Marat Bakpayev, Ph.D.

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

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

Building upon research in robotics and human-robot interaction, he extended the main research stream into more general questions related to technology and consumer-technology interaction. More specifically, he investigates how new technologies impact consumer behavior. Such technologies use behavioral data and Artificial Intelligence (AI) for algorithm-based persuasion (algorithm-based communications, programmatic advertising, behavioral targeting, location-based advertising), user experience (virtual reality, augmented reality, mixed reality), social media, mobile apps, Internet of Things, and conversational agents (chatbots or virtual assistants).

His publications include articles appearing in the Journal of the Association for Consumer Research, Journal of Retailing and Consumer Services, International Journal of Drug Policy, and the Journal of Prevention & Intervention in the Community; research was presented at Association for Consumer Research Conference, European Marketing Academy Conference, Consumer Culture Theory Conference, Academy of Marketing Science, Global Marketing Conference, and World Social Marketing Conference.

Dr. Bakpayev has industry experience in advertising, retailing, and social marketing, having several senior-level roles at Leo Burnett (Account Director for P&G), Zara (Commercial Director), and Population Services International (Regional Research and Development Manager). He teaches undergraduate and graduate-level courses - Advertising and Marketing Communications, Developing and Marketing New Products, Brand Management, Marketing Management, and Strategy, Strategic Marketing Management.


  • 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

  • Robots, Artificial Intelligence
  • Advertising, Branding, Public Policy & Marketing

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


  • 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
  • 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
  • Arli, D., Tjiptono, F., Tkaczynski, A., Bakpayev, M. (2020), "Grit: The Good, The Bad and The Ugly," Asia Pacific Journal of Marketing and Logistics
  • Arli, D., van Esch, P., Bakpayev, M., Laurence, A. (2020), "Do Consumers REally Trust Cryptocurrencies?" Marketing Intelligence and Planning
  • Bakpayev, M., Baek, T.H., van Esch, P., Yoon, S. (2020), "Programmatic Creative: AI Can Think but it Cannot Feel," Australasian Marketing Journal
  • Vaidyanathan, Rajiv, Praveen Aggarwal, and Marat Bakpayev (2018), “A Functional Motivation Framework for Examining Superstitious Behavior,” Journal of the Association for Consumer Research, Vol. 3, No. 4, pp. 454-465.
  • 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
  • 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

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

  • Advisor to Marketing and Graphic Design Major
  • Outstanding Faculty Advisor Award, University of Minnesota, Duluth Campus, 2017 to 2018