Kent Monroe

Kent Monroe

Professor of Business Administration and John M. Jones Distinguished Professor of Marketing Emeritus

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Contact

470C Wohlers Hall

1206 S. Sixth

Champaign, IL 61820

217-333-4240

kbmonroe@illinois.edu

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Educational Background

  • D.B.A., Business Administration, University of Illinois at Urbana-Champaign, 1968
  • M.B.A., Marketing, Indiana University, 1961
  • B.A., Economics and Mathematics, Kalamazoo College, 1960

Positions Held

  • John M. Jones Distinguished Professor of Marketing Emeritus, Business Administration, University of Illinois, 2005 to present
  • Visiting Distinguished Scholar, University of Richmond, 2004-2018
  • External Examiner, Chinese University of Hong Kong, 1999-2002
  • Head of Department of Business Administration, University of Illinois, 1994-1999
  • Professor of Business Administration, University of Illinois, 1991-2005
  • Robert O. Goodykoontz Professor of Marketing, Virginia Polytechnic Institute and State University, 1986-1991
  • Professor of Marketing, Virginia Polytechnic Institute and State University, 1984-1987
  • Professor of Marketing and Head, Virginia Polytechnic Institute and State University, 1980-1984
  • Market research analyst, Postal Rate Commission, 1974-1975
  • Instructor, Glenville State College, 1961-1963
  • Graduate Research Assistant, Indiana University, 1960-1961

Recent Publications

  • Monroe, K., & Harris, J. Forthcoming. Effects of Shopping Information on Consumers' Responses to Comparative Price Claims. Journal of Retailing, 78 175-181.
  • Monroe, K., Kung, M., & Cox, J. Forthcoming. Pricing on the Internet. Journal of Product & Brand Management, (5), 274-285.
  • Lehtim√§ki, A., Monroe, K., & Somervuori, O. (2018). The influence of regular price level (low, medium, or high) and framing of discount (monetary or percentage) on perceived attractiveness of discount amount. Journal of Revenue and Pricing Management, 1-10.
  • Xia, L., & Monroe, K. (2017). It's not all about money: the role of identity in perceived fairness of targeted promotions. Journal of Product & Brand Management, 26 (3), 327-339.
  • Monroe, K., Weisstein, F., & Kukar-Kinney, M. (2016). Determinants of Consumers' Response to Pay-What-You-Want Pricing Strategy on the Internet. Journal of Business Research, 69 4313-4320.
  • Compeau, L., Monroe, K., Grewal, D., & Reynolds, K. (2016). Expressing and defining self and relationships through everyday shopping experiences. Journal of Business Research, 69 (3), 1035-1042.

