Linda L. Price

Education

Ph.D., University of Texas at Austin

MBA, University of Wyoming

B.A., University of Wyoming

 

Teaching Interests

Marketing Theory

Consumer Behavior

Services Marketing

Customer Experience Management

Multi-method and Qualitative Research

Consumer Culture Theory

 

Research Interests

Consumer Practices, Rituals, Narratives and Experiences; Consumer and Market Networks and Assemblages; Consumer Identity and Transformation; Service Encounters and Value Creation; Market Network Resilience and Sustainability; Globalization

 

Areas of Expertise

Consumer Behavior

Services Marketing

Family Decision Making and Behaviors

Ethnography and Qualitative Research Methods

 

Select Honors & Awards

• AMA-Irwin-McGraw-Hill Distinguished Marketing Educator Award (Highest Disciplinary Honor)
• Association for Consumer Research Fellow (For Life-time Scholarly Contributions)
• American Marketing Association Fellow (For Life-time Scholarly Contributions)
• Academy of Marketing Science Cutco/Vector Outstanding Marketing Educator of the Year (For Life-time Contributions to the Marketing Field)
• American Marketing Association V Kumar Doctoral Student Mentorship Award, (For Life-time Mentorship Contributions)
• Society for Marketing Advances (SMA) Distinguished Scholar (For Life-time Scholarly Contributions)
• University of Wyoming, College of Business, Distinguished Alumni Award
• Editor Journal of Consumer Research
• President, American Marketing Association Academic Council
• American Marketing Association Consumer Behavior SIG Lifetime Achievement Award
• President Association for Consumer Research
• Presidential Scholarly Achievement Award, University of Wyoming
• Excellence in Research and Innovation Award, University of Wyoming
• Distinguished Teaching Award, College of Business, University of Wyoming

 

Recent Publications

“How An Ethos of Repair Shapes Material Sustainability in Services,” D. Matthew Godfrey and Linda L. Price, Journal of the Academy of Marketing Science, Special issue Grand Challenges, (2025), 53, 439-462.

“Resourcing Hope: Refugee Agentive Consumption Acts in Protracted Displacement,” Hounaida El Jurdi, Zeynep Baktir and Linda L. Price, Journal of Public Policy and Marketing, (2025), 44(1), 43-60. https://doi.org/10.1177/07439156241284632

"“Fresh Start” Messaging,“Rebirth Associations,” and Consumers’ Environmentally Sustainable Actions," Yuliya Strizhakova, Robin A. Coulter, and Linda L. Price. Journal of Business Ethics (2024): 1-21.

“Consumer Dirtwork: What Extraordinary Consumption Reveals about the Usefulness of Dirt,” Nathan B. Warren and Linda L. Price, Journal of Consumer Research, Volume 51, Issue 6, April 2025, Pages 1229–1251, https://doi.org/10.1093/jcr/ucae046

"Repair, consumption, and sustainability: Fixing fragile objects and maintaining consumer practices," Godfrey, D. Matthew, Linda L. Price, and Robert F. Lusch, Journal of Consumer Research 49, no. 2 (2022): 229-251. Responsible Research in Business & Management Honor Roll.

"Folds in historical time and possible worlds for the marketing discipline: A commentary," Linda L. Price, Academy of Marketing Science Review (2022): 1-6.

"Marketing and Public Policy in a “Runaway World”: A Commentary," Kelly Hewett, Shintaro Okazaki, and Linda L. Price., Journal of Public Policy & Marketing 41, no. 3 (2022): 211-212.

“An Introduction to The Future of Brands in a Changing Consumer Marketplace,” Margaret C. Campbell and Linda L. Price, Journal of Consumer Research, 2021, 48 (4), 517-526.

 

Biography

Linda L. Price is Professor and Dick and Maggie Scarlett Chair at University of Wyoming, her alma mater. Linda’s research is multi-disciplinary and multi-method. She examines consumer and collective practices, adaptation and change, materiality, and network interactions, with applications for services, customer experience, sustainability and consumer well-being. She serves on the AMA Foundation Board and several advisory or editorial review boards for leading marketing journals and associations. Linda has received many awards including AMA-Irwin-McGraw-Hill Distinguished Marketing Educator, ACR Fellow and AMA Fellow. Prior service includes editing JCR, President of ACR, and President of AMA Academic Council.