Residence Eugene, