Peggy Sue Loroz


Professor of Marketing

Peggy Sue joined the SBA faculty in 2000.

B.B.Ad.: Gonzaga University 1995
Ph.D.: University of Colorado 2000

Brief Biography

Peggy Sue Loroz is a Professor of Marketing in the School of Business. She earned her Ph.D. in Marketing with a second field in Social Psychology from the University of Colorado-Boulder. She is also a proud graduate of Gonzaga University's School of Business, receiving her B.B.A. in 1995.  She primarily teaches courses in Consumer Behavior at both the undergraduate and MBA levels.  In addition, she offers courses in Persuasion and Marketing Ethics and supervises the undergraduate Promotion Project.  Her research interests lie in the areas of consumer psychology and social marketing.

Selected Publications

Loroz, Peggy Sue and James G. Helgeson, “Boomers and Their Babies: An Exploratory Comparison of Psychological Profiles and Advertising Appeal Effectiveness across Two Generations,” forthcoming in Journal of Marketing Theory and Practice.

Scott, Linda, Jerome Williams, Stacey Menzel Baker, Jan Brace-Goven, Hilary Downey, Anne-Marie Hakstian, Geraldine Rosa Henderson, Peggy Sue Loroz, and Dave Webb (2011), “Beyond Poverty: Social Justice in a Global Marketplace,” Journal of Public Policy & Marketing, 30 (Spring), 39-46.

Loroz, Peggy Sue (2009) “Teaching Marketing in a Study Abroad Program:  Learning and Assessment in an Internationalized Principles of Marketing Course,” Marketing Education Review, 19 (3), 3-16.

Persuasion Wars: Practicing Social Influence, (Peggy Sue Loroz) Social Influence, 2007, 2(2) 145-15

Loroz, Peggy Sue (2007), "The Interaction of Message Frames and Reference Points in Prosocial Persuasive Appeals," Psychology & Marketing, 24 (11), 1001-1023.

Loroz, Peggy Sue (2004), "Golden Age Gambling:  Psychological Benefits and Self-Concept Dynamics in Aging Consumers' Consumption Experiences," Psychology & Marketing, 21 (5), 323-349. 

Loroz, Peggy Sue, and Donald R. Lichtenstein (2004), "The Moderating Role of Perceived Behavior-Outcome Covariation on Consumer Estimates of Health Risk," Journal of Public Policy & Marketing, 23 (1), 54-64.