Marat Bakpayev, Ph.D.

Dr. Marat Bakpayev 2023 portrait image
Professional Title
Associate Professor of Marketing

https://www.youtube.com/watch?v=UaBJWZGThAk

Dr. Marat Bakpayev is an Associate Professor of Marketing at the Labovitz School of Business and Economics, University of Minnesota Duluth. He is a graduate of Washington University in St. Louis and Neoma Business School in France.

Dr. Bakpayev’s research focuses on the intersection of digital technology, consumer behavior, and information security, emphasizing technology-driven societal change and informational threats. His work investigates how emerging technologies influence consumer behavior, examining the interplay between cybersecurity, narratives of security, and the socio-cultural dynamics of risk, conspiracy, misinformation, and polarization. He also studies bots, AI, and ethical product design aiming to understand how to develop responsible, user-centered technological solutions.


Dr. Bakpayev teaches a wide range of undergraduate and graduate courses, including Advertising and Marketing Communications, Developing and Marketing New Products, Brand Management, Sports Marketing, Marketing Management and Strategy, and Strategic Marketing Management.  


With extensive industry experience, Dr. Bakpayev has held senior roles at such businesses as Leo Burnett (Account Director for Procter & Gamble brands), Zara (Commercial Director for Zara and Inditex brands), and Population Services International (Regional Research and Development Manager). This professional background enriches his teaching and research, bridging the gap between theory and practice.

Education

  • Ph.D. in Management (2016), Neoma Business School, France
  • MSW, Management, Social and Economic Development (2005), Washington University in St. Louis, United States

Research Interests

  • Emerging Technologies, Ethical Product Design, Information Security. 

This faculty member is interested in working with students on research.

Publications

  • Arli, D. and Bakpayev, M. (2023). “Exploring the Role of Innovation Attributes on Mobile Payment Adoption.” Journal of Consumer Marketing, 40 (7), 826-841.
  • Lee, Y., Bakpayev, M., Yoon, S., Kim, K. (2023). “Close Your Eyes and Open Your Mind: How Closed Eyes Affect Evaluations of Utilitarian and Hedonic Advertising Appeals.” Journal of Consumer Marketing, 40 (6), 701-711.
  • Roy, A., Bakpayev, M., Boninsegni, M., Kumar, S., Peronard, J-P., Reimer, T. (2023). “Technology-Enabled Well-Being in the Era of IR4.0: Marketing and Public Policy Implications.” Journal of Consumer Marketing, 40 (4), 431-44.
  • Reinsch, R., Goltz, S.M., and Bakpayev, M. (2022). “Appropriation of Likeness and Informed Consent in the Age of Surveillance Capitalism.” Southern Law Journal.
  • Vaidyanathan, R., Bakpayev, M. Maamoun, A. (2022). “Duluth Coffee Company: Is Less More?” Case Research Journal. 
    Schneider, A., Chugani, S., Kaur, T., Stornelli, J., Luchs, M., Bakpayev, M., Garcia-Collart, T., Leonard, B., Ottlewski, L., Pricer, L. (2022). “The Role of Wisdom in Navigating Social Media Paradoxes: Implications for Consumers, Firms, and Public Policy.” Journal of Consumer Affairs, 56(3), 1127-1147.
  • Khan, A., Bleth, A., Bakpayev, M., & Imtiaz, N. (2022). Reminiscence Therapy in the Treatment of Depression in the Elderly: Current Perspectives. Journal of Ageing and Longevity, 2(1), 34-48.
  • Boninsegni, M. F., Roy, A., Bakpayev, M., Kumar, S., Peronard, J. P., & Reimer, T. (2021). “Opportunities of and Threats to Consumer Well-being in the Age of Fourth Industrial Revolution (IR 4.0) Technologies.” Digital Policy, Regulation and Governance.
  • Baek, T. H., Bakpayev, M., Sukki, Y., & Seeun, K. (2021). “Smiling AI agents: How Anthropomorphism and Broad Smiles Increase Charitable Giving.” International Journal of Advertising, 41(5), 850-867.
  • Pang, B., Deshpande, S., Nguyen, M., Kim, J., Almosa, Y, Arif, A., Arli, D., Bakpayev, M., Erdogan, B.Z., Fujihira, H., Gallage, S., Kadir, M., Ong, D., Satawedin, P., Weinreich, N.K., Yousef, M. (2021) A Critical Overview of Social Marketing in Asia, Social Marketing Quarterly, 27(4) 302–323.
  • Arli, D., Tjiptono, F., Tkaczynski, A., Bakpayev, M. (2020). “Grit: The Good, The Bad, and The Ugly,” Asia Pacific Journal of Marketing and Logistics, 33 (5), 1270-1285.
  • Arli, D., van Esch, P., Bakpayev, M., Laurence. A. (2020), “Do Consumers Really Trust Cryptocurrencies?” Marketing Intelligence and Planning, 39 (1), 74-90.
  • Bakpayev, M., Baek, T. H., van Esch, P., Yoon, S. (2020), “Programmatic Creative: AI Can Think but it Cannot Feel,” Australasian Marketing Journal, 30(1) 90-95.
  • Vaidyanathan, R., Aggarwal, P., Bakpayev, M. (2018), “A Functional Motivation Framework for Examining Superstitious Behavior,” Journal of the Association for Consumer Research, 3 (4), 454-465, lead article in issue.
  • Rossi, P., Borges, A., Bakpayev, M. (2015), “Private Labels versus National brands: The Effects of Branding on Sensory Perceptions and Purchase Intentions,” Journal of Retailing and Consumer Services, 27, 74-79.
  • Kan, M., Gall, J., Latypov, A., Gray, R., Bakpayev, M., Alisheva, D., Rakhmatova, K., Sadieva, A. (2014), “Effective Use of Naloxone Among People Who Inject Drugs in Kyrgyzstan and Tajikistan Using Pharmacy-and Community-based Distribution Approaches,” International Journal of Drug Policy, 25 (6) 1221-6.
  • Gilbert, L., El-Bassel, N., Terlikbayeva, A., Rozental, Y., Chang, M., Brisson, A., Wu, E., Bakpayev, M. (2010), “Couple-based HIV Prevention for Injecting Drug Users in Kazakhstan: A Pilot Intervention Study,” Journal of Prevention & Intervention in the Community, 38(2), 162-176.

Courses Taught

  • Advertising and Marketing Communications (BBA/MBA)
  • Brand Management
  • Marketing Management and Strategy (capstone)
  • Strategic Marketing Management (MBA)
  • Developing and Marketing New Products
  • Sports Marketing

Industry Experience

  • Social Marketing (2012-2013), Regional Research and Development Manager for Population Services International Central Asia
  • Retailing (2009-2012), Commercial Director for Zara, Bershka, Pull & Bear, Massimo Dutti, Stradivarius; Branch Director for Celio, Sinequanone
  • Advertising (2006-2009), Account Director for Procter & Gamble, Leo Burnett

Additional Information

  • Best Paper Award - 2025 Association for Consumer Research (ACR) Annual Conference: “Making Sense of Really New Technologies: How Seniors Construct Meaning in Robot Encounters”.
  • Outstanding Faculty Advisor Award, University of Minnesota, Duluth Campus, 2017 to 2018