was honored with the College of Business poster award at the 2023 NMSU Research and Creativity Week conference.
As a first-generation college graduate, and passionate educator, Ryan is committed to making a difference in the lives of the next generation as a teacher-scholar. His classroom-related research extends to case studies, where he examines AI, digital marketing, and social media related phenomena in cases to impact students in the broader learning community. DeFronzo has also been named a 2024 Paul R. Lawrence Fellow at the North American Case Research Association.
When not exploring the fascinating world of consumers, and supporting his students’ educational and career aspirations, DeFronzo can often be found in the depths of his genealogical research, honoring the cultural trends and music of the 1950s and 1960s, appreciating nature and the ocean, and traveling. And, as an avid baker who constantly tries to defy the laws of chemistry, he is frequently conjuring up a baking storm in the kitchen, where it is not unusual for 1,500 cookies to come to life during a winter weekend!
Scott Hachey: A Focus on Sales and AI
Incoming Assistant Professor of Marketing Scott Hachey is a first-generation college student who earned his Ph.D. from Shidler College of Business at the University of Hawai’i at Mānoa. He is actively involved in marketing research with a focus on sales and artificial intelligence.
In 2023, Hachey received the 2023 Shidler Ph.D. Research Award. A year before, he was the runner-up in the AMS Review – Sheth Foundation 2022 Annual Doctoral Competition for Conceptual Articles.
Hachey is originally from Canada and has a diverse industry background, from commercial construction to sales management in agriculture and hospitality. As a sales manager, he was responsible for fostering relationships with clients from around the world.
A passionate researcher and educator, Hachey is looking forward to being involved in the Sales Leadership Center and other College of Business activities. Hachey is an avid hockey fan and three-time fantasy football champion and an overall sports enthusiast.
For more on the Department of Marketing, including our robust undergraduate and graduate education programs, the Sales Leadership Center and social profit incubation initiatives, read more of our articles about marketing education at CSUF.
