Lisa E. Bolton

Color portrait of Lisa E. Bolton

Associate Professor of Marketing

Department Marketing
Office Address 441 Business Building
Phone Number 814-865-4175
Email Address leb14@psu.edu

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Lisa E. Bolton is a Professor of Marketing and Frank and Mary Jean Smeal Research Fellow at the Pennsylvania State University. Her Ph.D. is in Marketing from the University of Florida. She has a Master's degree in Clinical Engineering from the University of Toronto and a Bachelor's degree in Engineering Physics from the Royal Military College of Canada. Her research focuses on judgment and decision-making by managers and consumers, with substantive interests in new products, pricing, risk perceptions, consumer spending and finances, health marketing, luxury markets, and cross-cultural marketing. She has published in leading marketing journals, including the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Retailing, the Journal of Consumer Psychology, and the Journal of Service Research. Her research has also been recognized by MSI (MSI Young Scholar's Program 2005) and the AMA (the John A. Howard AMA Doctoral Dissertation Award 1999-2000), and she serves on the editorial review boards of the Journal of Retailing (AE), the Journal of Public Policy & Marketing (AE), the Journal of Consumer Research, the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Psychology, and the Journal of Consumer Affairs. She teaches marketing courses, with an emphasis on consumer insight, in the Smeal College of Business.

Education

Ph D, Marketing, University of Florida, 2000

MSTR, Clinical Engineering, University of Toronto, 1990

BE, Engineering Physics, Royal Military College of Canada, 1987

Courses Taught

MKTG 472 – STRAT BRAND MGMT (3)
Brands are a potentially valuable asset to firms in Business-to-Business (B2B) and Business-to-Consumer (B2C) markets. Strong brands influence purchase and consumption by communicating value and providing differentiation in the marketplace. Effective brand management is therefore critical to maintaining the long-term profitability of products and services. This course investigates how to create profitable brand strategies by building, measuring, and managing brand equity. Theories and practical tools will address the following questions: how does branding influence purchase and consumption? how can firms build brand equity? how should brand equity be measured and managed over time? how should firms manage brands in a brand portfolio? how can firms leverage brand equity? At the conclusion of this course, students will be able to: 1) explain the fundamental concepts of branding and the role of branding in business; 2) apply branding concepts and analysis tools to managerial decision-making; and, 3) provide real-world examples of challenges and issues in branding.

MKTG 597 – Special Topics (3)
Formal courses given on a topical or special interest subject which may be offered infrequently; several different topics may be taught in one year or term.

MKTG 497A – Brand Management (3)
Brands are a potentially valuable asset to firms in b2b and b2c markets. Strong brands influence purchase and consumption of communicating value and providing differentiation in the marketplace. Effective brand management is therefore critical to maintain

MKTG 399 – Foreign Studies (Variable)
Courses offered in foreign countries by individual or group instruction.

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 597A – Special Topics in Advanced Consumer Behavior (3)
The purpose of this graduate seminar is to investigate special topics in consumer behavior.

MKTG 590 – Colloquium (1)
Continuing seminars that consist of a series of individual lectures by faculty, students, or outside speakers.

MKTG 330 – Consumer Behavior (3)
Application of behavioral science concepts to the understanding of buyer behavior as a basis for marketing management decision making.

MKTG 494H – Honors Thesis (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.

