Short, practitioner-facing summaries of research by McCoy College of Business faculty at Texas State University.https://mccoy.citationmanager.in/en-ushttps://mccoy.citationmanager.in/articles/phygital-hospitality-immersive-technologies/https://mccoy.citationmanager.in/articles/phygital-hospitality-immersive-technologies/A forthcoming exploratory study looks at how hospitality firms take up immersive technologies such as virtual and augmented reality, and how guests and firms create value together in blended physical and digital settings.Wed, 30 Sep 2026 12:00:00 GMTHospitality & RetailArticleTaewon Suhhttps://mccoy.citationmanager.in/articles/disclosing-ai-generated-ads/https://mccoy.citationmanager.in/articles/disclosing-ai-generated-ads/A new study led by a McCoy College marketing professor tests how disclosing that an ad was generated by AI affects consumer attitudes, purchase intent, and social media engagement. The abstract was not available when this summary was written, so results are not reported here.Mon, 28 Sep 2026 12:00:00 GMTMarketingArticleRick Wilsonhttps://mccoy.citationmanager.in/articles/ceo-tax-lock-in-share-pledging/https://mccoy.citationmanager.in/articles/ceo-tax-lock-in-share-pledging/Executives sitting on big unrealized gains borrow against their stock instead of selling it, and the bigger the tax bill they would face, the more they pledge. Boards seem to know this: firms with high-tax-burden CEOs resisted antipledging rules and paid more when they adopted them.Fri, 25 Sep 2026 12:00:00 GMTAccountingArticleJon Underwoodhttps://mccoy.citationmanager.in/articles/housing-market-volatility-systemic-risk/https://mccoy.citationmanager.in/articles/housing-market-volatility-systemic-risk/A forthcoming Journal of Empirical Finance paper co-authored by McCoy College Dean Sanjay Ramchander studies how price volatility spreads across U.S. housing markets and what that means for systemic risk. It applies several methods to trace the transmission.Mon, 21 Sep 2026 12:00:00 GMTFinanceArticleSanjay Ramchanderhttps://mccoy.citationmanager.in/articles/marketing-safety-producing-risk/https://mccoy.citationmanager.in/articles/marketing-safety-producing-risk/AI wearables and health apps are sold on safety. A new framework explains why that reassurance can lead people to skip the doctor, push past their limits, and rely on a device to catch what it cannot see.Tue, 08 Sep 2026 12:00:00 GMTMarketingArticleSidney T. Andersonhttps://mccoy.citationmanager.in/articles/cpa-pipeline-k12-outreach/https://mccoy.citationmanager.in/articles/cpa-pipeline-k12-outreach/Two McCoy College accounting professors argue that CPA firms should partner with K-12 schools and reach freshmen and sophomores, not just seniors. They describe a 25-year outreach program and a nine-step plan firms can follow.Thu, 03 Sep 2026 12:00:00 GMTAccountingArticleLinda J. Campbell, Kasey Martinhttps://mccoy.citationmanager.in/articles/special-education-teacher-workforce-seven-states/https://mccoy.citationmanager.in/articles/special-education-teacher-workforce-seven-states/A seven-state study finds that special education teacher turnover follows similar trends everywhere, but certification rates and the placement of novice and uncertified teachers vary sharply by state and by district. One-size-fits-all policy will miss the schools that need help most.Tue, 18 Aug 2026 12:00:00 GMTEconomicsArticleLi Fenghttps://mccoy.citationmanager.in/articles/beyond-the-knowledge-frontier/https://mccoy.citationmanager.in/articles/beyond-the-knowledge-frontier/A four-quadrant map of marketing knowledge shows where AI helps, where it only reveals more questions, and why firms should build to gain from surprises instead of trying to plan them away.Sat, 01 Aug 2026 12:00:00 GMTArtificial IntelligenceArticleSidney