Karen Page Winterich

Color portrait of Karen Page Winterich

Professor, Frank and Mary Smeal Research Fellow

Department Marketing
Office Address 407 Business Building
Phone Number 814-863-4483
Email Address kpw2@psu.edu

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Karen conducts research in the area of consumer behavior, with much of her work examining how consumers’ social identities influence charitable giving as well as (im)moral and sustainable behavior. Her research is published in Journal of Consumer Research, Journal of Marketing Research, and Journal of Marketing, among others. She serves as an Associate Editor for the Journal of Marketing Research and Journal of Consumer Psychology and is on the Editorial Review Board at the Journal of Consumer Research. Karen also enjoys teaching sustainability marketing which she developed as part of Smeal's Sustainability Education Initiatives.


Identity, Prosocial behavior, Unethical behavior, Sustainability, Cultural Differences (Power Distance), Emotions


Ph D, Marketing, University of Pittsburgh, 2007

BSBA, Information Management and Analysis, Shippensburg University of Pennsylvania, 2003

Courses Taught

BA 442 – Sustain Consumer Behavior (3)
Sustainability is a broad domain concerning the extent to which environmental, economic, and social practices are viable for current and future generations. Consumer awareness of sustainability issues has evolved from an emerging social movement to mainstream values, but increasing sustainable behavior remains a challenge. This course is designed to provide students with the knowledge to enhance sustainable behaviors in firms, among consumers, and in society at large. In doing so, this course will include frameworks for understanding how to influence sustainable practices, consumer response to sustainability, and marketing communication issues as well as real-world examples of sustainable practices and issues, offering both a theoretical and applied approach. The course may also include a project which will entail student teams working on a real-world sustainable behavior problem in collaboration with a business or segment of the university campus when available or other course project addressing a relevant sustainability issue. Students should leave the course with an understanding of sustainability issues in the current marketplace and the knowledge and ability to influence sustainable behaviors. Students will enter their career with the knowledge and skills to be a sustainable business decision-maker and foster sustainable behavior.

MKTG 551 – Theo Persp Buy Beh (3)
Review of marketing and social sciences research related to understanding consumer and market behavior.

B A 442 – Sustainable Behavior of Consumers, Firms, and Societies (3)
Strategies to influence sustainable behavior considering consumer response and marketing communications.

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

B A 497B – Sustainable Marketing Strategy for Consumers, Firms, and Societies (3)
Sustainability is a broad domain concerning the extent to which environmental,economic, and social practices are vialbe for current and future generations. Consumer awareness of sustainability issues has evolved form an emerging social movement to mainstr

