Carson College of Business Faculty Directory

Carson College Directory

Elizabeth Howlett

Marketing and International Business


Phone: (509) 335-4752


  • PhD (Fuqua School of Business, Duke University)
  • MS (Lehigh University)
  • BA (Lehigh University)

Elizabeth Howlett

Elizabeth “Betsy” Howlett is a professor in the Department of Marketing and International Business and will hold the Gardner O. Hart Distinguished Professorship. Prior to coming to WSU, she was a professor of marketing at the University of Arkansas Sam M. Walton College of Business, where she has worked since 1995. Previously, she was an assistant professor of marketing at the University of Iowa and at the Stern School of Business, New York University. Her research focuses on consumer preference and public policy. She is published in several academic journals including the Journal of Consumer Research, Organizational Behavior and Human Decision Processes, Journal of Marketing, Journal of Public Policy and Marketing, and the Journal of Retailing, as well as in popular press publications. She is a member of the editorial review board of the Journal of Public Policy and Marketing and serves as a reviewer for a number of other journals. Howlett earned her doctorate in marketing at the Fuqua School of Business, Duke University.

Research Interests

behavioral ethics
brands and consumers
consumer attitudes
consumer behavior
consumer decision-making
consumer decision-making in online contexts
consumer financial decision making
consumer health and welfare
decision-making under conditions of uncertainty
inference making
information disclosures
public policy issues

Teaching Interests

brand management
consumer behavior
consumer judgment and decision making
data analytics
marketing management
marketing research
marketing strategy
marketing strategy/management
promotion management
public policy
public policy and marketing
supply chain management