T. Andersonhttps://mccoy.citationmanager.in/articles/celebrity-brands-retailer-spillover/https://mccoy.citationmanager.in/articles/celebrity-brands-retailer-spillover/Celebrity brands make a store more attractive when the celebrity fits the product category, fits the store, and fits the store's other brands. That attraction feeds store equity and loyalty, and the effects differ for shoppers who idolize celebrities.Mon, 27 Jul 2026 12:00:00 GMTMarketingArticleVishag Badrinarayanan, Enrique P. Becerra, Jeremy J. Sierrahttps://mccoy.citationmanager.in/articles/teaching-sustainability-reporting-course/https://mccoy.citationmanager.in/articles/teaching-sustainability-reporting-course/Accounting programs are under pressure to teach sustainability reporting but few have a course to offer. This teaching resource lays out a complete three-credit course, and shows how to use its pieces when a full course is not possible.Mon, 06 Jul 2026 12:00:00 GMTAccountingArticleAmanda Tahireh Lesterhttps://mccoy.citationmanager.in/articles/rank-and-yank-employee-cooperation/https://mccoy.citationmanager.in/articles/rank-and-yank-employee-cooperation/Rank-and-yank systems raise short-term output, but employees who survive the cut become less generous, less cooperative, less trusting, and more willing to sabotage others. They also assume their coworkers cheated to get ahead.Fri, 26 Jun 2026 12:00:00 GMTLeadershipArticleKyle Maohttps://mccoy.citationmanager.in/articles/social-media-short-term-investing/https://mccoy.citationmanager.in/articles/social-media-short-term-investing/Investors who lean on social media for financial information report stronger short-term motives and weaker long-term ones, in every age group. Overconfidence deepens the drift away from long-term thinking, and the pattern holds across two survey waves.Tue, 23 Jun 2026 12:00:00 GMTFinanceArticleAugustine Tarkom, Ken Moon, Vance Lesseighttps://mccoy.citationmanager.in/articles/neuroconvergence/https://mccoy.citationmanager.in/articles/neuroconvergence/As many as one in five people may be neurodivergent, so service encounters between people who communicate differently are common. A new commentary proposes neuroconvergence as a way to close those gaps and keep the creativity they can bring.Wed, 10 Jun 2026 12:00:00 GMTMarketingArticleNancy J. Siriannihttps://mccoy.citationmanager.in/articles/india-crypto-ban-banking-access/https://mccoy.citationmanager.in/articles/india-crypto-ban-banking-access/India's 2018 order barring banks from serving crypto businesses caused a sharp, immediate drop in retail crypto activity. After the Supreme Court lifted it in 2020, activity recovered only gradually, while bank accounts and deposits rose.Mon, 08 Jun 2026 12:00:00 GMTFinanceArticleMatthew James Flynn, Ishitha Kumarhttps://mccoy.citationmanager.in/articles/housing-investment-local-corruption-china/https://mccoy.citationmanager.in/articles/housing-investment-local-corruption-china/Using a new city-level corruption dataset for China, the authors show that more corrupt cities invest more in residential housing and less elsewhere. Over-investment appears only once corruption passes a threshold, and attractive cities can escape the effect.Mon, 27 Apr 2026 12:00:00 GMTReal EstateArticleYao-Yu Chihhttps://mccoy.citationmanager.in/articles/ceo-turnover-industry-performance/https://mccoy.citationmanager.in/articles/ceo-turnover-industry-performance/Three McCoy College faculty are studying whether a change of CEO helps or hurts firm results, and whether the answer depends on the industry, the incoming CEO, and the top management team. The findings are not yet published.Wed, 18 Mar 2026 12:00:00 GMTLeadershipArticlePeiqin Zhang, Francis A. Mendez, David C. Wierschemhttps://mccoy.citationmanager.in/articles/gas-price-expectations-zero-lower-bound/https://mccoy.citationmanager.in/articles/gas-price-expectations-zero-lower-bound/Households that