Caleb Roche

Caleb Roche is the Director of the Center for Sales & Service Excellence and Assistant Professor of Professional Practice at Oklahoma State University's Spears School of Business. In this role, he leads the strategic direction of the Center, overseeing curriculum development, corporate partnership growth, the sales competition team, and the integration of practitioner expertise into sales and service education at Spears.

Roche's research interests sit within the field of consumer behavior, with an emphasis on segmentation strategy and the psychology of the modern buying decision. His current research examines how life-stage variables predict consumer purchasing behavior more reliably than generational cohort labels, and how perceived advertising relevance mediates the relationship between segmentation strategy and consumer response. This line of inquiry challenges longstanding assumptions in marketing practice about the utility of generational segmentation and offers empirically grounded alternatives rooted in consumer behavior theory.

His broader research interests include sales effectiveness, consumer trust and its relationship to information sources, life-stage marketing frameworks, and the intersection of academic consumer research with applied marketing strategy. He is completing a Doctor of Business Administration at Liberty University, where his doctoral research applies quantitative methods to test the relationship between life-stage segmentation and consumer response variables.

Roche is the author of Not Your Generation (2026), a research-backed argument for replacing generational marketing with life-stage segmentation. The book draws on original consumer survey data using validated scales from established consumer behavior literature to examine how consumers actually make purchasing decisions across cohorts.

His work has been featured in a range of academic and industry outlets, and he speaks regularly on topics including consumer behavior research, sales effectiveness, marketing strategy, and the integration of practitioner and academic perspectives in business education.