Lisa E. Bolton

Color portrait of Lisa E. Bolton

Professor of Marketing, Frank and Mary Jean Smeal Research Fellow

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 301H – Honors Mktg (3)
Marketing begins and ends with the customer, from determining wants and needs to providing customer satisfaction. This course will emphasize fundamental marketing concepts, such as segmentation, targeting, and positioning, and the 4 P's (product, price, place, and promotion). In addition, the course will emphasize the use of marketing research to inform managerial decision-making. The overarching goal of this course is to introduce you to a) the role of marketing within business organizations and society, and b) the concepts and activities in marketing that create and deliver value to customers. At the conclusion of this course, students will be able to: 1) explain the fundamental concepts of marketing and the role of marketing in business; 2) apply marketing concepts and analysis tools to managerial decision-making; and, 3) provide real-world examples of challenges and issues in marketing. Major themes embedded in MKTG 301H include: domestic and global socioeconomic factors that influence marketing environments; the use of marketing research and information systems to create and guide marketing strategies; how consumers, businesses and organizational customers are segmented and targeted; how products are developed to serve customers, businesses and organizations; unique issues in the marketing of services versus goods; how customers are reached through conventional and technological channels; the sales function, including how sales processes are managed; how marketing communications programs (including advertising, publicity, sales promotion and new media) influence customers; how pricing strategies support corporate objectives, and how consumers respond to pricing; the roles of non-profit and social marketing; corporate social responsibility and sustainability in marketing; and the impact of marketing on society. Students may earn credit towards graduation for only one of the following; BA 303, MKTG 301, MKTG 301H, or MKTG 301W.

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 494H – Research Project (4)
Supervised student activities on research projects identified on an individual or small-group basis.

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 399 – Foreign Studies (3)
Courses offered in foreign countries by individual or group instruction.

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

MKTG 597A – Special Topics in Consumer Behavior (3)
The purpose of this graduate seminar is to investigate special topics in consumer behavior. The class will be organized in a way that allows you to 1) gain an in-depth understanding of important areas of consumer behavior research identified by faculty; 2

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

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