Timothy B. Heath

Timothy Heath

Room: BSN 3225
Phone: (813) 974-6224

Timothy B. Heath is a full professor in the Department of Marketing of the USF Muma College of Business. His research investigates issues in branding, persuasion, and innovation.

He publishes in the field's best journals (Journal of Marketing, Journal of Consumer Research, etc.) while serving as an area editor for the Journal of Marketing, editorial review board member for the Journal of Consumer Psychology, and expert witness for legal cases involving deceptive advertising.

Heath earned a PhD in business administration at the University of Iowa and has served on the faculties of the University of Pittsburgh, Miami University, ESSEC Business School, and HEC Paris. He also served as a visiting professor at the University of Notre Dame where he won their MBA program's Outstanding Teacher of the Year award.


  • MAR 6815 Marketing Management
  • MAR 6936 Value Creation
  • MAR 7931 Marketing Proseminar
  • MAR 7555 Consumer Behavior Theory

Recent Research

  • Heath, Timothy B., Subimal Chatterjee, Suman Basuroy, Thorsten Hennig-Thurau, and Bruno Kocher (2015), "Innovation Sequences Over Iterated Offerings: A Relative Innovation, Comfort, and Stimulation Framework of Consumer Responses," Journal of Marketing, 79 (November), 71-93.
  • Chatterjee, Subimal, Dipankar Rai, and Timothy B. Heath (forthcoming), "Tradeoff Between Time and Money: The Asymmetric Consideration of Opportunity Costs," Journal of Business Research.
  • Kull, Alexander J. and Timothy B. Heath (2016), "You Decide, We Donate: Strengthening Consumer–Brand Relationships through Digitally Co-Created Social Responsibility," International Journal of Research in Marketing, 33 (March), forthcoming.
  • Heath, Timothy B., Devon DelVecchio, and Michael S. McCarthy (2011), "The Asymmetric Effects of Extending Brands to Lower and Higher Quality," Journal of Marketing, 75 (July), 3-20.