Frank May has been appointed an assistant professor in the Department of Marketing at Virginia Tech’s Pamplin College of Business.

May is one of nine new faculty members at Pamplin this fall. Their addition reflects the college’s commitment to hiring tenured and tenure-track faculty to further strengthen its teaching, research, and business outreach, particularly in the areas of business intelligence and analytics, innovation through entrepreneurship, and international programs.

May received his Ph.D. in marketing at the University of South Carolina in June. He has an MBA from the University of Minnesota and a bachelor’s degree in finance from New Jersey City University.

His research interests relate to time and patience, and judgment and decision making. His dissertation examines how the qualitative properties of time can affect perception of wait time and, in turn, patience, an important concept in consumer behavior research.

His published articles include a study of how anthropomorphism of time can decrease patience and a study that finds that thinking about how a task is to be completed — rather than why — reduces duration estimates for simple tasks but increases estimates for complex tasks.

His work in progress includes a study of donations of time versus money.

May’s honors and awards include the AMA-Sheth Doctoral Consortium Fellow, and from the University of South Carolina, the 2014 Breakthrough Graduate Scholar, the 2013 Promising Researcher Award, and several fellowships and grants.