Associate Professor | Marketing
Irwin Maier Professor of Business
5194 Grainger Hall

Biography

Joann Peck is an associate professor in the marketing department within the Wisconsin School of Business.

She is the recipient of the Emil H. Steiger Distinguished Teaching Award in 2008 and the Lawrence J. Larson Excellence in Teaching Award in 2005. She has also been the recipient of six other teaching awards.

Peck researches haptics (the sense of touch), specifically as it relates to a shopper’s motivation to touch a product when shopping. She also examines the interactions between an individual difference in motivation to touch (desire to touch), product category differences in whether touch is important, and situational differences that encourage or discourage touch, such as point of purchase signs or online shopping. Additionally, she researches e-commerce boundaries, attitude theory, typicality, and categorization.

Peck holds a Ph.D. in business administration from the University of Minnesota.

Research

Selected Published Journal Articles

Peck, J. (2018). Psychological Ownership and Consumer Behavior Springer

Kirk, C. & Peck, J. & Swain, S. (2018). Property Lines in the Mind: Consumers’ Psychological Ownership and Their Territorial Responses Journal of Consumer Research

Luangrath, A. & Peck, J. & Barger, V. (2017). Textual Paralanguage and its Implications for Marketing Communications Journal of Consumer Psychology

Luangrath, A. & Peck, J. (2015). Individual differences in interpersonal touch: On the development, validation, and use of the “comfort with interpersonal touch” (CIT) scale Journal of Consumer Psychology

Johnson, J. & Peck, J. & Schweidel, D. (2014). Can Purchase Behavior Predict Relationship Perceptions and Willingness to Donate Psychology & Marketing

Peck, J. & Barger, V. & Luangrath, A. (2013). In search of a surrogate for touch: The effect of haptic imagery on perceived ownership Journal of Consumer Psychology

Klatzky, R. & Peck, J. (2012). Please Touch: Object Properties that Invite Touch IEEE Transactions on Haptics

Shu, S. & Peck, J. (2011). Psychological Ownership and Affective Reaction: Emotional Attachment Process Variables and the Endowment Effect Journal of Consumer Psychology

Peck, J. & Johnson, J. (2011). Autotelic Need for Touch, Haptics and Persuasion: The Role of Involvement Psychology & Marketing

Peck, J. (2010). Does Touch Matter? Insights from Haptic Research in Marketing Sensory Marketing: A Confluence of Psychology, Neuroscience and Consumer Behavior Research

Peck, J. (2010). Informational and Affective Influences of Haptics on Product Evaluation: Is What I say how I feel? Sensory Marketing: A Confluence of Psychology, Neuroscience and Consumer Behavior Research

Peck, J. & Shu, S. (2009). The Effect of Mere Touch on Perceived Ownership Journal of Consumer Research

Peck, J. & Childers, T. (2007). Effects of Sensory Factors on Consumer Behaviors Handbook of Consumer Psychology

Peck, J. & Childers, T. (2006). If I Touch It I Have to Have It: Individual and Environmental Influences on Impulse Purchasing Journal of Business Research

Wiggins, J. & Peck, J. (2006). It Just Feels Good: Consumers' Affective Response to Touch and Its Influence on Attitudes and Behavior Journal of Marketing

Loken, B. & Peck, J. (2005). The Effects of Instructional Frame on Female Adolescents' Evaluations of Larger-Sized Models in Print Advertising Journal of Applied Social Psychology

Peck, J. (2005). Haptic Perception and Consumer Buying Behavior: Individual, Product and Situational Factors

Peck, J. & Loken, B. (2004). When Will Larger-Sized Female Models in Advertisements be Viewed Positively? The Moderating Effects of Instructional Frame, Gender, and Need-for-Cognition Psychology & Marketing

Peck, J. & Childers, T. (2004). Self-Report and Behavioral Measures in Product Evaluation and Haptic Information: Is What I Say How I Feel?

Peck, J. & Childers, T. (2003). Individual Differences in Haptic Information Processing: On the Development, Validation, and Use of the 'Need for Touch' Scale Journal of Consumer Research

Peck, J. & Wiggins, J. (2003). Persuasion and Haptic Properties: There Is More to Touch Than Meets the Eye Business & Professional Ethics Journal

Peck, J. & Childers, T. (2003). To Have and To Hold: The Influence of Haptic Information on Product Judgments Journal of Marketing

Loken, B. & Joiner, C. & Peck, J. (2002). Category Attitude Measures: Exemplars as Inputs Journal of Consumer Psychology

Labusz, T. & Szybist, L. & Peck, J. (2001). Perishable Refrigerated Products and Home Practices Survey

Childers, T. & Carr, C. & Peck, J. & Carson, S. (2001). Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior Journal of Retailing

Peck, J. & Childers, T. (2000). Point-of-Purchase Signs, Impulse Purchase and an Individual Difference in the 'Desire to Touch'

Working Papers

Lu, Y. & Peck, J. & Barfield, J. (2019). "It Can (Cannot) Be Mine": How a Person in a Photo Impacts the Viewer's Perception of an Experiential Product

