Tina LOWREY

Emeritus Professor

Marketing

Member of Pedagogy Committee
lowrey@hec.fr http://www.tinamlowrey.com
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Biography

Tina M. Lowrey is Professor of Marketing at HEC Paris. She holds a Ph.D. in Communications and an M.S. in Advertising from the University of Illinois at Urbana-Champaign, and a B.B.A. in Finance from the University of Houston. She was previously a faculty member at the University of Texas at San Antonio and at Rider University. She has also taught at the Wharton School at the University of Pennsylvania and has held visiting professor positions at the NYU Stern School of Business, Tulane University, ESCP and University of Sydney.

Tina Lowrey’s research interests include children's understanding of brand symbolism, gift giving and ritual, and the application of psycholinguistic theory to marketing communications. Her research has appeared in leading journals in marketing, psychology, and communication, including Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Advertising, as well as numerous edited volumes. She has edited three scholarly books, including the 2008 Brick & Mortar Shopping in the 21st Century (Erlbaum) and the 2007 Psycholinguistic Phenomena in Marketing Communications (Erlbaum).

Tina M. Lowrey serves on the editorial review boards of the Journal of Consumer Psychology, Journal of Advertising, and Media Psychology. She also currently serves on the Policy Board of Journal of Consumer Research. 

Scientific articles

The Relation Between Script Complexity and Commercial Memorability

Journal of Advertising, 2006, vol. 35, n° 3, pp 7-15,

Shopping with Consumers: Reflections and Innovations

Qualitative Market Research, 2005, vol. 8, n° 2, pp 176-188, (in coll. with C. C. OTNES, M. A. MCGRATH)

Social Influences on Dyadic Giving Over Time: A Taxonomy From the Giver's Perspective

Journal of Consumer Research, 2004, vol. 30, n° 4, pp 547-558, (in coll. with C. OTNES, J. RUTH)

The Relation Between Brand-Name Linguistic Characteristics and Brand-Name Memory

Journal of Advertising, 2003, vol. 32, n° 3, pp 7-17, (in coll. with T. DUBITSKY, L. J. SHRUM)

Response Latency Verification of Consumption Constellations: Implications for Advertising Strategy

Journal of Advertising, 2001, vol. 30, n° 1, pp 29-39, (in coll. with B. ENGLIS, S. SHAVITT, M. SOLOMON)

The Effects of Syntactic Complexity on Advertising Persuasiveness

Journal of Consumer Psychology, 1998, vol. 7, n° 2, pp 187-206,

Toward an Understanding of Consumer Ambivalence

Journal of Consumer Research, 1997, vol. 24, n° 1, pp 80-93, (in coll. with C. OTNES, L. J. SHRUM)

Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy

Journal of Advertising, 1995, vol. 24, n° 2, pp 71-82, (in coll. with L. J. SHRUM, J. MCCARTY)

Shopping with Consumers: Usage as Past, Present and Future Research Technique

Journal of Retailing and Consumer Services, 1995, vol. 2, n° 2, pp 97-110, (in coll. with C. OTNES, M. A. MCGRATH)

Applying Social and Traditional Marketing Principles to the Reduction of Household Waste: Turning Research Into Action

American Behavioral Scientist, 1995, vol. 38, n° 4, pp 646-657, (in coll. with L. J. SHRUM, J. MCCARTY)

Books

Chapters in edited books

Proceedings

Working papers

Scientific articles

Nonmonetary and nonreciprocal freecycling: Motivations for participating in online alternative giving communities

Journal of Consumer Behaviour, July-August 2020, vol. 19, n° 4, pp 339-350, (in coll. with Fan Liu, Zachary Johnson, Carolyn Massiah)

An Integrative Model of the Influence of Parental and Peer Support on Consumer Ethical Beliefs: The Mediating Role of Self-Esteem, Power and Materialism

Journal of Business Ethics, July 2018, vol. 150, n° 4, pp 1173-1186, (in coll. with E. GENTINA, L. SHRUM, S. VITELL, G. ROSE)

The Effects of Linguistic Devices on Consumer Information Processing and Persuasion: A Language Complexity × Processing Mode Framework

Journal of Consumer Psychology, October 2018, vol. 28, n° 4, pp 689-711, (in coll. with R. POGACAR, L. J. SHRUM)

Using sublexical priming to enhance brand name phonetic symbolism effects in young children

Marketing Letters, 3 February 2017, vol. 28, n° 4, pp 565–577, (in coll. with S. M. BAXTER, M. ILICIC, A. KULCZYNSKI)

Books

Chapters in edited books

Proceedings

Working papers

Education

  • Ph.D., University of Illinois at Urbana-Champaign - USA
  • M. S., University of Illinois at Urbana-Champaign - USA
  • B.B.A., University of Houston - USA

Academic appointments

Academic Responsibilities at HEC

  • 2025- Emeritus Professor HEC Paris

Scientific Activities

Membership in Academic or Professional Organisation

  • Member, American Academy of Advertising
  • Member, Association for Consumer Research
  • Member, Society for Consumer Psychology (APA - Division 23)

Editorial activities

  • March 2023- President of the Association for Consumer Research (ACR)

    • Conference organisation

  • 2015- Co-Chair, European Marketing Academy conference, Consumer Behavior track, Leuven
  • 2014- Co-Chair, 2014 Latin American Association for Consumer Research conference, Guadalajara
  • 2013- Co-Chair, 2013 Transformative Consumer Research conference (Materialism Track), Lille