Dr. Susan Geringer's marketing expertise seemed a little out of place when she found herself in Amish country.

Born and raised in Madera, Susan is a professor and the department chair of the Department of Marketing and Logistics. She studies consumer behavior and the effect of an individual's religion on purchase decisions. That's what drew her to the the Amish.

"I have studied the Amish for over 30 years and it was on my bucket list to perhaps live with an Amish family and immerse myself into the Amish culture and way of life," she said. "Never did I ever believe I would be able to accomplish this goal. It was truly a chance of a lifetime!"

Susan has worked in the fashion, retail and advertising industries, so it felt a little strange to experience first-hand the plain lifestyle of the Amish.

But she soon felt at home. The master quilters in the district allowed her to quilt with them. She tried to show them that outsiders are a bit different, but that some can be kind and nonjudgmental toward their beliefs and ways of life. 

"I learned that the vast majority of what is written about the Amish is absolutely incorrect," she said.

Now not a stranger to their ways, she considers the Amish to be her adopted family and looks forward to future visits with them.

"The Amish district has truly embraced me, thus opening up numerous research possibilities," she said. "It was also such a valuable accomplishment to actually get into the Amish community, be accepted as a peer, and view aspects of their culture that are absolutely not available to the outside world (the English)."

Spending time with the Amish was quite a journey from her normal life, where Susan lives in the modern world of marketing and believes in always discussing more than one side of an issue with her students, so that they develop into critical thinkers.

"Professionally, I love watching my students grow as people and professionals. I love to watch them become so excited about a concept and want to learn even more about that aspect of marketing," she said.

Throughout her time as a student herself, she remembers wonderful mentors who guided her to the fields of fashion and marketing

"I find the field of marketing to be an absolutely fascinating aspect of the business world," she said. "Consumer behavior is basically the social psychology of why people purchase, or do not purchase. I find it so interesting to delve into what makes people tick, particularly in relation to marketing!"

Previously, Susan taught at CSU, Sacramento for 12 years. She is now celebrating her 25th year at Fresno State. She has been honored with the Craig School of Business (CSB) Dean's Award for Excellence in Teaching three times and CSB Dean's Award for Excellence in Research. 

Susan received her undergrad education at CSU, Sacramento. Later she attended NYU and was fortunate enough to study in the Costume Institute at the Metropolitan Museum of Art. She earned her Doctorate in Business Administration at Henley Business School in England. 

A member of numerous University committees, she is currently a doctoral student mentor/supervisor at Henley Business School (Reading University) in Henley-on-Thames, England. In addition, she serves as a co-editor of a British-based research journal.  She also owns a consulting company wherein she works on marketing consulting and legal consulting (including change of venue research and jury consulting).

In her down time, Susan loves to spend time quilting.  She also loves to spend time with her family and her animals on the ranch she shares with husband, Steve, who is an attorney in Madera. 

"We have three very spoiled dogs and five horses," she said.

They also have a son, Steven, who is the director of Communications for the School of Engineering and Professional Science at Yale University. Their daughter, Alexandra, works with her dad and is currently applying for law school admission.