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

Selected Publications

Winterich K. P., Nenkov G., Gonzales G., "Knowing What it Makes: How Product Transformation Salience Increases Recycling." Journal of Marketing, vol. 56, no. 3, 2019, pp. 1-17
Barone M., Li X., Winterich K. P., Lyle K., "Social-Spatial Effects in Pricing: When and How Vertical Orientations Shape Processing of Price Comparisons." Customer Needs and Solutions, vol. 5, 2018, pp. 137-145
Lee S., Baumgartner J., Winterich K. P., "Did They Earn It? Observing Unearned Luxury Consumption Decreases Brand Attitude When Observers Value Fairness." Journal of Consumer Psychology, 2018
Campbell M. C., Winterich K. P., "A Framework for the Consumer Psychology of Morality in the Marketplace." Journal of Consumer Psychology, vol. 28, no. 2, 2018, pp. 167-179, Invited
Winterich K. P., Gangwar M., Grewal R. S., "When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements." Journal of Marketing, vol. 82, no. 3, 2018, pp. 70-86
Lee S., Bolton L. E., Winterich K. P., "To Profit or Not to Profit? The Role of Greed Perceptions in Consumer Support for Social Ventures." Journal of Consumer Research, vol. 44, no. 1, 2017, pp. 853-876, doi:10.1093/jcr/ucx071
Kaikati A. M., Torelli C. J., Winterich K. P., Rodas M., "Conforming conservatives: How salient social identities can increase donations." Journal of Consumer Psychology, vol. 27, 2017, pp. 422-434
Winterich K. P., Naylor R., Irwin J., "Keeping the Memory but not the Possession: Strategic Memory Preservation Mitigates Identity Loss from Product Disposition." Journal of Marketing, vol. 81, no. 5, 2017, pp. 104-120
Media Coverage/Mentions: CNN.com, Real Simple and Time Magazines, CNBC ,Quartz, Academic Minute among others, and several radio interviews including NPR Phoenix, BYURadio Matt Townsend Show, Aaron Rand show in Montreal
Garvey A., Blanchard S., Winterich K. P., "Turning Unplanned Overpayments into Status Signals: Benefits of Mentioning the Price Paid." Marketing Letters, vol. 28, no. 1, 2017, pp. 73-81, doi:10.1007/s11002-015-9383-9
Gao H., Winterich K. P., Zhang Y., "All That Glitters is Not Gold: How Others’ Status Influences the Effect of Power Distance Belief on Status Consumption." Journal of Consumer Research, vol. 43, no. 2, 2016, pp. 265-281
Barone M. J., Winterich K. P., "Does Green Make You Greedy or Does it Make You Go Green? The Influence of Green Color Primes on Consumers’ Promotion Preferences." Customer Needs and Solutions, vol. 3, no. 1, 2016, pp. 3-10
Winterich K. P., Nenkov G., "Can Financial Service Firms Get Consumers to Save Like “the Joneses”?: How Deliberation and Informational Influence Can Increase Savings." Journal of Service Research: Special Issue on TCR, vol. 18, no. 3, 2015, pp. 384-404
Winterich K. P., Morales A. C., Mittal V., "Disgusted or Happy, It's Not so Bad: Emotional Mini-Max in Unethical Judgments." Journal of Business Ethics, vol. 130, no. 2, 2015, pp. 343-360
Winterich K. P., Mittal V., Aquino K., "Moral and Political Identity." 2015
Chowdhry N., Winterich K. P., Mittal V., Morales A. C., "Not All Negative Emotions Lead to Concrete Construal." International Journal of Research in Marketing, vol. 32, no. 4, 2015, pp. 428-230
Winterich K. P., Barone M. J., Carter R. E., Janakiraman R., Bezawada R., "Tis Better To Give Than To Receive? How and When Gender and Residence-Based Segments Predict Choice of Donation- Versus Discount-Based Promotions." Journal of Consumer Psychology, vol. 25, no. 4, 2015, pp. 622-634
