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Larry Compeau

In this Section

Consumer/Organizational Studies
364 Bertrand H. Snell Hall
Clarkson University
PO Box 5795
Potsdam, NY 13699-5795

Phone: 315-268-6605

M.S. Clarkson University
Ph.D., Virginia Polytechnic Institute & State University

Research/Teaching Interests
Pricing including the behavioral and strategic effects of comparative (reference) price advertising on consumers' judgments, evaluations, perceptions, and purchase intentions and its public policy implications. Consumer Behavior including stimulus-driven and category-driven affective responses and their influence on buyers' judgments, evaluations, and perceptions, and shopping/consumption experiences. Strategy including the development and role of a firm level market orientation, specific actions and conditions that can facilitate or hinder the infusion of a market oriented organizational identity.

Courses Taught
    * EB503 — Principles of Marketing
    * MK320 — Principles of Marketing
    * MK/PY321 — Consumer Behavior
    * MK423 — Marketing Management and Strategy
    * MK436 — Creativity, Innovation and New Product Development
    * MK689 — New Product Marketing

    * SB440 - Innovation and Entrepreneurship Strategy

Recent Publications:

Grewal, Dhruv, Anne Roggeveen, Larry D. Compeau and Michael Levy (2012), “Global Pricing Research: An Analysis and Research Agenda,” Journal of Retailing, 88 (1), 1-6.

Grewal, Dhruv, Anne Roggeveen, Larry D. Compeau and Michael Levy (2011), “Evolving Pricing Practices: The Role of New Business Models,” Journal of Product & Brand Management, 20(7), 510-513.

Zolner, Kyle, Larry D. Compeau, Joseph M. Jones and Jeanne Munger (2010), "Consumers’ Perceptions of Nonprofit Solicitations: Some preliminary Evidence on Framing and Price Effects," Journal of Nonprofit and Public Sector Marketing, 22(1), 1-13. Lead Article.

Thacher, E. F. and L.D. Compeau (2009), "The Super-Learning Community: Evolution or Revolution," Review of Higher Education and Self-Learning, 2(3), 37-47.

Grimberg, .J., T.A. Langen, L.D. Compeau and S.E. Powers (2008), "A Theme-Based Seminar on Environmental Sustainability Improves Participant Satisfaction in an Undergraduate Summer Research Program," J. Engineering Education, 97(1), 95-103.

Grewal, Dhruv and Larry D. Compeau (2007), "Consumer Responses to Price and its Contextual Information Cues: A Synthesis of Past Research, a Conceptual Framework, and Avenues for Further Research," Review of Marketing Research, 3, 109-131.

Compeau, Larry D., Joan Lindsey-Mullikin. Dhruv Grewal and Ross Petty (2004), "Consumers’ Interpretations of the Semantic Phrases Found in Reference Price Advertisements," Journal of Consumer Affairs, 38 (Summer), 178-187.

Compeau, Larry D., Dhruv Grewal, and Rajesh Chandrashekaran (2002), "Comparative Price Advertising: Believe It or Not," Journal of Consumer Affairs, 36 (Winter), 284-294.

Nicholson, Carolyn Y., Larry D. Compeau and Rajesh Sethi, (2001), "The Role of Interpersonal Liking in Building Trust in Long-Term Channel Relationships," Journal of the Academy of Marketing Science, 29 (Winter), 3-15.  Lead Article and the 10th most frequently cited article published in JAMS as of 10/5/04.