Nathan Warren

Graduate Spotlight: Nathan Warren, PhD ’21

Research by Nathan Warren, PhD ’21, focuses on subjects that affects people’s everyday lives.

He is leaving the University of Oregon with two published papers under his belt, and many more in progress.

His research into digital marketing, services marketing, consumer behavior, and cultural marketing has already garnered media attention.

The first, “Feeling Manipulated: How Tip Request Sequence Impacts Customers and Service Providers,” published in the Journal of Service Research, was written in partnership with Sara Hanson, PhD ’16—now an assistant professor at the University of Richmond—and UO marketing professor Hong Yuan.

“I think that examining a question that impacts people every day—in this case: how much should I tip for a coffee I haven’t received yet?—helped this paper find such a large audience,” Warren said.

Another of Warren’s papers, “The Sleep-Deprived Masculinity Stereotype,” published in the Journal of the Association for Consumer Research and coauthored with Troy Campbell—formerly an assistant professor of marketing at the Lundquist College and now chief scientist with business services consulting company On Your Feet—explored the ways that perceptions of masculinity, and the social judgements individuals face, are linked to how much or how little a person sleeps. The research received the highest AltMetric attention score—an algorithm that measures the amount of media attention that a piece of research receives—of any business publication in 2020.

Warren’s research output has earned him multiple grants and awards, including the Lundquist College of Business Dissertation Research Fellowship and the Robin and Roger Best Award for Exceptional Doctoral Research. He’s also presented his findings alongside his coauthors at numerous conferences.

Warren recently accepted a position as an assistant professor of marketing at the BI Norwegian Business School in Oslo, Norway. Despite the difficult job market created by the COVID-19 pandemic, Warren credits his ability to secure this position to the guidance and support he received from the Lundquist College community, especially the junior marketing faculty who shared their own experiences and advice with him.

As he starts his career, Warren is eager to continue his research.

“I am excited to use the skills I learned at the Lundquist College to continue publishing research that people find interesting and important,” he said.

When asked for a piece of advice that he would share with his fellow graduates, Warren recalled the words of his advisor Linda Price, formerly with the Lundquist College.

“Every time I hear someone say that people should follow their passions, I am struck by the many shortcomings of this advice,” he said. “Dr. Price urged me and countless others to seek answers to questions that we are passionate about. Following this advice helps me stay motivated and feeling like my work has a clear purpose.”

—Amanda Miner, Lundquist College Communications