Jennifer Bechkoff

Email Address: 

Adjunct Professor, Business Psychology

Faculty Program(s): 


Talks & Lectures: 
Invited Lectures:
The Relationship between Consumers’ Self-Concept and the Conspicuous Use of 
Brands, Moscow International Higher Business School (МИРБИС), Russia 
Business Etiquette and Networking: Putting Your Best Foot Forward, Bay Area 
Retail Center (BARC), San Jose, CA (2017)
Business Meeting & Interview Etiquette, San Jose, CA (2012)
Measurement, Scale Construction, & Questionnaire Design, San Jose, CA (2009)
Selected Publications: 
Palmatier, Robert W., Jarvis, Cheryl B., Bechkoff, Jennifer, and Kardes, 
Frank R. (2009). “The Role of Customer Gratitude in Relationship Marketing 
Effectiveness,” Journal of Marketing, September, 73(5), 1-18. 
*Winner of the Louis W. Stern Award, 2017
Bechkoff, Jennifer, Palghat, Vijaykumar K., Niculescu, Mihai, Kohne, Mary 
Lou, Palmatier, Robert W., Kardes, Frank R. (2009). "The Role of Omission 
Neglect in Responses to Non-Gains and Non-Losses in Gasoline Price 
Fluctuations," Journal of Applied Social Psychology, May, 39(5), 1191-1200.
Garcia, Angela C., Standlee, Alecea I., Bechkoff, Jennifer, and Cui, Yan 
(2009). “Ethnographic Approaches to the Internet and 
Computer-Mediated-Communication,” Journal of Contemporary Ethnography, 
February, 38(1), 52-84. doi:10.1177/0891241607310839 
*Journal of Contemporary Ethnography Most Cited Article Award, 2009, 2010 
*Journal of Contemporary Ethnography Most Viewed Article Award, May 2009 
*SAGE’s list of Most Downloaded Articles, 2009-2010 
*SAGE’S list of 50 Most Read Articles, 2009-2016
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