Professor of Marketing
Frank and Mary Smeal Research Fellow, Pennsylvania State University
Karen Page Winterich is a Frank and Mary Smeal Research Fellow and professor of marketing at 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, Journal of Applied Psychology, International Journal of Research in Marketing, Organizational Behavior and Human Decision Processes, and the Personality and Social Psychology Bulletin, among others. She serves on the Editorial Review Board for Journal of Consumer Research, Journal of Consumer Psychology, and Customer Needs and Solutions. She teaches marketing courses, including advertising and promotions to undergraduate students as well as a doctoral seminar consumer behavior. She also teaches a course on sustainable behavior among consumers, firms, and society as part of Smeal's Sustainability course offerings. Prior to joining Penn State University, she was on the faculty at Texas A&M University.