Lisa Monahan

Lisa Monahan

Assistant Professor of Marketing

Harris 233

(919) 760-8614


Dr. Lisa Monahan is an Assistant Professor of Marketing at Meredith College where she teaches Principles of Marketing, Advertising, and Social Media Marketing. Prior to embarking on a career in academia, Lisa spent nearly fifteen years working in industry in her hometown of New  York City where she held marketing positions at firms such as Hanes Brands, Citibank, Hartz Mountain, and Unilever. She began her career as an advertising executive at J. Walter Thompson, New York. Dr. Monahan’s research interests include branding, advertising and consumer product returns. Her work has been published in the Journal of Advertising, the Journal of Product & Brand Management, and the Journal of Business Research, among others.  She holds a B.A. from Amherst College, an M.B.A. from Columbia University, and a Ph.D. from the University of South Florida.

Academic Credentials

Ph.D., University of South Florida (Marketing)
M.B.A., Columbia University (Marketing & Management)
B.A., Amherst College (Political Science & Spanish)


Meredith College School of Business Teacher of the Year, 2021
Meredith College School of Business Scholar of the Year, 2020
AMA-Sheth Foundation Consortium Fellow, 2016


Monahan, Lisa, Jennifer A. Espinosa, Jeff Langenderfer and David. J. Ortinau (forthcoming), “Did You Hear I’m Hated? The Influence of Hate-Acknowledging Advertising on Trust Towards Polarizing Brands,” Journal of Business Research.

Kull, Alexander, Marisabel Romero and Lisa Monahan (2021), “How May I Help You? Driving Brand Engagement Through the Warmth of an Initial Chatbot Message,” Journal of Business Research, Vol. 135, pp. 250-269.

Espinosa, Jennifer A., James Stock, David J. Ortinau and Lisa Monahan (2021), “Exploring the Benefits of Adaptability: How Employees Processing Product Returns Contribute to the Firm’s Overall Health,” International Journal of Logistics Management, Vol. 32 No. 3, pp. 790-820.

Daly, Morgan, Mary Jane Lenard and Lisa Monahan (2021), “To Spend or Not to Spend: An Investigation of Consumer Behaviors Related to Tax Refunds,” Accounting and Taxation.

Monahan, Lisa and Marisabel Romero (2020), “Heading the Right Way? The Influence of Motion Direction in Advertising on Brand Trust,” Journal of Advertising, Vol. 49, No. 3, pp. 250-269.

Espinosa, Jennifer A., Donna F. Davis, James R. Stock and Lisa Monahan (2019), “Exploring the Processing of Product Returns from a Complex Adaptive Systems Perspective,” International Journal of Logistics Management, Vol. 3, No. 30, pp. 699-722.

Sharma, Nazuk and Lisa Monahan (2019), “Product Efficacy Implications of Framing White Space in Advertising,” Journal of Consumer Marketing, Vol. 36, No. 7, pp. 977-985.

Espinosa, Jennifer A., David J. Ortinau, Nina Krey and Lisa Monahan (2018), “I’ll Have the Usual: How Restaurant Brand Image, Loyalty, and Satisfaction Keep Customers Coming Back,” Journal of Product and Brand Management, Vol. 27, No. 6, pp. 599-614.

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