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The University of Massachusetts Amherst

Alicia M. Johnson

Assistant Professor of Marketing



PhD in Marketing, University of Arkansas, 2022
MBA, Clarkson University, 2015
BBA in Management, SUNY Canton, 2011

Recent Honors/Awards

AMA-Sheth Doctoral Consortium Fellow, August 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

Research Interests

Consumer debt financing and repayment
Budgeting and financial planning
Financial service provider communications and interactions
Wealth perceptions and decision making
Consumer financial well-being
Charitable giving

Teaching Interests

Nonprofit marketing
Consumer behavior
Introduction to Marketing

Academic Appointments

Assistant Professor of Marketing, UMass Amherst, 2022 - Present

Selected Publications

Alicia M Johnson, Daniel Villanova, Ronn J Smith, Loan Amount versus Monthly Payments: The Effect of Loan Application Formats on Consumer Borrowing Decisions, Journal of Consumer Research, 2023;, ucad015,