Research Overview

Today’s students will enter the global marketplace even if they never leave their home country. Most students will work for firms that either source supply from abroad or sell abroad. And if neither of these two conditions apply, students will still enter a multicultural workforce in the domestic market where they will work closely with people from different nations and cultures. Intercultural proficiency is an increasing skill that students will need to survive in the workforce of the 21 st century. Wright’s research has recently focused on pedagogical issues surrounding intercultural proficiency and student learning in cultures abroad. Indeed, his research on international education is increasingly being cited for its relevance and for its preparation of students for the modern workforce.

Current Research

Students who study abroad often report that it is the most significant thing they have done, not only in college, but in life. Wright contends that study abroad is an “extraordinary experience,” and much of his current research explores study abroad as an extraordinary experience. The marketing literature defines the extraordinary experience construct as an “intense, positive, intrinsically enjoyable experiences” that entail “a sense of newness of perception and process,” and are characterized by “high levels of emotional intensity” (Arnould and Price 1993, p. 25) emerging from the dynamic interaction with other participants. For example, faculty members, students, and service providers share the extraordinary study abroad experience with students in an authentic, unscripted and spontaneous way. Extraordinary experiences are spontaneous, authentic, and lead to intense satisfaction and delight. They are life-changing, self-defining episodes that are interpreted within the broader context of the consumers’ lives. Wright is currently the guest editor for a special issue of the Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior focusing on intense customer satisfaction and study abroad, which will be published in 2021.

  • Wright has published over forty peer-reviewed journal articles and book chapters and another forty peer-reviewed conference papers.
  • Wright’s basic research has been published in the Journal of Advertising, the Journal of Public Policy and Marketing, the Journal of Marketing Theory and Practice, the Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior and others. His pedagogical research has appeared in Marketing Education Review and the Journal of Marketing Education.
  • Wright’s article on learning intercultural proficiency from study abroad programs is one of the most downloaded, read and cited papers from the Journal of Marketing Education in the past decade.
  • Wright’s research has been cited more than 1,600 times.

Arnould, Eric J. and Linda L. Price (1993), “River Magic: Extraordinary Experience and the Extended Service Encounter,” Journal of Consumer Research, Vol. 20 (June), 24-45.

Newell Wright

Professor of Marketing
Richard H. Barry Hall, 306
(701) 231-6532


  • Ph.D., Marketing, Virginia Tech
  • MBA, Brigham Young University
  • BA, French, Brigham Young University
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