Luciano Lapa

Color portrait of Luciano Lapa

Assistant Professor

Department Marketing
Office Address 433A Business Building, University Park, PA
Phone Number 814-865-8032
Email Address

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I am originally from Brazil, where I was a business owner until for 11 years I moved to Ontario, Canada in 2016 and then Bloomington, IN in 2018.


Managerial marketing research in the intersection with finance and accounting. Specifically, problem-focused and risk-related managerial problems and their consequences on managerial decision making and firm performance.


Ph.D., Marketing, Indiana University, 2023

M.Sc, Management (Marketing), Brock University, 2018

B.B.A., Business Administration, Universidade de Pernambuco, 2004

Courses Taught

MKTG 450W – Marketing Strategy (3)
Market-oriented problems of the firm; identification and selection of market opportunities; formulation of competitive strategies; marketing policies and programs.

Selected Publications

Ashraf A., Thongpapanl N., Anwar A., Lapa L., Venkatesh V., "Perceived values and motivations influencing m-commerce use: A nine-country comparative study." International Journal of Information Management, vol. 59, 2021, pp. 17
Thongpapanl N., Ashraf A., Lapa L., Venkatesh V., "Differential effects of customers’ regulatory fit on trust, perceived value, and m-commerce use among developing and developed countries." Journal of International Marketing, vol. 26, no. 3, 2018, pp. 23
Thongpapanl N., Ashraf A., Lapa L., "The Potential Benefits of Offering Suitable Mobile Commerce Experience to Your Customers: An Abstract." Academy of Marketing Science Annual Conference, 2017