Steve Bellman

Research Interests

Marketing

Prof Steve Bellman

Research Professor of Media Science

School of Marketing

College of Business and Law

Steve Bellman is MediaScience Research Professor in the Ehrenberg-Bass Institute, one of the University of South Australia’s research institutes. The Ehrenberg-Bass Institute is financially sponsored by global corporations such as Coca-Cola, Mars, Procter and Gamble, Uniliver, CBS, Turner Broadcasting and many other global HQ. Dr Bellman is a co-author, with John R. Rossiter, of the textbook “Marketing Communications: Theory and Practice” (Pearson Prentice-Hall, 2005) and has also published in leading international journals such as the Journal of Marketing, Journal of Communication, and Management Science. Articles about Dr Bellman’s research have appeared in the New York Times, the Wall Street Journal, and a briefing book for the US Congress.
Dr Bellman was a co-author on the Best Academic Paper published in 2015 in the Journal of Advertising Research, and has won Best Reviewer awards from the Journal of Advertising, International Journal of Advertising, Journal of Interactive Marketing, and Electronic Markets. He serves on the editorial boards of Journal of Advertising, Journal of Advertising Research, International Journal of Advertising, Journal of Interactive Marketing, Electronic Markets, and Communication Methods and Measures.
Dr Bellman has engaged local and international industry through his involvement with the Beyond :30 initiative, a series of over 70 studies into the changing media landscape sponsored by TV networks, technology companies, and advertisers in the US, Europe, and Australia. With academic experience in the US and Australia, and industry experience in Australia and the UK as an advertising art director, Dr Bellman brings more than 30 years of experience in marketing to the UniSA Business School.


Date Position Institution name
2005 - 2014 Associate Professor/Deputy Director Audience Labs (formerly Interactive Television Research Institute) Murdoch University
2000 - 2004 Senior Lecturer University of Western Australia
1998 - 2000 Post Doctoral Research Fellow University of Pennsylvania
1987 - 1989 Art Director/Creative Director Hogan Lennart Associates (Advertising Agency)

Date Type Title Institution Name Country Amount
2016 Award Best Academic Paper, Journal of Advertising Research, 2015 University of South Australia Australia -

Date Institution name Country Title
1995 - 1999 University of New South Wales (Australian Graduate School of Management) Australia PhD
1990 - 1994 Murdoch University Australia B.Commerce (1st Class Honours)

Date Title Institution name Country
1981 Certificate in Graphic Design Perth Technical College Australia

