Susan Dobscha

  • Professor, Marketing
  • Ph.D. Virginia Polytechnic Institute

Teaching Interests

Consumer Behavior; Marketing Research; Gender in Organizations;

Research Interests

Consumer Culture Theory; Transformative Consumer Research; Gender Issues

Bio

Teaching interests include consumer behavior and marketing research. Research interests include gender issues in marketing, consumer resistance to marketing tactics and technology, and relationship marketing critiques. Published articles have appeared in Harvard Business Review, Marketing Education Review, Journal of Public Policy and Marketing, and Journal of Retaiing. Previously taught at Virginia Tech and the College for International Studies in Madrid, Spain.

Professional Memberships

  • Association for Consumer Research Present
  • Publications

    Journal Articles


  • Dobscha, S. (2021). Decolonizing Marketing. Consumption, Markets, and Culture. 1-11. Forthcoming.
  • , =., Steinfield, L., Prothero, A., Gurrieri, L., Coleman, C., Drenten, J., Ferguson, S., Finkelstein-Young, S., Harrison, R., Hein, W., Houston, H., McVey, L., Nappier Cherup, A., Ostberg, J., Ourahmoune, N., Peñaloza, L., Pounders, K., Bettany, S., Sredl, K., Tuncay Zeyer, L. (2021). Connecting DEI to explicit and implicit gendered workplace discrimination, harassment, and assault: a commentary on 2019 Marketing Climate Survey. Marketing Letters, (32) - 341–347.
  • Spielmann, N., Dobscha, S., Lowery, T. (2021). Real Men don't buy Mrs. Clean: Gender Bias in Gendered Brands. Journal of the Association of Consumer Research.
  • Dobscha, S., Ostberg, J. (2021). Introduction to the special issue on gender impacts: consumption, markets, marketing, and marketing organizations. Journal of Marketing Management. 37 181-187.
  • Eckhardt, G. M., Dobscha, S. (2018). The Consumer Experience of Responsibilization: The Case of Panera Cares. Journal of Business Ethics. (Link)
  • Dobscha, S., Podoshen, J. S. (2017). Death consumes us – dispatches from the “death professors”. Consumption Markets & Culture, (20) 5 383-386. (Link)
  • Dobscha, S., Eckhardt, G. (2014). The Effectiveness of Conscious Pricing on Promoting Social Sustainability. Recherche et Applications en Marketing, (29) 3 103-106.
  • Dobscha, S., Lee, N. (2014). Introduction to the special section on interpretive research. European Journal of Marketing, (48) 5:6
  • Susan, N., Dobscha, L. (2014). Introduction to the special section on interpretive consumer research. European Journal of Marketing, (48) 5/6 (Link)
  • Dobscha, S., Foxman, E. R. (2012). Mythic Agency and Retail Conquest. Elsevier, (88) 2 291-307.
  • Prothero, A., Dobscha, S., Freund, J., Kilbourne, W., Luchs, M., Ozanne, L., Thorgerson, J. (2011). Sustainable Consumption: Opportunities for Consumer Research and Public Policy. Journal of Public Policy and Marketing, (30) 1 31-38.
  • Dobscha, S., Group, T. V. (2010). Motherhood, Marketization, and Consumer Vulnerability. Journal of Macromarketing, (30) 4 384-397.
  • Dobscha, S., Group, T. V. (2010). Buying into Motherhood? Consumption Ambivalence and Liminality in Transitional Phases. Consumption, Markets, and Culture, (13) 4 373-397.
  • Prothero, A., McDonagh, P., Dobscha, S. (2010). Is Green the New Black? Reflections on a Green Commodity Discourse. Journal of Macromarketing, (30) 2 147-159.
  • Bettany, S., Dobscha, S., O'Malley, L., Prothero, A. (2010). Moving Beyond Binary Opposition: Exploring the Tapestry of Gender in Consumer Research and Marketing. Marketing Theory, (10) 1 3-28.
  • Dobscha, S., Group, T. V. (2008). Reflections on Collaboration in Interpretive Consumer Research. Qualitative Market Research: An International Journal, (11) 2 147-165.
  • Dobscha, S. (2006). Does My Bump Look Big in This? -- Commentary. Advertising and Society Review, (7) 4
  • Dobscha, S. (2006). The Road to Motherhood -- Commentary. Advertising and Society Review, (7) 3
  • Dobscha, S. (2006). The Changing Image of Women in American Society: What Do Pregnant Women Represent in Advertising?. Advertising and Society Review, (7) 3 (Link)
  • Dobscha, S., Ozanne, J. (2001). An Ecofeminist Analysis of Environmentally Sensitive Women: Qualitative Findings on the Emancipatory Potential of an Ecological Life. Journal of Public Policy and Marketing, (20) 2
  • Dobscha, S., Foxman, E. R. (1998). Rethinking the Principles of Marketing Course: Focus on Exchange. Marketing Education Review, (8) 1 47-57.
  • Fournier, S., Dobscha, S., Mick, D. G. (1998). Preventing the Premature Death of Relationship Marketing. Harvard Business Review, (76) 1 42-51.

