Lauren Cheatham

Assistant Professor of Marketing

Academic Background

Stanford Graduate School of Business

2012-2017, Ph.D. in Marketing

Northwestern University

2010, M.S. in Integrated Marketing Communications

Northwestern University

2002, B.S. in Communications

Research Interests

My core research interest is in consumer psychology and within this broad domain my work focuses on advocacy behavior, attitudes and persuasion, and consumer welfare. I seek to answer both theoretical and practical questions in my research with an ultimate goal of expanding our understanding of the factors that shape consumer behavior and the implications of those insights for strategic marketing-relevant decisions. In addition to traditional experimental paradigms and analyses, I use a number of less traditional methods to test my hypotheses, such as the consideration of non-linear effects, in-depth content coding and analysis, and participant yoking to better assess the nuanced and often unexpected drivers of consumer psychology and behavior.


Selected Publications

Cheatham, L. and Tormala, Z. (2015). “Attitude Certainty and Attitudinal Advocacy: The Unique Roles of Clarity and Correctness.” Personality and Social Psychology Bulletin, 41(11), 1537-1550.

Cheatham, L., and Tormala, Z. (2017), “The Curvilinear Relationship between Attitude Certainty and Attitudinal Advocacy.” Personality and Social Psychology Bulletin, 43(1), 3-16.

Cheatham, L.,  Corvidae, J., and Guevara-Stone, L. (Forthcoming). “The Consumer Connection: A Consumer-Centric Approach to Delivering Home Energy Services” Rocky Mountain Institute White Paper.


Undergraduate Courses:

Marketing Research MKT 321

Additional Information

Work in Progress:

Cheatham, L., Goldsmith, K., Gal, D., and Raghunathan, R. “The Pursuit of Happiness: Can it Make You Happier?” Under second round review at the Journal of Consumer Research.

Cheatham, L., and Tormala, Z. “The Making of a Successful Advocate: How Incentivizing Consumer Referrals Affects Persuasion.” (Manuscript in prep; target JMR)

Tormala, Z., Cheatham, L., and Wheeler, S. C. “What a Difference a Measurement Makes: A New Way to Measure Attitudes.” (Manuscript in prep; target PSPB)

Cheatham, L., Kreps, T.A., and Chambers, M. “Addressing Different Audiences:How Attitude Change Across the Spectrum Can Shift Important Behavioral Outcomes.” (Manuscript in prep; target JPSP)

Cheatham, L., and Tormala, Z. “Certain vs. Uncertain Advocacy: Exploring the Implications for Persuasion.” (Manuscript in prep; target OBHDP)

Catapano, R., Cheatham, L., and Tormala, Z. “Emotion Specificity and Advocacy.”

Cheatham, L., “On the Psychology of Boycotts.”

Kreps, T.A., Phillips, L.T., and Cheatham, L. “Slacktivism and social tuning: Do mere attitude expressions increase others’ support for a cause?”

Kreps, T.A., Chambers, M., and Cheatham, L. “Audience members who are resistant to persuasion discount group members’ advocacy of their own group.”

Cheatham, L. and McKanna, KC. “How different types of financing options affect mental accounting in the home energy upgrade marketplace.”

Cheatham, L., and Chen, Z. “Anticipatory Feedback in Online and Mobile Communications”

lbc6's picture
University of Hawai‘i at Mānoa
Shidler College of Business
2404 Maile Way


BusAd C-502h

Contact Info

(808) 956-7681