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Lichtenstein, Donald Professor


Research Areas research areas


research overview

  • Professor Lichtenstein's 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. He has also done research in the areas on the accuracy of online product ratings, consumer-company identification and resulting consumer behavior outcomes.


  • consumer behavior, pricing, sales promotions, coupons


selected publications


courses taught

  • BUSM 2010 - Principles of Marketing
    Primary Instructor - Fall 2018
    Introduces students to marketing concepts hat can be used in many types of organizations. Marketing activities are useful throughout business and society, for identifying, reaching, motivating, and satisfying people. The course covers both strategy and tactics. Marketing tactics include the well-known 4 P's framework: place, price, product, and promotion. Degree credit not granted for this course and BUSM 2001.
  • MKTG 7835 - Marketing Strategy
    Primary Instructor - Spring 2018 / Spring 2020
    Examine theories of marketing strategy emanating from economics, sociology, psychology, strategy and organizational sciences, as well as marketing. Levels of analysis for studying marketing strategy research will include the individual, dyadic, group, firm, interorganizational and industry levels. Examines methods for doing marketing strategy research, including experiments, quasi-experiments, surveys, qualitative data and secondary data.


International Activities

global connections related to teaching and scholarly work (in recent years)

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