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Ronald W. Niedrich
Robert S. Greer, Sr. Alumni Endowed Chair of Business Administration

Department of Marketing - Department Chair and Professor
2100B Business Education Complex South
501 South Quad Drive
Baton Rouge, LA 70803
Phone: 225-578-9068
Fax: 225-578-8616

Personal Web Site

Biographical Summary
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.
Ph D Marketing, University of South Carolina
MBA Business, The College of William and Mary
BS Ceramic Enginering, Clemson University
Courses Taught
MKT 3411 - Consumer Analysis and Behavior
MKT 4477 - Independent Study: Advanced Marketing Problems
MKT 4478 - Professional Sales Practicum
MKT 7120 - Customer Decision-Making and Brand Marketing Strategy
MKT 7486 - Applications of Marketing Theory
MKT 7717 - Advanced Seminar in Consumer Behavior
MKT 8900 - Predissertation Research
MKT 9000 - Dissertation Research
Undergraduate Teaching Award, Tiger Athletic Foundation, 2013
Research Excellence Award, E. J. Ourso College of Business, 2011
Undergraduate Teaching Award, Tiger Athletic Foundation, 2007
Teaching Interest: Consumer behavior, research methods
Research Interest: Consumer judgment and decision making
Selected Research Publications

A Fluency Heurstic Account of Supraliminal Prime Effects on Product Preference. Fukawa, N., and Niedrich, R. (2015). Psychology and Marketing, 32(11), 1061-1075.

Cause-Relating Marketing: The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inferences and Participation Intentions. Folse, J., Niedrich, R., and Grau, S. (2010). Journal Of Retailing, 86(4), 295-309.

Specifying Price Judgments with Range-Frequency Theory in Models of Brand Choice. Niedrich, R., Weathers, D., Hill, R., and Bell, D. (2009). Journal Of Marketing Research, 46(5), 693-702.

The Influence of Seller Strategy on the Winning Price in Online Auctions: A Moderated Mediation Model. Reynolds, K., Gilkeson, J., and Niedrich, R. (2009). Journal of Business Research, 62(1), 22-30.

The Effects of Exposure-Order and Market Entry-Information on Brand Preference: A Dual Process Model. Niedrich, R., and Swain, S. (2008). Journal Of The Academy Of Marketing Science, 36(3), 309-321.

Assessing Three Explanations for Misresponse to Negated Likert Items. Swain, S., Weathers, D., and Niedrich, R. (2008). Journal Of Marketing Research, 45(1), 116-131.

The Dimensional Stability of the Standards Used in the Disconfirmation Paradigm. Niedrich, R., Kiryanova, E., and Black, W. (2005). Journal Of Retailing, 81(1), 49-57.

The Impact of the Number of Scale Points, Dispositional Factors, and the Status Quo Decision Heuristic on Scale Reliability and Accuracy. Weathers, D., Sharma, S., and Niedrich, R. (2005). Journal of Business Research, 58(11), 1516-1524.

Spokes-Characters: Creating Character Trust and Positive Brand Attitudes. Garretson, J., and Niedrich, R. (2004). Journal of Advertising, 33, 25-36.

The Influence of Pioneer Status and Experience Order on Consumer Brand Preference: A Mediated Effects Model. Niedrich, R., and Swain, S. (2003). Journal Of The Academy Of Marketing Science, 31, 468-480.

Reference Price and Price Perceptions: A Comparison of Alternative Models. Niedrich, R., Sharma, S., and Wedell, D. (2001). Journal Of Consumer Research, 28, 339-354.

A Framework for Monitoring Customer Satisfaction: An Empirical Illustration. Sharma, S., Niedrich, R., and Dobbins, G. (1999). Industrial Marketing Management, 28(3), 231-243.


Title: Louisiana State University College of Business Faculty/Ph.D. Research Lab

Amount: (88000USD)

Granting Organization: Louisiana Board Of Regents

Personnel: Rice, D. (duty: Principal Investigator) Weathers, P. (duty: Co-Principal Investigator) Niedrich, R. (duty: Co-Principal Investigator)

Year: (2011)

Employed by LSU since:
August 16, 1999
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