Peggy Sue Loroz, Ph.D.

Professor of Marketing; Faculty Athletics Representative

Peggy Sue is a consumer psychologist whose primary interests lie in consumer decision making and the impact of marketing on society. Her teaching and research focuses on how marketers can help individuals improve their overall well-being and happiness...

Dr. Peggy Sue Loroz

Contact Information

Education & Curriculum Vitae

Ph.D., Marketing with a second field in Social Psychology, University of Colorado-Boulder

B.B.A., Marketing and International Business, Gonzaga University

Courses Taught

MKTG 315: Consumer Behavior

MKTG 490: Promotion Project


Peggy Sue is a consumer psychologist whose primary interests lie in consumer decision making and the impact of marketing on society. Her teaching and research focuses on how marketers can help individuals improve their overall well-being and happiness not only through consumption choices but also in health-related, financial, environmental, and other pro-social contexts. As the institution’s Faculty Athletics Representative, she is the academic liaison to the Department of Athletics and serves on the Executive Council of the West Coast Conference.

Refereed Journal Publications

Loroz, Peggy Sue, and Bridgette M. Braig (2015), “Consumer Attachment to Human Brands: The ‘Oprah Effect’,” Psychology & Marketing, 32 (7), 751-763.

Patil, Vivek H., Peggy Sue Loroz, and Richie L. Liu (2014), “Outcomes Assessment for Mission: Measuring the Impact of Jesuit Education,” Journal of Jesuit Business Education, 5, (1), 15-34.

Loroz, Peggy Sue, and James G. Helgeson (2013), “Boomers and Their Babies: An Exploratory Comparison of Psychological Profiles and Advertising Appeal Effectiveness across Two Generations,” Journal of Marketing Theory and Practice, 21 (Summer), 289-306.

Pepper, Molly.B., Adriane Leithauser, Peggy Sue Loroz, and Brian Steverson (2012), “Responding to Hate Speech on Social Media: A Class Leads a Student Movement,” International Journal of Cyber Ethics in Education, 2 (4), 45-54.

Pepper, Molly B., Peggy Sue Loroz, Vivek H. Patil, Christopher Stevens, and Paul Buller (2011), “Advancing a Mission-Centered Business School: A Process for Engaging Faculty and Tracking Progress,” Journal of Jesuit Business Education, 2 (Summer), 79-96.

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 (1), 39-46. *Recipient of 2015 Journal of Public Policy & Marketing/Kinnear Award for Best Paper

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.

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 (2007), “Persuasion Wars: Practicing Social Influence,” Social Influence, 2 (2), 145-157.

Story, John W., and Peggy Sue Loroz (2005), “Technological Congruence and Perceived Quality of Brand Extensions,” Journal of Product and Brand Management, 14 (7), 438-447.

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.

Loroz, Peggy Sue (2004), “Casino Gambling and Aging Consumers: Overcoming Barriers and Reaping the Benefits of Experiential Leisure Consumption,” Journal of Hospitality and Leisure Marketing, 11 (2), 115-138.

Refereed Book Chapter

Loroz, Peggy Sue and Pepper, Molly B. (2011), “Hate Studies in Business: A Course on Recognizing and Combating the Ways Business Organizations Exert Violence on Individuals, Families, and Society,” Handbook of Research on Teaching Ethics in Business and Management Education, Hershey, PA: IGI Global, pp. 253-73.