Anjala Krishen (Marketing & International Business) published a paper in Journal of Advertising (Lee Business School A- level publication) with Angeline Close Scheinbaum (faculty at Clemson University), Buduo Wang (doctoral student at UT Austin), and Siyan Li (doctoral student at UT Austin) The article is "How Affective Evaluation and Tourist Type Impact Event Marketing Outcomes: Field Studies in Experiential Marketing." Using two field-based event studies, the paper demonstrates that prior to experiencing the event, consumers’ affective evaluation of the event environment impacts both expected event entertainment (EEE) and perceived event quality (PEQ). The study delineates tourists based on tourist type and finds different results.