Barone M., Lyle K., Winterich K. P., "When Deal Depth Doesn't Matter: How Handedness Influences Consumer Processing of Horizontal and Vertical Price Comparisons." Marketing Letters, vol. 26, 2015, pp. 213-223
Winterich K. P., Mittal V., Morales A., "Protect Thyself: How Affective Self- Protection Increases Self-Interested Behavior." Organizational Behavior and Human Decision Processes, no. 125, 2014, pp. 151-161
Media Coverage/mentions: NPR's Hidden Brain, New York Magazine, The Independent (UK)
Lee S., Winterich K. P., Ross W. T., "I'm Moral, But I Won't Help You: The Distinct Roles of Empathy and Justice in Donations." Journal of Consumer Research, no. 41, 2014, pp. 678-696
Winner of SCP Doctoral Dissertation Proposal Competition as first essay of Saerom Lee’s dissertation.
Winterich K. P., Zhang Y., "Accepting Inequality Deters Responsibility: How Power Distance Decreases Charitable Behavior." Journal of Consumer Research, vol. 41, 2014, pp. 274-293
Media Coverage/mentions: VOX, The University of Chicago Press, Science Daily (4.15.14), HBR Blog Network (4.22.14), The Street (5.15.14),Science Codex (4.15.14)
Haws K., Winterich K. P., Naylor R. W., "Seeing the World Through GREEN-Tinted Glasses: How Green Consumers Use Motivated Reasoning to Prefer Environmentally Friendly Products." Journal of Consumer Psychology, vol. 24, 2014, pp. 336-354
Media Coverage/mentions: PSU News Release (3.31.14), Daily News
Winterich K. P., Mittal V., Swaminathan V., "Friends and Family: How In-Group-Focused Promotions Can Increase Purchase." Customer Needs and Solutions, vol. 1, no. 4, 2014, pp. 333-44
Winterich K. P., Aquino K., Mittal V., Swartz R., "When Moral Identity Symbolization Motivates Prosocial Behavior: The Role of Recognition and Moral Identity Internalization." Journal of Applied Psychology, vol. 98, 2013, pp. 759-770
Media Coverage/mentions: Medical Xpress (10.29.13) PSU News Release (10.28.13), PSU News Release (8.25.13)
Winterich K. P., Mittal V., Aquino K., "When Does Recognition Increase Charitable Giving? Toward a Moral Identity-Based Model." Journal of Marketing, vol. 77, 2013, pp. 121-134
Media Coverage/mentions: New York Times (12.22.13 ), Marketing News (7.1.13)
Winterich K. P., Haws K., "When Value Trumps Health in a Supersized World." Journal of Marketing, vol. 77, 2013, pp. 48-64
Media Coverage/mentions: Superhumanradio Live Interview (3.19.14), Centre Daily Times (2.25.13); Huffington Post; SkinnyChef, Oprah.com, Medical Daily, ScienceDaily, Foodnavigator-USA, FoodProductDesign.com, BattleDiabetes.com, HealthDay News .
Choi W. J., Winterich K. P., "Can Brands Move In from the Outside?: How Moral Identity Enhances Out-group Brand Attitudes." Journal of Marketing, vol. 77, 2013, pp. 96-111
Winterich K. P., Zhang Y., Mittal V., "How Political Identity and Charity Positioning Increase Donations: Insights from Moral Foundations Theory." International Journal of Research in Marketing, Special Issue on Consumer Identities, vol. 29, 2012, pp. 346-354
Runner-up in the MSI best paper award for the IJRM Special Issue on ConsumerIdentitiesMedia Coverage/mentions: Forbes.com, NPR interview (12.31.12), MSN Money(3.5.13)
Winterich K. P., Haws K. L., "Helpful Hopefulness: The Effect of Future Positive Emotions on Consumption." Journal of Consumer Research, vol. 38, 2011, pp. 505-524
Media Coverage/mentions: Time Magazine (8.17.11), Women’s Health, Men’s Health, Oprah.com, Saga Magazine (UK), The Sun (UK), Stone Hearth News, EarthSky.org, Science Daily, World.edu, PSU Newswire (2.17.12), The Tribune, India, The Co-operative Magazine, among others.