    Books


  • Dobscha, S. (2019). The Handbook of Research in Gender and Marketing. Elgar Publishing
  • Dobscha, S. (2015). Death in a Consumer Culture. 1st 497. London: Routledge (Link)

  • Book Chapters


  • Dobscha, S., Prothero, A. (2021). “One, Two, Three, Four, What Are We Fighting For?”: Deconstructing Climate-Crisis War Messaging Metaphors using Ecofeminism In , (Eds.) The Routledge Companion to Feminism and Marketing. London: Routledge
  • Dobscha, S., Hondsmark, G. (2020). Gender as a critical perspective in consumption studies In , (Eds.) The Oxford Handbook on Consumption. London: Oxford Press
  • Dobscha, S. (2015). Introduction In Susan Dobscha, (Eds.) Death in a Consumer Culture. 1st 1-15. London: Routledge (Link)
  • Dobscha, S., , T. (2014). Pregnancy, privacy, and personhood in the consumer socialization of expectant mothers In , (Eds.) Motherhood, Markets and Consumption. London: Routledge
  • Dobscha, S., Prothero, A. (2012). (Re)Igniting Sustainable Consumption and Production Research Through Feminist Connections In Cele C. Otnes and Linda Tuncay Zayer, (Eds.) Gender, Culture, and Consumer Behavior. 371-388. New York: Routledge
  • McDonagh, P., Dobscha, S., Prothero, A. (2012). Sustainable Consumption and Production: Challenges for Transformational Consumer Research In David Mick, Julie Ozanne, Cornelia Pechmann, Simone Pettigrew, (Eds.) Transformative Consumer Research for Personal and Collective Well-Being. 40. New York, NY: Routledge
  • Dobscha, S., Prothero, A., McDonagh, P. (2011). (Re)Thinking Distribution Strategy: Principles from Sustainability In , (Eds.) Marketing Management: A Cultural Perspective. Routledge
  • Dobscha, S., Ozanne, J. (2000). Marketing Divided Selves: Healing the Women/Nature Separation In Caterall, Miriam, McLaren, Paulina, Stevens, Lorna, (Eds.) . London: Routledge Press

  • Book Reviews


  • Dobscha, S. (2014). [Review of the book Romancing the Wild: Cultural Dimensions of Ecotourism ]. Consumption, Markets, and Culture.
  • Dobscha, S. (1997). [Review of the book Book Review ]. Journal of Marketing Research, (34) May
  • Dobscha, S. (1995). [Review of the book Book Review ]. Journal of Marketing Research, (32) August

  • Conference Proceedings


  • Dobscha, S. (2012). Death and All His Friends: Death and Consumption Association for Consumer Research, (Advances in Consumer Research)
  • Group, T. V. (2008). Mothers' Perceptions of Fathers' Involvement in Baby Preparedness , (Association of Consumer Research)
  • Group, T. V. (2007). Challenges of Multiplicty in Interpretive Consumer Research: Multiple Members, Multiple Worldviews, Multiple Locations -- One Research Project? , (Interpretive Consumer Research Workshpe)
  • Group, T. V. (2007). Guiding, Chiding, Providing: Consumption and the Social Networks of Expectant Mothers , (Association of Consumer Research)
  • Davies, A.Dobscha, S.Geiger, S.O'Donohoe, S.O'Malley, L.Prothero, A. (2006). What Role Does Consumption Play in the Motherhood Identity? Exploring the Motherhood Institution, Motherhood Ideals, and Mothering Experience , (Macromarketing Conference)
  • Davies, A.Dobscha, S.Geiger, S.O'Donohoe, S.O'Malley, L.Prothero, A. (2006). The Making of a Mother: What Role Does Consumption Play in Mothering Experiences and Identities? , (European Marketing Academy Conference)

