Jennifer Chang Coupland

Clinical Professor of Marketing , Paiste Fellow in Teaching and Learning
Department: Marketing
Office: 445 Business Building
Phone: 814-865-0577
Fax: 814-865-3015
Member of Faculty Since: 1998


Jennifer Chang Coupland is Paiste Learning Fellow and Clinical Associate Professor of Marketing in the Smeal College of Business Administration. She joined the Penn State faculty in 1998 after receiving both her Ph.D. and M.S. in Marketing at Northwestern University and a B.S. in Business Administration at UC Berkeley. She has taught MBA Marketing Management (Northwestern), MBA Brand Management, undergraduate Advertising, and Introductory Marketing (undergraduate and honors). Dr. Coupland received the Paiste Award for Excellence in Teaching in 2007 and the Paiste Fellowship in Teaching and Learning in 2010.  She is also the marketing honors advisor to the Schreyer Honors College. 

Dr. Coupland's research focuses on consumer behavior and brand meaning in households and grocery stores.  She specializes in qualitative methods including ethnography, interviews, focus groups and projective techniques.  Her work has been published in the J. of Consumer Research, Psychometrika, International J. of Research in Marketing, and Advances in Consumer Research.  She has also been quoted in numerous print media, and appeared in a BBC documentary on the science of shopping.   Prior to academia, Dr. Coupland was an account executive at O'Brien Communications in Del Mar, California.  Since then, she has consulted with Kraft Foods, Inc., Chiat/Day/Mojo Advertising in San Francisco, and Jordan McGrath Case & Partners Advertising in New York. 


Consumer Behavior, brand meaning, symbolism, food consumption, qualitative research

Publication List

J.C. Coupland, "Invisible Brands: An Ethnography of Households and their Kitchen Pantries", Journal of Consumer Research, Spring 2005,

J.C. Coupland, W. S. DeSarbo, D. K. H. Fong, J. Liechty, "Evolutionary Consumer Preference/Utility Functions: A Dynamic Perspective", Psychometrika, Winter 2005,

J.C. Coupland, J. Tekchandaney, A. Rangaswamy, and T. W. Simpson, "Web Site Personality and Its Impact on Brands", e-BRC White Paper Series, 1/1/2002,

J.C. Coupland, "The Revival of Projective Techniques: Past, Present, and Future Perspectives", Advances in Consumer Research, 1/1/2001,

J.C. Coupland and W. E. Roth, "When is Cranberry Sauce Shaped Like a Can?: An Investigation of Cultural Capital, Gender and Consumption in Television Programming", Association for Consumer Research Conference on Gender, Marketing and Consumer Behavior, 1/1/2000,


Ph.D., Marketing, Northwestern University, 1998

M.S., Marketing, Northwestern University, 1996

B.S., Business Administration, UC Berkeley, 1993


MKTG 301, Principles of Marketing

MKTG 301H, Honors Marketing

MKTG 422, Advertising and Promotions Management