Ronald W. Niedrich

Ronald W. Niedrich serves as Professor and Robert S. Greer Chair in Marketing within the Department of Marketing at Louisiana State University's E. J. Ourso College of Business. Currently holding the position of Department Chairman, he has been a faculty member at LSU since 1999 with previous leadership roles including Director of the Professional Sales Institute (2013-2015), Marketing Department Ph.D. Advisor (2008-2012), and Behavioral Research Lab Administrator (2000-2008).

His educational background features a PhD in Marketing from the University of South Carolina (1999), MBA in Business from The College of William and Mary (1987), and BS in Ceramic Engineering from Clemson University (1982).

Niedrich's research examines the cognitive mechanisms underlying consumer decision processes, with particular emphasis on how individuals construct brand preferences, form price judgments, and develop brand attitudes. His work bridges psychological theory and marketing practice through rigorous experimental methodologies, frequently investigating the impact of contextual factors like priming effects, exposure sequences, and reference points on consumer responses. This research program has established him as a significant contributor to the theoretical foundations of consumer behavior.

His publication record demonstrates consistent engagement with core marketing challenges, evolving from foundational work on disconfirmation paradigms and scale design to contemporary investigations of fluency heuristics and online auction dynamics. The research maintains strong connections between theoretical innovation and practical marketing applications across diverse contexts including retail, advertising, and digital commerce.

Professor Niedrich's scholarly contributions have been recognized through:

• LSU Tiger Athletic Foundation Undergraduate Teaching Award (2007, 2013)
• E. J. Ourso College of Business Research Excellence Award (2011)

As an educator and mentor, he teaches consumer behavior courses at undergraduate, MBA, and doctoral levels while maintaining active research supervision. His 2012 Louisiana Board of Regents grant as Co-Principal Investigator demonstrates ongoing research funding support. The Behavioral Research Lab he previously administered continues to provide critical infrastructure for experimental consumer research at LSU, facilitating sophisticated investigations into decision processes through controlled laboratory environments and advanced data collection techniques.