Cait Lamberton

Cait Lamberton
  • Alberto I. Duran President's Distinguished Professor
  • Professor of Marketing

Contact Information

  • office Address:

    763 Jon M. Huntsman Hall
    3730 Walnut Street
    University of Pennsylvania
    Philadelphia, PA 19104

Research Interests: Consumption behavior, marketing practice, and marketplace dignity

Links: CV, Twitter, SSRN



  • Ph.D. Business Administration (Marketing), University of South Carolina, 2008
  • M.B.A, University of South Carolina, 2006
  • B.A., English,Wheaton College, Illinois, 1999


  • Assistant Professor & Fryear Fellow, Marketing, University of Pittsburgh; 2008-2014
  • Associate Professor & Fryear Endowed Chair, Marketing, University of Pittsburgh; 2014-present
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Past Courses


    The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, market research, product management, pricing, promotion, sales force management and competitive analysis.


    Building upon Marketing 611, the goal of this course is to develop skills in formulating and implementing marketing strategies for brands and businesses. The course will focus on issues such as the selection of which businesses and segments to compete in, how to allocate resources across businesses, segments, and elements of the marketing mix, as well as other significant strategic issues facing today's managers in a dynamic competitive environment. A central theme of the course is that the answer to these strategic problems varies over time depending on the stage of the product life cycle at which marketing decisions are being made. As such, the PLC serves as the central organizing vehicle of the course. We will explore such issues as how to design optimal strategies for the launch of new products and services that arise during the introductory phase, how to maximize the acceleration of revenue during the growth phase, how to sustain and extend profitability during the mature phase, and how to manage a business during the inevitable decline phase.


    Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making. The class will consist of a mix of lectures, discussions, cases, assignments, project work and exams. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing (e.g., segmentation, branding, and customer satisfaction). The goal is to provide you with a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions.


    A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.


    The purpose of this seminar is to provide graduate students with a solid foundation for critical thinking and research in psychology and marketing on information processing related topics. Topics of discussion include consumer knowledge (learning, memory and categorization), attitude theory, persuasion, affect and social influence. The course draws from the literature in marketing, psychology and economics. The course will enable students to conceptualize, operationalize, and develop research ideas. Therefore, the focus is on understanding theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base.


    Taught collectively by the faculty members from the Marketing Department, this course investigates advanced topics in marketing. It is organized in a way that allows students to 1) gain depth in important areas of research identified by faculty; 2) gain exposure to various faculty in marketing and their research values and styles; and 3) develop and advance their own research interests.



    Requires written permission of instructor and the department graduate adviser.

Awards and Honors

  • Thomas P. Kinnear Award for Best Article in the Journal of Public Policy & Marketing, 2020
  • Marketing Science Institute Scholar, 2020
  • AMA/EBSCO Respsonible Research in Marketing Award, 2020
  • Member, Commission on Reducing Food Waste in the United States, National Academy of Sciences, 2019
  • Government/Policy Liaison for the Association for Consumer Research Board, 2018
  • Outstanding Senior Editor, International Journal of Research in Marketing, 2018
  • Lazaridis Prize, American Marketing Association, 2017
  • Hunt/Maynard Award for Best Paper in Journal of Marketing, (with Andrew Stephen), 2016
  • Affiliated Researcher, Nudge4Solutions Lab, University of Virginia, beginning 2016, 2016
  • AMA-Sheth Doctoral Consortium Faculty Fellow, 2011, 2014, 2015, 2016, 2018, 2016
  • Erin Anderson Award, Given to the American Marketing Association’s Top Emerging Female Scholar and Mentor, 2016
  • Poets & Quants “Top 40 Business School Professors under 40”, 2015; Fortune’s “Top 10,”, 2015
  • Association for Consumer Research’s Transformative Consumer Research Grant for Emerging, 2014
  • Best Reviewer Award, Journal of Consumer Research, 2014
  • Honorable Mention, Robert Ferber Award (Award for best dissertation-based paper appearing in the Journal of Consumer Research), 2014
  • Early Career Contribution Award, Association for Consumer Research, 2013
  • Affiliated Researcher, White House Social and Behavioral Sciences Team, Sept 2013-May 2014, 2013-2014
  • Marketing Science Institute Young Scholar, 2013-2014
  • Ben L. Fryrear Faculty Fellow, University of Pittsburgh 2010 – 2016, 2010-2016
  • Katz Excellence in Research Award, 2009-2010, 2012-2013, 2014-2015, 2016-2017, 2009-2017
  • Teacher of the Year, Katz Graduate School of Business/CBA 2009 – 2010, 2009-2010
  • Dean’s Teaching Award, University of Pittsburgh, 2008-2009, 2009-2010, 2010-2011, 2012-2013, 2014-2015, 2015-2016, 2016-2017, 2008-2017
  • Top Undergraduate Teacher in the Marketing Major, University of Pittsburgh, 2008-2009, 2009- 2010, 2012-2013, 2008
  • W. Pierce Liles Outstanding Doctoral Student Award, University of South Carolina, 2008
  • UMI Outstanding Dissertation Award, University of South Carolina, 2008
  • MSI Alden G. Clayton Dissertation Proposal Competition, Honorable Mention, 2007
  • George M. Reeves Memorial Fellow, University of South Carolina, 2007
  • Centennial Fellow Finalist, University of South Carolina, 2007
  • Marketing Science Institute Research Grant #4-1342, Primary Investigator, “The Psychology of Category Design: How Product Groupings Influence Consumer DecisionMaking, Price Sensitivity, and Brand Strength.” (with Kristin Diehl), 2005
  • AMA – Sheth Doctoral Consortium Fellow, 2005
  • MSI – JCP Research Competition on “Product Assortment and Variety – Seeking in Consumer Choice,” Honorable Mention (with Kristin Diehl), 2004

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