expect higher gasoline prices become less willing to buy big-ticket goods in normal times. When interest rates are stuck at zero, that link weakens to the point of statistical insignificance.Mon, 09 Mar 2026 12:00:00 GMTEconomicsArticleMohammad Iqbal Ahmed, Quazi Fidia Farahhttps://mccoy.citationmanager.in/articles/retail-traders-gamble-options/https://mccoy.citationmanager.in/articles/retail-traders-gamble-options/Retail interest in stock options runs higher in states with a strong gambling culture, and it tilts toward long-shot contracts. The same states show more short-term borrowing and more missed payments.Tue, 03 Mar 2026 12:00:00 GMTFinanceArticleMatthew James Flynn, Yifan Liu, Ivilina T. Popovahttps://mccoy.citationmanager.in/articles/tuberculosis-model-time-steps/https://mccoy.citationmanager.in/articles/tuberculosis-model-time-steps/Researchers built a single tuberculosis model that can run on continuous time or on fixed reporting intervals. The size of the time step changes what the model predicts, which matters for anyone using case data to plan.Sun, 01 Mar 2026 12:00:00 GMTStrategyArticleDincer Konurhttps://mccoy.citationmanager.in/articles/prosocial-motivation/https://mccoy.citationmanager.in/articles/prosocial-motivation/In a factory, a hotel chain, and a construction services firm, employees who helped coworkers and felt connected to them reported a stronger drive to help others. An ethical climate and room to act set that in motion.Fri, 20 Feb 2026 12:00:00 GMTLeadershipArticleSteven W. Rayburn, Sidney T. Anderson, Jeremy J. Sierrahttps://mccoy.citationmanager.in/articles/retail-investors-esg-demand-origins/https://mccoy.citationmanager.in/articles/retail-investors-esg-demand-origins/When public green rankings of S&P 500 firms improved, small investors paid a premium and bought more shares. Private scores seen mainly by institutions drew no reaction. The retail effect has since faded as institutions caught up.Thu, 12 Feb 2026 12:00:00 GMTFinanceArticleLeyuan You, Janet Paynehttps://mccoy.citationmanager.in/articles/tribute-don-neubaum-family-business-review/https://mccoy.citationmanager.in/articles/tribute-don-neubaum-family-business-review/An editorial in Family Business Review marks the end of Don Neubaum's term as the journal's editor. Joshua J. Daspit of McCoy College is one of eleven co-authors. This is an editorial tribute, not a research study.Mon, 09 Feb 2026 12:00:00 GMTEntrepreneurshipArticleJoshua J. Daspithttps://mccoy.citationmanager.in/articles/gambling-bitcoin-options-attention/https://mccoy.citationmanager.in/articles/gambling-bitcoin-options-attention/States with a stronger taste for gambling pay more attention to Bitcoin options, trade them more, and favor long-shot contracts. When legal sports betting arrives, some of that attention shifts elsewhere.Fri, 23 Jan 2026 12:00:00 GMTFinanceArticleMatthew James Flynn, Yifan Liuhttps://mccoy.citationmanager.in/articles/policy-uncertainty-firm-efficiency/https://mccoy.citationmanager.in/articles/policy-uncertainty-firm-efficiency/Across three decades of firm data, a one standard deviation rise in economic policy uncertainty cut operational efficiency by about 2.6 percentage points. The drag varies by firm type, and financially constrained firms held up better than expected.Wed, 21 Jan 2026 12:00:00 GMTFinanceArticleAugustine Tarkomhttps://mccoy.citationmanager.in/articles/predicting-vertical-jump-basketball-season/https://mccoy.citationmanager.in/articles/predicting-vertical-jump-basketball-season/Practice workload, lifting volume, stress, and the prior week's jump explained 71 percent of the weekly change in maximum vertical jump for Division 1 women's basketball players. Jump height drifted down as the season went on, a cue to cut load.Fri, 16 Jan 2026 12:00:00 GMTStrategyArticleRasim