Employee Profile

Nathan Warren

Associate Professor - Department of Marketing


Please see my website for my updated CV and current research projects: https://www.nathanwarrenresearch.com/


Warren, Nathan & Warren, Caleb (2023)

Trying too hard or not hard enough: How effort shapes status

Journal of Consumer Psychology Doi: 10.1002/jcpy.1400 - Full text in research archive

Is trying to earn status effective or self-defeating? We show that whether effort increases or decreases admiration and respect (i.e., status) depends on how the person is trying to earn status. Groups evaluate people along multiple status dimensions (e.g., wealth, coolness). Each dimension is associated with a different ideology, or set of beliefs, that ascribe status to behaviors that contribute to the group's goals. Whether behaviors, including effort, increase status, thus, depends on the ideologies that people use to interpret if a behavior contributes to the group. Four experiments demonstrate that people earn more status when they try to become wealthy compared to when they are effortlessly wealthy, but earn less status when they try to become cool compared to when they are effortlessly cool. Effort increases status when directed at wealth but not at coolness because contemporary ideologies suggest that people who gain wealth through effort contribute more to society, whereas people who gain coolness through effort contribute less.

Howe, Lauren; Shepherd, Steven, Warren, Nathan, Mercurio, Kathryn & Campbell, Troy H. (2023)

Expressing Dual Concern in Criticism for Wrongdoing: The Persuasive Power of Criticizing with Care

Journal of Business Ethics Doi: 10.1007/s10551-023-05475-0 - Full text in research archive

Edelblum, Andrew B. & Warren, Nathan (2023)

Real men don’t share (online): perceived neediness and the frequent-posting femininity stereotype

European Journal of Marketing Doi: 10.1108/EJM-12-2022-0883 - Full text in research archive

Purpose Research emphasizes the motivations underlying and potential harmful consequences of social media use, but there is little understanding of stigmas faced by individual social media users, particularly as they pertain to gender. The purpose of this study is to examine a unique stereotype related to men’s social media use. Design/methodology/approach Four experiments examine judgments of men based on how often they post on social media (frequently vs infrequently). Findings The authors find that posting frequently (vs infrequently) affects the perceived gender of men but not women. This frequent-posting femininity stereotype is explained by perceived neediness and holds regardless of whether posts are about others (vs the self) or whether posts are shared by influencers (vs ordinary users). Research limitations/implications Future research should examine other stereotypes of social media users – including those pertaining to gender – and ways to mitigate such negative attributions. Researchers should examine how the frequent-posting femininity stereotype and other social media use stereotypes affect social media consumption and consumer well-being. Practical implications Managers should adjust consumer engagement strategies and restructure platforms to address the unique stigmas facing different consumer groups. Originality/value Providing insights into the dark side of social media, the authors investigate a unique domain – stereotypes about individual social media users. The findings of this study uncover an emasculating stigma against men who post often on social media, which may discourage men from online participation.

Warren, Nathan & Hanson, Sara (2023)

Tipping, Disrupted: The Multi-Stakeholder Digital Tipped Service Journey

Journal of Service Research, 26(3), s. 389- 404. Doi: 10.1177/10946705231166742 - Full text in research archive

The shift from analog to digital point-of-sale systems (e.g. Square) and app-based service platforms (e.g. Uber) disrupted frontline services by creating new tipping processes that occur in an ever-expanding range of service contexts and involve new stakeholders. The increasing importance of tipping in the global economy and the uncertainty regarding tipping practices suggest the need for a comprehensive framework that accounts for evolving tipped service networks. We introduce the multi-stakeholder service journey lens to build a conceptual framework that accounts for the competing interests of customers, employees, frontline service managers, technology providers, and other stakeholders in emergent tipped services. This framework examines interactions between stakeholders at different points along the tipped service journey, while accounting for the technologies and contexts that shape stakeholder interactions and the sometimes divergent outcomes that result. Stakeholder interactions at each stage of the tipped service journey suggest theoretically rich research questions, such as “How do digital tipping technologies diffuse into and realign cultural practices?”, and important practical questions, such as “Which tip request framing and formatting choices result in the highest tips, most customer satisfaction, and optimum employee outcomes?” Our conclusion emphasizes the importance of multi-stakeholder service journey perspectives for examining digitally disrupted services.