  • Conference Papers


  • Dobscha, S., Eckhardt, G. (2014). Pay What You Care? An Exploration of Conscious Pricing.
  • Dobscha, S. (2012). How to Kill a Brand in Three Easy Steps!, Consumer-Brand Relationships .
  • Group, T. V. (2008). Buying Into Motherhood? Consumption Ambivalence and Liminality in Transitional PhasesACR, Consumer Culture Theory Conference.
  • Scheinbaum, A., Giebelhausen, M., Steinfield, L., Dobscha, S. (). A Model to Encourage a Transformative Orientation in Marketing: An Extended AbstractAcademy of Marketing Science. Forthcoming.
  • Rose, A., Northrup, A., Dobscha, S. (). Intersections of Meaning Making: Boundary Objects at the BoxAcademy of Marketing Science. Forthcoming.

  • Presentations

  • Bottini, B., Giebelhausen, M., Dobscha, S., Steinfield, L., Close Scheinbaum, A. (2021). “Seeking a Balanced Perspective of Marketing” Presented at the Society for Marketing Advances SMA Conference Orlando Florida
  • Dobscha, S., Rose, A., Cherup, A. N. (2019). “Decentering Human Experiences: the Case of CrossFit” Presented at the AMA Winter AMA Austin TX
  • Dobscha, S. (2018). “Shaping the Self as Object: Object-Oriented Ontology and Feminism in the Gym” Presented at theGender, Marketing, and Consumer Behavior Conference Dallas
  • Dobscha, S. (2018). “BOUNDARY OBJECTS AT THE CROSSFIT BOX” Presented at theAcademy of Marketing Science Conference New Orleans, LA
  • Dobscha, S. (2016). “"The Future of the Gender Community in Marketing"” Presented at theConference on Gender, Marketing, and Consumer Behavior Paris France
  • Steinfield, L., Weijo, H. A., Dobscha, S. (2015). “Well-Rounded Oddball for Hire? CCT and the Job Market” Presented at the University of Arkansas Consumer Culture Theory 2015 Fayetteville, AR
  • Dobscha, S. (2015). “Oddball for Hire: CCT Students on the Job Market” Presented at the Association for Consumer Research Consumer Culture Theory Conference Fayetteville Arkansas
  • Dobscha, S. (2015). “A Model of Transformative Learning in Marketing Education: Goals, Learning Processes, and Transformation Outcome Factors” Presented at the Association for Consumer Research Transformative Consumer Resarch Villanova, PA
  • Dobscha, S., Eckhardt, G. (2014). “Pay What You Care? An Exploration of Conscious Pricing” Presented at the ACR ACR Latin America Guadalajara, Mexico
  • Dobscha, S. (2014). “Pay What You Care? An Exploration of Conscious Pricing” Presented at the University of Bath University of Bath Speaker Series Bath, England
  • Dobscha, S. (2014). “How to Deliver "Leadership Transformationnel" - A TCR Approach” Presented at the NEOMA NEOMA Visiting Scholar Speaker Series Paris, France
  • Dobscha, S. (2014). “Pay What You Care? An Exploration of Conscious Pricing” Presented at the SKEMA SKEMA Speaker Series Lille, France
  • Dobscha, S. (2013). “Families, Risk, and Identity” Presented at the Association for Consumer Research Transformative Consumer Research Lille, France
  • Dobscha, S. (2013). “The Future of Sustainability Research” Presented at the American Marketing Association American Marketing Association Summer Educaators Conference Boston, MA
  • Dobscha, S. (2013). “Publishing Interpretive Work in International Journals” Presented at the NEOMA NEOMA Visiting Scholar Speaker Series Paris, France
  • Dobscha, S. (2013). “Gender and Globalization ” Presented at the Consumer Culture Theory Consumer Culture Theory Tucson AZ
  • Dobscha, S. (2012). “Death and All His Friends: Death and Consumption” Presented at the Association for Consumer Research Advances in Consumer Research Vancouver, CA
  • Dobscha, S. (2012). “The Future of Sustainability Research” Presented at the Association for Consumer Research Advances in Consumer Research, Asia-Pacific Queenstown, New Zealand
  • Dobscha, S. (2012). “The Future of Gender Research in Marketing” Presented at the Association for Consumer Research 10th Conference on Gender, Marketing, and Consumer Behavior Queenstown, New Zealand
  • Dobscha, S. (2012). “How to Kill a Brand in Three Easy Steps!” Presented at theConsumer-Brand Relationships Boston, MA
  • Dobscha, S., Arsel, Z. (2011). “Hybrid Prosocial Exchange Systems: The Case of Freecycle” Presented at the ACR Association of Consumer Research St. Louis, MO
  • Dobscha, S. (2011). “Green Marketing in Careers, Careers in Green Marketing” Presented at the Green Workforce Training Massachusetts Green Careers Conference Marlborough MA
  • Dobscha, S., Arsel, Z. (2010). “Local Acts, Global Impacts? Examining the Pro-Social, Non-Reciprocal Nature of Freecyclers” Presented at the ACR Association of Consumer Research London, England
  • Group, T. V. (2008). “Mothers' Perceptions of Fathers' Involvement in Baby Preparedness” Presented at theAssociation of Consumer Research San Francisco, CA
