Karen Winterich

Karen conducts research in the area of consumer behavior, with much of her work examining how consumers’ social identities influence charitable giving as well as (im)moral and sustainable behavior. Her research is published in Journal of Consumer Research, Journal of Marketing Research, and Journal of Marketing, among others. She serves as an Associate Editor for the Journal of Marketing Research and Journal of Consumer Psychology and is on the Editorial Review Board at the Journal of Consumer Research. Karen also enjoys teaching sustainability marketing which she developed as part of Smeal's Sustainability Education Initiatives.


Identity, Prosocial behavior, Unethical behavior, Sustainability, Cultural Differences (Power Distance), Emotions


Ph D, Marketing, University of Pittsburgh, 2007

BSBA, Information Management and Analysis, Shippensburg University of Pennsylvania, 2003

Not everyone wants their donations touted on Facebook or plastered on walls

Some are more inclined to give when they know their friends will find out.