Warren, Nathan & Campbell, Troy (2021)

The Sleep-Deprived Masculinity Stereotype

Journal of the Association for Consumer Research Doi: 10.1086/711758

Warren, Nathan; Hanson, Sara & Yuan, Hong (2020)

Feeling Manipulated: How Tip Request Sequence Impacts Customers and Service Providers

Journal of Service Research Doi: 10.1177/1094670519900553

Fox 26 News Houston, Fox 26 News Houston & Warren, Nathan (2023)

Digital tip jars: How new tipping trend works

https://www.fox26houston.com/video/1225214 [TV]

Schulz, Bailey & Warren, Nathan (2023)

Inflation has Americans tired of tipping, but tips are actually growing. What's happening?

https://eu.usatoday.com/story/money/personalfinance/2023/02/ [Avis]

National Public Radio, KPCC & Warren, Nathan (2023)

Tips For Tipping In A Pandemic, Tech-Infused World

https://www.kpcc.org/show/airtalk/2023-01-11/storm-coverage- [Radio]

Warren, Nathan (2022)

How the cashless economy put more money in Seattle workers’ pockets

https://www.seattletimes.com/business/how-the-cashless-econo [Avis]

Maffin, Tod & Warren, Nathan (2022)

Do You Like This Podcast 0%, 15%, or 22%?


Warren, Nathan (2022)

We Need to Talk About Dirt

[Popular scientific article]. BI Marketing Magazine

Warren, Nathan & Price, Linda (2022)

Technology Practices in Wilderness Experiences

[Academic lecture]. Association for Consumer Research Conference.

Warren, Nathan & Price, Linda (2022)

Tech in the Wild: The Fraught Meanings and Altered Material Competencies of Digital Practices in Wilderness Settings

[Academic lecture]. Consumer Culture Theory Conference.

Warren, Nathan & Hanson, Sara (2022)

Tipping, Disrupted: Review, Phenomenological integration, and Research Agenda

[Academic lecture]. Frontiers in Service Conference.

Warren, Nathan & Price, Linda (2022)

Consumer Dirtwork

[Academic lecture]. Consumer Culture Theory Conference.

Warren, Nathan; Hanson, Sara & Yuan, Hong (2021)

Feeling Watched: How Visibility Influences Tip Amounts and Customer Response

[Academic lecture]. American Marketing Association Winter Conference.

Warren, Nathan & Price, Linda (2021)

Consumer Dirtwork and the Paradoxical Sustainability of Passionate Consumption

[Academic lecture]. American Marketing Association Winter Conference.

Warren, Nathan; Hanson, Sara & Yuan, Hong (2021)

Who’s in Control? How Default Tip Levels Influence Customer Response

[Academic lecture]. Organizational Frontlines in Services Conference.

Mercurio, Katie; Warren, Nathan, Howe, Lauren, Campbell, Troy & Shepherd, Stephen (2021)

Criticizing with Care: The Persuasive Power of Dual Concern Messages

[Academic lecture]. Association for Consumer Research Conference.

Warren, Nathan (2021)

Author spotlight: Publishing at the Journal of the Association of Consumer Research

[Academic lecture]. Association for Consumer Research Conference.

Academic Degrees
Year Academic Department Degree
2021 University of Oregon PhD
2018 University of Oregon Master of Science in Economics and Business Admini
2012 Salem State University Master of Arts
2007 Hampshire College Bachelor of Science
Work Experience
Year Employer Job Title
2021 - Present BI Norwegian Business School Assistant Professor
2016 - 2021 University of Oregon Instructor of Marketing