Journal Articles

  • Elizabeth Howlett, Scot Burton, Ashley Cermin, Christopher Berry The Effects of the FTC-Mandated Disclosure on Homeopathic Product Purchase Intentions and Efficacy Perceptions Journal of Business Research, 2019
  • Elizabeth Howlett, Cassandra Davis, Scot Burton From Food Desert to Food Oasis: The Potential Influence of Food Retailers on Childhood Obesity Rates Journal of Business Ethics, 2016
  • Simone Peinkofer, Terry Esper, Elizabeth Howlett Hurry! Sale Ends Soon: The Impact of Limited Inventory Availability Disclosure on Consumer Responses to Online Stockouts Journal of Business Logistics, 2016
  • Christopher Newman, Elizabeth Howlett, Scot Burton Effects of Objective and Evaluative Front-of-Package Cues on Food Evaluation and Choice: The Moderating Influence of Comparative and Noncomparative Processing Contexts Journal of Consumer Research, 2016
  • Christopher Berry, Amaradri Mukherjee, Scot Burton, Elizabeth Howlett A COOL Effect: The Direct and Indirect Impact of Country-of-Origin Disclosures on Purchase Intentions for Retail Food Products Journal of Retailing, 2015
  • Scot Burton, Laurel Cook, Elizabeth Howlett, Christopher Newman Broken halos and shattered horns: overcoming the biasing effects of prior expectations through objective information disclosure Journal of the Academy of Marketing Science, 2015
  • Christopher Newman, Anna Turri, Elizabeth Howlett, Amy Stokes Twenty Years of Country-of-Origin Food Labeling Research Journal of Macromarketing, 2014
  • Christopher Newman, Elizabeth Howlett, Scot Burton Implications of fast food restaurant concentration for preschool-aged childhood obesity Journal of Business Research, 2014
  • SCOT BURTON, ANDREA TANGARI, Elizabeth Howlett, ANNA TURRI How the Perceived Healthfulness of Restaurant Menu Items Influences Sodium and Calorie Misperceptions: Implications for Nutrition Disclosures in Chain Restaurants Journal of Consumer Affairs, 2014
  • Christopher Newman, Elizabeth Howlett, Scot Burton Shopper Response to Front-of-Package Nutrition Labeling Programs: Potential Consumer and Retail Store Benefits Journal of Retailing, 2014
  • Laurel Cook, Scot Burton, Elizabeth Howlett Leaner Choices? The Potential Influence of the Inclusion of Nutrition Facts Panels on Consumer Evaluations and Choices of Ground Beef Products Journal of Public Policy & Marketing, 2013
  • Sanjay Puligadda, William Ross, Jinjie Chen, Elizabeth Howlett When loyalties clash purchase behavior when a preferred brand is stocked out: The tradeoff between brand and store loyalty Journal of Retailing and Consumer Services, 2012
  • Elizabeth Howlett, Scot Burton, Christopher Newman, Michel Faupel The Positive Influence of State Agricultural Marketing Programs on Adults' Fruit and Vegetable Consumption American Journal of Health Promotion, 2012
  • Elizabeth Howlett, Scot Burton, Andrea Tangari, My Bui Hold the Salt! Effects of Sodium Information Provision, Sodium Content, and Hypertension on Perceived Cardiovascular Disease Risk and Purchase Intentions Journal of Public Policy & Marketing, 2012
  • Christopher Newman, Elizabeth Howlett, Scot Burton, John Kozup, Andrea Heintz Tangari The influence of consumer concern about global climate change on framing effects for environmental sustainability messages International Journal of Advertising, 2012
  • LAUREL COOK, SCOT BURTON, Elizabeth Howlett Health Risk Factors and Their Effect on Consumers' Use of Nutrition Facts Panels Journal of Consumer Affairs, 2011
  • My Bui, Elyria Kemp, Elizabeth Howlett The Fight Against Obesity: Influences of Self-Efficacy on Exercise Regularity Journal of Nonprofit & Public Sector Marketing, 2011
  • ANDREA TANGARI, SCOT BURTON, Elizabeth Howlett, YOON-NA CHO, ANASTASIA THYROFF Weighing in on Fast Food Consumption: The Effects of Meal and Calorie Disclosures on Consumer Fast Food Evaluations Journal of Consumer Affairs, 2010
  • Elizabeth Howlett, Scot Burton, Kenneth Bates, Kyle Huggins Coming to a Restaurant Near You? Potential Consumer Responses to Nutrition Information Disclosure on Menus Journal of Consumer Research, 2009
  • Scot Burton, Elizabeth Howlett, Andrea Tangari Food for Thought: How Will the Nutrition Labeling of Quick Service Restaurant Menu Items Influence Consumers’ Product Evaluations, Purchase Intentions, and Choices? Journal of Retailing, 2009
  • KENNETH BATES, SCOT BURTON, Elizabeth Howlett, KYLE HUGGINS The Roles of Gender and Motivation as Moderators of the Effects of Calorie and Nutrient Information Provision on Away-from-Home Foods Journal of Consumer Affairs, 2009
  • Elizabeth Howlett, JEREMY KEES, ELYRIA KEMP The Role of Self-Regulation, Future Orientation, and Financial Knowledge in Long-Term Financial Decisions Journal of Consumer Affairs, 2008
  • Elizabeth Howlett, Scot Burton, John Kozup How Modification of the Nutrition Facts Panel Influences Consumers at Risk for Heart Disease: The Case of Trans Fat Journal of Public Policy & Marketing, 2008
  • JOHN KOZUP, Elizabeth Howlett, MICHAEL PAGANO The Effects of Summary Information on Consumer Perceptions of Mutual Fund Characteristics Journal of Consumer Affairs, 2008
