Ronald Niedrich

Ronald W. Niedrich

Robert S. Greer, Sr. Alumni Endowed Chair of Business Administration
Department Chair and Professor, Department of Marketing
2100B Business Education Complex South
501 South Quad Drive
Baton Rouge, LA 70803
Phone: 225-578-9068
Fax: 225-578-8616

Biographical Summary

Ronald W. Niedrich is Professor and Robert S. Greer Chair in Marketing, E. J. Ourso College of Business, Louisiana State University. Professor Niedrich has been employed by LSU since 1999 and currently serves as the Department Chairman. He also served as the Director of the Professional Sales Institute from 2013 to 2015, the Marketing Department Ph.D. Advisor from 2008 to 2012, and the Behavioral Research Lab Administrator from 2000 to 2008. His research focuses on the judgment and decision processes that consumers employ in constructing brand choice, brand attitudes, price judgments, and other responses. His work regularly appear in prominent marketing journals, including Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Retailing, and others. Professor Niedrich teaches an undergraduate, MBA, and Ph.D. seminar in Consumer Behavior as well as The Applications of Marketing Theory Ph.D. seminar. He was recognized with the E. J. Ourso College of Business Research Excellence Award in 2011 and the LSU Tiger Athletic Foundation Undergraduate Teaching Award in 2007 and 2013. Professor Niedrich has a BS in Engineering from Clemson University, an MBA from the College of William and Mary, and a Ph.D. in Business Administration from the University of South Carolina.


  • PhD Marketing, University of South Carolina, Columbia, SC, 1999
  • BS Ceramic Engineering, Clemson University, Clemson, SC, 1982
  • MBA Business, The College of William and Mary, Williamsburg, VA, 1987

Awards & Honors

  • Undergraduate Teaching Award, Tiger Athletic Foundation, 2013
  • Research Excellence Award, E. J. Ourso College of Business, 2011
  • Undergraduate Teaching Award, Tiger Athletic Foundation, 2007


  • Teaching Interests: Consumer behavior, research methods
  • Research Interests: Consumer judgment and decision making

Selected Research Publications

  • Fukawa, N. and Niedrich, R. W. (2015). A Fluency Heurstic Account of Supraliminal Prime Effects on Product Preference. Psychology and Marketing, 32(11), 1061-1075.
  • Folse, J. Anne Garretson, Niedrich, R. W., and Grau, S. Landreth (2010). Cause-Relating Marketing: The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inferences and Participation Intentions. Journal Of Retailing, 86(4), 295-309.
  • Niedrich, R. W., Weathers, D., Hill, R. Carter, and Bell, D. R. (2009). Specifying Price Judgments with Range-Frequency Theory in Models of Brand Choice. Journal Of Marketing Research, 46(5), 693-702.
  • Reynolds, K., Gilkeson, J. H., and Niedrich, R. W. (2009). The Influence of Seller Strategy on the Winning Price in Online Auctions: A Moderated Mediation Model. Journal of Business Research, 62(1), 22-30.
  • Niedrich, R. W. and Swain, S. D. (2008). The Effects of Exposure-Order and Market Entry-Information on Brand Preference: A Dual Process Model. Journal Of The Academy Of Marketing Science, 36(3), 309-321.
  • Swain, S. D., Weathers, D., and Niedrich, R. W. (2008). Assessing Three Explanations for Misresponse to Negated Likert Items. Journal Of Marketing Research, 45(1), 116-131.
  • Niedrich, R. W., Kiryanova, E., and Black, W. C. (2005). The Dimensional Stability of the Standards Used in the Disconfirmation Paradigm. Journal Of Retailing, 81(1), 49-57.
  • Weathers, D., Sharma, S., and Niedrich, R. W. (2005). The Impact of the Number of Scale Points, Dispositional Factors, and the Status Quo Decision Heuristic on Scale Reliability and Accuracy. Journal of Business Research, 58(11), 1516-1524.
  • Garretson, J. A. and Niedrich, R. W. (2004). Spokes-Characters: Creating Character Trust and Positive Brand Attitudes. Journal of Advertising, 33, 25-36.
  • Niedrich, R. W. and Swain, S. D. (2003). The Influence of Pioneer Status and Experience Order on Consumer Brand Preference: A Mediated Effects Model. Journal Of The Academy Of Marketing Science, 31, 468-480.
  • Niedrich, R. W., Sharma, S., and Wedell, D. H. (2001). Reference Price and Price Perceptions: A Comparison of Alternative Models. Journal Of Consumer Research, 28, 339-354.
  • Sharma, S., Niedrich, R. W., and Dobbins, G. (1999). A Framework for Monitoring Customer Satisfaction: An Empirical Illustration. Industrial Marketing Management, 28(3), 231-243.


  • Personnel: Rice, Dan (role: Principal) Weathers, P. Daniel (role: Co-Principal) Niedrich, Ronald (role: Co-Principal)
    Title: Louisiana State University College of Business Faculty/Ph.D. Research Lab
    Sponsoring Organization: Louisiana Board Of Regents
    Year: 2012

Employed by LSU since

August 16, 1999