Management & Marketing

Terri Rittenburg

Emeritus Professor

Ph.D., University of Nebraska
M.A., University of Nebraska
B.S., University of Nebraska


Teaching Interests
International Marketing
International Business
Business Ethics


Marketing Ethics
International Business Ethics
Consumer Vulnerability


Selected Publications

Ndichu, Edna G., and Terri L. Rittenburg (2021), “Consumers’ Navigation of Risk Perceptions in the Adoption of Stigmatized Products,” Journal of Business Research Vol. 132, 340-353. 

Kim McKeage, Elizabeth Crosby, and Terri Rittenburg (2017), “Living in a Gender-Binary World:  Implications for a Revised Model of Consumer Vulnerability,” Journal of Macromarketing (online:; print expected 2018).

Saurabh Ahluwalia, O. C. Ferrell, Linda K. Ferrell, and Terri L. Rittenburg (2016), “Sarbanes-Oxley Section 406 Code of Ethics for Senior Financial Officers and Firm Behavior,” Journal of Business Ethics (19 July), online, DOI 10.1007/s1051-016-3267-7.

Terri L. Rittenburg, George A. Gladney, and Teresa Stephenson, (2015) “The Effects of Euphemism Usage in Business Contexts,” Journal of Business Ethics (Feb.) online.

Philip E. Varca and Terri L. Rittenburg (2014), “Emotional Empathy during Service Encounters:  The Price for Caring,” International Annual Edition of Applied Psychology:  Theory, Research, and Practice, Vol. 1, No. 1, 88-109 (online journal:

Connie R. Bateman, Sean Valentine, and Terri Rittenburg (2013), “Ethical Decision Making in a Peer-to-Peer File Sharing Situation:  The Role of Moral Absolutes and Social Consensus,” Journal of Business Ethics, Vol. 115, 229-240.

Sean Valentine, Lynn Godkin, Karen Page, and Terri Rittenburg, 2009, "Gender and Ethics:  Ethical Judgments, Ethical Intentions, and Altruism among Healthcare Professionals," Gender in Management: An International Journal, Vol. 24, No. 2, 112-130.

Terri L. Rittenburg, Sean R. Valentine, and James B. Faircloth, 2007, "The Ethics of Competitor Intelligence Gathering," Journal of Business Ethics, Vol. 70, No. 3 (Feb.), 235-245.

Stacey M. Baker, David M. Hunt, and Terri L. Rittenburg, 2007, "Consumer Vulnerability as a Shared Experience:  Tornado Recovery Process in Wright, Wyoming," Journal of Public Policy & Marketing, special issue on Natural Disasters, edited by John D. Mittelstaedt, Vol. 26, No. 1 (Spring), 6-19.  Publication previewed in "Change Comes Through Shared Vulnerability," Marketing News, June 1, 2007, pp. 32, 34.

Sean R. Valentine and Terri L. Rittenburg, 2007, "The Ethical Decision Making of Men and Women Executives in International Business Situations," Journal of Business Ethics, Vol. 71, 125-134.

Sean Valentine, Lynn Godkin, Terri Rittenburg, and Edward Cyrson, 2006, "The Support and Planning Problems of Male and Female Businesspersons in Poland," International Journal of Management, Vol. 23, No. 4 (December) 868-877.

Stacey M. Baker, James W. Gentry and Terri L. Rittenburg, 2005, "Building Understanding of the Domain of Consumer Vulnerability," Journal of Macromarketing, Vol. 25, No. 2 (December), 128-139 (special issue on consumer vulnerability).

George A. Gladney and Terri L. Rittenburg, 2005, "More than Just ‘Pretty Lies':  The Power of Euphemistic Text," Newspaper Research Journal, Vol. 26, No. 1 (Winter), 28-41.  (Paper selected by the journal and the Association for Education in Journalism and Mass Communications for distribution to journalists and media practitioners nationwide.)

Sean R. Valentine and Terri L. Rittenburg, 2004, "Spanish and American Business Professionals' Ethical Evaluations in Global Situations" Journal of Business Ethics, Vol. 51, 1-14.

Terri L. Rittenburg and Sean R. Valentine, 2002, "Spanish and American Executives' Ethical Judgments and Intentions," Journal of Business Ethics, Vol. 38, 291-306.   

Magne Supphellen and Terri L. Rittenburg, 2001, "Consumer Ethnocentrism When Foreign Products Are Better," Psychology and Marketing, Vol. 18, No. 9 (September), 907-927.

Terri L. Rittenburg and Madhavan Parthasarathy, 1997, "Ethical Implications of Target Market Selection," Journal of Macromarketing, Vol. 17, No. 2 (Fall), 49-64.

