Joann Peck

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.

Selected Published Journal Articles

• Luangrath, A. & Peck, J. & Barger, V. (2017). Textual Paralanguage and its Implications for Marketing Communications. Journal of Consumer Psychology (27), 98-107.
• 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 (25), 60-77.
• Johnson, J. & Peck, J. & Schweidel, D. (2014). Can Purchase Behavior Predict Relationship Perceptions and Willingness to Donate. Psychology & Marketing (31), 647-659.
• 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 (23), 189-196.
• Klatzky, R. & Peck, J. (2012). Please Touch: Object Properties that Invite Touch. IEEE Transactions on Haptics (5), 139-147. doi: 10.1109/TOH.2011.54.
• Shu, S. & Peck, J. (2011). Psychological Ownership and Affective Reaction: Emotional Attachment Process Variables and the Endowment Effect. Journal of Consumer Psychology (21), 439-452. doi: 10.1016/j.jcps.2011.01.002.
• Peck, J. & Johnson, J. (2011). Autotelic Need for Touch, Haptics and Persuasion: The Role of Involvement. Psychology & Marketing (28), 222-239. doi: 10.1002/mar.20389.
• 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, 63-74.
• Peck, J. & Shu, S. (2009). The Effect of Mere Touch on Perceived Ownership. Journal of Consumer Research (36), 434-447. doi: 10.1086/598614.
• 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 (59), 765–769. doi: 10.1016/j.jbusres.2006.01.014.
• Wiggins, J. & Peck, J. (2006). It Just Feels Good: Consumers' Affective Response to Touch and Its Influence on Attitudes and Behavior. Journal of Marketing (70), 56-69. doi: 10.1509/jmkg.70.4.56.
• 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 (35), 850-868. doi: 10.1111/j.1559-1816.2005.tb02149.x.
• 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 (21), 425-442. doi: 10.1002/mar.20012.
• 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 (30), 430-442. doi: 10.1086/378619.
• 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 (67), 35-48. doi: 10.1509/jmkg.67.2.35.18612.
• Loken, B. & Joiner, C. & Peck, J. (2002). Category Attitude Measures: Exemplars as Inputs. Journal of Consumer Psychology (12), 149-162. doi: 10.1207/S15327663JCP1202_07.
• 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 (77), 511-535. doi: 10.1016/S0022-4359(01)00056-2.
• Peck, J. & Childers, T. (2000). Point-of-Purchase Signs, Impulse Purchase and an Individual Difference in the 'Desire to Touch'.

Working Papers

• 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

Undergraduate Courses

Marketing Strategy (MKT 460 Section 1), Fall 2008.

Marketing Strategy (MKT 460 Section 2), Fall 2008.

Marketing Strategy (MKT 460), Fall 2001.

Marketing Strategy (MKT 460), Fall 2001.

Marketing Strategy (MKT 460), Fall 2002.

Marketing Strategy (MKT 460), Fall 2002.

Marketing Strategy (MKT 460), Fall 2002.

Marketing Strategy (MKT 460), Fall 2003.

Marketing Strategy (MKT 460), Fall 2003.

Marketing Strategy (MKT 460), Fall 2004.

Marketing Strategy (MKT 460), Fall 2004.

Marketing Strategy (MKT 460), Spring 2005.

Marketing Strategy (MKT 460), Spring 2006.

Marketing Strategy (MKT 460), Spring 2006.

Marketing Strategy (MKT 460 Section 1), Fall 2009.

Marketing Strategy (MKT 460 Section 2), Fall 2009.

Marketing Strategy (MKT 460 Section 1), Spring 2007.

Marketing Strategy (MKT 460 Section 2), Spring 2007.

Marketing Strategy (MKT 460 Section 3), Spring 2007.

Consumer Behavior (MKT 305 Section 1), Fall 2007.

Consumer Behavior (MKT 305 Section 2), Fall 2007.

Graduate Courses

Seminar-Marketing PhD (MKT 971), Fall 2003.

Marketing Strategy (MKT 971), Fall 2005.

PhD Seminar in Consumer Behavior (MKT 971 Section 1), Fall 2007.

Marketing Strategy (MKT 760), Fall 2001.

Marketing Management (MKT 700 Section 30), Fall 2008.

Marketing Management (MKT 700 Section 30), Fall 2009.

Marketing Management (MKT 700 Section 30), Fall 2010.

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 (20), 119-134. doi: 10.1080/08841241003788144.

Professional Organizations

Accociation for Consumer Research

Association for Consumer Research

American Marketing Association

Editorial and Reviewing Activities

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

Journal of Consumer Research - Since September 2014 Editorial Board Member

Marketing Science - Since January 0001 Ad Hoc Reviewer

Journal of Business Research - Since January 0001

Journal of Retailing - Since January 0001 Ad Hoc Reviewer

Journal of International Marketing Research - Since January 0001 Ad Hoc Reviewer

Association for Consumer Research - Since January 0001 Ad Hoc Reviewer

Psychology & Marketing - Since January 0001 Ad Hoc Reviewer

National Science Foundation - Since January 0001 Ad Hoc Reviewer

EMAC - Since January 0001 Ad Hoc Reviewer

California Management Review - Since January 0001 Ad Hoc Reviewer

• Since January 0001