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Marketing professor at and ºÚÁϱ¬ÁÏ Judy Genshaft Honors College alum Dr. Frank Cabano, has been able to apply the skills he’s learned from Honors seminar-style courses to his PhD and now to his research as a professor.  
 
Studying consumer behavior and combining his interests of marketing and psychology, Cabano has found his passion contributing impactful research in the field of marketing and preparing his students for a successful future. A of the ºÚÁϱ¬ÁÏ Muma College of Business 25 Under 25 program — a program known for recognizing student leaders with community impact — Cabano encourages students to stay actively involved on campus and shares how even a single conversation with a mentor can change the course of a student’s academic career. 

Q: What inspired you to pursue a career as a professor of marketing?

I initially planned to pursue a PhD in economics and then either work in government or become a professor. But then I had a meeting with one of my wonderful professors, Professor Andrei Barbos in the Economics Department. We discussed my interests in both business and psychology, and Professor Barbos recommended that a PhD in marketing with a focus on consumer behavior (which is at the intersection of marketing and psychology) could be a great fit. I looked into it more and I realized that was exactly what I wanted to study and then eventually teach as a marketing professor. I am extremely grateful for Professor Barbos’s mentorship. I truly love being a marketing professor; I get to research interesting consumer phenomena and work with amazing students every day.

Q: What specific areas of marketing research are you most passionate about, and why?

I study consumer behavior. Specifically, most of my research investigates the influence of religion on consumption. Of course, religion plays a large role in shaping people’s values, emotions, preferences, choices, and behaviors, including consumer behaviors. As such, it is a really exciting area of research that I have focused most of my work on. I also have research interests in judgment and decision-making as well as prosocial consumer behavior, and I often study the intersection of these areas with my main focus of religion and consumption. 

Q: What do you enjoy most about teaching and conducting research at Kansas State University?  

I really enjoy interacting with students and having the opportunity to positively influence their personal and professional trajectories. It is a true honor to be able to teach, help, and mentor young people as much as I can. I am here today because I have had amazing professors who have helped and mentored me, and I want to make sure that I do the same for the next generation of students.  
 
I also love research and being able to contribute to both marketing theory and practice. It is truly fun to be able to pursue research questions that you are really interested in and to create new knowledge that will hopefully have positive impacts on both the academic literature and for both marketers and consumers in the real world. 

Q: How did your experiences at the Honors College shape your career path?  

My classes in the Honors College were seminar-type classes that really emphasized class discussion and critical thinking skills. We thoroughly explored and engaged in ideas in our classes, and it was a wonderful intellectual experience that helped shape my career path. It greatly helped prepare me for graduate school and my career as an academic. It helped shape my research, critical thinking, and presentation skills that are critical for being a professor. I will forever be grateful for all of the wonderful experiences and preparation that the USF Honors College gave me. 

Q: What advice would you give to current Honors students?  

I know it is cliché, but my biggest piece of advice would definitely be to get involved in the Honors College and USF overall. The Honors College and USF have so many wonderful events, programs, organizations, and opportunities for students to take advantage of. For example, I was lucky enough to be able to serve as Rocky the Bull during my time at USF, and I studied abroad twice with the College of Business during my undergraduate years at USF. These were incredible and life-changing opportunities that came about because I wanted to make sure that I was as involved as possible at the university. So, I would recommend to get involved as much as you can, and you should have an amazing, enriching, and very productive undergraduate career at USF.

As always, Go Bulls!