Dr. McCullough's research on sports marketing, health care marketing, and ethics, have been published in Health Marketing Quarterly and proceedings for the Associations of Marketing Theory and Practice.
Fullerton, S. McCullough, T. (2013). Patient Proactivity: Behaviors, Attitudes, and Its Relationship with Satisfaction with the American Health Care Delivery System. Health Marketing Quarterly, 31 (1), 78-96.
McCullough, T. Fullerton, S. (2012). Psychographic Segmentation in a Unique Service Industry: A Typology Based on Consumers' Levels of Consumption of Live and Media-Based Spectator Sports. Journal of Applied Marketing Theory, 3 (1), 38-54.
McCullough, T. Fullerton, S. (2008), "Target Marketing in Spectator Sports: An Examination of Factors that Influence Attendance at Sporting Events among Young Amateur Athletes Who Participate in Organized Sports," Proceedings of the Association of Marketing Theory and Practice, W. Glen Rieken and C. David Shepherd, eds., Savannah, GA, pp 69-96.
Fullerton, S., Merz, G. R., McCullough, T. (2005). An Examination of Attitudes and Behaviors of Sports Fans in America. Proceeding of the Association of Marketing Theory and Practice.
McCullough, T. Fullerton, S. (2005). Pre and Post September 11 Assessment of Attitudes Held by College Students Regarding Sport Utility Vehicles. Association of Marketing Theory and Practice.