Walsh M., Winterich K. P., Mittal V., "How Redesigning Angular Logos to be Rounded Shapes Brands Attitudes: Consumer Brand Commitment and Self-construal." Journal of Consumer Marketing, vol. 28, 2011
Media Coverage/mentions: Time Magazine (3.14.11), AdAge, Fastcompany, Houston Business Journal, Science Daily, ScienceBlog, Korea Business Central, Japan Retail News, 60 Second Marketer, Futurity.org, and Consumer Affairs, among others.
Winterich K. P., Barone M. J., "Warm Glow or Cold, Hard Cash? Social Identity Effects on Consumer Choice for Donation versus Discount Promotions." Journal of Marketing Research, vol. 48, 2011, pp. 855-868
Media Coverage/mentions: PSU News Release (3.29.11)
Winterich K. P., "Are Your Jurors Mad or Sad? How Emotional Blunting May Influence Their Judgements in the Courtroom.." The Jury Expert, vol. 23, no. 3, 2011, pp. 46-51
Media Coverage/mentions: Persuasive Litigator
Winterich K. P., Han S., Lerner J. S., "Now that I’m Sad, It’s Hard to be Mad: The Role of Cognitive Appraisals in Emotional Blunting." Personality and Social Psychology Bulletin, vol. 36, 2010, pp. 1467-1483
Media Coverage/mentions: Keene Trial Consulting, The Jury Expert, Persuasive Litigator
Zhang Y., Winterich K. P., Mittal V., "Power-Distance Belief and Impulsive Buying." Journal of Marketing Research, vol. 47, 2010, pp. 945-954
• Media Coverage/mentions: AndhraNews.net (India), Asian News International, BizJournals.com, Bright Surf, CosmeticDesign.com, Daily India, EdgeMiami.com, Gaea Times, Houston Business Journal, KBTX.com (College Station, TX) LittleAbout.com, MedIndia.net, MoneyCentral.MSN.com, MSN.com, NewKerala.com, News Guide, NewsTrackIndia.com, Science Daily, SindhToday.net, Taragana.com, Thaindian.com, The Globe and Mail (Canada), TopNews.in, WebIndia123, WestSideStory.net, Yahoo! India, Zopag.com (India), among others.
Walsh M., Winterich K. P., Mittal V., "Do Logo Redesigns Help or Hurt Your Brand?: The Role of Brand Commitment." Journal of Product and Brand Management, vol. 19, no. 2, 2010, pp. 76-84 (Lead Article)
Media Coverage/Mentions: Biz Journals, Business Week, Christian Science Monitor, Denver Business Journal, Houston Business Journal, Houston Chronicle, KUHF-FM, Macleans.ca, Portland Business Journal, San Jose Business Journal, U.S. News & World Report, among others.
Winterich K. P., Mittal V., Ross W. T., "Donation Behavior toward In-Groups and Out-Groups: The Role of Gender and Moral Identity." Journal of Consumer Research, vol. 36, 2009, pp. 199-214
• Media Coverage/Mentions: Chronicle of Philanthropy, Forbes.com, WSJ’s MarketWatch, US News & World Report, Science Daily, ABCNews.com, Atlanta Journal Constitution, Austin American-Statesman, Bio-Medicine.org, Biz Journals, Business Week, Dayton Daily News, Fox28.com (Elkhart, Ind.), Houston Business Journal, MedicineNet.com, MSN.com, MyABC5.com (Des Moines, Iowa), MySunCoast.com (Florida), Nebraska.tv, Newswest9.com (Texas), Pitt County Daily Reflector, PsychCentral, Rocky Mountain Telegram, TelemundoAtlanta.com (Atlanta), KATC.com (Lafayette, La.), KCOY.com (California), KDBC.com, (El Paso, Texas), KESQ.com (Palm Springs, Calif.), U.S. News & World Report, WAOW.com (Wausau, Wis.), WBTV.com (Charlotte, N.C.), WDBJ7.com (Roanoke, Va.), WRCBTV.com (Chattanooga, Tenn.), WVIA.com (Pennsylvania), WXOW.com (La Crosse, Wis), Philantrocapitalism, among others.
Swaminathan V., Winterich K. P., Gurhan-Canli Z., "'My’ Brand or ‘Our’ Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations." Journal of Consumer Research, vol. 34, 2007, pp. 248-259
Winterich K. P., Coleman N. V., Dommer S. L., "The Role of Self-Structure in Managing Identity Conflict." Invited

