Dan Rice

Associate Professor Louisiana State University

  • Baton Rouge LA

Dr. Rice utilizes theory to generate impactful insights into consumer response.

Contact

Louisiana State University

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Areas of Expertise

Experimental Design
Digital Marketing
Marketing Management
Consumer Behavior
International Marketing

Research Focus

Consumer Psychology & Price Fairness

Dr. Rice’s research focuses on consumer psychology—brand attitudes, bundle evaluation, and price-fairness perceptions. As director of LSU’s Behavioral Research Lab, he pairs eye-tracking, physiological metrics, and controlled experiments to reveal how cognitive and emotional responses drive purchase decisions and inform evidence-based marketing strategy.

Education

University of Florida

Ph.D.

Marketing

2008

Cornell Johnson Graduate School of Management

MBA

Business

2003

Cornell University

BSCE

Civil Environmental Engineering

1998

Accomplishments

Tiger Athletic Foundation Teaching Award

2016-2017

College of Business Nomination for Rising Scholar Research Award

2015

College of Business Nomination for Rising Scholar Research Award

2014

Media Appearances

Make the most of this shortened holiday shopping season

Louisiana Radio Network  radio

2024-12-01

This year, the calendar is not on the side of retailers. Since Thanksgiving fell on the latest date possible, that leads to the shortest Christmas shopping season possible, when defined as starting the day after Christmas and ending Christmas Eve. LSU Marketing Professor Dan Rice says retailers started their Black Friday deals early this year, as they’ve done in years past.

“They’re getting into that idea of the shopping season’s coming up we’re going to give you these ideas early, and if you don’t get those, you’ll get some next week.”

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Want to tinsel-up your home on the cheap? Here's how to find deals on holiday decorations

USA Today  online

2023-11-20

But it’s not too late to get your holiday decor at a good price, said Dan Rice, an associate professor of marketing at Louisiana State University.

While those 50% off sales look good, there are ways to tell whether they really are a good deal.

“In my mind, it’s never too early to get a good price on holiday decor, but a few things are necessary to know if it’s a ‘good price,’” said Rice, who specializes in consumer behavior.

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LSU officials on lookout for new '.sucks' web domains to protect university's brand

The Advocate  online

2015-05-23

Dan Rice, an assistant professor in LSU’s Marketing Department, said buying a site with a negative name gives companies more control of their brands.

A business can redirect traffic to a more positive site, such as its home page or an awards page, Rice said. Buying a negative domain name also means a company can keep that website from becoming the place where people go to complain.

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Articles

The effects of transaction methods on perceived contamination and attitude toward retailers

Journal of Marketing Theory and Practice

2022

Advancing technology and increasing demand for contactless purchase methods have encouraged retailers to integrate technology into the point-of sale experience. However, limited research explores how consumers perceive contactless payment technology compared with traditional payment methods. Two experiments demonstrate that contactless payment methods, when compared with traditional, contact forms of payments such as cash and credit card transactions, are perceived as less contaminated. Additionally, consumers using contactless payment technology hold more favorable attitudes toward the retailer. However, the benefits derived from using contactless payments are negated for retailers whose customers expect to use contaminated methods of payment, such as cash.

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I guess that is fair: How the efforts of other customers influence buyer price fairness perceptions

Psychology & Marketing

2019

Past research has demonstrated that consumers' price fairness judgments are influenced by comparisons between the offer price they receive and the prices paid by other consumers for the same product offering. In today's digital age, reference points for purchases are more prevalent than ever. However, investigations on how certain inputs of the transaction affect these judgments is lacking. Specifically, extant research has failed to account for how the purchase efforts of other consumers can influence one's own price fairness evaluations. Moreover, relatively little empirical research has endeavored to understand the simultaneous cognitive and affective processes that explain how consumers arrive at price fairness judgments. To address these gaps in the literature, we introduce two studies aimed at understanding the process through which the salient efforts of referent consumers serve to mitigate perceptions of price unfairness when two customers pay different prices for the same product. The findings support a dual-process model whereby the efforts of other (referent) customers serve to simultaneously reduce buyer anger and increase buyer understanding of the price disparity, ultimately mitigating perceptions of price unfairness.

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The impact of bundle comparisons on bundle preference

Journal of Behavioral Decision Making

2018

The bundling literature largely holds that a person's reaction to a given product bundle depends only on the characteristics of the products contained in the bundle. This paper, instead, proposes that people evaluate bundles in reference to other bundles that they have seen. Prior research indicates that people are sensitive to a bundle's “attribute inventory” or the aggregate level of comparable attributes possessed by its constituent products. We show that when people evaluate a bundle, they compare the attribute inventories that it offers to those offered by other bundles that they have seen. The resulting compositional comparisons can occur without changes to the products that comprise the target and contextual bundles, vary by attribute comparability and attentional focus, and coexist with (and at times reverse the effects of) well-established product-specific context effects, which are determined solely by the products and their attributes.

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Event Appearances

Peripheral Endorsement: How Perceptual Congruence with Celebrities Can Benefit Brands

2016 | Association for Consumer Research Conference  Berlin, Germany

The Influence of Interactive Branded Content in Advergames on Preference Formation

2014 | Summer Marketing Educators' Conference  San Francisco, CA

Research Grants

Louisiana State University College of Business Research Lab Mobility and Measurement Enhancement

Louisiana Board of Regents

2015

Faculty Travel Grant

Office of Research and Economic Development

2015

Louisiana State University College of Business Faculty/Ph.D. Research Lab

Louisiana Board Of Regents

2012

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