Cait Lamberton

Ben L. Fryrear Faculty Fellow and Associate Professor of Business Administration
Marketing and Business Economics
364 Mervis Hall

Social Science Research Network:


PhD in Business Administration, Marketing, University of South Carolina, 2008
MBA, University of South Carolina, 2006
BA, English Literature, Wheaton College, 1999


Professor Lamberton's research focuses on consumer behavior, from both an individual and socially-embedded perspective. Beginning with her dissertation work, Cait and her coauthors have researched the ways in which consumers respond to varying assortment sizes and organizations. She has also conducted research on consumers' own categorization tendencies, studying the ways in which they may be motivated to categorize items differently in the interest of their own restriction or indulgence goals. New research explores consumer behavior at an interpersonal and societal level. This work includes consideration of consumers' responses to online and offline social presence, decision-making in dyads, willingness to share products, experiences of interpersonal envy, the consequences of cooperation or competition, and satisfaction with contribution to the support of public goods.

Her work has appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer PsychologyJournal of Retailing and Journal of Public Policy and Marketing. Cait serves on the editorial review boards of the Journal of Consumer Research, and International Journal of Research in Marketing, and is an Associate Editor at the Journal of Consumer Psychology. In 2013, she was selected as a Young Scholar by the Marketing Science Institute and received the Association for Consumer’s Research’s Early Career Award for distinguished scholarly contributions.

Cait teaches consumer behavior and leads project courses at the undergraduate, MBA, Ph.D and executive education. levels. She has been awarded the prize for the best teaching in the Marketing major in multiple academic years and has been named Teacher of the Year for the business school. Cait was also named as one of Poets & Quants’ “Top 40 Business School Professors under 40” in their annual global rankings.

Cait was an affiliated researcher in the inaugural year of the US White House’s Social and Behavioral Sciences Team, and has been retained as a consultant by the US Department of Education and US Department of Labor. Prior to joining academia, Cait worked in marketing research and analytics in the commercial vehicle OEM, transportation consulting, and fragrance industries. 

Research Interest Areas

Assortment size and structure, self-regulation, sharing behaviors, and envy.


View Professor Lamberton's list of publications on her curriculum vitae.