Sara Loughran Dommer

Color portrait of Sara Loughran Dommer

Assistant Professor

Department Marketing

Phone Number 814-865-0232
Email Address

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Sara conducts research in the area of consumer behavior, with a particular focus on how individuals' self-concepts, identities, and relationships influence their behavior. Her research is published in Journal of Consumer Research and Journal of Consumer Psychology, among others. She serves on the Editorial Review Board at the Journal of Marketing Research. Sara also enjoys teaching Integrated Marketing Communications at both the undergraduate and graduate levels.



Ph D, Marketing, University of Pittsburgh, 2012

BS, Marketing, Pennsylvania State University, 2005

Courses Taught

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

MKTG 534 – Integrated Mkt Com (2)
Provides the frameworks for thinking, tools, language, and skills for strategic management of integrated market communications.

Selected Publications

Paul I., Parker J. R., Dommer S. L., "Role Integration Increases the Fungibility of Mentally-accounted Funds." Journal of Marketing Research, 2022
Dommer S. L., Winterich K. P., "Disposing of the self: the role of attachment in the disposition process." Current Opinion in Psychology, vol. 39, 2021, pp. 43-47,
Sheehan D., Dommer S. L., "Saving your self: How identity relevance influences product usage." Journal of Consumer Research, vol. 46, no. 6, 2020, pp. 1076-1092,
Paul I., Parker J. R., Dommer S. L., "The Influence of Incidental Tokenism on Private Evaluations of Stereotype-Typifying Products." Social Psychology Quarterly, vol. 83, no. 1, 2020, pp. 49-69,
Lowe M., Nikolova H., Miller C. J., Dommer S. L., "Ceding and Succeeding: How the Altruistic Can Benefit from the Selfish in Joint Decisions." Journal of Consumer Psychology, vol. 29, no. 4, 2019, pp. 652-661,
all authors contributed equally
Dommer S. L., Swaminathan V., Ahluwalia R., "Using differentiated brands to deflect exclusion and protect inclusion: The moderating role of self-esteem on attachment to differentiated brands." Journal of Consumer Research, vol. 40, no. 4, 2013, pp. 657-675,
Dommer S. L., Swaminathan V., "Explaining the endowment effect through ownership: The role of identity, gender, and self-threat." Journal of Consumer Research, vol. 39, no. 5, 2013, pp. 1034-1050,
Swaminathan V., Dommer S. L., "When is our Connection to Brands like our Connection to People? Differentiating Between Consumer–brand Relationships and Interpersonal Relationships." (Routledge), 2012, pp. 15-29
Swaminathan V., Reddy S., Dommer S. L., "Spillover Effects of Ingredient Branded Strategies on Brand Choice: A Field Study." Marketing Letters, vol. 23, no. 1, 2012, pp. 237-51,

Research Impact and Media Mentions

"How Social Identity Affects Consumer Behavior", Quikly, Internet,
"Are You Really Confused? How You Describe Yourself is Not Seen By Others", The Intuitive Customer, Podcast,


Journal of Marketing Research, Editorial Board, (, August 2018 - Present