Ann Schlosser, an associate professor of marketing at the University of Washington Foster School of Business, has been identified as one of the 50 most prolific scholars in marketing over the past quarter-century. The ranking appears in the January 2009 Journal of Marketing, in a paper entitled, “What Does It Take to Get Promoted in Marketing Academia? Understanding Publication Productivity in the Leading Marketing Journals.” The ranking takes into account marketing faculty publications in the field’s leading journals—Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research and Marketing Science—during the years 1982-2006.
Schlosser, an expert in online marketing, was previously named the second-most prolific scholar of Internet-related marketing research in the Journal of Advertising. That 2006 listing considered faculty contributions in this area of study from 1994-2003.
During her mid-1990s PhD studies in social psychology at the University of Illinois, Schlosser became fascinated by the hyper-developing Internet and its potential to rewrite the conventional wisdoms and practices of marketing. She launched into a pioneering research agenda while doing post-doctorate work in interactive marketing at the National Center for Supercomputing Applications in Champaign, IL.
“Many faculty at the time were warning against putting all of my eggs in this basket, saying that the Internet was going to be the CB radio of the ‘90s,” Schlosser says. “But to me it seemed there were so many possibilities for new ways of marketing on the Internet, and such a great way to reduce costs.”
She went on to publish dozens of papers in top academic journals over the next decade, examining revolutionary marketing methods that have become standard operating procedure in the New Economy. One series, published in the Journal of Consumer Research, found that virtual product experiences—an interactive, online “test run” of a new digital camera, for instance—can create false memories of the real product’s capabilities. Other topics have included consumer attitudes toward Internet advertising and regulation, converting Web site visitors into buyers and the digital divide.
Schlosser’s latest research finds that allowing customers a sense of choice over the product information they receive via the Internet can result in a more positive view of the company, and make them more likely to buy the product.
Schlosser is a Marguerite Reimers Faculty Fellow who has been on the Foster School faculty since 2000.