Other Publications

Article

  • Monroe, K., Rikala, V., & Somervuori, O. (2015). Examining the Application of Behavioral Price Research in B2B Markets. Industrial Marketing Management, 47 17-25.
  • Monroe, K., Lou, Y., Tsai, M., & Bei, L. (2014). Position Matters When We Stand Together: A Linguistic Perspective on Composite Brand Extensions. Journal of the Academy of Marketing Science, 42 680-701.
  • Monroe, K., & Cheng, L. (2013). An Appraisal of Behavioral Price Research (part 1): Price as a Stimulus. AMS Review, 3 103-129.
  • Monroe, K., & Cheng, L. (2013). Some Reflections on An Appraisal of Behavioral Price Research (part 1). AMS Review, 3 155-159.
  • Monroe, K., Weisstein, F., & Kukar-Kinney, M. (2013). Effects of Price Framing on Consumers' Perceptions of Online Dynamic Pricing. Journal of the Academy of Marketing Science, 41 501-514.
  • Monroe, K., Kukar-Kinney, M., Leite, P., Range, B., Ridgway, N., Ribas, Jr., R., Fernandez, J., Nardi, A., & Silva, A. (2013). Cross-Cultural Adaptation, Validation and Reliability of the Brazilian Version of the Richmond Compulsive Buying Scale. Revista Brasileira de Psiquiatria, 35 38-43.
  • Monroe, K., Suri, R., & Koc, U. (2012). Math Anxiety and Its Effects on Consumers' Preference for Price Promotion Formats. Journal of the Academy of Marketing Science, 40.
  • Monroe, K., Coulter, K., & Choi, P. (2012). Comma N' Cents in Pricing: The Effects of Auditory Representation Encoding on Price Magnitude Perceptions. Journal of Consumer Psychology, 22 395-407.
  • Lalwani, A., & Monroe, K. (2005). A Reexamination of Frequency-Depth Effects in Consumer Price Judgments. Journal of Consumer Research, 32 (3), 480-485.
  • Xia, L., & Monroe, K. (2004). The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions. Journal of Marketing, 68 (4), 1 - 16.
  • Monroe, K., & Xia, L. (2004). Price Partitioning on the Internet. Journal of Interactive Marketing, 18 63-73.
  • Monroe, K., & Suri, R. (2003). The Effects of Time Constraints on Consumers' Judgments of Prices and Products. Journal of Consumer Research, 30 92-104.
  • Suri, R., Lee, J., Manchanda, R., & Monroe, K. (2003). The Effect of Computer Anxiety on Price Value Tradeoffs in the Online Environment. Psychology & Marketing, 20 515-536.
  • Adaval, R., & Monroe, K. (2002). Automatic Construction and Use of Contextual Information for Product and Price Evaluations. Journal of Consumer Research, 28 572-588.
  • Monroe, K., & Adaval, R. (2002). Automatic Construction and Use of Contextual Information for Product and Price Evaluations. Journal of Consumer Research, 28 572-588.
  • Monroe, K., & Cox, J. (2001). Pricing Practices that Endanger Profits. Marketing Management, 10 42-46.
  • Monroe, K., & Suri, R. (2001). The Effects of the Need for Cognition and Trait Anxiety on Price Acceptability. Psychology & Marketing, 18 21-42.
  • Monroe, K., Suri, R., & Long, M. (2001). The Impact of the Internet and Consumer Motivation on Evaluation of Prices. Journal of Business Research, 55 1-12.
  • Monroe, K. (1999). Some Lessons Learned from F.T.C. v. Staples. Journal of Public Policy and Marketing, 18 22-24.
  • Monroe, K., & Lee, A. (1999). Remembering vs. Knowing: Issues in Buyers' Processing Price Information. Journal of the Academy of Marketing Science, 27 207-25.
  • Monroe, K., Chen, S., & Lou, Y. (1998). The Effects of Framing Price Promotion Messages on Consumers' Perceptions and Purchase Intentions. Journal of Retailing, 74 353-72.
  • Monroe, K., Compeau, L., & Grewal, D. (1998). The Role of Prior Affect and Sensory Cues on Consumers' Affective and Cognitive Responses and Overall Perceptions of Quality. Journal of Business Research, 42 295-308.
  • Monroe, K., Grewal, D., & Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62 46-59.
  • Monroe, K., Yang, B., & Howe, K. (1998). Pricing in Separable Channels: The Case of Parallel Imports. Journal of Product & Brand Management, 8 (5), 433-40.
  • Monroe, K., & Fern, E. (1997). Effective Size Estimates: Issues and Problems in Interpretation. Journal of Consumer Research, 23 89-105.
  • Monroe, K., & Rao, A. (1996). Causes and Consequences of Price Premiums. Journal of Business, 511-35.
  • Monroe, K., & Mentzer, J. (1994). Some Necessary Conditions for When Price Reduction Strategies May Be Profitable. Pricing Strategy & Practice, 2 (1), 11-20.
  • Monroe, K., & Oglethorpe, J. (1994). Determinants of Perceived Health and Safety Risks of Selected Hazardous Products and Activites. Journal of Consumer Affairs, 28 326-46.
  • Monroe, K., & Yadav, M. (1993). How Buyers Perceive Savings in a Bundle Price: An Examination of a Bundle's Transaction Value. Journal of Marketing Research, 30 350-58.
  • Monroe, K. (1993). Pricing Practices with Endanger Profits. Pricing Strategy & Practice, 1 (1), 4-10.
  • Monroe, K., & Mazumdar, T. (1992). Effects of Learning and Choice Task Goals on Price Recall Accuracy and Confidence Judgments. Journal of Retailing, 68 66-89.
  • Monroe, K., Dodds, W., & Grewal, D. (1991). The Effects of Price, Brand and Store Information on Buyers' Product Evaluations. Journal of Marketing Research, 28 307-19.
  • Monroe, K., & Mazumdar, T. (1990). The Effects of Buyers' Intentions to Learn Price Information on Price Encoding. Journal of Retailing, 66 15-32.
  • Monroe, K., & Rao, A. (1989). The Effect of Price, Brand Name and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review. Journal of Marketing Research, 26 351-57.
  • Monroe, K., & Dodds, W. (1989). A Research Program for Establishing the Validity of the Price-Quality Relationship. Journal of the Academy of Marketing Science, 16 151-68.
  • Monroe, K. (1988). Developing, Disseminating, and Utilizing Marketing Knowledge. Journal of Marketing, 52 1-25.
  • Monroe, K., & Rao, A. (1988). The Moderating Effect of Prior Knowledge on Cue Utiliztion in Product Evaluations. Journal of Consumer Research, 15 253-64.
  • Monroe, K., & Petroshius, S. (1987). Effect of Product Line Pricing Characteristics on Product Evaluations. Journal of Consumer Research, 13 511-19.
  • Monroe, K., Fern, E., & Avila, R. (1986). Effectiveness of Multiple Request Strategies: A Synthesis of Research Results. Journal of Marketing Research, 23 144-52.
  • Monroe, K., & Della Bitta, A. (1981). Consumer Perceptions of Comparative Price Advertisements. Journal of Marketing Research, 18 416-427.
  • Monroe, K., & Zoltners, A. (1979). Pricing the Product Line During Scarcity. Journal of Marketing, 43 49-59.
  • Monroe, K., & Della Bitta, A. (1978). Models for Pricing Decisions. Journal of Marketing Research, 15 413-428.
  • Monroe, K., Della Bitta, A., & Downey, S. (1977). Contextual Influences on Subjective Price Perceptions. Journal of Business Research, 5 277-291.
  • Monroe, K. (1976). The Influence of Price Differences and Brand Familiarity on Brand Preferences. Journal of Consumer Research, 3 42-49.
  • Monroe, K., & Guiltinan, J. (1975). A Path-Analytic Exploration of Retail Patronage Influences. Journal of Consumer Research, 2 19-28.
  • Monroe, K., & Guiltinan, J. (1974). Making Sound Pricing Decisions in the Currect Economic Environment. Executive Scene, 3 11-16.
  • Monroe, K. (1973). Buyers' Subjective Perceptions of Price. Journal of Marketing Research, 10 70-80.
  • Monroe, K., & LaPlaca, P. (1972). What Are the Benefits of Unit Pricing? Journal of Marketing, 36 16-22.
  • Monroe, K. (1971). Measuring Price Thresholds by Psychophysics and Latitudes of Acceptance. Journal of Marketing Research, 8 460-64.
  • Monroe, K. (1971). Psychophysics of Prices: A Reappraisal. Journal of Marketing Research, 8 248-50.
  • Monroe, K. (1971). The Information Content of Prices: A Preliminary Model for Estimating Buyer Responses. Management Science, 17 B519-32.

