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 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 Principles of 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 and the Penn State Prime student organization. 

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.  She has also lived in England twice and continues to be fascinated by the culture and its marketing.


Consumer behavior, brand meaning, symbolism, food consumption, subcultures of consumption, qualitative research


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

MKTG 497D, Penn State Prime: Branding and Advertising Practicum