Todd’s primary research areas are customer orientation and identification. In his customer orientation (CO) stream Todd has investigated the personality traits that predict a CO disposition as well as the benefits of hiring CO employees. Employees that rank high on CO are more committed to the firm, more satisfied and they commit more helping behaviors. In the Identification stream, Todd has been investigating what makes both customers and employees more likely to identify with the firm. Todd has identified both personality traits as well as environmental situations that predict identification.
Todd regularly teaches principles of marketing and the seminar class in sports marketing. Through these classes, Todd has worked to give students some practical experience in the sports industry working with the Denver Nuggets. CSU students are benefitting from this experience and helping to endow a marketing scholarship.