  • MY BUI, SCOT BURTON, Elizabeth Howlett, JOHN KOZUP What Am I Drinking? The Effects of Serving Facts Information on Alcohol Beverage Containers Journal of Consumer Affairs, 2008
  • ELYRIA KEMP, SCOT BURTON, ELIZABETH CREYER, TRACY SUTER When Do Nutrient Content and Nutrient Content Claims Matter? Assessing Consumer Tradeoffs Between Carbohydrates and Fat Journal of Consumer Affairs, 2007
  • John Kozup, Elizabeth Creyer Boundary conditions of the impact of a hypervigilant coping style on the subjective decision-making experience Psychology and Marketing, 2006
  • Scot Burton, Elizabeth Creyer, Jeremy Kees, Kyle Huggins Attacking the Obesity Epidemic: The Potential Health Benefits of Providing Nutrition Information in Restaurants American Journal of Public Health, 2006
  • JOHN KOZUP, SCOT BURTON, ELIZABETH CREYER The Provision of Trans Fat Information and Its Interaction with Consumer Knowledge Journal of Consumer Affairs, 2006
  • Robert Kwortnik, Elizabeth Creyer, William Ross Usage-Based versus Measure-Based Unit Pricing: Is there a Better Index of Value? Journal of Consumer Policy, 2006
  • SCOT BURTON, ELIZABETH CREYER What Consumers Don't Know Can Hurt Them: Consumer Evaluations and Disease Risk Perceptions of Restaurant Menu Items Journal of Consumer Affairs, 2004
  • Elizabeth Creyer, William Ross, John Kozup Consumer Response to a Prosocial Marketing Initiative: The Case of Discount Stores and Gun Sales Journal of Applied Social Psychology, 2004
  • John Kozup, Elizabeth Creyer, Scot Burton Making Healthful Food Choices: The Influence of Health Claims and Nutrition Information on Consumers’ Evaluations of Packaged Food Products and Restaurant Menu Items Journal of Marketing, 2003
  • Elizabeth Creyer, John Kozup An examination of the relationships between coping styles, task-related affect, and the desire for decision assistance Organizational Behavior and Human Decision Processes, 2003
  • Elizabeth Creyer, William Ross, Deborah Evers Risky recreation: an exploration of factors influencing the likelihood of participation and the effects of experience Leisure Studies, 2003
  • ELIZABETH CREYER, JOHN KOZUP, SCOT BURTON An Experimental Assessment of the Effects of Two Alcoholic Beverage Health Warnings Across Countries and Binge-Drinking Status Journal of Consumer Affairs, 2002
  • Jennifer Christies, Dan Fisher, John Kozup, Scot Smith, Scot Burton, Elizabeth Creyer All YOU CAN DRINK! An Experimental Assessment of Effects of Bar Promotions on Attitudes, Patronage Intentions, and Consumption Expectations Journal of Public Policy & Marketing, 2001
  • John Kozup, Scot Burton, Elizabeth Creyer A Comparison of Drinkers' and Nondrinkers' Responses to Health-Related Information Presented on Wine Beverage Labels Journal of Consumer Policy, 2001
  • Elizabeth Creyer, Illias Hrsistodoulakis, Catherine Cole Changing a drug from Rx to OTC status: the consumer behavior and public policy implications of switch drugs Journal of Product & Brand Management, 2001
  • Elizabeth Creyer, William Ross The Development and Use of a Regret Experience Measure to Examine the Effects of Outcome Feedback on Regret and Subsequent Choice Marketing Letters, 1999
  • Elizabeth Creyer, Ilias Hristodaski The Influence of Salespersons and Sales Promotions On Medical Residents’ Perceptions of the Pharmaceutical Industry Marketing Health Services, 1998
  • Elizabeth Creyer The influence of firm behavior on purchase intention: do consumers really care about business ethics? Journal of Consumer Marketing, 1997
  • ELIZABETH CREYER, WILLIAM ROSS Tradeoffs Between Price and Quality: How a Value Index Affects Journal of Consumer Affairs, 1997
  • Elizabeth Creyer, Zeynep Gürhan Who's to blame? Counterfactual reasoning and the assignment of blame Psychology and Marketing, 1997
  • Elizabeth Creyer, William Ross The impact of corporate behavior on perceived product value Marketing Letters, 1996
  • Elizabeth Creyer, Gita Johar Response Mode Bias in the Formation of Preference: Boundary Conditions of the Prominence Effect Organizational Behavior and Human Decision Processes, 1995
  • Elizabeth Creyer, William Ross Salesperson impression and strategy formation Marketing Letters, 1994
  • William Ross, Jr., Elizabeth Creyer Interpreting Interactions: Raw Means or Residual Means? Journal of Consumer Research, 1993
  • Elizabeth Creyer, Jr., Ross Hindsight Bias and Inferences in Choice: The Mediating Effect of Cognitive Effort Organizational Behavior and Human Decision Processes, 1993
  • William Ross, Jr., Elizabeth Creyer Making Inferences About Missing Information: The Effects of Existing Information Journal of Consumer Research, 1992
  • Elizabeth Creyer, James Bettman, John Payne The Impact of accuracy and effort feedback and goals on adaptive decision behavior Journal of Behavioral Decision Making, 1990
  • James Bettman, Elizabeth Creyer, Deborah John, Carol Scott Covariation assessment in rank order data Journal of Behavioral Decision Making, 1988

    Books/Book Chapters

    • Book Chapter Eu Jin Park, Elizabeth Howlett Awe Experience and Consumer Behavior