Kristine Ehrich

ehrich@sandiego.edu
(619) 260-7629
Olin Hall 221

Assistant Professor of Marketing

Ph.D. The University of Texas at Austin, Marketing
MBA Colorado State University
B.A. Concordia College, Moorhead, MN Biology and Medical Technology

Kristine Ehrich joined the faculty of the University of San Diego as an assistant professor of Marketing in the fall of 2008.  Prior to coming to USD, Professor Ehrich spent four years in the Department of Marketing at Washington State University where she earned Professor of the Year awards two of those years. 

Professor Ehrich’s general research interests are in judgment and decision making.  She is particularly interested in the impact that internal tension or conflict has on consumer decision making, the strategies that are used to manage these conflicts and the biases that sometimes result.  She examines these interests in a number of areas, among them ethical decision making and health related decision making. She is especially intrigued by counter-intuitive strategies that consumers use, knowingly or unknowingly, to make their decisions.  Professor Ehrich’s work on consumer decision making regarding ethical attributes has been published in the Journal of Marketing Research.  She has presented her work at conferences such as the Association for Consumer Research, Society for Consumer Psychology and Society for Judgment and Decision Making.  

Selected Current Research

Journal Article, Academic Journal

Barkacs, L., Barkacs, C., Ehrich, K. (2012). Girls Just Want to Have Fun: Issues Surrounding the Marketing of Sexual Enhancement Products for Women. Journal of Law, Business & Ethics, 18 (Winter 2012), 63-72.

Ehrich, K., Muehling, D., Laczniak, R. The Effects of Brand Usage on Consumers' Immediate and Delayed Responses to Positive and Negative Comparative Advertisements. Journal of Current Issues and Research in Advertising