Professor Bruner began working with the SIU College of Business in the Fall of 1984. Prior to that, he received a B.B.A. and M.S. in marketing, both from Texas A&M University. His Ph.D. with a major in marketing and a minor in music was from the University of North Texas.
For over 30 years, Bruner's teaching and research focused on consumer behavior and promotion. He is probably best known as the first professor in the field of marketing to regularly collect, organize, and publish reviews of multi-item measurement scales for use in studying consumer behavior. Since 1992 he has produced twelve volumes of the Marketing Scales Handbook series. These books are used by researchers in academia and industry around the world when they need to find precision measures of attitudes, values, and traits for use in surveys and experiments.
After 28 years at SIU, Dr. Bruner retired in 2012 and moved back to his native Texas. There, he continues to review measurement scales and enjoy his growing family.
Bruner II, Gordon C. (2023), Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 12), Ft. Worth, TX: GCBII Productions, LLC.
Bruner II, Gordon C. (2021), Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 11), Ft. Worth, TX: GCBII Productions, LLC.
Bruner II, Gordon C. (2019), Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 10), Ft. Worth, TX: GCBII Productions, LLC.
Bruner II, Gordon C. (2017), Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 9), Ft. Worth, TX: GCBII Productions, LLC.
Bruner II, Gordon C. (2015), Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 8), Ft. Worth, TX: GCBII Productions, LLC.
Kulviwat, Songpol, Gordon C. Bruner II, and James P. Neelankavil (2014), "Self-Efficacy as an Antecedent of Cognition and Affect in Technology Acceptance," Journal of Consumer Marketing, 31 (3), 190-199.
Bruner II, Gordon C. (2014), Measuring Innovation & Technology Acceptance, CreateSpace Independent Publishing Platform.
Bruner II, Gordon C. (2013), Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 7), Ft. Worth, TX: GCBII Productions, LLC.
Bruner II, Gordon C. (2013), Marketing Scales Handbook: The Top 20 Multi-Item Measures Used in Consumer Research, CreateSpace Independent Publishing Platform.
Bruner II, Gordon C. (2012), Marketing Scales Handbook: A Compilation of Multi-Item Measures for Consumer Behavior & Advertising (V6), Ft. Worth TX: GCBII Productions.
Kulviwat, Songpol, Gordon C. Bruner II, and Obaid Al-Shuridah (2009), "The Effect of Social Influence on Adoption of High Technology Innovations: Moderating Effect of Situational Factors," Journal of Business Research, 62 (7), pp. 706-712.
Bruner II, Gordon C. (2009), Marketing Scales Handbook: A Compilation of Multi-Item Measures for Consumer Behavior & Advertising (V5), Carbondale, IL: GCBII Productions.
Nasco, Suzanne and Gordon C. Bruner II (2008), "Comparing Consumer Responses to Advertising and Non-advertising Mobile Communications," Psychology & Marketing, 25 (8), 822-838.
Bruner II, Gordon C., Anand Kumar, and Clyde Heppner (2007), "Predicting Innovativeness: Development of the Technology Acceptance Scale," lead chapter in New Research on Wireless Communications, Nova Science Publishers, Inc., 1-20.
Bruner II, Gordon C. and Anand Kumar (2007), "Gadget Lovers," Journal of the Academy of Marketing Science, 35 (3), 329-339.
Kulviwat, Songpol, Gordon C. Bruner II, Anand Kumar, Suzanne Nasco, and Terry Clark (2007), "Toward a Unified Theory of Consumer Technology Acceptance," Psychology & Marketing, 24 (12), 1067-1092.
SIU Outstanding Scholar for College of Business: 2009
College of Business Research Honor Roll: 1988, 1989, 1990, 2006, 2008, 2009
College of Business Teaching Honor Roll: 1990, 1998, 2009
College of Business Researcher of the Year: 2008
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