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Lynn Kahle

Professor Emerit of Marketing

Affiliations: Marketing, Center for Sustainable Business Practices
Phone: 541-346-3373
Office: Lillis 283



Lynn R. Kahle is a professor emerit of marketing at the University of Oregon's Lundquist College of Business. He was previously head of the Department of Marketing at the college and also served as academic director of the university's applied information management master's program. He was president of the American Marketing Association Special Interest Group (SIG) on Consumer Behavior, previously serving as president of Sports and Special Events SIG. He has served as president of the Society for Consumer Psychology, which he now represents on the APA Council of Representatives, and as editor of Sport Marketing Quarterly. View his entry on Wikipedia for more information.

His research on topics such as values and lifestyle marketing has been widely published and cited in disciplinary and interdisciplinary journals. His most recent books include Communicating Sustainability for the Green Economy (2014, with Eda Gurel-Atay), Belief Systems, Religion, and Behavioral Economics: Marketing in Multicultural Environments (2013, with Elizabeth Minton), Marketplace Lifestyles in an Age of Social Media: Theory and Method (2012, with Pierre Valette-Florence), and Consumer Behavior Knowledge for Effective Sports and Event Marketing (2011, with Angeline Close).

Degree History:
  • PhD, University of Nebraska, 1977
  • MA, Pacific Lutheran University, 1974
  • BA, Concordia Senior College, 1973
  • AA, Concordia College, 1971
Previous Positions:
  • Head, Department of Marketing, University of Oregon
  • Assistant Professor, University of North Carolina at Chapel Hill
  • Postdoctoral Fellow, University of Michigan
Professional Leadership:
  • Council Representative, American Psychological Association
  • Past President, American Marketing Association Consumer Behavior SIG
  • Past President, Society for Consumer Psychology
  • Past Editor, Sport Marketing Quarterly
Honors and Awards:
  • Thomas C. Stewart Distinguished Professor, 2014
  • Fellow, Society for Consumer Psychology
  • Fellow, Association of Psychological Science
  • Fellow, American Psychological Association

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Areas of Expertise

  • Applied social psychology (attitudes, lifestyles, values)
  • Communication
  • Consumer behavior
  • Consumer psychology
  • International business
  • International marketing
  • Marketing communication
  • Research methodology
  • Social adaptation theory
  • Sports marketing
  • Sustainability

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Current Projects

Research Areas:

  • Sustainability
  • Lifestyles
  • Social media
  • Social values

Consulting Projects:

  • Business Expert Press, Series Editor for Sports and Entertainment Marketing

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Journal Articles:

Lee, Christopher, and Lynn Kahle. "The Linguistics of Social Media: Communication of Emotions and Values in Sport." Sport Marketing Quarterly 25, no. 4.

December 2016

Aiken, Damon, Ajay Sukhdial, Kahle, Lynn, and James A. Downing. "Linking Fan Values and Sponsorship Effectiveness: The Case of Old School Values." Sport Marketing Quarterly 24, no. 1: 56-66.

March 2015

Kahle, Lynn, Zhi Lu, Sang M. Lee, and Sing-Young Lee. "Football Fans' Contrasting Motivations: China, S. Korea, and the USA." Asia Pacific Journal of Innovation and Entrepreneurship 6, no. 1: 1-14.

June 2012

Thompson, Derek W., Roy C. Anderson, Eric N. Hansen, and Lynn R. Kahle. "Green Segmentation and Environmental Certification: Insights from Forest Products." Business Strategy and the Environment 19, no. 5: 319-334.

July 2010

Gurel-Atay, Eda, Guang-Xin Xie, Johnny Chen, and Lynn Richard Kahle. "Changes in Social Values in the United States: 1976-2007." Journal of Advertising Research 50, no. 1: 57-67.

March 2010

Limon, Yonca, Lynn R. Kahle, and Ulrich R. Orth. "Package Design as a Communications Vehicle in Cross-Cultural Values Shopping." Journal of International Marketing 17, no. 1: 30-57.

March 2009

Batra, Rajeev, Pamela M. Homer, and Lynn R. Kahle. "Values, Susceptibility to Interpersonal Influence, and Attribute Importance Weights: A Nomological Analysis." Journal of Consumer Psychology 11, no. 2: 115-128.

April 2001

Kahle, Lynn R., David M. Boush, Mark Phelps. "Good Morning Vietnam: An Ethical Analysis of Nike Activities in Southeast Asia." Sports Marketing Quarterly 9, no. 1.

March 2000

Minton, Elizabeth A., and Lynn R. Kahle. Belief Systems, Religion, and Behavioral Economics: Marketing in Multicultural Environments. New York, NY: Business Expert Press.

June 2014

Kahle, Lynn R., and Eda Gurel-Atay. Communicating Sustainability for the Green Economy. New York, NY: Routledge.

January 2014

Kahle, Lynn R., and Pierre Valette-Florence. Marketplace Lifestyles in an Age of Social Media: Theory and Methods. New York, NY: Routledge.

June 2012

Kahle, Lynn R., and Angeline G. Close. Consumer Behavior Knowledge for Effective Sports and Event Marketing. New York, NY: Routledge Academic.

January 2011

Kahle, Lynn R., and Chris Riley. Sports Marketing and the Psychology of Marketing Communication. New York, NY: Psychology Press.

January 2004
Book Chapters:

Kahle, Lynn, and Guang-Xin Xie. "Social Values in Consumer Psychology." In Handbook of Consumer Psychology, edited by Curtis P. Haugtvedt, Paul M. Herr, and Frank R. Kardes, 575-587. New York, NY: Psychology Press.

February 2008

In the News

Doug Wilson and Steve McKeon were recently bestowed two of UO’s highest teaching awards.

Lundquist College of Business students and faculty found themselves flying to lands near and far during a summer packed with learning, research, and curriculum development.

Ehrman Giustina Professor of Marketing Lynn Kahle named the 2014 Thomas C. Stewart Distinguished Professor.
This fall, marketing PhD candidate Elizabeth Minton took home the prestigious 2013 Sheth Foundation Dissertation Award.

Postgraduate achievement and placement is a powerful indicator of academic excellence. We have some recent proof points worth sharing.

Sustainability at the University of Oregon is not a new concept--we’ve been teaching and practicing it for almost three decades.

Thanks to the rise of social media and the Internet, there now exists a virtual gathering spot for just about every group.

Can redefining our notion of happiness help save the planet?