Charlotte Mason

Charlotte Mason

  • Professor and C. Herman and Mary Virginia Terry Professor of Business Administration and Professor, Department of Marketing, Master of Marketing Research


  • PhD, Business, Stanford University, 1985
  • MS, Statistics, Stanford University, 1984
  • MS, Industrial Engineering, Stanford University, 1978
  • BS, Industrial Engineering, Stanford University, 1977

Research Interests

  • Marketing Analytics
  • Customer Relationship Management
  • Direct Marketing


Journal Articles

  • Mason,Charlotte and Kaushik Jayaram (2018): “Don’t Get Eaten! Understanding and Handling Cannibalization Risk”, GfK Marketing Intelligence Review, Vol. 10, No. 1 (May), pp. 34-39.
  • Lurie, Nicholas H. , Jonah Berger, Zoey Chen, Beibei Li, Hongju Liu, Charlotte H. Mason, David M. Muir, Grant Packard, Joseph Pancras, Ann Schlosser, Baohong Sun, Raj Venkatesan (2018), “Everywhere and at All Times: Mobility, Consumer Decision Making, and Choice”,  Customer Needs and Solutions,Vol. 5, Issue 1-2, pp 15-27.
  • Hollenbeck, Candice, Charlotte H. Mason and JiHee Song (2011), “Enhancing Student Learning in Marketing Courses: An Exploration of Fundamental Principles for Website Platforms,” Journal of Marketing Education, Vol. 33 (2), pages 171-182.
  • Nielsen, Jesper, Stewart Shapiro and Charlotte Mason. 2010. Emotionality and Semantic Onsets: Exploring Orienting Attention Responses in Advertising. Journal Of Marketing Research, (47).
  • Morgan, Neil, Doug Vorhies and Charlotte Mason. 2009. Market Orientation, Marketing Capabilities and Firm Performance. Strategic Management Journal, (30):909-920.
  • Lurie, Nicholas H. and Charlotte H. Mason. January 2007. Visual Representation: Implications for Decision Making. Journal Of Marketing, (71):160-177.
  • Im, Subin, Charlotte H. Mason and Mark B. Houston. 2007. Does Innate Consumer Innovativeness Relate to New Product/Service Adoption Behavior?: The Intervening Role of Social Learning via Vicarious Innovativeness. Journal Of The Academy Of Marketing Science, (35):63-75.
  • Neslin, Scott A., Sunil Gupta, Wagner Kamakura, Junxiang Lu and Charlotte H. Mason. 2006. Defection Detection: Measuring and Understanding the Predictive Accuracy of Customer Churn Models.Journal Of Marketing Research, (43):204-211.
  • Ramaseshan, B., David Bejou, Subhash C. Jain, Charlotte H. Mason and Joseph Pancras. 2006. Issues and Perspectives in Global Customer Relationship Management. Journal Of Service Research, (9):195-207.
  • Mason, Charlotte H. 2003. Tuscan Lifestyles: Assessing Customer Lifetime Value,. Journal Of Interactive Marketing, (17):54-60.
  • Im, Subin, Barry L. Bayus and Charlotte H. Mason. 2003. An Empirical Study of Innate Consumer Innovativeness, Personal Characteristics and New Product Adoption Behavior. Journal Of The Academy Of Marketing Science, (31):61-73.
  • Menor, Larry J., Aleda V. Roth and Charlotte H. Mason. 2001. Agility in Retail Service Management: A Numerical Taxonomy of Strategic Service Groups. Manufacturing And Service Operations Management, (3):273-292.
  • Lee, Yih Hwai and Charlotte H. Mason. 1999. Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy and Humor. Journal Of Consumer Research, (26):156-169.
  • Hodge, Sharon K. and Charlotte H. Mason. 1995. Work versus Windfall: An Exploration of Savings on Subsequent Purchase.Marketing Letters, (6):91-100.
  • Mason, Charlotte H. and William D. Perreault, Jr. 1991. Collinearity, Power, and Interpretation of Multiple Regression Analysis. Journal Of Marketing Research, (28):268-280.
  • Lefkoff-Hagius, Roxanne and Charlotte H. Mason. 1993. The Roles of Characteristic, Benefit, and Imagery Attributes in Judgments of Similarity and Preference. Journal Of Consumer Research, (20):100-110.
  • Mason, Charlotte H. 1990. New Product Entries and Product Class Demand. Marketing Science, (9):58-73.
  • Srinivasan, V. and Charlotte H. Mason. 1986. Nonlinear Least Squares Estimation of New Product Diffusion Models. Marketing Science, (5):169-178.

Book Chapters

  • Mason, Charlotte H. (2012), “V. Kumar: A Lifetime of Value to Marketing,” in Legends in Marketing: V. Kumar, Sage Publishing.
  • Mason, Charlotte H. and Aleda V. Roth (2009), “The Right Path to SCM-CRM Integration,” in Handbook of Research on Enterprise Systems, J. Gupta and S. Sharma (editors), IGI Global, pages 134-151.


  • Mason, Charlotte and William D. Perreault, Jr. 2002. The Marketing Game! . McGraw-Hill Irwin.

Editorial Appointments

  • Advisory Board, Journal of Relationship Marketing, 2005–present
  • Editorial Board, Journal of the Academy of Marketing Science, 1997–present
  • Editorial Board, Journal of Marketing, 20162018
  • Editorial Board, Journal of Marketing Research, 19932003
  • Editorial Board, Journal of Marketing, 19901999

Awards, Honors, and Recognition

  • Hugh O. Nourse Outstanding MBA Teacher Award, Terry College of Business, 2017
  • University of Georgia's Women's Leadership Fellow, 2016-2017
  • Outstanding Service Award, University of Georgia, Terry College of Business, 2016
  • Best Reviewer Award, Journal of the Academy of Marketing Science, 2016
  • Robert B. Clarke Outstanding Educator Award, Marketing EDGE, 2014
  • Citation of Excellence Winner, Emerald Management Reviews, 2013
  • MBA Teacher of the Year Award, University of Georgia, Terry College of Business, 2010
  • Best Interdisciplinary Paper, Decision Sciences Institute, 1996
  • Chan K. Hahn Best Paper Award, Academy of Management, 1996
  • Outstanding Reviewer, Journal of Marketing, 1996
  • Doctoral Program Teaching Award, University of North Carolina, 1990


  • AMA Academic Council, Member, 2008 – 2011, Professional
  • Marketing EDGE, Board Member, 2011 – present, Professional

Prior Professional Positions

  • Adjunct Professor, Duke University, Fuqua School of Business, 2002-2002
  • Management Scientist, Procter & Gamble, 1978-1981