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Overview
A social psychologist by training and a nationally recognized consumer behavior expert, McCall’s expertise in consumer psychology has made him a frequent presenter at national and international venues. McCall has published over 40 academic articles on topics that test decisional theories in consumer contexts including restaurant tipping, underage drinking (for which he received an NIH grant), credit cards and debt repayment and customer relationship management. His publication on customer relationship management and consumer correspondence earned him an Outstanding Publication Award.

Books and Reports
"Gratitude and gratuity: A meta-analysis of research on the service-tipping relationship," Journal of Socio-Economics.

"Credit cues and impression management: A preliminary attempt to explain the credit card effect," Psychological Reports.

"Credit card insignia and restaurant tipping"

Research

• Customer rewards programs
• Rebate programs
• Brand loyalty
• The role of social media and brand loyalty
• Tipping practices