Donald R. Lichtenstein

Donald R. Lichtenstein is a Professor in the Department of Marketing at the Leeds School of Business, University of Colorado, and a key figure at the Center for Research on Consumer Financial Decision Making. He holds a PhD from the University of South Carolina (1984) and has been at CU Boulder since 1988.

• Education: B.A., University of Alabama (1978); PhD, University of South Carolina (1984)
• Administrative Roles: Chair of Marketing Division; former Associate Dean of Faculty and Academic Programs (1998-2001)

Research Focus: Consumer processing of pricing and promotional information, corporate social responsibility, and nutritional labeling. His work bridges behavioral economics and marketing strategy, emphasizing how consumers interpret price cues and health information.

Scientific Awards:

• 2004 Fordham Lifetime Achievement Award in Behavioral Pricing Research

Publications: Span decades in top journals including the Journal of Consumer Research, Journal of Marketing, and Marketing Science, with recent work exploring financial education's impact on behavior and the dynamics of online user ratings.