Elizabeth Crosby

Elizabeth Crosby is an Associate Professor in the Department of Marketing at the University of Wisconsin-La Crosse. Her academic career spans over 15 years, with a focus on transformative consumer research, mental health marketing, and marginalized consumer experiences. She holds a Ph.D. in Business Administration from the University of Illinois at Urbana-Champaign (2012), an MBA from the Isenberg School of Management (2006), and dual bachelor's degrees in Marketing and Economics from the University of Maine (2002).

Her research explores intersections between consumer behavior and societal issues such as mental health stigma, gender identity, and marketplace vulnerability. Notable contributions include developing the Problem-Solution-Impact (PSI) research framework and advocating trauma-informed methodologies for marginalized groups. She has published over 25 peer-reviewed articles in journals like Journal of the Academy of Marketing Science and Journal of Consumer Affairs.

Teaching responsibilities include courses on International Marketing, Consumer Behavior, and Global Marketing Management. She actively participates in academic conferences, receiving a Best Paper Award in 2019 for work on consumer self-compassion in mental health contexts. Her work bridges marketing theory with practical policy recommendations to enhance consumer well-being and reduce marketplace inequities.