Year Citation
2025 Hartnett, N., Bellman, S., Beal, V., Kennedy, R., Charron, C., & Varan, D. (2025). How to accurately measure attention to video advertising. International Journal of Advertising, 44(1), 184-207.
DOI
2025 Pourazad, N., Simmonds, L., & Bellman, S. (2025). Promotional strategies for standalone apps: A systematic review and research agenda. Australasian Marketing Journal, online, 1-13.
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2024 Saeed, M. R., Khan, H., Lee, R., Lockshin, L., Bellman, S., Cohen, J., & Yang, S. (2024). Construal level theory in advertising research: a systematic review and directions for future research. Journal of Business Research, 183(114870), 1-15.
DOI Scopus19 WoS18
2024 Saeed, M. R., Lee, R., Lockshin, L., Bellman, S., Yang, S., & Cohen, J. (2024). How best to advertise low-fit brand extensions: a construal level theory perspective. Journal of Consumer Marketing, 41(1), 94-109.
DOI Scopus8 WoS7
2024 Brechman, J. M., Varan, D., Wooley, B., & Bellman, S. (2024). Synced ads: effects of mobile ad size and timing. Frontiers in Communication, 9(1343315), 1-17.
DOI
2024 Michelon, A., Bellman, S., Faulkner, M., Cohen, J., & Bruwer, J. (2024). Why shorter advertisement breaks reduce radio advertisement avoidance: when it comes to radio advertising, less is more. Journal of Advertising Research, 64(1), 1-17.
DOI
2024 Stocchi, L., Bellman, S., Pourazad, N., Michaelidou, N., & Wright, M. (2024). The mirror effect in online survey data: evidence and implications for marketing theory and strategy. Psychology and Marketing, 41(9), 1997-2012.
DOI
2024 Khan, H., Saeed, M. R., Bellman, S., & Lee, R. (2024). The effects and mechanism of discounting unit price. European Journal of Marketing, 58(8), 1941-1967.
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2023 Corkindale, D., Neale, M., & Bellman, S. (2023). Product placement and integrated marketing communications effects on an informational TV program. Journal of Advertising, 52(1), 75-93.
DOI Scopus16 WoS14
2022 Wooley, B., Bellman, S., Hartnett, N., Rask, A., & Varan, D. (2022). Influence of dynamic content on visual attention during video advertisements. European Journal of Marketing, 56(13), 137-166.
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2022 Anesbury, Z. W., Bellman, S., Driesener, C., Page, B., & Sharp, B. (2022). Ageism kills brands. Australasian Marketing Journal, 30(4), 364-370.
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2021 Lee, R., Khan, H., & Bellman, S. (2021). Mere association of product image and travel destination. Annals of Tourism Research, 86(103062), 1-14.
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2021 Bellman, S., Arismendez, S., & Varan, D. (2021). Can muted video advertising be as effective as video advertising with sound?. SN Business & Economics, 1(article no. 27), 1-27.
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2021 Reijonen, H., Bellman, S., Murphy, J., & Kokkonen, H. (2021). Factors related to recycling plastic packaging in Finland's new waste management scheme. Waste Management, 131, 88-97.
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2020 Barwise, P., Bellman, S., & Beal, V. (2020). Why do people watch so much television and video? Implications for the future of viewing and advertising. Journal of Advertising Research, 59(3), 1-21.
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2020 Michelon, A., Bellman, S., Faulkner, M., Cohen, J., & Bruwer, J. (2020). A new benchmark for mechanical avoidance of radio advertising: why radio advertising is a sound investment. Journal of Advertising Research, 60(4), 407-416.
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2020 Bellman, S., Potter, R. F., Robinson, J. A., & Varan, D. (2020). The effectiveness of various video ad-choice formats. Journal of Marketing Communications, 27(6), 631-650.
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2020 Bellman, S., Beal, V., Wooley, B., & Varan, D. (2020). Viewing time as a cross-media metric: comparing viewing time for video advertising on television and online. Journal of Business Research, 120, 103-113.
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2020 Anesbury, Z. W., Page, B., Driesener, C. B., Bellman, S., & Sharp, B. (2020). Net audiences: a comparison of the Sainsbury Normal Method and the Sainsbury Weighted Method. Journal of Marketing Management, 36(15-16), 1591-1610.
DOI
2020 Varan, D., Nenycz Thiel, M., Kennedy, R., & Bellman, S. (2020). The effects of commercial length on advertising impact: what short advertisements can and cannot deliver. Journal of Advertising Research, 60(1), 54-70.