Book or Monograph

  • Monroe, K. (2003). Pricing: Making Profitable Decisions, 3rd Ed ( pp. 658). McGraw-Hill/Irwin.
  • Monroe, K. (1998). Asia-Pacific Advances in Consumer Research. Provo, UT: Association for Consumer Research.
  • Monroe, K. (1998). Proceedings of the 14th Paul D. Converse Symposium. American Marketing Association.
  • Monroe, K. (1998). The Pricing Strategy Audit. Cambridge, England: Cambridge University Press.
  • Monroe, K., & Sudharshan, D. (1995). Proceedings of the 13th Paul D. Converse Symposium. American Marketing Association.
  • Monroe, K. (1983). Research Methods and Casual Modeling in Marketing. American Marketing Association.
  • Monroe, K. (1982). Pricing Policies and STrategies: An Annotated Bibliography. American Marketing Association.
  • Monroe, K. (1981). Advances in Consumer Research. Provo, UT: Association for Consumer Research.
  • Monroe, K. (1979). Pricing: Making Profitable Decisions. New York: McGraw-Hill.
  • Monroe, K. (1979). Proceedings, 1979 Fall Educators' Conference. American Marketing Association.
  • Monroe, K. (1975). Modern Marketing Management. Random House.
  • Monroe, K. (1966). Principles of Marketing. Division of University Extension, University of Illinois.

Book Review

  • Monroe, K., Peter Langhoff (Ed.) (1966). Models, measurement, and marketing.

