Steve Bellman

Research Interests

Marketing

Prof Steve Bellman

Research Professor of Media Science

School of Marketing

College of Business and Law

Eligible to supervise Masters and PhD - email supervisor to discuss availability.

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 Potter, R. F., Read, G. L., & Bellman, S. (2025). Introduction to Special Issue on Contributions of Biometrics to Advertising Research. Journal of Advertising, 54(5), 597-601.
DOI
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 Scopus5 WoS4
2025 Pourazad, N., Simmonds, L., & Bellman, S. (2025). Promotional strategies for standalone apps: A systematic review and research agenda. Australasian Marketing Journal, online(1), 1-13.
DOI Scopus2 WoS2
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 Scopus25 WoS24
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 Scopus9 WoS8
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 Scopus6 WoS3
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 Scopus3 WoS3
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.
DOI Scopus1 WoS1
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 Scopus17 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.
DOI Scopus20 WoS17
2022 Anesbury, Z. W., Bellman, S., Driesener, C., Page, B., & Sharp, B. (2022). Ageism kills brands. Australasian Marketing Journal, 30(4), 364-370.
DOI Scopus7 WoS8
2021 Lee, R., Khan, H., & Bellman, S. (2021). Mere association of product image and travel destination. Annals of Tourism Research, 86(103062), 1-14.
DOI Scopus26 WoS23
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.
DOI Scopus3
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.
DOI Scopus66 WoS56 Europe PMC16
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.
DOI Scopus11 WoS9
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.
DOI Scopus7 WoS6
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.
DOI Scopus15
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.
DOI Scopus12 WoS14
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 Scopus3 WoS4
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.
DOI Scopus25 WoS24
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 Scopus74 WoS62
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 Scopus64 WoS50
2020 Anesbury, Z. W., Driesener, C. B., Page, B., Bellman, S., & Sharp, B. (2020). Net audiences: a comparison of the Sainsbury Normal Method and the Sainsbury Weighted Method (Jul, 10.1080/0267257X.2020.1794933, 2020). JOURNAL OF MARKETING MANAGEMENT, 36(15-16), I.
DOI
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.
DOI Scopus39 WoS35
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.
DOI Scopus7 WoS7
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 Scopus7
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.
DOI
2018 Bellman, S., & Murray, K. B. (2018). Feedback, task performance, and interface preferences. European journal of information systems, 27(6), 654-669.
DOI Scopus7 WoS4
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 WoS8 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.
DOI Scopus18 WoS13 Europe PMC1
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.
DOI Scopus29 WoS26
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.
DOI Scopus46
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.
DOI Scopus8
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 Scopus5 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 WoS22
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 Scopus19 WoS17
2016 Juckel, J., Bellman, S., & Varan, D. (2016). A humor typology to identify humor styles used in sitcoms. Humor, 29(4), 583-603.
DOI Scopus30 WoS21
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.
DOI Scopus7 WoS5
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.
DOI Scopus3
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.
DOI Scopus68 WoS56
2015 Brechman, J., Bellman, S., Schweda, A., & Varan, D. (2015). Interactive branded overlays. Journal of broadcasting and electronic media, 59(1), 184-207.
DOI Scopus1 WoS1
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.
DOI Scopus55 WoS45
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 Scopus5 WoS4
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 Scopus26 WoS18
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.
DOI Scopus17 WoS22
2012 Bellman, S., & Varan, D. (2012). Modeling self-selection bias in interactive-communications research. Communication Methods and Measures, 6(3), 163-189.
