John Peloza, Ph.D.

Professor, Carol Martin Gatton Professorship in Marketing

Education

• Ph.D., University of Calgary, 2006

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John Peloza’s research focuses on corporate social responsibility and prosocial consumer behavior. His work has been published in leading marketing and management journals. Before pursuing an academic career, John worked for over a decade in the marketing communications industry with firms such as InBev, IBM, Subaru, Hewlett-Packard, and Procter & Gamble to name a few.

Teaching Expertise:

• Corporate Social Responsibility
• Introduction to Marketing

Research Expertise:

• Corporate Social Responsibility
• Sustainability
• Prosocial consumer behavior

Selected Publications

• Groening, Chris and John Peloza (2023), “Are We Paying Attention to the Right Metric? The Impact on Firm Value of Consumers’ Perceptions Versus Actual Corporate Social Responsibility Actions,” Journal of Cleaner Production, 417 (10).
• de Visser-Amundson, Anna, John Peloza and Mirella Kleijnen (2021), “How Association with Physical Waste Attenuates Consumer Preferences for Rescue-Based Food,” Journal of Marketing Research, 58 (5), 870-87.
• Norris, Ian, Alexis Allen and John Peloza (2020), “C2B: Motivating Consumer-to-Business Transactions Through Environmental Appeals,” Journal of the Association for Consumer Research, 5 (1), 56-69.
• Allen, Alexis M., Meike Eilert and John Peloza (2018), “How Deviations From Performance Norms Impact Charitable Donations,” Journal of Marketing Research, 55 (2), 277-90.
• Peloza, John, Katherine White, and Jingzhi Shang (2013), “Good and Guilt-Free: The Role of Self-Accountability in Influencing Preferences for Products with Ethical Attributes,” Journal of Marketing, 77 (1), 104-119.