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FSB Directory

Peter Nguyen

Assistant Professor

Marketing


Peter Nguyen

Contact Information

Office Hours

  • TR 11:30-1:00pm
  • Other hours by appointment

Links

* Accessible version of PDF available upon request.

Profile

Academic Background

  • Ph.D., Marketing, Ivey Business School, Western University, 2019
  • M.Sc., Neuroscience, Western University, 2013
  • B.Sc., Psychology & Medical Sciences, Western University, 2011

Academic & Professional Experience

  • Assistant Professor, Miami University, 2019-Present
  • Instructor, Western University, 2018-2019

Recent Publications

  • Nguyen, Peter and Xin (Shane) Wang (2024), "The Influence of Non-Physicality of Goods on Disparities in Seller-Buyer Valuations: A Meta-Analysis", Journal of Consumer Psychology.
  • Nguyen, Peter, Scott B. Friend, Kevin S. Chase, & Jeff S. Johnson (2023), "Analyzing Sales Proposal Rejections via Machine Learning." Journal of Personal Selling and Sales Management, 43(1), 24-45.
  • Nguyen, Peter, Xin (Shane) Wang, Xi Li, and June Cotte (2021), "Reviewing Experts' Restraint from Extremes and its Impact on Service Providers", Journal of Consumer Research , 47(5), 654-74.

Honors & Awards

  • David W. Rosenthal Case Method Teaching Award, Miami University, USA, 2025, $2500
  • Finalist for the E. Phillips Knox Distinguished Teaching Award, Miami University, USA, 2025
  • Marvin Jolson Award for Best Contribution to Selling and Sales Management Practice, USA, 2023
  • Gifford Junior Faculty Teaching Innovation Award, Miami University, USA, 2023, $2000
  • The Creativity and Innovation Award, Miami University, USA, 2022
  • Richard K. Smucker Teaching Excellence Award, Outstanding Junior Professor, Miami University, USA, 2022
  • Farmer School of Business (FSB) Summer Research Grant, 2022, $10,000
  • Sales Education Foundation (SEF) Research Grant, 2021, $5000
  • University Sales Center Alliance (USCA) Research Grant Award, 2021, $2000
  • AMA Relationship Marketing Special Interest Group (RM-SIG) Research Grant, 2021, $1500
  • Student Recognition of Teaching Excellence, 2020, Miami University, USA
  • Faculty Commendation from Center for Teaching Excellence for Positive Impact on Student Learning and Development, 2020, 2021, 2022, Miami University, USA
  • AMA-Sheth Foundation Doctoral Consortium, 2018, Leeds, UK
  • Nominated Best Paper Award at the 11th European ACR, 2018, Ghent, Belgium
  • Joseph-Armand Bombardier Canada Graduate Scholarship, 2014-2017, $105,000

Biography

Peter Nguyen is Assistant Professor of Marketing in the Farmer School of Business at Miami University in Ohio, USA. His research examines how customer language--what people say and how they say it--reveals underlying needs, intentions, and future behaviors. Specifically, Dr. Nguyen investigates why and when linguistic cues can effectively predict customer decisions and marketplace outcomes. He applies machine learning and text analytics to customer-generated content--such as social media posts, online reviews, and service call transcripts--to understand how customers evaluate, communicate, and act. Managerially, his work equips firms with strategies for integrating unstructured text data into marketing analytics and decision-making.

Dr. Nguyen earned his Ph.D. in Marketing from the Ivey Business School at Western University (Canada) in 2019. He is a recipient of the prestigious Joseph-Armand Bombardier Canada Graduate Scholarship and the 2023 Marvin Jolson Award for Best Contribution to Selling and Sales Management Practice. His research has appeared in leading marketing journals, including the Journal of Consumer Research and the Journal of Consumer Psychology. He also holds a Bachelor of Science in Psychology and Medical Sciences and a Master of Science in Neuroscience, both from Western University.

At Miami University, Dr. Nguyen teaches Marketing Research and Analytics. A hallmark of his course, highly regarded by students, is the final social media listening project, in which students learn to scrape and analyze social media data from platforms such as TikTok, YouTube, and Reddit. Through hands-on instruction in sentiment analysis and topic modeling, students uncover marketing insights and design strategies grounded in real-time consumer conversations. The course culminates in a team-based capstone presentation where students demonstrate both analytical rigor and strategic storytelling.

Dr. Nguyen brings dynamic energy and practical relevance to the classroom. He continuously integrates current marketing trends, emerging technologies, and real-world data to help students connect complex analytical concepts to practice. In recognition of his teaching excellence, he received the 2022 Richard K. Smucker Teaching Excellence Award (Outstanding Junior Professor) and was named a finalist for the 2025 E. Phillips Knox Distinguished Teaching Award at Miami University.

Outside of academia, Dr. Nguyen is the proud father of two young boys, Arthur and Jasper. Even with his hands full, he remains an avid distance runner along the Ohio River, a dedicated snowboarder on Colorado slopes, and a devoted pickleball player--a sport he describes as a perfect fusion of tennis and table tennis, and one of the fastest-growing sports in the United States.

Courses

  • MKT 335 E TR 8:30AM-9:50AM LWS 301
  • MKT 335 F TR 10:05AM-11:25AM LWS 301