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Susman Professor in Sustainability and Professor of Marketing, Penn State

Professor Karen Page Winterich is Susman Professor in Sustainability and Professor of Marketing at the Pennsylvania State University. Winterich conducts research in the area of consumer behavior, with specific interests in the effects of consumer identities and emotions on consumer judgments and decision-making. Her research focuses on examining the effect of cultural and moral identities on charitable giving and brand evaluations as well as the impact of emotions on consumer decisions and consumption. Her research has been published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, among others. She currently serves as co-editor of the Journal of Marketing Research and is President of the American Marketing Association Academic Council. She teaches a course on sustainability marketing.


  • –present
    Associate Professor of Marketing, Frank and Mary Smeal Research Fellow, Pennsylvania State University