Wiggins, J. & Peck, J. I Have Enough Friends, I Just Want to Be a Customer: When Communal Company-Consumer Relationships Go Bad Journal of Consumer Research

Peck, J. & Barger, V. & Webb, A. Information Search and Haptic Exploration: The Role of Subjective Knowledge Journal of Retailing

Wiggins, J. & Peck, J. Perceptions of Company-Consumer Relationship Norms: Views from Both Sides of the Dyad Journal of Consumer Research

Wiggins, J. & Peck, J. The Effect of Multiple Levels of Norms on Helping Behavior in Company-Consumer Relationships Journal of Consumer Research

Barger, V. & Peck, J. Understanding the Propensity to Conform: Development of a Measure of Consumers' Need for Approval Journal of Consumer Research

Wiggins, J. & Peck, J. When I Touch It, Why Do I Have to Buy It? Journal of Consumer Research

Presentations

Target (2015) Please Touch! How your Sense of Touch Can Influence your Purchase Decisions

Workshop on Ownership and Decision Making (2013) The Relationship Between Mere Touch and Perceived Ownership

National Polyolefin Conference of Plastics Engineers (2013) Haptics Research, a Review and Future Directions

Sheth Marketing Camp (2012) Please Touch: How Your Sense of Touch Can Influence Marketing Decisions

(2012) Touching and Purchase Decisions

(2011) Insights from Haptic Research

Association for Consumer Research (2010) A Broad View of the Notion of Sensory Interaction

Fall Coffee (2010) Please Touch the Merchandise: How Your Sense of Touch Can Influence your Purchase Decisions

(2010) Please Touch the Merchandise: How Haptics Influences your Purchase Decisions

(2010) Insights from Haptic Research

International Conference of Applied Psychology (2010) Touch and Prior Knowledge: The More you Know, The More You Want to Touch.... Maybe

Rays of Research (2010) Please Touch the Merchandise: How Your Sense of Touch Can Influence your Purchase Decisions

Teaching

Undergraduate Courses

Marketing Strategy (MKT 460), Fall 2008.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Fall 2008.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Fall 2001.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Fall 2001.
Case analysis and selected readings in marketing policy and strategy. Emphasis on the management functions of directing, planning, organizing, coordinating and controlling as they are applied to operational marketing topics.

Marketing Strategy (MKT 460), Fall 2002.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Fall 2002.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Fall 2002.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Fall 2003.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Fall 2003.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Fall 2004.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Fall 2004.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Spring 2005.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Spring 2006.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Spring 2006.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Fall 2009.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Fall 2009.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Spring 2007.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Spring 2007.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Marketing Strategy (MKT 460), Spring 2007.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

Consumer Behavior (MKT 305), Fall 2007.
Analysis of the theories of consumer behavior and their application to marketing decision-making. Psychological, economic, anthropological and sociological perspectives are integrated to enhance understanding of consumer acquisition processes.

Consumer Behavior (MKT 305), Fall 2007.
Analysis of the theories of consumer behavior and their application to marketing decision-making. Psychological, economic, anthropological and sociological perspectives are integrated to enhance understanding of consumer acquisition processes.

Graduate Courses

Seminar-Marketing PhD (MKT 971), Fall 2003.
Analysis and discussion of recent research in all aspects of marketing thought and practice.

Marketing Strategy (MKT 971), Fall 2005.
Capstone marketing decision-making course emphasizing analysis of the external environment. The coordination of tactical and strategic marketing plans with the goals and objectives of the firm.

PhD Seminar in Consumer Behavior (MKT 971), Fall 2007.
Analysis and discussion of recent research in all aspects of marketing thought and practice.

Marketing Strategy (MKT 760), Fall 2001.
Case analysis and selected readings in marketing policy and strategy. Emphasis on the management functions of directing, planning, organizing, coordinating and controlling as they are applied to operational marketing topics.

Marketing Management (MKT 700), Fall 2008.
Provides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.

Marketing Management (MKT 700), Fall 2009.
Provides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.

Marketing Management (MKT 700), Fall 2010.
Provides a framework for evaluating marketing problems and developing a marketing strategy. Customer, company, competitive, and collaborator factors are emphasized as foundations for marketing decision making. The key aspects of product, pricing, distribution, and promotion strategy are also examined.

Learning/Teaching Oriented Publications

Thomas, V. & Johnson, J. & Peck, J. (2010). Do Specialized MBA Programs Cultivate Alumni Relationships and Donations Journal of Marketing for Higher Education

Service

Professional Organizations

Accociation for Consumer Research

Association for Consumer Research

American Marketing Association

Editorial and Reviewing Activities

Journal of Consumer Research - Since June 2018
Guest Associate Editor

Journal of Consumer Psychology - January 2015 - December 2018
Associate Editor

Journal of Consumer Research - Since September 2014
Editorial Board Member

Marketing Science

Journal of Business Research

Journal of Retailing

Journal of International Marketing Research

Association for Consumer Research

Psychology & Marketing

National Science Foundation

EMAC

California Management Review