Research Impact and Media Mentions

"Boomers, you can let go of those high school trophies. Here's how to declutter without the heartbreak.", Star Tribune, Web, www.startribune.com/boomers-you-can-let-go-of-those-high-school-trophies-here-s-how/559943332/
"Penn State students seek solutions to tailgate trash problems", Centre Daily Times, Newspaper
"Penn State research finds not everyone wants their good deeds touted on social media", Centre Daily Times, Newspaper, www.centredaily.com/living/liv-columns-blogs/article228527814.html
"The Life-changing science of photographing your clutter", CNN, Web
"Researcher Finds Taking Photos of Items Helps with Decluttering", Web
"One trick to successfully KonMari your closet", CNBC.com, Web
"Bad At Throwing Stuff Away? Take a Photo First", Time.com, Web
"This Genius Trick Will Make Decluttering Easier", Realsimple.com, Web
"Why We Hate Logo Redesigns", Entrepreneur.com, Web
"Researchers Link Feelings of Disgust and Ethical Behavior", NPR, Radio
"Disgusting Environments Lead to Unethical Behavior", Journal or Magazine
"Disgusting stuff turns us into liars and cheats, and cleanliness makes us honest again", Web
"Rauner’s Charitable Giving Veers Left and Right", Newspaper
"Robin Hood Rankings", Journal or Magazine
"A New Study on Charity has Important Lessons for the Social Safety Net", Web
"Sustainability marketing class collaborates with Advanced Vehicle Team", Penn State Newswire, Web
"Student projects provide local area businesses with fresh marketing perspectives", Penn State Newswire
"U.S. Tops Charitable Giving Rankings Despite Rich-Poor Divide", The Street, Web
"Penn State comes out on top at inaugural DOE Collegiate Wind Competition", Penn State Newswire, Web
"If You're Thinking of Soliciting Donations in Bulgaria..", Harvard Business Review: The Daily Stat, Web
"DelGrosso Foods executive brings real-life case study to Smeal marketing class", Penn State Newswire
"’Green’ scale helps predict how consumers buy environmentally friendly products", Penn State Newswire
"When Value Trumps Health in a Supersized World", Superhumanradio Live, Radio
"Seeking the Why of Giving", The New York Times, Newspaper
"Smeal’s Department of Marketing highly ranked for research productivity by AMA", Penn State Newswire
"Does the promise of recognition really prompt good deeds?,”", Penn State Newswire
"The ROI of Recognzing Donors' Good Deeds", Marketing News, Web
"Go for "Mad" Not "Sad" When You've Got the Burden: Listening to Juror B37", Persuasive Litigator, Web
"Ask the Experts: How to Maximize the Impact of Your Charitable Donations", CardHub, Web
"7 Hippie Brands that Lean Right", MSN Money, Web
"Penn State Marketing Students Get Real-World Experience", Centre Daily Times, Newspaper
"Smeal marketing class puts theory to work in helping Webster’s Café", Penn State Newswire
"Why Charities Need to Consider Donors Politics", NPR, Radio
"Helpful Hopefulness: The Effect of Future Positive Emotions on Consumption", PSU Newswire
"Helpful Hopefulness: The Effect of Future Positive Emotions on Consumption", Time Magazine, Journal or Magazine
"Circles and Swooshes", Time Magazine, Journal or Magazine
"How Redesigning Angular Logos to be Rounded Shapes Brands Attitudes: Consumer Brand Commitment and Self-construal", PSU Newswire


Journal of Marketing, Associate Editor, June 2019 - Present
Journal of Consumer Psychology, Associate Editor, January 2018 - Present
Journal of Marketing, Editorial Board, January 2018 - January 2019
Journal of Consumer Research, May 2017 - Present
Guest Associate Editor
Journal of Marketing Research, Associate Editor, May 2017 - Present
Journal of Marketing Research, Editorial Board, June 2016 - July 2017
Journal of Consumer Psychology, Co-Editor, February 2016 - April 2018
Co-editor for JCP Special Issue on Marketplace Morality
Customer Needs and Solutions, Associate Editor, September 2015 - Present
Journal of the Academy of Marketing Science, Editorial Board, June 2015 - January 2018
Journal of Consumer Research, Editorial Board, July 2014 - Present
Journal of Consumer Psychology, Editorial Board, July 2013 - December 2017
Customer Needs and Solutions, Editorial Board, April 2013 - August 2015