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Lisa Klein Pearo

Lisa Klein Pearo

Lisa Klein Pearo

Adjunct Assistant Professor

Marketing and Tourism
545C Statler Hall
Phone: 607-255-9163
Email: lkp22@cornell.edu

Primary Research Focus

Consumer behavior, with a focus on understanding information search, learning and decision-making in interactive environments; The impact of technology interfaces on consumer response; Managing and evaluating the influence of on-line word-of-mouth.

Professional Biography

Lisa Klein Pearo’s research focuses on information search, learning, and decision-making in interactive environments. She has been published in The Journal of Interactive Marketing, The International Journal of Research in Marketing, The Journal of Business Research, Organizational Behavior and Human Decision Processes, Media Psychology and The Sloan Management Review. She has also authored several Harvard Business School cases. She has worked as a consultant in conducting market research, exploring consumer behavior on the Internet, and in designing Internet marketing strategies; has taught MBA’s, Executive MBA’s, and executive education at Harvard University, Rice University and Tulane University. At the Hotel School, she has taught the core marketing course to undergraduate and graduate students, as well as marketing management in the PDP program. Prior to her career in academia, Pearo worked in direct marketing and in management consulting, focusing on clients in consumer goods and services and the media industry.

Courses Taught

Academic Degrees

  • D.B.A. Harvard Business School
  • M.B.A. Harvard Business School
  • B.A. Yale University

Industry Involvement

Has written cases with Virtual Vineyards and Dewar's Scotch the marketing of liquor on the Internet. Has worked with numerous start-up companies in conducting market research and designing Internet marketing strategies.