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Michael Lowe

Associate Professor

Ph.D. Coordinator of Marketing

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michael.lowe@scheller.gatech.edu

801-234-0124

Academic Areas: Marketing

Office: 4219

Biography

Michael Lowe joined the Scheller faculty as an Assistant Professor of Marketing in August of 2015. He holds a BA in Music from Brigham Young University, an MBA in marketing and strategy from Indiana University, and a PhD in Business Administration from Texas A&M University. He also has professional experience in international marketing, human resources, and retail managment.

Dr. Lowe maintains two distinct active research streams: interpersonal influence and sensory marketing. His research on interpersonal influence explores how consumer interactions influence decisions and behavior, with a particular interest in real behavior in consumer dyads. Specific projects in this area involve, for instance, how selfishness or altruism change joint decisions, how "parallel" self-control decisions affect consumer affiliation and self-regulation, how social companionship influences pain of payment, and how relationships affect interpersonal gift giving. Drawing on his music background, Dr. Lowe also researches the role of sound in marketing media and retail spaces, focusing on the influence of specific sonic attributes as they alter consumer perceptions. His work has been published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, and Appetite.

Dr. Lowe has taught Consumer Behavior and Principles of Marketing and was recently recognized as Scheller Professor of the Year for his role in the classroom.

Education

Ph.D., Texas A&M University
M.B.A., Indiana University
B.A., Brigham Young University

Research Interests

Interpersonal Influence
Sensory Marketing (Sound)

In Scheller News

2025

2024

2023

“Don't Be Afraid to Pursue Your Passions”: Meet Naomi Davis, BSBA ‘23

2022

2019

Michael Lowe Chosen as One of Poets and Quants Favorite Professors

Research Publications

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Year	Title	Journal	Author(s)	Type
2022	The Impact of Corporate Social Responsibility on Brand Sales	Journal of Marketing	Nickerson Lowe Pattabhiramaiah Sorescu	Published Papers	View
Nickerson, Lowe, Pattabhiramaiah and Sorescu (2022), The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective, Journal of Marketing, Vol. 86, Issue 2, pp. 5-28.
2021	The Impact of Corporate Social Responsibility on Brand Sales	Journal of Marketing	Dionne Nickerson Pattabhiramaiah, Adithya Sorescu, Alina Lowe, Michael	Published Papers
Dionne Nickerson, Adithya Pattabhiramaiah, Alina Sorescu and Michael L. Lowe (2021), “The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective,” Journal of Marketing, published online Aug. 19, 2021.
2019	Ceding and Succeeding	Journal of Consumer Psychology	Lowe, Michael Nikolova, Hristina Miller, Chadwick Dommer, Sara	Published Papers
Lowe, Michael L., Hristina Nikolova, Chadwick Miller and Sara Dommer (2019), “Ceding and Succeeding: How the Altruistic can Benefit from the Selfish in Joint Decisions,” Journal of Consumer Psychology, 29 (4), 652-61.
2019	Confession and Self-Control- A Prelude to Repentance or Relapse	Journal of Personality and Social Psychology	Lowe, Michael Haws, Kelly L.	Published Papers
Lowe, Michael L. and Kelly L. Haws (2019), “Confession and Self-Control: A Prelude to Repentance or Relapse,” Journal of Personality and Social Psychology, 116 (4), 563-81.
2018	A Quiet Disquiet- Anxiety Risk Appraisal and Risk Avoidance	Journal of Consumer Research	Lowe, Michael L. Loveland, Katherine Krishna, Aradhna	Published Papers
Lowe, Michael L., Katherine Loveland and Aradhna Krishna (2018), “A Quiet Disquiet: Anxiety, Risk Appraisal and Risk Avoidance due to Imperceptible Differences in Ambient Sound,” Journal of Consumer Research, 46 (1), 159-79.
2017	An Overture to Overeating- The Cross-Modal Effects	Appetite	Lowe, Michael L. Ringler, Christine Haws, Kelly L.	Published Papers
Lowe, Michael L., Christine Ringler and Kelly L. Haws (2017), “An Overture to Overeating: The Cross-Modal Effects of Acoustic Pitch on Food Preferences and Serving Behavior,” Appetite, 123, 128-34.
2017	Sounds Big- The Cross-Modal Effects of Acoustic Pitch on Product Perceptions	Journal of Marketing Research	Lowe, Michael L. Haws, Kelly L.	Published Papers
Lowe, Michael L. and Kelly L. Haws (2017), “Sounds Big: The Cross-Modal Effects of Acoustic Pitch on Product Perceptions,” Journal of Marketing Research, 54 (2), 331-46.
2014	Immoral Support- The Social Outcomes of Parallel Self-Control Decisions	Journal of Consumer Research	Lowe, Michael L. Haws, Kelly L.	Published Papers
Lowe, Michael L. and Kelly L. Haws (2014), “(Im)moral Support: The Social Outcomes of Parallel Self-Control Decisions,” Journal of Consumer Research, 41 (2), 489-505.

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