Ed Love, PhD

he/him, Professor, Chair, Department of Finance & Marketing


Ed Love is a Full Professor of Marketing and Department Chair at Western Washington University, where he has taught since 2008. He has his Ph.D. in Marketing from the Foster School of Business at the University of Washington. His research publications examine marketplace morality, preference formation, ethical standards of judgment, decision theory, marketing strategy, choice modeling, and innovation. He has won multiple awards as an instructor of marketing at the undergraduate and graduate level. His courses include Marketing Management and Strategy, Marketing Analytics, Innovation/New Product Marketing, Marketing Research, and Consumer Behavior.

In addition to his academic experience, he has over ten years of professional experience in new product development, entrepreneurship, business development, consulting, financial modeling, and project management with firms such as Microsoft, Deloitte & Touche, and Intel. He holds an MBA in Finance and Management Information Systems from the University of Arizona (Beta Gamma Sigma) and a Bachelor’s Degree in History from The Evergreen State College. He is a Returned Volunteer in the United States Peace Corps.

Ed enjoys making and throwing boomerangs in his spare time.

Classes taught: MKTG 473 (Innovation), MKTG 481 (Marketing Analytics), MKTG 489 (Marketing Strategy), MKTG 381 (Marketing Research), MKTG 382 (Consumer Behavior), MBA 532 (Marketing Management and Strategy), MBA 516 (Managerial Decisions), MGMT 202 (Perspectives on Business), Market Research in the Big Data Era (for the Lanzhou University International MBA program, Shanghai, China)


Love, Edwin A., Tejvir Sekhon, Tara Ceranic Salinas, “Do well, do good, and know your audience: the double-edged sword of values-based CSR communication,” Journal of Brand Management (2022).

Love, Edwin A., Tara Ceranic Salinas, Jeff Rotman, “The Ethical Standards of Judgment Questionnaire: Development and validation of independent measures of formalism and consequentialism,” Journal of Business Ethics (Online:2018, Print: 2020).

Mu, J., Bau, Y., Tejvir Sekhon, J. Qi, Edwin A. Love, “Outside-in marketing capability and firm performance,” Industrial Marketing Management (2018).

Taylor, Audrey, Tamara Kowalczyk, Edwin A. Love, “The Budget Game: An Experiment Determining the Behavioral and Spending Choice Differences Given Budget Format, Benchmarking Information and Collaboration,” Management Accounting Quarterly (Management Accounting Quarterly, Winter 2019).

Love, Edwin A., Mark Staton, Jeff Rotman, “Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty,” Marketing Letters (2016)

Love, Edwin A., Erica Okada “Construal Based Marketing Tactics for High Quality versus Low Price Market Segments,” Journal of Product and Brand Management (2015)

Mercurio, Katie, Jeffrey Rotman, Jayant Nasa, Mark Staton, Edwin "Insights Into Identity Formation: How Differences in Ethical Orientations Predict Affiliation With Individual and Group-Based Identities,” Advances in Consumer Research (2015).

Hsieh, M.-H., Yalch, R., Love, E. “The Influence of a Maximizing versus Satisficing Orientation on the Evaluation of Desirability and Feasibility Attributes,” Advances in Consumer Research (2015).

Love, Edwin A. “Divide and Prosper?  When Partitioned Prices Make Sense,” Journal of Product and Brand Management (2012)

Love, Edwin A., Pete Stelling, “Volcanic Experimentation: Using Mentos and Soda to Teach Causal Research in a Marketing Research Class,” Marketing Education Review (2011)

Park, Joo Heon, Douglas MacLachlan, Edwin A. Love, “New Product Pricing Strategy under Customer Asymmetric Anchoring,” International Journal of Research in Marketing (2011)

Love, Edwin A., Mark Staton, Chris Chapman, Erica Okada, “Regulatory Focus as a Determinant of Brand Value,” Journal of Product and Brand Management (2010)

Love, Edwin A., Donn Stone, Taine Wilton, “Teaching User-Centered Design in New Product Marketing,” Marketing Education Review (2010)

Love, Edwin A., Steve Ross, Wendy Wilhelm, “Opportunities and Challenges For Business Education in Second Life” (Book Chapter, Higher Education in Virtual Worlds, Teaching and Learning in Second Life, 2009)

Peng, Gang, Jifeng Mu, Edwin A. Love, “Interfirm Networks, Social Capital, and Knowledge Flow,” Journal of Knowledge Management (2008)