Chapter in a Book

  • Monroe, K., & Xia, L. (2005). Consumer Information Acquisition: A Review and Extension. Review of Marketing Research New York: Sharpe.
  • Monroe, K. (2001). Pricing and Sales Promotion. Handbook of Industrial Engineering: Technology and Operations Management ( pp. 665-683). England: John Wiley & Sons.
  • Monroe, K., & Suri, R. (1999). Consumers Prior Purchase Intentions and Their Evaluations of Savings on Product Bundles. Optimal Bundling: Marketing Strategies for Improving Economic Performance ( pp. 177-194). Berlin-Heidelberg: Springer-Verlag.
  • Monroe, K. (1994). The Pricing of On-Line Services. Advances in Telecommunications Management, Volume 4, Strategic Perspective on the Marketing of Information Technologies ( pp. 181-92). Greenwich, CT: JAI Press.
  • Monroe, K. (1991). The Pricing of Services. The Handbook of Marketing for the Service Industries ( pp. 297-320). New York: AMACOM.
  • Monroe, K., & Mazumdar, T. (1988). Pricing Decision Models: Recent Developments and Research Opportunities. Issues in Pricing: Theory and Research ( pp. 361-88). Lexington, MA: D.C. Heath and Company.
  • Monroe, K., & Dant, R. (1987). Dichotomy of Issue--Specific and overal Perceptions: A New Paradigm for Channel Conflict and Cooperation Research. Philosophical and Radical Thought in Marketing ( pp. 323-39). Lexington, MA: Lexington Books.
  • Monroe, K., Rao, A., & Chapman, J. (1987). Towards a Theory of New Product Pricing. Contemporary Views on Marketing Practice ( pp. 201-13). Lexington, MA: Lexington Books.
  • Monroe, K. (1986). Techniques for Pricing New Products and Services. Handbook of Modern Marketing ( pp. 32:1-13). New York: McGraw-Hill.
  • Monroe, K., & Krishnan, R. (1985). The Effect of Price on Subjective Product Evaluations. Perceived Quality: How Consumers View Stores and Merchandise ( pp. 209-232). Lexington, MA: Lexington Books.
  • Monroe, K., & Mentzer, J. (1985). Managing the Pricing Function. Marketing Handbook, Vol. II: Marketing Management ( pp. 97-121). New York: Dow-Jones-Irwin.
  • Monroe, K., & Della Bitta, A. (1983). Comparative Price Advertising and Patronage Behavior. Patronage Behaviro and Retail Management ( pp. 207-223). New York: Elsevier North Holland.
  • Monroe, K. (1982). Pricing New Industrial Products. Product Line Strategies ( pp. 67-72). New York: The Conference Board.
  • Monroe, K. (1982). Some Common Myths Concerning Industrial Pricing. Issues in Industrial Marketing ( pp. 78-89). American Marketing Association.
  • Monroe, K., & Petroshius, S. (1981). Buyers' Subjective Perceptions of Price: An Update of the Evidence. Perspectives in Consumer Behavior ( pp. 43-55). Foresman and Company.
  • Monroe, K. (1977). Objective and Subjective Contextual Influences on Price Perceptions. Foundations of Consumer and Industrial Buying Behavior ( pp. 287-96). New York: American Elsevier.

