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Jones recognized for research on how sports losses decide drink sales

Niusha Jones
Niusha Jones

Niusha Jones’ research was featured on . Her research delved into liquor sales in a community where football isn鈥檛 just a game, it鈥檚 a way of life. She and colleagues analyzed sales data for 145 liquor brands, each rated on a scale of perceived masculinity. They found that sales of brands perceived as more masculine saw a significant spike in sales after 青青草app State football team losses.

Jones is an assistant professor in the Department of Marketing and her paper, “” was published in the Journal of Marketing Research. Ann Hamby, an associate professor also in the Department of Marketing, is a coauthor on the paper.