Roberto Bello portrait

Roberto Bello

  • Senior Lecturer, Department of Marketing
C310 Benson Hall
roberto.bello@uga.edu (706) 542-3771
LinkedIn

Biography

Roberto Bello’s research examines how artificial intelligence, fairness, and technology acceptance are reshaping marketing education and managerial decision-making. His work integrates the Technology Acceptance Model (TAM)with emerging constructs such as trust, transparency, and perceived fairness, offering new insights into how educators and organizations adopt AI responsibly. His broader research interests include consumer–brand relationships, AI-enabled learning environments, and the intersection of marketing analytics, pedagogy, and sustainability.

Roberto also explores how firms can align marketing strategy with sustainability goals, emphasizing value co-creation contribute to long-term consumer trust and stakeholder equity.

With over twenty years of academic experience at Washington State University and the University of Lethbridge, Roberto Bello has received awards for teaching innovation and experiential learning design. His courses promote active, data-driven, and sustainability-focused learning, preparing students and executives to make evidence-based, ethical marketing decisions in a rapidly evolving global marketplace.

Research Interests

  • Marketing Managers Behavior
  • AI on Higher Education
  • Sustainability and AI

Publications

Working Papers

  • “Purpose-Driven AI in Assessment: How Fairness, Transparency, and Trust Shape Student Acceptance of AI-Assisted Grading”
  • AI Fairness and Transparency in Marketing Education: An Extended TAM Approach
  • Algorithmic Fairness and Student Perceptions of AI Grading Tools.

Journal Articles

  • Bello, R (2026) Clusters of Student Perceptions of AI-Assisted Grading: Implications for Fair and Transparent Assessment Practice in Higher Education”  Journal of Applied Marketing Theory (Forthcoming)
  • Bello, R (2025) “Exploring the Role of Artificial Intelligence in Higher Education”, AMTP Proceedings — Best Track Paper
  • Bello, R (2025) “Purpose-Driven AI in the Classroom,” Psychology of Technology Institute
  • Bello, R (2024) “The ‘Unmanageable’ Manager,” AMTP Proceedings
  • Bello, R. (2013). An exploration of senior relationships with prescription pharmaceutical brands: An application of the arranged marriage metaphor framework. International Journal of Pharmaceutical and Healthcare Marketing, 7(2).
  • Bello, R. (2012). An Exploration of Seniors’ Relationships with Pharmaceutical Brands. Consumer–Brand Relationship Conference, Boston, MA.
  • Bello, R. (2012). Social Marketing and the Impact of the Tribal Consumption Paradigm. SMART Conference, Vancouver, BC.
  • Bello, R. (2008). Consumers’ Impact on Corporate Branding: A Case for the Consumer Identity Construct. Thought Leaders in Brand Management Conference, Birmingham, UK.
  • Bello, R. (2007). Consumer-Brand Relationship: A Tetrad Classification. Thought Leaders in Brand Management Conference, Birmingham, UK.
  • Bello, R. (2003). Community-Oriented Corporate Social Responsibility: Consumer Evaluation of Community Attachment.Advances in Consumer Research, 30, Toronto, Ontario.

Books

  • Bello, R. (2024). The Unmanageable Marketing Manager. Cognella Academic Publishing (2025).