Conference Proceeding

  • Monroe, K., & Xia, L. Forthcoming. Beyond Information Search: Browsing as Consumer Information Acquisition. ( vol. 5,). Asia-Pacific Advances in Consumer Research.
  • Monroe, K., & Xia, L. Forthcoming. Do Consumer Process Prices Like Numbers: Comparative Judgments of Numerals and Prices. Winter Educators' Conference.
  • Monroe, K., & Xia, L. (2004). Comparative References, Trust and Perceived Price Fairness. Society for Consumer Psychology.
  • Monroe, K., & Xia, L. (2003). An Examination of Consumers' Responses to Online Surcharges. ( pp. 31-32). Fordham University Behavioral Pricing Conference.
  • Monroe, K., & Lalwani, A. (2002). Frequency-Depth Effects in Consumer Pricing Judgments: The Role of Risk Orientation. ( vol. 1,). Fordham University Behavioral Pricing Conference.
  • Monroe, K., & Xia, L. (2002). The Influence of Purchasing Goals and Promotion Frames on Consumers' Choices. ( vol. 8,). Fordham University Behavioral Pricing Conference: Fordham University Pricing Center.
  • Monroe, K., & Hsu, C. (1998). Rethinking Information Objectivity and Its Effectiveness in Print Communications. ( vol. 3, pp. 210-5). Asia-Pacific Advances in Consumer Research.
  • Monroe, K., & Hyun, S. (1998). The Effects of Contextual Cues on Korean Consumers' Perceptions of Comparative Price Advertisements. ( vol. 3, pp. 166-72). Asia-Pacific Advances in Consumer Research.
  • Adaval, R., & Monroe, K. (1995). The Moderating Effects of Learning Goals and the Acquisition of Product Information on the Limits of Price Acceptability. Advances in Consumer Research, Provo, UT: Association for Consumer Research.
  • Monroe, K., & Adaval, R. (1995). The Moderating Effects of Learning Goals and the Acquisition of Product Information on the Limits of Price Acceptability. ( vol. 22, pp. 225-9). Advances in Consumer Research.
  • Monroe, K., & Roundtree, R. (1995). Context Setting and Comparative Price Advertising Effects on the Acceptable Price Range. ( vol. 2, pp. 251-7). European Advances in Consumer Research.
  • Monroe, K., & Suri, R. (1995). Effect of Consumers' Purchase Plans on the Evaluation of Bundle Offers. ( vol. 22, pp. 588-93). Advances in Consumer Research.
  • Monroe, K., & Martins, M. (1994). Perceived Price Fairness: A New Look at an Old Construct. ( vol. 21, pp. 75-8). Advances in Consumer Research.
  • Monroe, K., Li, W., & Chen, D. (1994). The Effects of Country of Origin, Brand, and Price Information. ( vol. 21, pp. 449-57). Advances in Consumer Research.
  • Monroe, K., & Li, W. (1992). The Role of Country of Origin Information on Buyers' Product Evaluations: An In-Depth Interview Approach. ( pp. 274-80). AMA Educators' Proceedings.
  • Monroe, K., & Grewal, D. (1989). The Effects of Contextual Information Cues on Buyers' Product Evaluation and Behavioral Intentions. ( pp. 274). Summer Educators' Conference.
  • Monroe, K., Hyun, S., & Krishnan, R. (1989). An Investigation of the Pricing Attitudes nad Practices of Korean Business Firms. ( pp. 276-9). Summer Educators' Conference: American Marketing Association.
  • Monroe, K. (1987). The Framing of Consumer Choice. ( vol. 14, pp. 182). Advances in Consumer Research.
  • Monroe, K., & Chapman, J. (1987). Framing Effects on Buyers' subjective Product Evaluations. ( vol. 14, pp. 193-7). Advances in Consumer Research.
  • Monroe, K., & Oglethorpe, J. (1987). Risk Perceptions and Risk Acceptability in Consumer Behavior: Conceptual Issues and an Agenda for Future Research. ( pp. 255-60). Winter Educators' Conference: American Marketing Association.
  • Monroe, K. (1986). Report of the AMA Task Force on the Development of Marketing Thought. Winter Educators' Conference.
  • Monroe, K., & Mazumdar, T. (1986). Using Leverage for Developing Pricing Strategies. ( pp. 303-8). Summer Educators' Conference.
  • Monroe, K., Powell, C., & Choudhury, P. (1986). Recall vs. Recognition as a Measure of Price Awaremess. ( vol. 13, pp. 594-99). Advances in Consumer Research.
  • Monroe, K., & Dodds, W. (1985). The Effect of Brand and Price Information on Subjective Product Evaluations. ( vol. 12, pp. 85-90). Advances in Consumer Research.
  • Monroe, K. (1984). Theoretical and Methodological Developments in Pricing. ( vol. 11, pp. 636-637). Advances in Consumer Research.
  • Monroe, K., & Krishnan, R. (1983). A Procedure for Integratign Outcomes Across Studies. ( vol. 10, pp. 503-508). Advances in Consumer Research.
  • Monroe, K., & Krishnan, R. (1983). Developing a Methodology for Synthesizing Knowledge Within Research Domains. ( pp. 123-126). Special Conference on Research Methods and Causal Modeling: American Marketing Association.
  • Monroe, K. (1982). The Influence of Price on Product Perceptions and Product Choice. ( vol. 9, pp. 206-209). Advances in Consumer Research.
  • Monroe, K., & Della Bitta, A. (1981). A Multivariate Analysis of the Perception of Value from Retail Price Advertisements. ( vol. 8, pp. 161-165). Advances in Consumer Research.
  • Monroe, K., & Della Bitta, A. (1981). The Influence of Comparative Price Advertisements on Patronage Behavior. ( pp. 20-26). Retail Patronage Theory: Center for Economic and Management Research.
  • Monroe, K., & Guiltinan, J. (1980). Identifying and Analyzing Consumer Shopping Strategies. ( vol. 7, pp. 745-748). Advances in Consumer Research.
  • Monroe, K., & Petroshius, S. (1980). A Theorectical Approach for Determining Product Line Prices. ( pp. 21-24). Special Conference on Marketing Theory: American Marketing Association.
  • Monroe, K. (1979). Before the Federal Trade Commission, Childen's Advertising Rulemaking Comment: An Analysis of the Consumption Patterns for Ready-to-Eat Cereals. Hearing Officer.
  • Monroe, K. (1979). Research Opportunities in Pricing. ( pp. 93-96). Southeast Conference of the American Institute for Decision Sciences.
  • Monroe, K. (1979). The Graduate Marketing Theory Course. ( pp. 665-678). Special Conference on Marketing Theory.
  • Monroe, K., & Petroshius, S. (1979). Determining Causal Priorities in Marketing. ( pp. 114-130). Special Conference on Marketing Theory.
  • Monroe, K., & Clayton, E. (1978). A New Methodology for the Analysis of the Brand Switching Problem with the Q-GERT Analysis Program. ( pp. 193-195). National Conference of the American Institute for Decision Sciences.
  • Monroe, K., & Gardner, D. (1976). An Experimental Inquiry Into the Effect of Price on Brand Preference. ( pp. 552-556). AMA- Fall Conference.
  • Monroe, K., & Gardner, D. (1976). An Experimental Inquiry Into the Effect of Price on Brand Preference. ( pp. 552-556). AMA- Fall Conference: American Marketing Association.
  • Monroe, K., Sunder, S., Wells, W., & Zoltners, A. (1976). A Multi-Period Integer Programming Approach to the Product Mix Problem. ( pp. 493-497). AMA- Fall Conference.
  • Monroe, K., Guiltinan, J., & Weik, J. (1974). The Effect of Changes in Retail Promotion Decision on Buyer Attitudes and Behavior: A Longitudinal Approach. ( pp. 206-08). Northeast Conference of the American Institute for Decsision Sciences.
  • Monroe, K., & Della Bitta, A. (1973). Adaptation Levels as Anchoring Stimuli on Subjective Price Perceptions. ( pp. 165-170). Northeast Conference of the American Institute for Decsision Sciences.
  • Monroe, K., & Della Bitta, A. (1973). The Effect of Anchoring Stimuli on Price Judgments. ( pp. 374-77). National Conference of the American Institute for Decision Sciences.
  • Monroe, K., & Della Bitta, A. (1973). The Influence of Adaptation Levels On Subjective Price Perceptions. ( vol. 1, pp. 359-69). Advances in Consumer Research.
  • Monroe, K. (1972). Some Findings of Price Limits and Psychophysical Measurement: A Laboratory Experiment. ( pp. 9-18). Northeast Conference of the American Institute for Decsision Sciences.
  • Monroe, K. (1972). Teaching Applied Quantitative Courses to Non-quantitative Students: A Modified Programmed Learning Approach. ( pp. 278-84). Northeast Conference of the American Institute for Decsision Sciences.
  • Monroe, K. (1970). The Measurement of Price Thresholds: Psychophysics and latitudes of Acceptance. ( pp. 120). Broadening the Concept of Marketing: American Marketing Association.
  • Monroe, K., & Venkatesan, M. (1969). The Concept of Price Limits and Psychophysical Measurement: A Laboratory Experiment. ( pp. 345-51). AMA- Fall Conference.

