Jennifer Chang Coupland

Color portrait of Jennifer Chang Coupland

Clinical Professor

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

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Jennifer Chang Coupland is 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

MKTG 301 – Prin of Mktg (3)
Principles of Marketing covers terminology and important concepts related to marketing in the business environment. Domestic and international environments that impact marketing are included, with particular emphasis on the marketing environment, segmentation, positioning and targeting. MKTG 301 course objectives include providing an overview and introduction to marketing; demonstrating the relationship of marketing to other functions and processes in a business organization on an integrated basis; providing real world examples of challenges and issues related to marketing; and explaining and discussing important concepts and analytical tools in marketing. Major themes embedded in the foundation of MKTG 301 include domestic and global economic factors influencing current marketing environments; how consumer, business and organizational customers are segmented and targeted; how marketing research and information systems are used to create and guide marketing strategies; how products are developed to serve customers, businesses and organizations; how service products are developed and managed to meet customer needs; how customers are reached through various conventional and technological channels and how these sales management processes are managed; how people in the United States and other nations are influenced by marketing in the non-profit sector; how products and services are marketed to other businesses and organizational customers; how marketing communications programs, which include advertising, publicity, sales promotion and web sites, are designed to reach domestic and international customers; how pricing strategies support corporate objectives in various economic climates; and how marketing programs adapt to shifts towards global markets. Students may earn credit towards graduation for only one of the following; BA 303, MKTG 301, MKTG 301H, or MKTG 301W.

MKTG 494H – Research Project (3)
Supervised student activities on research projects identified on an individual or small-group basis.

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 422 – Adv/Sales Pro Mgmt (3)
Perspectives and models of the key decisions involved in managing advertising and sales promotion campaigns.

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.

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)
Junior Core Marketing - Honors Section.

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

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 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.

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

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