DOI Scopus5 WoS4
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.
DOI Scopus25 WoS19
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.
DOI Scopus69 WoS46
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.
DOI Scopus23
2012 Bellman, S., Schweda, A., & Varan, D. (2012). Interactive tv advertising: iTV ad executional factors. Journal of business research, 65(6), 831-839.
DOI Scopus14 WoS15
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.
DOI Scopus29 WoS27
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.
DOI Scopus346 WoS270
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.
DOI Scopus9
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.
DOI Scopus8 WoS10
2010 Zorn, S., Jarvis, W., & Bellman, S. (2010). Attitudinal perspectives for predicting churn. Journal of Research in Interactive Marketing, 4(2), 157-169.
DOI Scopus13 WoS10
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.
DOI Scopus8 WoS4
2010 Bellman, S., Schweda, A., & Varan, D. (2010). The residual impact of avoided television advertising. Journal of Advertising, 39(1), 67-81.
DOI Scopus49 WoS40
2010 Treleaven-Hassard, S., Gold, J., Bellman, S., Schweda, A., Ciorciari, J., Critchley, C., & Varan, D. (2010). Using the P3a to gauge automatic attention to interactive television advertising. Journal of Economic Psychology, 31(5), 777-784.
DOI Scopus53 WoS47
2009 Bellman, S., Schweda, A., & Varan, D. (2009). Viewing angle matters - screen type does not. Journal of Communication, 59(3), 609-634.
DOI Scopus27 WoS17
2009 Bellman, S., Schweda, A., & Varan, D. (2009). A comparison of three interactive television AD formats. Journal of interactive advertising, 10(1), 14-34.
DOI
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.
DOI Scopus17 WoS11
2007 Bellman, S. (2007). Theory and Measurement of Type 1 and Type 2 Emotions. Australasian Marketing Journal, 15(1), 14-22.
DOI Scopus13 WoS8
2006 Reading, N., Bellman, S., Varan, D., & Winzar, H. (2006). Effectiveness of telescopic advertisements delivered via personal video recorders. Journal of Advertising Research, 46(2), 217-227.
DOI Scopus18 WoS14
2006 Bellman, S., Johnson, E. J., Lohse, G. L., & Mandel, N. (2006). Designing marketplaces of the artificial with consumers in mind: Four approaches to understanding consumer behavior in electronic environments. Journal of Interactive Marketing, 20(1), 21-33.
DOI Scopus61
2004 Johnson, E. J., Moe, W. W., Fader, P. S., Bellman, S., & Lohse, G. L. (2004). On the Depth and Dynamics of Online Search Behavior. Management Science, 50(3), 299-308.
DOI Scopus362 WoS275
2004 Bellman, S., Johnson, E. J., Kobrin, S. J., & Lohse, G. L. (2004). International differences in information privacy concerns: A global survey of consumers. Information Society, 20(5), 313-324.
DOI Scopus464 WoS359
2003 Bellman, S., Foster, N., Still, L., & Cooper, C. L. (2003). Gender differences in the use of social support as a moderator of occupational stress. Stress and Health, 19(1), 45-58.
DOI Scopus71 WoS61
2003 Johnson, E. J., Bellman, S., & Lohse, G. L. (2003). Cognitive lock-in and the power law of practice. Journal of Marketing, 67(2), 62-75.
DOI Scopus297 WoS248
2003 Alpers, D. L., Taylor, A. C., Sunnucks, P., Bellman, S. A., & Sherwin, W. B. (2003). Pooling hair samples to increase DNA yield for PCR. Conservation Genetics, 4(6), 779-788.
DOI Scopus22 WoS24
2002 Johnson, E. J., Bellman, S., & Lohse, G. L. (2002). Defaults, Framing and Privacy: Why Opting In-Opting Out. Marketing Letters, 13(1), 5-15.
DOI Scopus264 WoS227
2001 Bellman, S., Johnson, E. J., & Lohse, G. L. (2001). To Opt-In or Opt-Out? It Depends on the Question. Communications of the ACM, 44(2), 25-27.
DOI Scopus69 WoS48
2000 Lohse, G. L., Bellman, S., & Johnson, E. J. (2000). Consumer buying behavior on the internet: Findings from panel data. Journal of Interactive Marketing, 14(1), 15-29.
DOI Scopus276
1999 Rossiter, J. R., & Bellman, S. (1999). A proposed model for explaining and measuring web ad effectiveness. Journal of Current Issues and Research in Advertising, 21(1), 13-31.
DOI Scopus33
1999 Bellman, S., Lohse, G. L., & Johnson, E. J. (1999). Predictors of online buying behavior. Communications of the ACM, 42(12), 32-38.
DOI Scopus559 WoS365
1999 West, P. M., Ariely, D., Bellman, S., Bradlow, E., Huber, J., Johnson, E., . . . Schkade, D. (1999). Agents to the Rescue?. Marketing Letters, 10(3), 285-300.
DOI Scopus93

