University of Vermont

School of Business Administration

Carolyn M Bonifield, Ph.D. Associate Professor

Contact Information
Office: 209 Kalkin
Phone: (802) 656-0516

Office Hours: Th 9:30-11:30 a.m. or by appointment

Dr. Bonifield came to UVM in the Fall of 2002, after graduating from the University of Iowa where she completed her Ph.D. in Business Administration. Prior to pursuing her Ph.D., she was a product manager for Unilever, and owned a small business in East Lansing, Michigan. She completed her MBA in Marketing at Michigan State University. Dr. Bonifield teaches courses in Marketing Communications, Consumer Behavior, and Marketing Management.

Dr. Bonifield's research is concentrated in the area of affect and consumer decision making, with an emphasis on post-purchase decision making. She serves on the Editorial Board of The Service Industries Journal.

American Marketing Association; Association for Consumer Research; Society for Consumer Psychology; American Academy of Advertising; Beta Gamma Sigma.

Courses Currently Taught by Carolyn Bonifield:

Publication History

Journal Article, Academic Journal
  • Bonifield, C.; Bailey, A. A. - "Broken (Promotional) Promises: The Impact of Firm Reputation and Blame" (Refereed) - Journal of Marketing Communications - 2010 - v. 16, no. 5, pp. 287-306 [View publication] [Show/Hide Abstract]
  • Bonifield, C.; Cole, C.; Schultz, R. L. - "Product Returns on the Internet: A Case of Mixed Signals?" (Refereed) - Journal of Business Research - 2010 - v. 63, no. 9-10, pp. 1058-1065 [Show/Hide Abstract]
  • Bonifield, C.; Tomas, A. - "Intellectual Property Issues for Marketers in the Virtual World" (Refereed) - Journal of Brand Management, Palgrave Macmillan - 2009 - v. 16, no. 8, pp. 571-581 [View publication] [Show/Hide Abstract]
  • Bonifield, C.; Cole, C. - "Better Him Than Me: Social Comparison Theory and Service Recovery" (Refereed) - Journal of the Academy of Marketing Science - 2008 - v. 36, no. 4, pp. 565-577 [View publication] [Show/Hide Abstract]
  • Bonifield, C.; Bailey, A. A.; Tomas, A. - "Where Avatars Come From: Exploring Consumers' Motivations in Virtual Worlds" (Refereed) - Innovative Marketing - 2008 - v. 4, no. 4, pp. 6-13 [View publication] [Show/Hide Abstract]
  • Bonifield, C.; Cole, C. - "Affective Responses to Service Failure: Anger, Regret, and Retaliatory versus Conciliatory Responses" (Refereed) - Marketing Letters - 2007 - v. 18, no. 1, pp. 85-99 [View publication] [Show/Hide Abstract]
  • Bonifield, C.; Kurata, H. - "How Customization of Pricing and Item Availability Information Can Improve E-Commerce Performance" (Refereed) - Journal of Revenue and Pricing Management - 2007 - v. 5, no. 4, pp. 305-314 [View publication] [Show/Hide Abstract]
Conference Proceeding
  • Bonifield, C. - ""C'est Moi Qui Decide?" "Oui, C'est Vous Qui Decidez": Role of Personality Factors in Influencing Consumer Response to Self-Determined Promotions" (Refereed) - ESCP Europe - 2011 [Show/Hide Abstract]
  • Bonifield, C.; Bailey, A. A. - ""All the (Retailing) World's a Stage": A Dramaturgy of Retailing" (Refereed) - ESCP Europe - 2010
  • Tomas, A.; Bonifield, C. - "A Different Reality: Considering Possible Selves in the Virtual World" - Advertising and Consumer Psychology Conference/Society for Consumer Psychology - 2008
Book, Chapter in Scholarly Book-New
  • Bonifield, C.; Cole, C. A. - "Comprehension of Marketing Communications among Older Consumers" (Refereed) - The Aging Consumer: Perspectives from Psychology and Economics - 2009 ,
  • Bonifield, C.; Cole, C. - "Advertising to Vulnerable Segments" (Refereed) - Handbook of Advertising/Sage Publications - 2007 , [Show/Hide Abstract]