Ashay B. Desai and Terri Rittenburg, 1997, "Global Ethics:  An Integrative Framework for MNEs," Journal of Business Ethics, Vol. 16, No. 8, 791-800.

Betty Chavis, Terri Rittenburg and Katy Cheung, 1996, "Hong Kong:  An Analysis of the Post-1997 Business Climate," Journal of Business and Public Affairs, Vol. 23, No. 1, Fall,  2-8.

Gene W. Murdock and Terri L. Rittenburg, 1995, "Certification of Marketing Researchers:  Survey Results and a Case Example," Journal of Professional Services Marketing, Vol. 12, No. 2, 3-29.

Madhavan Parthasarathy, Terri L. Rittenburg, and A. Dwayne Ball, 1995, "A Re-evaluation of the Consumer Innovation-Decision Process," Journal of Product & Brand Management, Vol. 4, No. 4, 35-47.

Terri L. Rittenburg and Gene W. Murdock, 1994, "The Pros and Cons of Certifying Marketing Researchers," Marketing Research:  A Magazine of Management and Applications, Vol. 6, No. 2, 5-10.

Howard E. Van Auken, Terri L. Rittenburg, B. Michael Doran, and Shu-Fang Hsieh, 1994, "An Empirical Analysis of Advertising by Women Entrepreneurs," Journal of Small Business Management, Vol. 32, No. 3 (July), 10-28.

Bonnie S. Guy, Terri L. Rittenburg and Douglass K. Hawes, 1994, "Dimensions and Characteristics of Time Perceptions and Perspectives Among Older Consumers," Psychology and Marketing, Vol. 11, No. 1 (January/February), 1-22.

B. Michael Doran, Howard E. Van Auken and Terri L. Rittenburg, 1992, "An Empirical Analysis of Small Business Advertising," Journal of Small Business Management, Vol. 30, No. 2, 87-99.

Terri L. Rittenburg, "Is the Marketing Concept Adequate for Continuing Education?" 1984, Lifelong Learning:  An Omnibus of Practice Research, Vol. 8, No. 1 (September), 21-23.

Terri L. Rittenburg and Ruth D. Morton, 1984, "Program Planning and Evaluation:  A Marketing Approach for a Marketing Workshop," Continuing Higher Education, Vol. 32, No. 1, 12-15.

Elmer H. Miller and Terri L. Rittenburg, 1983,"Continuing Education for Today's Volunteer Leader," The Journal of Volunteer Administration, Vol. I, No. 3, 44-49.

Randall G. Bretz and Terri L. Rittenburg, 1982, "A Marketing Plan for Telecourses," Continuum, Vol. XLVI, No. 3, 54-58.

Kent Drummond, Susan Aronstein, and Terri L. Rittenburg (2018), The Road to Wicked:  The Marketing and Consumption of Oz from L. Frank Baum to Broadway. Cham, Switzerland:  Palgrave Macmillan. 

Invited book chapters: 

Terri L. Rittenburg (2017), ethics case, “Just a Friendly Request,” in Patrick E. Murphy, Gene R. Laczniak, and Fiona Harris, Ethics in Marketing: International Cases and Perspectives, 2nd ed., Routledge, 71-73.

Terri L. Rittenburg and Linda K. Ferrell (2015), “Approaches to Marketing Ethics Education,” in Alexander Nill (editor), Handbook on Ethics and Marketing.  Cheltenham, UK:  Edward Elgar Publishing Ltd., 302-316.

Scott K. Radford, David M. Hunt, and Terri L. Rittenburg (2014), “Millennials as New Salespeople: Moral Reasoning and Implications for Employee Well-Being,” in Sean Valentine (editor), Organizational Ethics and Stakeholder Well-Being in the Business Environment, A Volume in Ethics in Practice.  Charlotte, NC:  Information Age Publishing, Inc., 255-273.

Terri L. Rittenburg (2011), “Business Ethics Across Cultures,” in Bruce D. Keillor (general editor), Timothy J. Wilkinson (editor), International Business in the 21st Century, Vol. 3.  Santa Barbara, CA:  Praeger, 147-172.

Edited proceedings:
Terri L. Rittenburg and Mark Peterson (eds.) 2010, Exploring the Frontiers of Macromarketing, Papers of the 35th Macromarketing Conference, Laramie, Wyoming, June 9-12, 2010.

Andreas W. Falkenberg and Terri L. Rittenburg (eds.) 1997, 22nd Annual Macromarketing Conference proceedings, Bergen, Norway, June 14-17, 1997. 

(307) 343-2540 | BU 388
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