Angeline Close Scheinbaum, Ph.D.The University of Texas at AustinAngeline Close Scheinbaum is Associate Professor at The University of Texas at Austin at the Stan Richards School of Advertising & Public Relations. She studied at the University of Georgia's Terry College of Business (Ph.D., 2006, Business Administration--Marketing) and Grady College of Journalism & Mass Communication (M.M.C, 2002, A.B.J, 2000). Past experience includes six years teaching in business schools and co-founding a small business. She has taught 15 different courses and enjoys mentoring graduate students. Her research stream is grounded in explaining and predicting linkages among consumer attitude, affect, cognition, behavioral intent, and consumer behavior. This chain has been developed in traditional mass communication contexts; yet, the experiential/live/face-to-face nature, along with the duality of event sponsorship, deserves distinct models. For this reason, the context of her work is often sponsored events. The theories she tends to develop come mainly from psychology-- affect transfer, resistance, cognitive schema, social identity, image transfer, congruency, and balance theory. Dr. Close Scheinbaum has published over twenty peer-reviewed publications in leading journals such as Journal of Academy of Marketing Science, Journal of Business Research, Journal of Advertising, and Journal of Advertising Research. She has presented this research in over thirty conference proceedings. Dr. Close Scheinbaum co-authored "Advertising & Integrated Brand Promotion" and edited the scholarly books: "Consumer Behavior Knowledge for Effective Sports and Event Marketing" and "Online Consumer Behavior". She serves on the Recreational Sports Board and served Faculty Council (2013-2105). She has served in national leadership roles with the AMA and AMS--as VP Membership and co-chair of the AMS 2015 Annual Conference. She has earned awards in research and service--most recently the overall best paper award at the AMS conference in 2013. Passions are in volunteerism and tennis; she mentored low-income children from diverse backgrounds in tennis last summer.