M. Musalhttps://mccoy.citationmanager.in/articles/phygital-business-model-typology/https://mccoy.citationmanager.in/articles/phygital-business-model-typology/A study of 33 global cases sorts phygital customer experiences into four types and shows how firms can turn them into repeatable, scalable business models that create value for customers and society.Fri, 09 Jan 2026 12:00:00 GMTMarketingArticleTaewon Suhhttps://mccoy.citationmanager.in/articles/esg-messages-employees-language-formality/https://mccoy.citationmanager.in/articles/esg-messages-employees-language-formality/A forthcoming Contemporary Accounting Research paper by a McCoy College accounting professor and two co-authors asks whether the formality of a firm's language, when it reports environmental, social, and governance outcomes to its own employees, changes how employees relate to the firm.Thu, 01 Jan 2026 12:00:00 GMTAccountingArticleKyle Maohttps://mccoy.citationmanager.in/articles/election-trust-technology-education/https://mccoy.citationmanager.in/articles/election-trust-technology-education/A forthcoming survey experiment by Texas State University researchers tests whether technical education about election systems, together with a person's readiness to use technology, changes trust in elections. Results are not yet published.Thu, 01 Jan 2026 12:00:00 GMTStrategyArticleJu Longhttps://mccoy.citationmanager.in/articles/frontline-employee-improvisation/https://mccoy.citationmanager.in/articles/frontline-employee-improvisation/Interviews in three countries and a survey of 417 U.S. service workers show that going off script is a routine part of frontline work. Confidence, a customer focus, and room to act are what drive it.Fri, 26 Dec 2025 12:00:00 GMTMarketingArticleSteven W. Rayburn, Sidney T. Andersonhttps://mccoy.citationmanager.in/five-takeaways/five-takeaways-frontline-improvisation/https://mccoy.citationmanager.in/five-takeaways/five-takeaways-frontline-improvisation/Interviews in three countries and a survey of 417 U.S. service workers show that going off script is routine. Here is what managers should know.Fri, 26 Dec 2025 12:00:00 GMTMarketingFive TakeawaysSteven W. Rayburn, Sidney T. Andersonhttps://mccoy.citationmanager.in/articles/covid-mortality-poverty-inequality-california/https://mccoy.citationmanager.in/articles/covid-mortality-poverty-inequality-california/Bayesian models that account for how neighboring areas influence each other show that worsening poverty, income, and inequality went with higher COVID-19 mortality across the phases of the pandemic. The study, focused on California, also tracks how changes in those factors over time played out across places.Wed, 26 Nov 2025 12:00:00 GMTEconomicsArticleRasim M. Musal, Tahir Ekinhttps://mccoy.citationmanager.in/articles/fraud-rationalizations-whistleblowing-intentions/https://mccoy.citationmanager.in/articles/fraud-rationalizations-whistleblowing-intentions/Employees who accept personal responsibility for reporting fraud are more willing to blow the whistle internally. That effect vanishes when an excuse for the fraud is offered. Rationalizations neutralize a sense of duty.Tue, 25 Nov 2025 12:00:00 GMTEthicsArticleRandall Frederick Younghttps://mccoy.citationmanager.in/articles/budget-participation-internal-control-government/https://mccoy.citationmanager.in/articles/budget-participation-internal-control-government/Local governments whose finance officers are deeply involved in budgeting show fewer control weaknesses, better compliance, and timelier audits. The link is strongest for female officers and for officers without a CPA license.Fri, 07 Nov 2025 12:00:00 GMTAccountingArticleBinod Guragaihttps://mccoy.citationmanager.in/articles/barbie-brand-activism-chapter/https://mccoy.citationmanager.in/articles/barbie-brand-activism-chapter/A book chapter traces Barbie's history of taking positions on social issues and analyzes