Presentation

  • Monroe, K. (2004). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certification Program.
  • Monroe, K. (2003). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certification Program.
  • Monroe, K. (2003). Pricing Strategy. Pricing Strategy-Executive MBA.
  • Monroe, K. (2003). Faculty Presenter. Doctoral Consortium of American Marketing Association.
  • Monroe, K. (2003). Pricing Practices that Endanger Profits. Ohio State University.
  • Monroe, K. (2003). Pricing Practices that Endanger Profits. Professional Pricing Society Annual Conference.
  • Chandrashekaran, R., Viswanathan, M., & Monroe, K. (2003). Effects of Order and Size Incongruence in Comparative Price Advertisements. Pricing Strategy.
  • Monroe, K. (2002). Pricing for Profits: Strategies and Tacticts. Professional Pricing Society Certification Program.
  • Monroe, K. (2002). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certfication Program.
  • Monroe, K. (2002). Yield Management and Differential Pricing: Managing Perishable Assets. Annual Pricing Conference.
  • Monroe, K. (2002). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certification Program.
  • Monroe, K. (2001). Communicating Value to Customers and Intentions to Competitiors. Professional Pricing Society Annual Conference.
  • Monroe, K. (2001). Remembering vs. Knowing: How Consumers Process Pricing Information. Association for Consumer Research Annual Conference.
  • Monroe, K. (2001). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certification Program.
  • Monroe, K. (2001). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certification Program.
  • Monroe, K. (2001). Pricing Practices that Endanger Profits. Melbourne.
  • Monroe, K. (2001). Communicating Value to Customers and Intentions to Competitors. Annual Pricing Conference.
  • Monroe, K. (2001). Pricing Strategy. Pricing Strategy-Executive MBA.
  • Monroe, K. (2001). The Effect of Time Pressure on Consumers' Product Evaluations. Hebrew University.
  • Monroe, K. (2000). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certification Program.
  • Monroe, K. (2000). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certification Program.
  • Monroe, K. (2000). The Pricing Strategy Audit: Assessing Your Pricing Effectiveness. Annual Pricing Conference.
  • Monroe, K. (2000). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certification Program.
  • Monroe, K. (2000). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certification Program.
  • Monroe, K. (2000). Some Useful Pricing Research Techniques. Sydney.
  • Monroe, K. (2000). Automatic Construction and Use of Contextual Information for Product and Price Evaluation. Hebrew University.
  • Monroe, K. (2000). Pricing Strategy. Pricing Strategy.
  • Monroe, K. (1999). Using Prices to Communicate Value. Business Marketing Association.
  • Monroe, K. (1999). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certification Program.
  • Monroe, K. (1999). Using Prices to Communicate Value. Pontifical Catholic University.
  • Monroe, K. (1999). Automatic Construction and Use of Contextual Information for Product and Price Evaluations. National University of Singapore.
  • Monroe, K. (1999). Pricing Research: A Historical Overview. National University of Singapore.
  • Monroe, K. (1999). Remembering vs. Knowing: Issues in Buyers' Processing Price Information. National University of Singapore.
  • Monroe, K. (1999). The Pricing Strategy Audit: Assessing Your Pricing Effectiveness. National University of Singapore.
  • Monroe, K. (1999). Using Prices to Communicate Value. National University of Singapore.
  • Monroe, K. (1999). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certification Program.
  • Monroe, K. (1999). Using Prices to Communicate Value. Annual Pricing Conference.
  • Monroe, K. (1999). Pricing for Profits: Strategies and Tactics. Professional Pricing Society Certification Program.
  • Monroe, K. (1999). Some Useful Pricing Research Techniques. Australian Market Research Society.
  • Monroe, K. (1999). Pricing Strategy. Pricing Strategy-Executive MBA.
  • Monroe, K. (1999). Research on Price Awareness: Do Buyers Remember the Prices They Pay? Hebrew University.
  • Monroe, K. (1998). Research on Price Awareness: Do Buyers Remember the Prices They Pay. Association for Consumer Research, Asia-Pacific Conference.
  • Monroe, K. (1998). The Effects of Mood on Price Acceptability: Minimizing Losses or Maximizing Gains. Association for Consumer Research, Asia-Pacific Conference.
  • Monroe, K. (1998). Pricing Practices That Endanger Profits. Annual Pricing Conference.
  • Monroe, K. (1997). Pricing Practices that Endanger Profits. Australian Market Research Society.
  • Monroe, K. (1997). Remembering vs. Knowing: Issues in Understanding Buyers' Processing of Price Information. Monash University.
  • Monroe, K. (1997). Pricing Practices That Endanger Profits. Central Illinois Chapter of the American Marketing Association.
  • Monroe, K. (1997). Assessing Your Pricing Effectiveness: The Pricing Strategy Audit. Annual Pricing Conference.
  • Monroe, K. (1997). Learning to Play the Pricing Game. Annual Pricing Conference.