Selected Publications

Bolton L. E., Zhang Y., Alba J. W., "Technology Resistance: The Case of Food Production Processes." Journal of Public Policy & Marketing, vol. 38, no. 2, 2019, pp. 246-62.
Bolton L. E., Mende M., Scott M. L., Garvey A., "The Marketing of Love: How Attachment Styles Affect Romantic Consumption Journeys." Journal of the Academy of Marketing Science, vol. 47, no. 2, 2019, pp. 255-273.
Mende M., Scott M. L., Bolton L. E., "All That Glitters Is Not Gold: The Penalty Effect of Conspicuous Consumption in Services and How It Changes with Customers and Contexts." Journal of Services Research, vol. 21, no. 4, 2018, pp. 405-420.
Liu S., Mattila A. S., Bolton L. E., "Selling Painful yet Pleasurable Service Offerings: An Examination of Hedonic Appeals." Journal of Service Research, vol. 21, no. 3, 2018, pp. 336-352.
Chen H., Bolton L. E., Ng S., Lee D., Wang D., "Culture, Relationship Norms, and Dual Entitlement." Journal of Consumer Research, vol. forthcoming, 2018.
Pallas F., Bolton L. E., Lobschat L., "Shifting the Blame: How Surcharge Pricing Influences Blame Attributions for a Service Price Increase." Journal of Services Research, vol. 21, no. 3, 2018, pp. 302-318.
Bolton L. E., Garvey A., "Eco-Product Choice Cuts Both Ways: How Pro-Environmental Licensing versus Reinforcement is Contingent upon Environmental Consciousness." Journal of Public Policy & Marketing, vol. 36, no. 2, 2017, pp. 284-98.
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, 2017, pp. 853-76.
Garvey A., Germann F., Bolton L. E., "Performance Brand Placebos: How Brands Improve Performance and Consumers Take the Credit." Journal of Consumer Research, 2016.
Garvey A., Bolton L. E., "The Licensing Effect Revisited: How Virtuous Behavior Heightens the Pleasure Derived from Subsequent Hedonic Consumption." Journal of Marketing Behavior, 2016.
Bolton L. E., Mattila A. S., "How does Corporate Social Responsibility Affect Consumer Response to Service Failure in Buyer-Seller Relationships?." Journal of Retailing, vol. 91, 2015, pp. 140-53.
Bhattarcharjee A., Bolton L. E., Reed A., "The Perils of Marketing Weight Management Remedies and the Role of Health Literacy." Journal of Public Policy & Marketing, vol. 34, 2015, pp. 50-62.
Ghose T., Desai K., Bolton L. E., "Accentuate the Positive: How Identity Affects Customer Satisfaction." Journal of Consumer Marketing, 2014
forthcoming.
Scott M. L., Mende M., Bolton L. E., "Judging the Book by Its Cover? How Consumers Decode Conspicuous Consumption Cues in Buyer-Seller Relationships." Journal of Marketing Research, 2013, pp. 334-47.
Bolton L. E., Alba J. W., "When Less is More: Consumer Aversion to Waste." Journal of Consumer Psychology, vol. 22, 2012, pp. 369-383, dx.doi.org/10.1016/j.jcps.2011.09.002.
Bolton L. E., "Facts about Debt Consolidation Loans (educational video)." 2012, Invited.
Bolton L. E., "Perceived Price Fairness: The Contributions of Kent B. Monroe (Invited Commentary)." Legends in Marketing Series: Kent Monroe, 2011.
Bolton L. E., Grunert K. G., Raats M. M., "Processing and acting upon nutrition labeling on food: The state of knowledge and new directions for transformative consumer research." Transformative Consumer Research for Personal and Collective Well Being: Reviews and Frontiers, 2011.
Bolton L. E., Bloom P. N., Cohen J. B., "Using Loan Plus Lender Literacy Information to Combat One-sided Marketing of Debt Consolidation Loans." Journal of Marketing Research, no. 48, 2011, pp. S51-S59..
Bolton L. E., Keh H., Alba J., "How Do Price Fairness Perceptions Differ Across Culture?." Journal of Marketing Research, no. 47, 2010, pp. 564-76.
Bolton L. E., Wang W., Keh H. T., "Lay Theories of Medicine and a Healthy Lifestyle." Journal of Consumer Research, no. 37, 2010, pp. 80-97.
Bolton L. E., "Caveat Professor: A Tribute to Joseph W. Alba (Invited Commentary)." 2008.
Bolton L. E., Reed A., Volpp K. G., Armstrong K., "How Does Drug and Supplement Marketing Affect a Healthy Lifestyle." Journal of Consumer Research, no. 34, 2008, pp. 713-26.
Bolton L. E., Cohen J. B., Bloom P. N., "Does Marketing Create 'Get Out of Jail Free Cards'?." Journal of Consumer Research, vol. 33, 2006, pp. 71-81.
Bolton L. E., Alba J. W., "Price Fairness: Good and Service Differences and the Role of Vendor Costs." Journal of Consumer Research, vol. 33, 2006, pp. 258-265.
Bolton L. E., Reed II A., "The Complexity of Identity." Sloan Management Review (Invited Paper), vol. 46, no. 3, 2005, pp. 18-22.
Bolton L. E., Reed II A., "Sticky Priors: The Perseverance of Identity Effects on Judgment." Journal of Marketing Research, vol. 41, 2004, pp. 397-411.
Bolton L. E., "Stickier Priors: The Effects of Nonanalytic versus Analytic Thinking in New Product Forecasting." Journal of Marketing Research, vol. XL, 2003, pp. 65-79.
Bolton L. E., Warlop L., Alba J. W., "Consumer Perceptions of Price (Un)Fairness." Journal of Consumer Research, vol. 29, 2003, pp. 474-491.
Reed II A., Wooten D. B., Bolton L. E., "The Temporary Construction of Consumer Attitudes." Journal of Consumer Psychology, vol. 12, no. 4, 2002, pp. 375-388.
Bolton L. E., Stadler Blank A. M., "Putting a Price on User Innovation: How Consumer Participation Can Decrease Perceived Price Fairness." Journal of the Association of Consumer Research, vol. forthcoming.

Editorships

Co-editor, Special Issue on Behavioral Pricing, Journal of the Association for Consumer Research, Co-Editor, January 2018 - Present
Journal of Consumer Psychology, ERB, Editorial Board, January 2018 - Present
Journal of Marketing Research, ERB, Editorial Board, January 2018 - Present
Journal of Marketing, ERB, Editorial Board, January 2018 - Present
Journal of Consumer Affairs, ERB, Editorial Board, January 2017 - Present
Journal of Public Policy & Marketing, Associate Editor, Associate Editor, January 2017 - Present
Journal of Retailing, Associate Editor, Associate Editor, April 2016 - Present
Journal of Consumer Research, Associate Editor, Associate Editor, January 2014 - January 2018
Journal of Consumer Research, ERB, Editorial Board, January 2011 - Present
Journal of Public Policy & Marketing, ERB, Editorial Board, January 2005 - Present
Journal of Marketing, ERB, Editorial Board, January 2005 - January 2011