the brand's Instagram and TikTok accounts. It asks whether that activism reads as authentic and how consumers shape the causes the brand adopts.Wed, 01 Oct 2025 12:00:00 GMTMarketingArticleFernanda Munizhttps://mccoy.citationmanager.in/articles/open-source-developers-skill-visibility-promotion/https://mccoy.citationmanager.in/articles/open-source-developers-skill-visibility-promotion/Open source developers who make their technical skills visible on digital platforms are more likely to be promoted. Interpersonal skills work differently: what counts is other people vouching for them through recommendations.Sun, 24 Aug 2025 12:00:00 GMTLeadershipArticleRenzhi Zhaohttps://mccoy.citationmanager.in/articles/traffic-sensor-placement-sensor-failure/https://mccoy.citationmanager.in/articles/traffic-sensor-placement-sensor-failure/A new set of models picks locations for traffic sensors while accounting for two facts planners usually ignore: trip demand across a road network is connected across places and times, and sensors wear out. The result is a placement plan with lower estimation error and a faster path to a solution.Tue, 29 Jul 2025 12:00:00 GMTSupply ChainArticleEmily Zhuhttps://mccoy.citationmanager.in/articles/going-concern-self-fulfilling-prophecy/https://mccoy.citationmanager.in/articles/going-concern-self-fulfilling-prophecy/A going concern opinion is meant to flag a company at risk of collapse. New evidence shows auditors hold back when the warning is expected to push a client over the edge, and that clients pick auditors with that in mind.Wed, 09 Jul 2025 12:00:00 GMTAccountingArticleMikhail Sterinhttps://mccoy.citationmanager.in/articles/residual-diagnostics-regression-discrete-data/https://mccoy.citationmanager.in/articles/residual-diagnostics-regression-discrete-data/Analysts who model yes-or-no outcomes, ratings, or counts have lacked good tools to check whether the model fits. A new framework replaces the usual single-number residual with a function, and yields plots that reveal missing variables, interactions, and other misspecifications.Thu, 03 Jul 2025 12:00:00 GMTStrategyArticleZewei Linhttps://mccoy.citationmanager.in/articles/measuring-consumer-climate-engagement/https://mccoy.citationmanager.in/articles/measuring-consumer-climate-engagement/Researchers built and validated a short survey scale that measures how much thought, emotion, and action consumers put into climate change when they buy. It gives marketers and policymakers a standard way to track that engagement and target it.Wed, 02 Jul 2025 12:00:00 GMTMarketingArticleLinda Alkirehttps://mccoy.citationmanager.in/articles/python-monte-carlo-cvp-teaching-case/https://mccoy.citationmanager.in/articles/python-monte-carlo-cvp-teaching-case/A classroom case has students use Python to run thousands of simulated outcomes for a cost-volume-profit model instead of a single best guess. The approach shows how much uncertainty sits behind a break-even number.Tue, 17 Jun 2025 12:00:00 GMTAccountingArticleMina Pizzini, Mark E. Vargushttps://mccoy.citationmanager.in/articles/consumers-climate-change-futures/https://mccoy.citationmanager.in/articles/consumers-climate-change-futures/Consumers asked to picture the climate future say personal action alone will not change its course. They want a shared responsibility model in which government, companies, and consumers each carry part of the load.Tue, 29 Apr 2025 12:00:00 GMTMarketingArticleSteven W. Rayburn, Sidney T. Anderson, Gail Zank, Anna M. Turri, Jeremy J. Sierrahttps://mccoy.citationmanager.in/articles/job-crafting-salesperson-ethics/https://mccoy.citationmanager.in/articles/job-crafting-salesperson-ethics/Salespeople who redesign their work to seek out growth act more ethically and find more meaning in the job. Those who redesign it to avoid threats do the opposite. Supportive organizations and