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2020 Simmonds, L., Bellman, S., Kennedy, R., Nenycz Thiel, M., & Bogomolova, S. (2020). Moderating effects of prior brand usage on visual attention to video advertising and recall: an eye-tracking investigation. Journal of business research, 111, 241-248.
DOI Scopus71 WoS60
2020 Simmonds, L., Bogomolova, S., Kennedy, R., Nenycz Thiel, M., & Bellman, S. (2020). A dual-process model of how incorporating audio-visual sensory cues in video advertising promotes active attention. Psychology & Marketing, 37(8), 1057-1067.
DOI Scopus62 WoS48
2019 Bellman, S., Nenycz Thiel, M., Kennedy, R., Hartnett, N., & Varan, D. (2019). Best measures of attention to creative tactics in TV advertising: when do attention-getting devices capture of reduce attention?. Journal of advertising research, 59(3), 295-311.
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2019 Bellman, S., Murphy, J., Arismendez, S. V., & Varan, D. (2019). How TV sponsorship can help television spot advertising. European journal of marketing, 53(1), 121-136.
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2019 Bellman, S., Rask, A., & Varan, D. (2019). How Chipotle used unbranded content to increase purchase intention by changing beliefs about ethical consumption. Journal of marketing communications, 25(7), 763-782.
DOI
2018 Sharp, B., Danenberg, N., & Bellman, S. (2018). Correction: Psychological targeting (Proceedings of the National Academy of Sciences of the United States of America (2018) 115 (E7890) DOI: 10.1073/pnas.1810436115). Proceedings of the National Academy of Sciences of the United States of America, 115(39), E9257.
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2018 Bellman, S., & Murray, K. B. (2018). Feedback, task performance, and interface preferences. European journal of information systems, 27(6), 654-669.
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2018 Sharp, B., Danenberg, N., & Bellman, S. (2018). Psychological targeting. Proceedings of the National Academy of Sciences of the United States of America, 115(34), 7890.
DOI Scopus11 Europe PMC1
2018 Bellman, S., Abdelmoety, Z. H. S., Murphy, J., Arismendez, S., & Varan, D. (2018). Brand safety: the effects of controversial video content on pre-roll advertising. Heliyon, 4(12, article no. e01041), 1-23.
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2017 Bellman, S., Nenycz Thiel, M., Kennedy, R., Larguinat, L., McColl, B., & Varan, D. (2017). What makes a television commercial sell? Using biometrics to identify successful ads. Journal of advertising research, 57(1), 53-66.
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2017 Bellman, S., Robinson, J. A., Wooley, B., & Varan, D. (2017). The effects of social TV on television advertising effectiveness. Journal of marketing communications, 23(1), 73-91.
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2016 Zorn, S. F., Bellman, S., Robinson, J. A., & Varan, D. (2016). Cultural differences affect interactive television advertising. Journal of marketing communications, 22(1), 3-17.
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2016 Alpers, D. L., Walker, F. M., Taylor, A. C., Sunnucks, P., Bellman, S., Hansen, B. D., & Sherwin, W. B. (2016). Evidence of subdivisions on evolutionary timescales in a large, declining marsupial distributed across a phylogeographic barrier. PLoS one, 11(10, article no. e0162789), 1-22.
DOI WoS4 Europe PMC1
2016 Brechman, J., Bellman, S., Robinson, J. A., Rask, A., & Varan, D. (2016). Limited-interruption advertising in digital-video content: an analysis compares the effects of 'midroll' versus 'preroll' spots and clutter advertising. Journal of advertising research, 56(3), 289-298.
DOI Scopus29
2016 Bellman, S., Wooley, B., & Varan, D. (2016). Program-ad matching and television ad effectiveness: a reinquiry using facial tracking software. Journal of advertising, 45(1), 72-77.
DOI
2016 Juckel, J., Bellman, S., & Varan, D. (2016). A humor typology to identify humor styles used in sitcoms. Humor, 29(4), 583-603.
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2015 Brechman, J. M., Bellman, S., Robinson, J. A., Treleaven Hassard, S., & Varan, D. (2015). Which ticker format works best? Effects of updating and scrolling news content on viewer memory and program engagement. Journalism and mass communication quarterly, 92(4), 970-985.
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2015 Bellman, S., Robinson, J. A., Reid, R., & Varan, D. (2015). Contextual priming effects of television programs on commercials: the moderating effects of age. Journal of promotion management, 21(5), 566-583.
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2015 Varan, D., Lang, A., Barwise, P., Weber, R., & Bellman, S. (2015). How reliable are neuromarketers' measures of advertising effectiveness: data from ongoing research holds no common truth among vendors. Journal of advertising research, 55(2), 176-191.
