Jacob Suher

Feature article written by Jeremy Wolter (Updated 11/21/23).

Dr. Jacob Suher was our VP of awards between 2022 and 2023.

Dr. Jacob Suher (University of Texas at Austin, United States) is an Assistant Professor of Marketing at Portland State University. Jacob worked in the retail industry with Herb Sorensen, the creator of PathTracker (retail shopper tracking technology).

 

Jacob is excited for “the opportunity to watch people shop as a profession!” He shares, “The focus of my research is in-store decision making and I’m most interested in understanding the diversity of consumers’ motivations for unplanned purchases. This area interests me for two reasons. First, unplanned purchases prove that the in-store experience matters to shoppers. And, second, is the opportunity to change the misconception that unplanned purchases are all bad or undesirable from a shopper’s perspective and something to avoid; I find the opposite in the field, where shoppers are excited to find something new or remember a forgotten need.”

“Marketing is a wide and fascinating discipline that touches everyone’s everyday life, every hour of every day. So, what can be more fun than to research marketing?”

So what does Jacob think needs more research attention? He advises that “there is a need for more attention from academics on how and when retailers should provide information to their shoppers, such as a complete history of who and how a product was made.” Jacob also thinks that “emerging technologies, including augmented reality and blockchain traceability, provide an opportunity to dramatically change the point-of-sale experience.”

Jacob’s advice for Ph.D. students is to “spend time in the field and natural settings for the area of your research. Whether this is a physical or digital space, there is immense value and fun in gaining first-hand experience.”

Jacob is most proud and grateful for Wayne Hoyer helping him to complete his PhD in 2016, which Wayne Hoyer characterizes as “the key to opening the door of a research career.”

Some of Jacob’s non-academic interests or hobbies include:   

1. Currently, learning to be a parent.
2. Previously, surfing the Oregon coast, and
3. I still find time for cooking and the Portland State farmer’s market.

More “fun facts” about Jacob…  

• The first concert he ever attended was Weird Al Yankovich in 5th grade. Jacob remembers asking his mother why there were so many old people at a concert meant for kids 🙂
• Jacob celebrates his academic victories by trying a new restaurant in Portland. So if we’re ever in need of restaurant advice in Portland, we’re coming to you Jacob!