Donald Lichenstein
Chair of the Marketing Divsion • Professor
Marketing • Center for Research on Consumer Financial Decision Making

Koelbel S405J


Donald R. Lichtenstein received his undergraduate degree at the University of Alabama (1978) and his Ph.D. at the University of South Carolina (1984).His research interests lie primarily in the areas of consumer processing of price and sales promotion information.

Much of his research has focused on consumer processing of reference price advertisements, consumer price-quality perceptions, influences on consumer price acceptability, and consumer perceptions and response to alternative sale promotion techniques. More recently, he has done research regarding corporate social responsibility, consumer-company identification, and consumer processing of nutritional labeling information.

Prior to accepting an appointment at the University of Colorado in 1988, he was an assistant professor at Louisiana State University (1984-1988). In addition to his current administrative position as marketing division chair, he has also served as Associate Dean of Faculty and Academic Programs (1998-2001).

He is the recipient of the 2004 Fordham Life-Time Achievement Award in Behavioral Pricing Research. His work has appeared in journals such as the Journal of Consumer Research, the Journal of Marketing Research, The Journal of Marketing, and Marketing Science. Professor Lichtenstein currently serves on the editorial review board of the Journal of Marketing.