Faculty and Staff Directory » Ann-Marie Fiore

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Title: University Professor
Department: Apparel, Events, and Hospitality Management

Office: 1062 LeBaron, Ames, IA 50011-2100
Phone number: +1 (515) 2949303
Email: amfiore@iastate.edu

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Research interests

  • Effects of Experiential Marketing and Retail Design on Consumer Behavior
  • Aesthetics and Branding
  • Mass Customization and Crowdsourcing

Published works

Current research projects

My research focuses on the effect of hedonic (aesthetic and experiential) aspects of consumer environments on behavior. The environments I have studied include brick-and-mortar store environments, pop-up shops, catalogs, hospitality and tourism environments, and e-commerce Websites, including crowdsourcing, mass customization, and rich media Website features. Recent collaborative project involvement related to retail and hospitality consumer experiences includes the study of: hedonic and utilitarian aspects of pop-up shops and their effect on attitude and patronage intention; the effect of the 4Es (entertainment, esthetics, escapism, and educational consumer experiences) within US agri-tourism events and within Indian shopping malls on consumers; the effect of brand image elements on consumer-based brand equity; brand image scale development, active consumer social interaction scale development; and development of experiential marketing practices materials for small businesses in the US and India. Funding has come from the United States--India Educational Foundation; United States Department of Agriculture, the Southern Rural Development Center, the International Council of Shopping Centers, NE Sustainability Agriculture Research and Education Grant, ISU Human Sciences Extension and Outreach, and the Kauffman Foundation/Pappajohn Center for Entrepreneurship.


  • ISU University Professor
  • International Textiles and Apparel Association Fellow
  • Chutian Visiting Scholar for China’s Wuhan Textile University
  • ISU Margaret Ellen White Graduate Faculty Award
  • ISU Exemplary Faculty Mentor Award.