empowering managers tip the balance.Wed, 23 Apr 2025 12:00:00 GMTEthicsArticleAditya Gupta, Vishag Badrinarayanan, Linda Alkire, Indu Ramachandranhttps://mccoy.citationmanager.in/articles/influencer-language-follower-size/https://mccoy.citationmanager.in/articles/influencer-language-follower-size/A study of 961 sponsored posts finds that agreeable language lifts engagement while product photos and heavy hashtag use lower it. Which tactics work best shifts with the size of the influencer's audience.Wed, 23 Apr 2025 12:00:00 GMTMarketingArticleHolly A. Syrdalhttps://mccoy.citationmanager.in/articles/productivity-incentives-budget-targets/https://mccoy.citationmanager.in/articles/productivity-incentives-budget-targets/Employees who help set their own budget targets aim higher, hit the target more often, and make fewer errors when pay rewards output rather than input savings. The two pay plans were worth the same money; the difference came from how risky each one felt.Mon, 24 Feb 2025 12:00:00 GMTAccountingArticleJake Andrassyhttps://mccoy.citationmanager.in/articles/pcaob-enforcement-fairness-sanctioned-auditors/https://mccoy.citationmanager.in/articles/pcaob-enforcement-fairness-sanctioned-auditors/Interviews with 20 sanctioned auditors and 13 former PCAOB enforcement staff point to the same weaknesses: one-sided public orders, no assessment of investor harm, and incentives to sanction small firms that cannot afford to fight.Tue, 04 Feb 2025 12:00:00 GMTAccountingArticleNate Cannonhttps://mccoy.citationmanager.in/articles/political-uncertainty-2024-election/https://mccoy.citationmanager.in/articles/political-uncertainty-2024-election/During the 2024 election, betting odds on a Trump win and the stock of his media company tracked each other closely. The odds adjusted at once. The stock lagged by several days, a sign that investors process political news slowly.Thu, 30 Jan 2025 12:00:00 GMTFinanceArticleMatthew James Flynn, Augustine Tarkomhttps://mccoy.citationmanager.in/articles/machine-learning-predicts-beta/https://mccoy.citationmanager.in/articles/machine-learning-predicts-beta/Analysts usually estimate a private firm's market risk by borrowing from similar public companies. Four McCoy College finance faculty show that machine learning does the job with far less error, especially for small, young firms.Mon, 18 Mar 2024 12:00:00 GMTFinanceArticleEmmanuel Alanis, Vance Lesseig, Janet Payne, Margot C. Quijanohttps://mccoy.citationmanager.in/articles/brand-prominence-crowdfunding-aftermarket/https://mccoy.citationmanager.in/articles/brand-prominence-crowdfunding-aftermarket/A study of 620 Kickstarter campaigns finds that campaigns which name and show the brand raise more support. Brand prominence also makes good storytelling and graphic design pay off more.Mon, 30 Oct 2023 12:00:00 GMTEntrepreneurshipArticleFereshteh Zihagh, Masoud Moradi, Vishag Badrinarayananhttps://mccoy.citationmanager.in/articles/customers-as-partners-value-creation/https://mccoy.citationmanager.in/articles/customers-as-partners-value-creation/Some customers go beyond buying. They help other customers use a product and solve problems with it. A study of a technology firm's online support community maps what these customer-partners give and receive, and what firms must do to bring them into value creation.Sat, 26 Aug 2023 12:00:00 GMTMarketingArticleCorey Fox, Steven W. Rayburnhttps://mccoy.citationmanager.in/articles/nonprofit-cash-reserves-governance-donations/https://mccoy.citationmanager.in/articles/nonprofit-cash-reserves-governance-donations/Charities with larger, more independent, and more active boards build bigger cash reserves. But when reserves grow beyond what the organization needs, future donations fall. Donors appear to prefer that their money be spent now.Tue, 07 Feb 2023 12:00:00 GMTAccountingArticleMina Pizzini, Mikhail Sterin