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Diana Haytko

Diana Haytko

Lutgert College of Business

Diana L. Haytko is the Marguerite and Guy Howard Professor of Marketing in the Lutgert College of Business at Florida Gulf Coast University in Estero, Florida. Dr. Haytko’s research spans from millennial shopping behavior, to logistics strategy, and international advertising. Her work has been published in the Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Business Research, and many others. She is Editor of the Journal of Business Cases and Applications.

Related articles

Social Behavior


A Push or a Nudge: Understanding Consumer Perceptions of Sales Pressure

by Diana Haytko, Ronald Clarke, James Zboja

The authors share recent research related to consumer perceptions of high pressure sales tactics. A model was developed depicting two types of sales pressure...

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Shaking hands over sales charts
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