Research Fellow 2013-14
Coordinator, MBA Program
Tiffany Morey is a faculty member in the Dahl School of Business and coordinates the Master of Business Administration program. She primarily teaches in the areas of social media and marketing research. Morey completed a B.S. in business administration from Winona State University, a master’s degree in business administration from Viterbo University, and will complete a doctor of philosophy in leadership for the advancement of learning and service in higher education from Cardinal Stritch in May 2015. Morey enjoys community involvement by serving on the boards of The La Crosse Chamber’s Young Professionals of the Coulee Region, Rotary After Hours, and the Viterbo MBA Alumni Chapter.
Morey’s research fellowship explores the linguistic phenomenon in which corporations use the word “happiness” or “happy” in ads and taglines to market products, services, and ultimately experiences through brand user engagement. Her dissertation focuses on defining and measuring factors that affect happiness levels in MBA students and how, if at all, such findings could be used to enhance the graduate student learning experience. Consideration is placed on whether overall happiness mediates consumer happiness. If findings reveal significant correlations between increased happiness levels and specified variables, how then, can institutions of higher education ethically and effectively marketing to meet the demands of their consumers’ pursuit of happiness?
Presentations Related to Current Research
- “How and why to promote happiness in the communities you serve,” Rotary Youth Leadership Awards, Wisconsin Dells, Wis., 2013
- “Analysis of Curricular Focus and Differentiators for MBA Programs at Midwestern Universities,” co-presenter with Sara Cook, MBAA International Conference, Chicago, Ill., 2013
- “Dispositional optimism, perceived stress, job burnout, and overall life satisfaction in the foodservice sector of the hospitality industry,” Viterbo University MBA Integrated Research Presentation, La Crosse, Wis., 2010