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The University of Massachusetts Amherst

Alicia M. Johnson

Assistant Professor



PhD Marketing, University of Arkansas, 2022
MBA, Clarkson University, 2015
B.B.A. in Management, SUNY Canton, 2011

Academic Appointments

Assistant Professor of Marketing, UMass Amherst, 2022-Present

Recent Honors & Awards

AMA-Sheth Doctoral Consortium Fellow, Aug 2021
University of Arkansas Distinguished Doctoral Fellow, 2018-2021
Graduate Student Research Council $1,500 Grant, 2020
SMA Doctoral Dissertation Competition Best Overall Proposal Award, 2020
William O. Bearden Award Co-Runner Up, 2020
Bank of America Research Fund honoring James H. Penick $5,000 Grant, 2019


Consumer behavior
Financial well-being
Debt financing and repayment
Budgeting and financial planning
Financial service provider interactions
Charitable giving
Information processing
Food consumption

Teaching Interests

  • Nonprofit Marketing
  • Consumer Behavior
  • Introduction to Marketing

Selected Publications

Rybak, Garrett, Scot Burton, Alicia M. Johnson, and Christopher Berry (2021), “Promoted claims on food product packaging: Comparing direct and indirect effects of processing and nutrient content claims,” Journal of Business Research, 135, 464-79.

Rybak, Garrett, Alicia M. Johnson, and Scot Burton (2021), “How Restaurant Ad Messaging Can Increase Patronage Intentions During the COVID-19 Pandemic: Serial Mediation and Conditional Effects of Consumer Concern about COVID-19,” Journal of Advertising.