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Publications in VIVO

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.


  • consumer behavior, pricing, sales promotions, coupons


selected publications


courses taught


International Activities

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

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