Marketing Department

Lisa Bolton
Assistant Professor of Marketing

Professor Bolton's research investigates "stickiness" in judgment, that is, judgments that persevere and are difficult to change. On the one hand, her research finds that scenarios and analogies lead to sticky new product forecasts by managers that may contribute to the failure rates of new products. On the other hand, product evaluations based on a consumer's identity are difficult to change and can serve as a potential source of brand loyalty. In addition, Bolton's research on price fairness points to a gap between how consumers and managers think: consumers tend to believe that prices are unfair, and reminding them of inflation and other costs does little to improve their fairness perceptions. Recent work also investigates how the marketing of "remedy" products such as nicotine replacement patches, the now-ubiquitous debt consolidation loan, and identity theft products affect consumer risk perceptions and risky behavior.

Professor Bolton's research has been published in top-tier academic journals including the Journal of Consumer Research, the Journal of Marketing Research and the Journal of Consumer Psychology. Her teaching interests focus on Consumer Behavior, Marketing Research, and New Product Development.

Professor Bolton received her PhD in Marketing from the University of Florida, her Master's Degree from the University of Toronto, and her Bachelor's Degree from the Royal Military College of Canada.

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