Carolyn Simmons Visiting Associate Professor of Business Administration/​Marketing

Carolyn Simmons

Holekamp 307
Curriculum Vitae

Professor Simmons joined W&L in July 2004. She teaches courses in statistics and marketing management. She has also taught at the University of Illinois, Lehigh University, the University of Virginia, and Virginia Tech. Prior to her academic career, she was a systems engineer with IBM.

Her teaching and research interests focus on quantitative methods, consumer decision making, and brand management. Her research has been published in the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, and Marketing Letters. She has also published teaching cases on crisis, supply chain, and brand management. She has served on the Editorial Review Board for the Journal of Consumer Research and the Advisory Council of the Association for Consumer Research.

A passionate fan of National Public Radio, she served for several years as a local on-air host for NPR's All Things Considered on WDIY in Bethlehem, PA.


Ph.D. in Consumer Psychology, University of Florida (1986)

M.A. in Psychology, Wake Forest University (1980)

B.S. in Psychology, Guilford College (1973)


Consumer Inferences and Brand Equity: Effects of retail display, social sponsorships, missing information, informational disclosures, copycat and look-alike brands; Survey Responses: Effects of question order and informational examples.


Marketing Management, Marketing Communications, Consumer Decision Making, Marketing Research, Quantitative Methods