  • Monroe, K. (1997). The Processing of Price Information: Conscious vs. Non-Conscious. Kansas State University.
  • Monroe, K. (1997). The Teaching Portfolio: Collaborating With Students. University of Illinois.
  • Monroe, K. (1996). Assessing Your Pricing Effectiveness: The Pricing Strategy Audit. Annual Pricing Conference.
  • Monroe, K. (1995). Pricing Practices that Endanger Profits. National Chengchi University.
  • Monroe, K. (1995). The Effects of Price Comparison Advertising on Buyers' Perceptions of Value. Yonsei University.
  • Monroe, K. (1995). The Effects of Price Comparison Advertising on Buyers' Perceptions of Value. Chinese University of Hong Kong.
  • Monroe, K. (1995). The Effects of Price Comparison Advertising on Buyers' Perceptions of Value. National Chengchi University.
  • Monroe, K. (1995). The Effects of Price-Comparison Advertising on Buyers' Perceptions of Value. Korea University.
  • Monroe, K. (1995). Price as a Signal of Quality. Association for Consumer Research European Conference.
  • Monroe, K. (1995). Pricing Practices that Endanger Profits. Marketing Research Workshop.
  • Monroe, K. (1995). The Effects of Price Comparison Advertising on Buyers' Perceptions of Value. Marketing Science Institute Conference.
  • Monroe, K. (1995). Framing Customers' Perceptions of Value: The Influence of Comparative Price Advertising. Michigan State University.
  • Monroe, K. (1994). Using Strategic Cost Analysis to Delier Value-Oriented Prices. Annual Pricing Conference.
  • Monroe, K. (1993). Managerial Implications of Findings From Behavioral Price Research. University of Delaware.
  • Monroe, K. (1993). Programmatic Price Research: The Relationship Between Price, Perceived Quality and Perceived Value. University of Delaware.
  • Monroe, K. (1993). Using Price Research to Avoid Some Common Pricing Errors. Annual Pricing Conference.
  • Monroe, K. (1992). Programmatic Price Research: The Relationship Between Price, Perceived Quality and Perceived Value. Georgetown University.
  • Monroe, K. (1992). Preparing to Write for a Research Journal. California Polytechnic State University.
  • Monroe, K. (1992). Writing for a Research Journal. New Faculty Develpment Consortium.
  • Monroe, K. (1992). Theoretical Foundations of Research Prices. Society for Consumer Psychology.
  • Monroe, K. (1992). Managerial Implications of Findings from Behavioral Price Research. Madrid School of Business.
  • Monroe, K. (1992). Pricing Practices that Endanger Profits. Madrid Pricing Conference.
  • Monroe, K. (1992). Enhancing Replication Research in Marketing. Winter Educators' Conference.
  • Monroe, K. (1992). Developing Pricing Strategies for the 90s: Understanding the Myths, Misconceptions, and Fallacies of Price Reduction Strategies. National Home Furnishings Association Strategic Management Conference.
  • Monroe, K. (1991). Avoiding Some Common Pricing Errors in Business-to-Business Marketing. Business-to-Business Marketing Workshop.
  • Monroe, K. (1991). Furture Directions for the Journal of Consumer Research. Illinois State University.
  • Monroe, K. (1991). The Concept of Reference Prices: Theoretical Justifications and Research Issues. Association for Consumer Research Annual Conference.
  • Monroe, K. (1991). Developing Price Bundling Strategies. Annual Pricing Conference.
  • Monroe, K. (1991). On Preparing to Write for a Major Research Journal. Haring Doctoral Consortium.
  • Monroe, K. (1991). Pricing Myths, Fallacies and Misconceptions. New York University.
  • Monroe, K. (1991). Applying Pricing Principles to Services. Helsinki Pricing Conference.
  • Monroe, K. (1990). Future Direction for the Journal of Consumer Research. City University of New York, Baruch College.
  • Monroe, K. (1990). Future Direction for the Journal of Consumer Research. Washington State University.
  • Monroe, K. (1990). Pricing Myths, Fallacies and Misconceptions. Washington State University.
  • Monroe, K. (1990). Getting Started: Some Basic Pricing Concepts. Canadian Conference on Pricing.
  • Monroe, K. (1990). Future Directions for the Journal of Consumer Research. University of California.
  • Monroe, K. (1990). Pricing Myths, Fallacies and Misconceptions. University of California.
  • Monroe, K. (1990). Pricing Myths, Fallacies and Misconceptions. University of Florida.
  • Monroe, K. (1990). Leveraging Volume: Or When Are Price Reductions Profitable and Competitively Advantageous. Asian Pricing Conference.
  • Monroe, K. (1990). Managerial Implications of Findings from Behavioral Price Research. Asian Pricing Conference.
  • Monroe, K. (1990). New Insights on Value Orientation in Pricing. Asian Pricing Conference.
  • Monroe, K. (1990). Pricing Practices that Endanger Profits. Asian Pricing Conference.
  • Monroe, K. (1990). Future Directions for the Journal of Consumer Research. University of Alabama.
  • Monroe, K. (1990). Pricing Myths, Fallacies and Misconceptions. University of Alabama.
  • Monroe, K. (1990). Pricing Practices that Endanger Profits. Annual Pricing Conference.
  • Monroe, K. (1985). The Effects of Comparative Price Advertising on Buyers' Perceptions of Value. University of Missouri.

