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Sarah Fisher Gardial
Henry B. Tippie Dean
Professor of Marketing
Contact
319-335-0862
Office
C120 Pappajohn Business Building (PBB)
Academic history 
PhD in Marketing, University of Houston, 1986
MBA in Marketing, University of Arkansas, 1981
BS in Business Administration (Marketing), University of Arkansas, 1980
Awards 
Prometheus Leadership Award, 2012
Summer Institute for Women in Higher Education Administration, 2006
Outstanding MBA Faculty, University of Tennessee College of Business Administration, 2004
Outstanding MBA Faculty, University of Tennessee College of Business Administration, 1996
Outstanding Teacher Award, University of Tennessee College of Business Administration, 1996
Outstanding Teacher Award, University of Tennessee College of Business Administration, 1990
American Marketing Association Doctoral Consortium Fellow, University of Tennessee College of Business Administration, 1984
Selected publications 

Cognitive Insights into the Highly Skilled or Expert Salesperson. C. David Shepherd , Sarah Fisher Gardial, Michael G. Johnson, Joseph O. Rentz, Psychology and Marketing, 2006, vol 23, 115-138

The Influence of Culture Upon Consumers' Desired Value Perceptions: A Research Agenda. Jeffrey W. Overby, Robert B. Woodruff, Sarah Fisher Gardial, Marketing Theory, 2005, vol 5, 139-163

French versus American Consumers' Attachment of Value to a Product in a Common Consumption Context: A Cross-National Comparison. Jeffrey W. Overby, Sarah Fisher Gardial, Robert B. Woodruff, Journal of the Academy of Marketing Science, 2004, vol 32, 437-460

Exploring the Customers' Desired Value Change Phenomenon in a Business-to-Business Environment. Daniel J. Flint, Robert B. Woodruff, Sarah Fisher Gardial, Journal of Marketing, 2002, vol 66, 102-117

Customer Value Analysis Helps Hone Strategy. Michael J. Stahl, William R. Barnes, Sarah Fisher Gardial, William C. Parr, Robert B. Woodruff, Quality Progress, 1999, 53-58

Customer Value Change in Industrial Marketing Relationships: A Call for New Strategies and Research. Daniel J. Flint, Robert B. Woodruff, Sarah Fisher Gardial, Industrial Marketing Management, 1997, vol 26, 163-175

Trigger Events: Exploring the Relationship Between Critical Events and Consumers' Evaluations, Standards, Emotions, Values and Behavior. Sarah Fisher Gardial, Daniel J. Flint, Robert B. Woodruff, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 1996, vol 9, 35-51

Comparing Consumers' Recall of Prepurchase and Postpurchase Evaluation Experiences. Sarah Fisher Gardial, D. Scott Clemons, Robert B. Woodruff, David W. Schumann, Mary Jane Burns, Journal of Consumer Research, 1994, vol 20, 548-560

Comparison Standards: Exploring Their Variety and the Circumstances Surrounding Their Use. Sarah Fisher Gardial, Robert B. Woodruff, Mary Jane Burns, David W. Schumann, Scott Clemons, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1993, vol 6, 63-73

The Effects of Memory Set Accessibility and Relevance on the Use of Memory Information During Product Choice. Sarah Fisher Gardial, David W. Schumann, Russell Smith, Ed Petkus, Jr., Marketing Letters, 1993, vol 4, 241-151

Processing and Retrieval of Inferences and Descriptive Advertising Information: The Effects of Message Elaboration. Sarah Fisher Gardial, David W. Schumann, Ed Petkus, Jr., Russell Smith, Journal of Advertising, 1993, vol 22, 25-34

Evaluative and Factual Ad Claims, Knowledge Level and Inference Making. Sarah Fisher Gardial, Gabriel Biehal, Marketing Letters, 1991, vol 2, 349-358

The Standards Issue in CS/D Research: An Historical Perspective. Robert B. Woodruff, David W. Schumann, Sarah Fisher Gardial, D. Scott Clemons, Mary Jane Burns, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1991, vol 4, 103-109

The Effects of Self-Monitoring and Similarity on Salesperson Inferential Processes. Leslie Fine, Sarah Fisher Gardial, Journal of Personal Selling and Sales Management, 1991, vol 10, 7-16

Conference proceedings 

An Empirical Study Linking Ethical Philosophy to Personal Selling Behavior. C. David Shepherd, Sarah Fisher Gardial, Proceedings of the National Conference in Sales Management, 1998, 191-202

The Role of the Salesperson in Delivering Customer Value: A Situational Analysis. Michael S. Garver, Sarah Fisher Gardial, Marketing Theory and Practice, Proceedings of American Marketing Association Educator's Conference, 1996

Extending the Role of Advertising to Post Purchase Activity: A Model for Going Beyond the Sale. Linda Berns Wright, David W. Schumann, J. Robert Graves, Sarah Fisher Gardial, Robert B. Woodruff, American Marketing Association Eductor's Conference, 1993

Field and Laboratory Experiments in Retailing and Marketing Research. George M. Zinkhan, Sarah Fisher Gardial, Keith K. Cox, Developments in Marketing Science, B. J. Dunlap, ed., 1990, vol XIII, 471-474

Other Work 

Customer Relationship Management. Sarah Fisher Gardial, a section in Encyclopedia of Health Care Management, Sage Publications, Michael Stahl, ed., 2004, 120-121

Understanding Customer Value. Sarah Fisher Gardial, Robert B. Woodruff, chapter in The Management of Strategy in the Global Marketplace, Thomson-Southwestern, Ernest Cadotte and Harry Bruce, eds., 2003

Building Advantage Through Customer Value. Robert B. Woodruff, Sarah Fisher Gardial, a chapter in Perspectives in Total Quality, Blackwell Publishing, Michael Stahl, ed., 1999

The Practice of Marketing: What Every Physician Needs to Know. Sarah Fisher Gardial, a chapter in The Business of Health Care: What Every Physician Needs to Know, Aspen Publishing, Michal Stahl nad Peter Dean, eds., Alexandria VA, 1999

Know Your Customer: New Perspectives on Customer Value and Customer Satisfaction. Robert B. Woodruff, Sarah Fisher Gardial, Blackwell Publishing, Cambridge, MA, 1996

Current & Prior Positions 
Henry B. Tippie Dean, The University of Iowa, May 2012 - Present
Vice Provost for Faculty Affairs, University of Tennessee, 2008 - 2012
Beaman Professorship, University of Tennessee, 2006 - 2012
Professor of Marketing, University of Tennessee, 2004 - 2012
Associate Dean for Academic Programs, College of Business Administration, University of Tennessee, 2004 - 2008
William B. Stokely Scholar, College of Business Administration, University of Tennessee, 2004 - 2006
Interim Associate Dean for Academic Affairs, College of Business Administration, University of Tennessee, 2003 - 2004
Associate Professor of Marketing, College of Business Administration, University of Tennessee, 1992 - 2004
Assistant Dean, Full-Time MBA Program, College of Business Administration, University of Tennessee, 1999 - 2003
William B. Stokely Scholar, College of Business Administration, University of Tennessee, 1993 - 1995
Assistant Professor of Marketing, College of Business Administration, University of Tennessee, 1986 - 1992
Instructor and Research Assistant, University of Houston, 1981 - 1985