Jennifer Chang Coupland

Color portrait of Jennifer Coupland

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

Office Address 445 Business Building
Phone Number 814-865-0577
Email Address jxc75@psu.edu

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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 both her Ph.D. and M.S. in Marketing at Northwestern University and a B.S. in Business Administration at UC Berkeley. She has taught MBA Marketing Management (Northwestern), MBA Brand Management, undergraduate Advertising, and Introductory Marketing (undergraduate and honors). Dr. Coupland received the Paiste Award for Excellence in Teaching in 2007 and the Paiste Fellowship in 2010. She is also 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. She has also been quoted in numerous print media, and appeared in a BBC documentary on the science of shopping. Prior to academia, Dr. Coupland was an account executive at O'Brien Communications in Del Mar, California. Since then, she has consulted with Kraft Foods, Inc., Chiat/Day/Mojo Advertising in San Francisco, and Jordan McGrath Case & Partners Advertising in New York.

Expertise

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

Education

Ph D, Marketing, Northwestern University, 1998

MS, Marketing, Northwestern University, 1996

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

Courses Taught

MKTG 497 – Special Topics (3)
Formal courses given infrequently to explore, in depth, a comparatively narrow subject which may be topical or of special interest.

MKTG 301 – Principles of Marketing (3)
Focuses on customer behavior, product, channels of distribution, promotion, and pricing with emphasis on a culturally diverse environment. Not available to students who have taken B A 303.

MKTG 301H – Principles of Marketing (3)
Focuses on customer behavior, product, channels of distribution, promotion, and pricing with emphasis on a culturally diverse environment. Not available to students who have taken B A 303.

MKTG 494 – Research Project (variable)
Supervised student activities on research projects identified on an individual or small-group basis.

B A 303 – Marketing (2)
Introduction to customer behavior and research, service/product development, pricing and promotion in diverse and international marketing contexts.

B A 303H – Marketing (2)
Introduction to customer behavior and research, service/product development, pricing and promotion in diverse and international marketing contexts.

MKTG 496 – Independent Studies (variable)
Creative projects, including research and design, which are supervised on an individual basis and which fall outside the scope of formal courses.

MKTG 422 – Advertising and Sales Promotion Management (3)
Perspectives and models of the key decisions involved in managing advertising and sales promotion campaigns.

MKTG 494H – Honors Thesis (variable)
Supervised student activities on research projects identified on an individual or small-group basis.

MKTG 532 – Brand Management (2)
To examine and understand the processes of building, designing, measuring, and maintaining brand equity.

MKTG 596 – Individual Studies (variable)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.

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

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