Jennifer Chang Coupland

Color portrait of Jennifer Chang Coupland

Clinical Professor, Paiste Fellow in Teaching and Learning, Program Chair of Marketing

Department Marketing
Office Address 445 Business Building
Phone Number 814-865-0577
Email Address

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Jennifer Chang Coupland is Paiste Fellow in Teaching & Learning and Clinical Professor of Marketing in the Smeal College of Business Administration. She joined the Penn State faculty in 1998 after receiving her Ph.D. and M.S. in Marketing at Northwestern and a B.S. in Business Administration at UC Berkeley. She has taught MBA Marketing Management (Northwestern), MBA Brand Management, Advertising, Principles of Marketing, and the Penn State Prime Branding & Advertising Practicum. Dr. Coupland received the Paiste Award for Excellence in Teaching in 2007 and the Paiste Fellowship in 2010. She is also the faculty advisor for Penn State Prime and the marketing honors advisor to the Schreyer Honors College.

Dr. Coupland's research focuses on consumer behavior and brand meaning in households and grocery stores. She specializes in qualitative methods including ethnography, interviews, focus groups and projective techniques. Her work has been published in the J. of Consumer Research, Psychometrika, International J. of Research in Marketing, and Advances in Consumer Research, and she appeared in a BBC documentary on the science of shopping. Earlier in her career, Dr. Coupland worked as an account executive at O'Brien Communications in Del Mar, California and as a visiting professor at Jordan McGrath Case & Partners Advertising in NYC. She has also lived in England, where she thoroughly enjoyed assimilating to the consumer culture.


Consumer Behavior, brand meaning, symbolism, food consumption, qualitative research


Ph D, Marketing, Northwestern University, 1998

MS, Marketing, Northwestern University, 1996

BS, Business Administration, University of California, Berkeley, 1993

Courses Taught

Selected Publications

Desarbo W., Fong D., Liechty J. C., Coupland J. C., "Evolutionary Consumer Preference/Utility Functions: A Dynamic Perspective." Psychometrika, no. 70, 2005.
Coupland J. C., "Invisible Brands: An Ethnography of Households and their Kitchen Pantries." Journal of Consumer Research, vol. 32, 2005.
Coupland J. C., "The Revival of Projective Techniques: Past, Present and Future Perspectives." Advances in Consumer Research, vol. XXVIII, 2001.
Coupland J. C., Roth W. E., "When is Cranberry Sauce Shaped Like a Can?: An Investigation of Cultural Capital, Gender and Consumption in Television Programming." Association for Consumer Research Conference on Gender, Marketing and Consumer Behavior, 2000.
Iacobucci D., Henderson G., Marcati A., Coupland J. C., "Network Analyses of Brand Switching Behavior: The Ehrenberg Automobile Data." Networks in Marketing, (Sage Publications), 1996.
Iacobucci D., Henderson G., Marcati A., Coupland J. C., "Network Analyses and Brand Switching Behavior." International Journal of Research in Marketing, vol. 13, 1996.

Research Impact and Media Mentions

"History of the Marketing Department Video", Penn State Marketing Facebook Page, Web
"Buyology: The Science of Shopping", BBC and The Learning Channel, Television