Donald R.听Lichtenstein

  • Professor
  • MARKETING
  • CENTER FOR RESEARCH ON CONSUMER FINANCIAL DECISION MAKING
Address

Koelbel S405J

Biography

听

Education

PhD, Business Administration (Marketing), University of South Carolina, 1984

BS, Business Administration (Marketing), University of Alabama, 1978

Donald R. Lichtenstein received his undergraduate degree at the University of Alabama (1978) and his PhD at the University of South Carolina (1984). Prior to his appointment at the University of Colorado in 1988, he was an assistant professor at Louisiana State University (1984-1988).听

He has served repeated terms as the marketing division chair and he has also served as Associate Dean of Faculty and Academic Programs (1998-2001). He is the recipient of the 2004 Fordham Life-Time Achievement Award in Behavioral Pricing Research.听

His work has appeared in the Journal of Consumer Research, the Journal of Marketing Research, The Journal of Marketing, and Marketing Science. His research interests primarily deal with all aspects of consumer processing and response to price and sales promotions, e.g., how consumers perceive comparative price advertisements, how and when consumers use price as an indicator of quality, factors affecting consumers' level and width of their latitude of price acceptability, what types of consumers are more likely to act on price-oriented sales promotions and psychological processes underlying those decisions, accuracy of consumer price knowledge, attributions consumers make for various price-oriented promotions, bases for consumer internal reference prices, the effect of the range of known prices in a product category on price evaluations, and measurement of individual difference variables in the domain of consumer response to price and sales promotions.

Research

Research Areas of Interest

  • Consumer Processing of Price Information
  • Consumer Response to Sales Promotions
  • Corporate Social Responsibility

Selected Publications

  • Netemeyer, Richard, Donald R. Lichtenstein, John G. Lynch, Jr., and David Dobolyi (2024) 鈥淔inancial Education Effects on Financial Behavior and WellBeing: The Mediating Roles of Improved Objective and Subjective Financial Knowledge and Parallels in Physical Health," Journal of Public Policy & Marketing, Vol 43, No. 4, 254-275.
  • Kan, Christina, Liu (Lucy) Yan, Donald R. Lichtenstein, Chris Janiszewski (2023), 鈥淭he Negative and Positive Consequences of Placing Products Next to Promoted Products,鈥 Journal of Marketing, 87 (6), 928-948.

Working Papers

  • Meister, Matt, William Rose, Nicholas Reinholtz, and Donald R. Lichtenstein, 鈥淔an Sentiment on College Message Boards Predicts Game Outcomes Controlling for Betting Spreads,鈥 revision requested at Psychological Science
  • Laura Kornish, Donald R. Lichtenstein, and John G. Lynch, 鈥淭he Influence of University Scholarships on Student Choice and Borrowing Decisions.鈥

Teaching

At the PhD level, Lichtenstein has taught research seminars in "Pricing and Sales Promotion," "Buyer Behavior," "Multivariate Data Analysis," and "Strategic Management." At the Masters level, he has taught marketing research." At the undergraduate level, he has taught marketing research, consumer behavior, and principles of marketing. At the current time, his teaching is primarily focused on principles of marketing to business majors and minors.

Service

  • Editorial Review Board Member, Journal of Marketing, 1996鈥2002, 2011鈥2025
  • Editorial Review Board Member, Journal of Consumer Research, 1999鈥2017
  • Co-Chair, Annual Boulder Summer Confererence on Consumer Financial Decision Making, 2010鈥2019