Contact Information


 Dr. Audrey Guskey is an Associate Professor of Marketing at the Palumbo-Donahue School of Business. She teaches Consumer Behavior, Services Marketing, Strategic Marketing, and Introduction to Marketing. 

 Dr. Guskey is considered one of the nation's top consumer experts. She has appeared in over 3,000 TV, radio, newspaper, and magazine interviews discussing consumer trends including: CNN, MSNBC, the CBS Morning Show, the Fox News Channel, Fox's Morning Show with Mike & Juliet, the Montel Williams Show, the All News Channel, CBS Radio, ABC Radio, Standard News Radio, Westwood One Radio with David Brenner, Associated Press Radio's Consumer Watch, National Public Radio, the Wall Street Journal, Fortune, Newsweek, Time, US News & World Report, USA Today, and The New York Times.

She is also a frequent contributor to local Pittsburgh television, radio, and print/digital media.

Dr. Guskey has been a consultant for major clients, including the Pittsburgh Steelers, McDonald's, Iron City Beer, Fed Ex Ground, the Pittsburgh Pirates, Kodak Corporation, General Motors, KDKA-TV, United Way, Ramada Inn, Highmark Blue Cross/Blue Shield, Westinghouse, School of Pharmacy, Calgon, Duquesne Light, Pittsburgh Downtown Partnership, Catholic Charities, and Mercy Health System.

She is an active member of the American Marketing Association (AMA), serving on the Board of Directors and sponsoring the Duquesne chapter for many years. 

She has received numerous teaching awards from the School of Business and the University.

Dr. Guskey was recognized as the first recipient of the Distinguished Marketing Educator of the Year Award by the Pittsburgh chapter of AMA and was inducted into The Marketing Hall of Fame along with the inventor of the Big Mac and H. J. Heinz Corporation.


  • Ph.D., Marketing and Consumer Behavior, University of Pittsburgh
  • M.B.A., University of Pittsburgh
  • B.S.B.A., Robert Morris University

Research Interests

Dr. Guskey's research program began with her doctoral dissertation which pioneered the stream of research on helpfulness in the marketplace. Her long term research program has built upon the foundation of the dissertation study. She has worked with colleagues from the University of Pittsburgh, the University of Colorado at Boulder, Villanova, and Syracuse University on altruism research studies.

Most recently, her research has focused on how consumers can help themselves to better service through discretionary collaborative behavior. Her research has shown how consumers can affect their own satisfaction in a service encounter so they can get some satisfaction. Her work has extended to social networking and how an organization can build buzz as well as create a collaborative service culture for employees and customers. She has also explored the causes and effects of customer complaints.

Dr. Guskey is currently completing her latest book "Service Rules: Be Treated As Every Company's Favorite Customer." Using unique qualitative methods of collecting thousands of "stories" over the past decade, she has researched causes of satisfaction in service encounters. She has developed a set of rules that customers can follow to receive outstanding service.

Profile Information

Creator and Host
  • Consumer $ense, 2011-Present
  • Service Rules, Pittsburgh Business Times 
  • Consumer Tuesdays, KDKA-TV's CW Morning News
  • Consumer Segment, KDKA-TV's Pittsburgh Today Live 
  • Consumer Segment, KDKA Radio
  • Consumer Sense, Comcast FYI and 24/7 On-Demand, 2006
  • At Your Service, Pittsburgh's PCNC's News, 2003-2004
  • Consumer Sense, HomeLife, 1996-1997

Recurring Appearances
  • Morning Show with Mike and Juliet, Fox News Channel, 2007-2008
  • Life Reports, All News Channel, 1994-1995
  • Live at Five News, Pittsburgh's KDKA-TV, 1994-1995

Articles in Journals

Guskey, A. (2022). Diary of a Senior Marketing Professor: Advice on How to get the Most from Student Projects. Global Journal of Business Pedagogy, 6(1), 75-93.

Guskey, A. (2019). Providing More than Knowledge: Project-Based Learning that Develops Professional Skills and Satisfies Learning Outcomes. Journal of Business, Economics and Technology (JBET), 22(1), 118-129.

Guskey, A. & Heckman, R. (2014). Organizing the Market Intelligence Function: A Benchmarking Study. Competitive Intelligence Review, 17 (3), 32 - 37.  

Guskey, A. (2013). A Test of the Spirit: The Duquesne University Shootings. Marketing Education Review.  

Guskey, A., Luchs, R., & Min, X. (2010). The Role of Refund Policy and Complaint Response Time in Determining Customer Satisfaction and Repurchase Intent. Journal of Applied Marketing Theory, 1 (1), 1 - 15.  

Guskey, A., Haynes, A., & Lackman, C. (1999). Comprehensive Brand Management: Ensuring Consistent Brand Image. Journal of Product & Brand Management, 8 (4 & 5).

Guskey, A. & Heckman, R. (1998). Create a Collaborative Service Culture. Quirk's Market Research.  

Guskey, A. & Heckman, R. (1998). Sources of Satisfaction and Dissatisfaction with Information Technology Helpdesks. Journal of Market Focused Management, 3 (1), 59 - 89. 

Guskey, A. & Heckman, R. (1998).  The Relationship Between University and Alumni: Toward a Theory of Discretionary Collaborative Behavior. Journal of Marketing Theory & Practice, 6 (2), 97-111.

Guskey, A., Price, L., & Feick, L. (1995). Everyday Marketing Helping Behavior. Journal of Public Policy & Marketing, 14 (2), 255 - 266.

Guskey-Federouch, A. &  Matejka, K. & (1990). The Supervisor as Strategic Leader.Supervisory Management