Honors and Awards

  • Distinguished Scholar Award, Department of Business Administration, University of Illinois, 2015
  • Fellow, American Marketing Association, 2015
  • Lifetime Achievement Award in Pricing, American Marketing Association, 2015

Services

  • Editorial Board Member, Journal of Marketing Research, 1979-2003
  • Editorial Board Member, Journal of Consumer Psychology, 1993-2002

Teaching Interests

Teaches courses and conducts research in pricing, marketing strategy, and marketing research.

Research Interests

Research centers on the information value of price to buyers. Has been a pioneer in research on understanding how buyers perceive price information and form value judgments. His executive training programs on pricing strategy and tactics have been delivered on six continents. Has served as a consultant in these areas to business firms, governments, and the United Nations.

Current Courses

  • Advanced Pricing Management (BADM 395) Research and readings course for students majoring in business administration. May be taken by students in the college honors program in partial fulfillment of the honors requirements. May be repeated if topics vary. Not applicable to graduate or professional hours.
  • Pricing Academy (BADM 395) Research and readings course for students majoring in business administration. May be taken by students in the college honors program in partial fulfillment of the honors requirements. May be repeated if topics vary. Not applicable to graduate or professional hours.

Contact

470C Wohlers Hall

1206 S. Sixth

Champaign, IL 61820

217-333-4240

kbmonroe@illinois.edu