Ronald W. Niedrich is Professor and Robert S. Greer Chair in Marketing, E. J. Ourso
College of Business, Louisiana State University. Professor Niedrich has been employed
by LSU since 1999 and currently serves as the Department Chairman. He also served
as the Director of the Professional Sales Institute from 2013 to 2015, the Marketing
Department Ph.D. Advisor from 2008 to 2012, and the Behavioral Research Lab Administrator
from 2000 to 2008. His research focuses on the judgment and decision processes that
consumers employ in constructing brand choice, brand attitudes, price judgments, and
other responses. His work regularly appear in prominent marketing journals, including
Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy
of Marketing Science, Journal of Retailing, and others. Professor Niedrich teaches
an undergraduate, MBA, and Ph.D. seminar in Consumer Behavior as well as The Applications
of Marketing Theory Ph.D. seminar. He was recognized with the E. J. Ourso College
of Business Research Excellence Award in 2011 and the LSU Tiger Athletic Foundation
Undergraduate Teaching Award in 2007 and 2013. Professor Niedrich has a BS in Engineering
from Clemson University, an MBA from the College of William and Mary, and a Ph.D.
in Business Administration from the University of South Carolina.
Fukawa, N. and Niedrich, R. W. (2015). A Fluency Heurstic Account of Supraliminal
Prime Effects on Product Preference. Psychology and Marketing, 32(11), 1061-1075.
Folse, J. Anne Garretson, Niedrich, R. W., and Grau, S. Landreth (2010). Cause-Relating
Marketing: The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inferences
and Participation Intentions. Journal Of Retailing, 86(4), 295-309.
Niedrich, R. W., Weathers, D., Hill, R. Carter, and Bell, D. R. (2009). Specifying
Price Judgments with Range-Frequency Theory in Models of Brand Choice. Journal Of
Marketing Research, 46(5), 693-702.
Reynolds, K., Gilkeson, J. H., and Niedrich, R. W. (2009). The Influence of Seller
Strategy on the Winning Price in Online Auctions: A Moderated Mediation Model. Journal
of Business Research, 62(1), 22-30.
Niedrich, R. W. and Swain, S. D. (2008). The Effects of Exposure-Order and Market
Entry-Information on Brand Preference: A Dual Process Model. Journal Of The Academy
Of Marketing Science, 36(3), 309-321.
Swain, S. D., Weathers, D., and Niedrich, R. W. (2008). Assessing Three Explanations
for Misresponse to Negated Likert Items. Journal Of Marketing Research, 45(1), 116-131.
Niedrich, R. W., Kiryanova, E., and Black, W. C. (2005). The Dimensional Stability
of the Standards Used in the Disconfirmation Paradigm. Journal Of Retailing, 81(1),
Weathers, D., Sharma, S., and Niedrich, R. W. (2005). The Impact of the Number of
Scale Points, Dispositional Factors, and the Status Quo Decision Heuristic on Scale
Reliability and Accuracy. Journal of Business Research, 58(11), 1516-1524.
Garretson, J. A. and Niedrich, R. W. (2004). Spokes-Characters: Creating Character
Trust and Positive Brand Attitudes. Journal of Advertising, 33, 25-36.
Niedrich, R. W. and Swain, S. D. (2003). The Influence of Pioneer Status and Experience
Order on Consumer Brand Preference: A Mediated Effects Model. Journal Of The Academy
Of Marketing Science, 31, 468-480.
Niedrich, R. W., Sharma, S., and Wedell, D. H. (2001). Reference Price and Price Perceptions:
A Comparison of Alternative Models. Journal Of Consumer Research, 28, 339-354.
Sharma, S., Niedrich, R. W., and Dobbins, G. (1999). A Framework for Monitoring Customer
Satisfaction: An Empirical Illustration. Industrial Marketing Management, 28(3), 231-243.
Teaching Interests: Consumer behavior, research methods
Research Interests: Consumer judgment and decision making
- Undergraduate Teaching Award, Tiger Athletic Foundation, 2013
- Research Excellence Award, E. J. Ourso College of Business, 2011
- Undergraduate Teaching Award, Tiger Athletic Foundation, 2007
Personnel: Rice, Dan (role: Principal) Weathers, P. Daniel (role: Co-Principal) Niedrich,
Ronald (role: Co-Principal)Title: Louisiana State University College of Business Faculty/Ph.D.
Sponsoring Organization: Louisiana Board Of Regents