Karen Winterich

Frank and Mary Smeal Research Fellow, Associate Professor of Marketing
Department: Marketing
Office: 407 Business Building
Phone: 814-863-4483
Fax: 814-865-3015
E-mail: kpw2@psu.edu
Member of Faculty Since: 2010


Professor Karen Page Winterich is a Frank and Mary Smeal Research Fellow and Associate Professor of Marketing at the 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 currently 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.

You can easily access and download Winterich's research papers on the Social Science Research Network (SSRN) from http://ssrn.com/author=1616530.


Consumer Behavior
Consumer Identities
Charitable giving
Brand evaluations

Publication List

Winterich, Karen Page, Andrea C. Morales, and Vikas Mittal, "Disgusted or Happy, It's Not so Bad: Emotional Mini-Max in Unethical Judgments", Journal of Business Ethics, 2014,

Lee, Saerom, Karen Page Winterich, and William T. Ross, Jr., "'m Moral, But I Won't Help You: The Distinct Roles of Empathy and Justice in Donations", Journal of Consumer Research, 2014,

Winterich, Karen Page and Yinlong Zhang, "Accepting Inequality Deters Responsibility: How Power Distance Decreases Charitable Behavior", Journal of Consumer Research, 2014,

Haws, Kelly L., Karen Page Winterich, and Rebecca Walker Naylor, "Seeing the World Through Green-Tinted Glasses: Green Consumption Values and Responses to Environmentally Friendly Products", Journal of Consumer Psychology, 2014,

Winterich, Karen Page, Karl Aquino, Vikas Mittal, and Richard Swartz, "When Moral Identity Symbolization Motivates Prosocial Behavior: The Role of Recognition and Moral Identity Internalization", Journal of Applied Psychology, 2014,

Haws, Kelly and Karen Page Winterich, "When Value Trumps Health in a Supersized World", Journal of Marketing, 2013, 77,

Winterich, Karen Page, Vikas Mittal, and Karl Aquino, "When Does Recognition Increase Charitable Behavior? Toward A Moral Identity-Based Model", Journal of Marketing, May 2013, 77, 121-134.

Choi, Woo Jin, Karen Page Winterich, "Can Brands Move In from the Outside?: How Moral Identity Enhances Out-group Brand Attitudes", Journal of Marketing, 2013, 77, 121-134.

Winterich, Karen Page, Yinlong Zhang, and Vikas Mittal, "How Political Identity and Charity Positioning Increase Donations: Insights from Moral Foundations Theory", International Journal of Research in Marketing, 2012, 29, 121-134.

Winterich, Karen Page, and Michael J. Barone, "Warm Glow or Cold, Hard Cash? Social Identity Effects on Consumer Choice for Donation versus Discount Promotions", Journal of Marketing Research, 2011, 48, 121-134.

Winterich, Karen Page and Kelly Haws, "Helpful Hopefulness: The Effect of Future Positive Emotions on Consumption", Journal of Consumer Research, 2011, 38, 121-134.

Winterich, Karen Page, Seunghee Han, and Jennifer S. Lerner, "Now that I’m Sad, It’s Hard to be Mad: The Role of Cognitive Appraisals in Emotional Blunting", Personality and Social Psychology Bulletin, 2010, 36, 1467-1483.

Zhang, Yinlong, Karen Page Winterich, and Vikas Mittal, "Power-Distance Belief and Impulsive Buying", Journal of Marketing Research, 2010, 47, 945-954.

Winterich, Karen Page, Vikas Mittal, and William T. Ross, Jr., "Donation Behavior toward In-Groups and Out-Groups: The Role of Gender and Moral Identity", Journal of Consumer Research, 2009, 36, 199-214.

Swaminathan, Vanitha, Karen L. Page, and Zeynep Gürhan-Canli, "‘My’ Brand or ‘Our’ Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations", Journal of Consumer Research, 2007, 34, 248-259.

Media Mention

Circles and Swooshes,  Time Magazine

Seeking the Why of Giving,  The New York Times

U.S. Tops in Charitable Giving, With Poor, Middle-Class Giving More Than Rich,  The Street

The ROI of Recognizing Donors' Good Deeds,  Marketing News


Ph.D., Marketing, University of Pittsburgh, 2007

BSBA, Information Management and Analysis, Shippensburg University of Pennsylvania, 2003


MKTG 422, Advertising and Sales Promotion Management

MKTG 551, Theoretical Perspectives on Consumer Behavior (PhD Seminar)

BA442 (497, Sustainable Behavior of Consumers, Firms, and Societies