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The Dean of Pricing: How Kent Monroe Pioneered the Study of Behavioral Pricing

Matt Weingarden

Marketing Legends

In this video, Dr. Richard Lutz, J.C. Penney Professor of Marketing at the University of Florida, interviews marketing legend Dr. Kent Monroe, Visiting Distinguished Scholar in Marketing at the Robins School of Business at the University of Richmond in Richmond, Virginia and Professor of Business Administration and John M. Jones Distinguished Professor of Marketing Emeritus at University of Illinois. 

A leading scholar in the study of the value of price, Kent Monroe became known as the Dean of Pricing due to his tremendous contributions into this area of marketing research. A long-time leader at the AMA and editor of the Journal of Consumer Research, Kent is well-known as a mentor to many leading scholars in the discipline.

Kent B. Monroe | A Brief Biography

Professor Kent B. Monroe is Professor of Business Administration and John M. Jones Distinguished Professor of Marketing Emeritus at the College of Business at the University of Illinois. He is a leading authority in the areas of pricing, marketing strategy, and marketing research.

His research centers on the information value of price to buyers. He has been a pioneer in research on understanding how buyers perceive price information and form value judgments. His executive training programs on pricing strategy and tactics have been delivered on six continents. He has served as a consultant in these areas to business firms, governments, and the United Nations.


As a doctoral student, Monroe was a fellow at the first AMA-Sheth Foundation Doctoral Consortium held at Indiana University. Since then, Monroe has been an outstanding mentor to numerous scholars. He served as editor of the Journal of Consumer Research and for five years chair a special AMA committee that developed AMA’s academic strategy for the subsequent three decades. He also served on the faculties of Virginia Tech and Virginia State.

Professor Monroe has a Bachelor of Arts from Kalamazoo College, a Masters of Business Administration from Indiana University, and a Doctorate of Business Administration from the University of Illinois. He has received several awards for his contributions in the field of marketing over the last ten years.

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About the Sheth Foundation:

The mission of the Sheth Foundation is to support the academic scholarship, publications, education and research of tax-exempt, publicly-supported educational organizations, primarily focusing on the discipline of marketing, by providing support to grant awarding Recipient Organizations.

The Sheth Foundation additionally provides support to other tax-exempt, publicly-supported organizations that are closely related in purpose or function to one or more of the Recipient Organizations and the activities of which carry out the purposes of one or more of the Primary Supported Organizations.

The Sheth Foundation was founded by Dr. Jagdish & Madhu Sheth. 

Matt Weingarden, Vice President, Communities & Journals, leads the diverse team that supports the AMA’s network of community leaders from its three broad communities and four scholarly journals.