  • Group, T. V. (2008). “Buying Into Motherhood? Consumption Ambivalence and Liminality in Transitional Phases” Presented at the ACR Consumer Culture Theory Conference Boston, MA
  • Group, T. V. (2007). “Guiding, Chiding, Providing: Consumption and the Social Networks of Expectant Mothers” Presented at theAssociation of Consumer Research Milan, IT
  • Group, T. V. (2007). “Challenges of Multiplicty in Interpretive Consumer Research: Multiple Members, Multiple Worldviews, Multiple Locations -- One Research Project?” Presented at theInterpretive Consumer Research Workshpe Marseille, France
  • Davies, A., Dobscha, S., Geiger, S., O'Donohoe, S., O'Malley, L., Prothero, A. (2006). “What Role Does Consumption Play in the Motherhood Identity? Exploring the Motherhood Institution, Motherhood Ideals, and Mothering Experience” Presented at theMacromarketing Conference Queenstown, New Zealand
  • Davies, A., Dobscha, S., Geiger, S., O'Donohoe, S., O'Malley, L., Prothero, A. (2006). “The Making of a Mother: What Role Does Consumption Play in Mothering Experiences and Identities?” Presented at theEuropean Marketing Academy Conference Athens, Greece
  • Dobscha, S., Sorenson, E. (2006). “Hall of Mirrors: Methodological Choices for Mothers Researching Mothers”
  • Dobscha, S. (2003). “The Gendering of Public Technology Spaces: A Feminist Analysis of a Public Internet Center” Presented at theAssociation for Consumer Research Toronto, ON
  • Dobscha, S. (2003). “The Feminist's Wedding: Oxymoronic or Just Moronic”
  • Dobscha, S. (2003). “The Gendering of Public Technology Spaces: A Feminist Analysis of a Public Internet Center”
  • Dobscha, S. (2002). “The Analysis of Gender in Techno-Consumption”
  • Foxman, E. R., Dobscha, S. (2000). “Gendered Communication: Textual Analysis of Letters Written to Filene's Basement” Presented at theACR 5th Gender, Marketing, and Consumer Behavior Conference Chicago, IL
  • Dobscha, S. (2000). “The Three Faces of E-Commerce: Analyzing an Online Shopper's Diary”
  • Aylesworth, A. B., Chapman, K., Dobscha, S. (1999). “Animal Companions and Marketing: Dogs are More than Just a Cell in the BCG Matrix!” Presented at theAssociation for Consumer Research Montreal, Canada
  • Aylesworth, A. B., Chapman, K., Dobscha, S. (1999). “Animal Companions and Marketing: Dogs are More than Just a Cell in the BCG Matrix!” Presented at theAssociation for Consumer Research San Antonio, TX
  • Ritson, M., Dobscha, S. (1999). “Marketing Heretics: Resistance Is/Is Not Futile” Presented at theAssociation For Consumer Research Montreal, Canada
  • Dobscha, S. (1998). “Women and Wedding Gowns: Exploring A Discount Shopping Experience”
  • Dobscha, S. (1998). “Marketing Heretics: Resistance is/is not Futile”
  • Dobscha, S., Foxman, E. R. (1998). “Women and Wedding Gowns: Exploring a Discount Shopping Experience” Presented at theGender, Marketing, and Consumer Behavior San Francisco, CA
  • Dobscha, S. (1998). “The Lived Experience of Consumer Rebellion Against Marketing” Presented at theAssociation for Consumer Research Denver, CO
  • Foxman, E. R., Dobscha, S. (1997). “The Filene's Basement Bridal Sale: A Content Analysis of Store-Authored and Media-Authored Communications about a Retail Event” Presented at theConference of the Academy of Marketing Science Coral Gables, FL
  • Dobscha, S. (1997). “Elucidating the Women-Nature Link”
  • Dobscha, S. (1997). “The Lived Experience of Consumer Rebellion Against Marketing”
  • Foxman, E. R., Dobscha, S. (1996). “Teaching Principles of Marketing from a Multicultural Perspective: A Proposed Exchange Framework” Presented at theMulticultural Marketing Conference Virginia Beach, VA
  • Dobscha, S. (1996). “Teaching Principles of Marketing from a Multicultural Perspective: A Proposed Exchange Framework”
  • Dobscha, S., Petkus, E. (1995). “Deep, Dark Green: An In-Depth Look at Environmentally-Sensitive Consumers' Participation in Environmental Organizations”
  • Dobscha, S., Mentzer, J. T., Littlefield, J. E. (1994). “Do External Factors Play an Antecedent Role to Market Orientation?” Presented at theConference of the Academy of Marketing Science Nashville, TN
  • Dobscha, S. (1994). “Do External Factors Play an Antecedent Role to Market Orientation?”
  • Dobscha, S. (1993). “Women and the Environment: Applying Ecofeminism to Environmentally-Related Consumption” Presented at theAssociation for Consumer Research Vancouver, Canada
  • Dobscha, S. (1993). “Paid vs. Unpaid Labor: A Feminist Analysis of Women's Participation in Environmentally-Related Consumption”
  • Dobscha, S. (1992). “Ecofeminism: Principles and Practices for Researchers”
  • Artistic and Professional Performances and Exhibits