Year Citation
2020 Bellman, S., & Varan, D. (2020). Neuromarketing: how to choose the right measures. In K. Floyd, & R. Weber (Eds.), Source details - Title: The Handbook of Communication Science and Biology (pp. 254-265). US: Routledge.
DOI Scopus1
2017 Sharp, B., Bellman, S., Beal, V., Riebe, E., & Nelson Field, K. (2017). Media decisions. In B. Sharp (Ed.), Source details - Title: Marketing theory evidence practice (Second ed., pp. 494-557). Australia: Oxford University Press.
2017 Bellman, S. (2017). Experimental Design. In International Encyclopedia of Communication Research Methods (pp. 1-20). Wiley.
DOI
2015 Brechman, J. M., Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2015). Branded Mobile Apps: Possibilities for Advertising in an Emergent Mobile Channel. In Encyclopedia of Mobile Phone Behavior (pp. 142-150). IGI Global.
DOI

Year Citation
2016 Simmonds, L., Bellman, S., Kennedy, R., Bogomolova, S., & Nenycz-Thiel, M. (2016). THE ROLE OF PRIOR BRAND EXPERIENCE IN PROCESSING ADVERTISING. In PSYCHOPHYSIOLOGY Vol. 53 (pp. S57). WILEY-BLACKWELL.
2011 Robinson, J. A., Schweda, A., Bellman, S., & Varan, D. (2011). A map of the new television ad model landscape: Viewer and industry evaluations. In M. MacCarthy (Ed.), ANZMAC 2011 conference proceedings : Marketing in the Age of Consumerism : Jekyll or Hyde? (pp. 1-7). Australia: Edith Cowan University.
2007 Varan, D., & Bellman, S. (2007). Digital television as persuasive technology. In Y. DeKort, W. IJsselsteijn, C. Midden, B. Eggen, & B. J. Fogg (Eds.), Lecture Notes in Computer Science Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics Vol. 4744 LNCS (pp. 243-252). CA, Stanfore Univ, Palo Alto: SPRINGER-VERLAG BERLIN.
DOI
2007 Murray, K. B., & Bellman, S. (2007). Playing Games Efficiently: Hedonic Learning and Loyalty. In G. J. Fitzsimons (Ed.), ADVANCES IN CONSUMER RESEARCH VOL XXXIV Vol. 34 (pp. 247-248). FL, Orlando: ASSOC CONSUMER RESEARCH.
WoS1
2004 Bellman, S., Johnson, E. J., Kobrin, S. J., & Lohse, G. L. (2004). International differences in information privacy concern: Implications for the globalization of electronic commerce. In B. E. Kahn, & M. F. Luce (Eds.), ADVANCES IN CONSUMER RESEARCH, VOLUME XXXI Vol. 31 (pp. 362-363). CANADA, Toronto: ASSOC CONSUMER RESEARCH.
WoS5

Date Role Research Topic Program Degree Type Student Load Student Name
2025 Principal Supervisor Ehrenberg Bass Institute Research Degree -2025 - Master Full Time Mr Neil Krikul
2025 Co-Supervisor Brand growth - attitudes, behaviour, or both? - Master Full Time Mr Jordan Blaine White
2024 Co-Supervisor How Accurate is Recognition for Measuring Media Reach? - Master Full Time Ms Kellie Kourlis
2024 Co-Supervisor The Effectiveness of Targeted Advertising on Social Media - Master Full Time Miss Tahlia Renee Seymour
2023 Co-Supervisor Measuring out-of-home advertisings exposure to pedestrians and its effect on their brand awareness - Master Full Time Ms Ka Yin Wong

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