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Faculty Directory

Donald R. Lehmann

Distinguished Visiting Scholar






PhD, Purdue University, 1969; MSIA, Purdue University, 1967; BS, Union College, 1966

Areas of Expertise

Brand management, consumer behavior, consumer choice models, market research, marketing strategy, new product development

Current Research Topics

  • Individual and group choice and decision making
  • The adoption of innovation and new product development
  • The management and valuation of marketing assets (brands, customers)

Professional Activities

Academic positions

  • Visiting Scholar, Tuck School of Business, 1997–present
  • George E. Warren Professor of Business, 1985–present, Vice Dean, 1988, Professor, 1978–85, Associate and Assistant Professor, 1969–78, Columbia University Business School
  • Senior Fellow, 1998, Visiting Lecturer, 1984, University of Pennsylvania, Wharton School; President, Association for Consumer Research, 1995
  • Executive Director, Marketing Science Institute, 1993–95, 2001–03
  • Visiting Professor, University of Michigan, 1991
  • Visiting Professor, New York University College of Business Administration, 1991
  • Visiting Professor, Cornell University, Johnson Graduate School of Management, 1981

Editorial positions

  • Associate Editor, Journal of Marketing Research, 2007–11, Journal of Consumer Research, 2000–06, Management Science, 1975–78
  • Co-Editor, International Journal of Research in Marketing, 2006–09
  • Founding Editor, Marketing Letters, 1989–96
  • Area Editor, Marketing Science, 1987–90
  • Departmental Editor, Management Science, 1978–80


  • Marketing Science Institute Best Paper Award, 2011, 2003, 2001, 1998
  • Henry Grady “Buck” Weaver Award, to honor the individual who has contributed the most to the advancement of theory and practice in marketing science, 2009
  • Fellow of International Society for Marketing Science, 2009
  • Academy of Marketing Science Distinguished Educator of the Year, 2009
  • William F. O’Dell Award given to the author of the Journal of Marketing Research article that has made the most significant long-run contribution to the marketing discipline, 2008, 2003, 1995
  • Fellow of the Association for Consumer Research, 2006
  • Berry-AMA Book Prize for best book in marketing, 2006
  • Charles Coolidge Parlin Marketing Research Award for substantial contributions and dedication to the ongoing advancement of marketing research practice, 2006
  • Soundview Executive Book Summaries: 30 Best Business Books of the Year, 2006
  • JMR Paul Green Award for paper with greatest contribution to marketing, 2005
  • Gilbert Churchill Award for lifetime achievement in marketing research, 2005
  • William Davidson Journal of Retailing Best Paper Award, 2004
  • Journal of Interactive Marketing Best Paper Award, 2004
  • Journal of Marketing Harold H. Maynard Award, 2004
  • Paul D. Converse Award for lifetime contributions to marketing, May 2000
  • MA/Irwin/McGraw-Hill Distinguished Marketing Educator award for lifetime contributions to marketing, August 1999
  • JMR Paul Green Award, for paper with greatest contribution to marketing, 1998
  • John S. Day Distinguished Alumnus Academic Service Award, Purdue University, 1992
  • AMA Best Doctoral Dissertation Award, August 1969

Selected Publications

  • With F. Stahl, M. Heitmann, and S. Neslin, “The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin,” Journal of Marketing, 38, July, 2012
  • With J. Parker, “When Shelf-Based Scarcity Impacts Consumer Preferences,” Journal of Retailing, 87(2), June 2011
  • With D. Biswas and G. Zhao, “The Impact of Sequential Data on Consumer Confidence in Relative Judgments,” Journal of Consumer Research, 37, February, 2011; with L. McAlister and R. Staelin, “Sophistication in Research in Marketing,” Journal of Marketing, 75(4), 2011
  • With M. Pham, C. Goukens, and J.A. Stuart, “Shaping Customer Satisfaction Through Self-Awareness Cues,” Journal of Marketing Research, 47(5), October, 2010
  • With P. Kopalle and J. Farley, “Consumer Expectations and Culture: The Effects of Belief in Karma in India,” Journal of Consumer Research, 37(2), August, 2010
  • With P.A. Keller and K. Milligan, “Effectiveness of Corporate Well-Being Programs,” Journal of Macromarketing, 29(3), September, 2009
  • With J. Goldenberg, H. Sangman, and J.W. Hong, “The Role of Hubs in the Adoption Process,” Journal of Marketing, 73(2), March, 2009
  • With J. Farley, S. Hoenig, and H.T. Nguyen, “Marketing Matrics Use in a Transition Economy: The Case of Vietnam,” Journal of International Consumer Marketing, 21(3), 2008
  • With K.L. Keller and J. Farley, “The Structure of Survey-Based Brand Metrics," Journal of International Marketing, 16(4), 2008