  • Voices from the Basement, (2014).
  • Service

    Department Service


  • Committee Chair for PhD Coordinator, Marketing Department 2021 - Present
  • Committee Chair for Marketing Department PhD Launch committee 2019 - Present
  • Committee Chair for PhD Coordinator, Marketing Department 2020 - 2020
  • Committee Chair for Faculty Hiring Committee 2019 - 2019
  • Committee Chair for Faculty Hiring Committee 2018 - 2018
  • Committee Chair for MK 300 Feasibility Committee 2016 - 2016
  • Committee Chair for Research Committee 2015 - 2016
  • Committee Chair for Marketing Department Faculty Hiring Committee 2014 - 2014
  • Committee Chair for Marketing Department Faculty Hiring Committee 2013 - 2013
  • Committee Chair for Marketing Department Chair Search Committee 2010 - 2011
  • University Service


  • Committee Member for PhD Council 2020 - Present
  • Committee Member for Promotion and Tenure 2010 - 2013
  • Committee Chair for Salary and Benefits 2002 - 2012
  • Professional Service


  • Invited Lecture/Presentation for Marketing Science 2021 - Present
  • Officer, President/Elect/Past for GENMAC 2019 - Present
  • Special Issue Editor on Gender and Marketing for Journal of Marketing Management 2017 - Present
  • founding member for GENMAC 2016 - Present
  • Invited Lecture/Presentation for Marketing Science 2021 - 2021
  • Chairperson for GENMAC 2020 - 2020
  • Conference/Workshop Organizer for GENMAC 2017 - 2018
  • Editor (Associate), Journal for European Journal of Marketing 2007 - 2015
  • Chairperson for "Meet the Editors Session" - 2013
  • Chairperson for "Meet the Editors Breakfast" - 2012