Assistant Professor in the Scheller College of Business
Sara Loughran Dommer joined the Scheller College of Business in the summer of 2012.
Her research examines how people's self-concepts, identities, and relationships influence consumer behavior. Her primary research interest focuses on the use of products and brands as vehicles of identity expression. While previous research has shown that consumers prefer brands and products that are congruent with their selves and identities, Dommer extends this stream by studying the motivations, process, outcomes, and broader implications surrounding identity expression via brands and products.
She teaches Integrated Marketing Communications at both the undergraduate and graduate levels.