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Wilbur O. and Ann Powers College of Business

Profile Information

Lura Forcum

Assistant Professor of Marketing
Wilbur O. and Ann Powers College of Business

Office: 324M Wilbur O. and Ann Powers Hall


 Educational Background

  • PhD Marketing
    Indiana University 2015
  • MA Social Service Administration
    University of Chicago 2004
  • BA Political Science
    University of North Carolina at Chapel Hill 2001

Courses Taught

  • Social media in marketing (MBA and undergraduate levels)
  • Marketing strategy


Lura Forcum holds a PhD in marketing from Indiana University (Kelley School of Business). She studies social cognition and brands. Her research focuses on the factors that lead consumers to respond to brands as if they were people and the outcomes of doing so. Her dissertation, 'Why Good Consumers Love Bad Brands: Assertive Language Makes Consumers Care for Brands,' examines how commanding language by brands (post a picture! like our Facebook page!) leads consumers to attribute a mind to the brand. Consequently consumers feel greater care and concern for the brand. This work has received dissertation awards from the Marketing Science Institute, the Academy of Marketing Science / Mary Kay, and the Society for Marketing Advances. Her work appears in the Journal of Consumer Research and Journal of Management as well as the SAGE Handbook of Memory.

Research Interests

  • Social cognition, mind attribution, anthropomorphism

Research Publications

  • "Refining Online Consumer Search into an Opportunity," Applied Marketing Analytics: 4(1). With Babur De los Santos (2018).
  • "Does a Dollar Get You a Dollar's Worth of Merchandise? The Impact of Power Distance Belief on Price-Quality Judgments." Journal of Consumer Research: 43(2), 317-33. With Ashok Lalwani (2016).
  • "Consumer Memory Dynamics: Effects of Branding and Advertising on Formation, Stability, and Use of Consumer Memory," Ch. 19 in Handbook of Applied Memory Research, Tim Perfect and Steve Lindsay (eds.). Thousand Oaks, CA: SAGE Publications. With Shanker Krishnan (2014).
  • "Using Market Basket Analysis in Management Research," Journal of Management, 39 (7), 1799-1824. With Herman Aguinis and Harry Joo (2013).


Faculty Profile
Wilbur O. and Ann Powers College of Business
Wilbur O. and Ann Powers College of Business | 343 Chandler L. Burns Hall, Clemson, S.C. 29634