Sara Loughran Dommer joined the Scheller College of Business in the summer of 2012. She teaches Advertising at the undergraduate and graduate levels. Dr. Dommer received her PhD from the Katz Graduate School of Business, University of Pittsburgh.
Dr. Dommer's research examines how people's self-concepts, social identities, and interpersonal relationships influence consumer behavior. Her primary research interests focus on the use of brands as vehicles of identity expression: Who does it? When and why do they do it? What are the larger implications of doing it? Her research examines the motivations underlying consumers' use of brands to express identity (such as self-discrepancy and differentiation), individual differences and circumstantial factors that moderate such effects, and the larger implications of using brands to express identity.