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2015 Brechman, J., Bellman, S., Schweda, A., & Varan, D. (2015). Interactive branded overlays. Journal of broadcasting and electronic media, 59(1), 184-207.
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2014 Bellman, S., Kemp, A., Haddad, H., & Varan, D. (2014). The effectiveness of advergames compared to television commercials and interactive commercials featuring advergames. Computers in human behavior, 32, 276-283.
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2013 Neale, L., Bellman, S., Treleaven Hassard, S., Robinson, J. A., & Varan, D. (2013). Unlocking the "reminder" potential when viewers pause programs: results from a laboratory test of a new online medium. Journal of advertising research, 53(4), 444-454.
DOI
2013 Bellman, S., Murphy, J., Treleaven Hassard, S., O'Farrell, J., Qui, L., & Varan, D. (2013). Using internet behavior to deliver relevant television commercials. Journal of interactive marketing, 27(2), 130-140.
DOI
2013 Varan, D., Murphy, J., Hofacker, C. F., Robinson, J. A., Potter, R. F., & Bellman, S. (2013). What works best when combining television sets, PCs, tablets, or mobile phones? How synergies across devices result from cross-device effects and cross-format synergies. Journal of advertising research, 53(2), 212-220.
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2012 Bellman, S., & Varan, D. (2012). Modeling self-selection bias in interactive-communications research. Communication Methods and Measures, 6(3), 163-189.
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2012 Bellman, S., Treleaven Hassard, S., Robinson, J. A., Rask, A., & Varan, D. (2012). Getting the balance right. Journal of Advertising, 41(2), 5-24.
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2012 Rossiter, J., & Bellman, S. (2012). Emotional branding pays off: how brands meet share of requirements through bonding, companionship, and love. Journal of Advertising Research, 52(3), 1-20.
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2012 Bellman, S., Rossiter, J. R., Schweda, A., & Varan, D. (2012). How coviewing reduces the effectiveness of TV advertising. Journal of Marketing Communications, 18(5), 363-378.
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2012 Bellman, S., Schweda, A., & Varan, D. (2012). Interactive tv advertising: iTV ad executional factors. Journal of business research, 65(6), 831-839.
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2011 Murray, K. B., & Bellman, S. (2011). Productive play time: the effect of practice on consumer demand for hedonic experiences. Journal of the academy of marketing science, 39(3), 376-391.
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2011 Bellman, S., Potter, R. F., Treleaven Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of interactive marketing, 25(4), 191-200.
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2010 Bellman, S., Schweda, A., & Varan, D. (2010). Minimum effective frequency for interactive television ads. Journal of Direct, Data and Digital Marketing Practice, 11(4), 281-301.
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2010 Dix, S., Bellman, S., Haddad, H., & Varan, D. (2010). Using interactive program-loyalty banners to reduce TV ad avoidance: Is it possible to give viewers a reason to stay tuned during commercial breaks?. Journal of Advertising Research, 50(2), 154-161.
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2010 Zorn, S., Jarvis, W., & Bellman, S. (2010). Attitudinal perspectives for predicting churn. Journal of Research in Interactive Marketing, 4(2), 157-169.
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2010 Bellman, S., Schweda, A., & Varan, D. (2010). The importance of social motives for watching and interacting with digital television. International Journal of Market Research, 52(1), 67-87.
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2010 Bellman, S., Schweda, A., & Varan, D. (2010). The residual impact of avoided television advertising. Journal of Advertising, 39(1), 67-81.
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2009 Bellman, S., Schweda, A., & Varan, D. (2009). Viewing angle matters - screen type does not. Journal of Communication, 59(3), 609-634.
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2009 Bellman, S., Schweda, A., & Varan, D. (2009). A comparison of three interactive television AD formats. Journal of interactive advertising, 10(1), 14-34.
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2008 Lee, Y. W., & Bellman, S. (2008). An augmented model of customer loyalty for organizational purchasing of financial services. Journal of Business-to-Business Marketing, 15(3), 290-322.
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