Sara Loughran Dommer
Assistant Professor in Marketing
Sara conducts research in the area of consumer behavior, with a particular focus on how individuals' self-concepts, identities, and relationships influence their behavior. Her research has been published in the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology, among others. She serves on the Editorial Review Board at the Journal of Marketing Research. Sara also enjoys teaching Integrated Marketing Communications and received the 2024 Smeal Undergraduate Student Teaching Excellence Award.
Education
Ph D in Marketing, The University of Pittsburgh, Katz Graduate School of Business, Pittsburgh, Pennsylvania, USA, 2012-01-01 BS in Marketing, The Pennsylvania State University, Smeal College of Business, University Park, Pennsylvania, USA, 2005-01-01
Courses Taught
MKTG 422 – Adv/Sales Pro Mgmt
Perspectives and models of the key decisions involved in managing advertising and sales promotion campaigns.
MKTG 534 – Integrated Mkt Com
Provides the frameworks for thinking, tools, language, and skills for strategic management of integrated market communications.
MKTG 600 – Thesis Research
Selected Publications
Hong Y., Dommer S. L., Winterich K. P. "Received! How Acknowledgment Increases a Company’s Sustainability Image and Drives Repeat Customer Participation in Take-back Programs" Journal of Consumer Research, 2026-02-01
Dommer S. L. "Acting Immorally to Self-Enhance: The Role of Diagnostic Self-Deception" Journal of the Association of Consumer Research, vol. 10, 2025-01-01
Dommer S. L., Parker J. R. "Cued-Recall Asymmetries: The Case of Brand Names and Logos" Marketing Letters, vol. 34, 2023-12-01
Paul I., Parker J. R., Dommer S. L. "Role Integration Increases the Fungibility of Mentally-accounted Funds" Journal of Marketing Research, vol. 60, 2023-04-01
Sheehan D., Dommer S. L. "Saving Your Self: How Identity Relevance Influences Product Usage" Journal of Consumer Research, vol. 46, 2020-04-01
Lowe M., Nikolova H., Miller C. J., Dommer S. L. "Ceding and Succeeding: How the Altruistic Can Benefit from the Selfish in Joint Decisions" Journal of Consumer Psychology, vol. 29, 2019-10-01
Dommer S. L., Swaminathan V., Ahluwalia R. "Using Differentiated Brands to Deflect Exclusion and Protect Inclusion: The Moderating Role of Self-Esteem on Attachment to Differentiated Brands" Journal of Consumer Research, vol. 40, 2013-12-01
Dommer S. L., Swaminathan V. "Explaining the Endowment Effect Through Ownership: The Role of Identity, Gender, and Self-Threat" Journal of Consumer Research, vol. 39, 2013-02-01
Honors and Awards
Undergraduate Student Teaching Excellence Award, Smeal College of Business, (2024-09-30)
Outstanding Reviewer, Journal of Marketing Research, (2024-08-31)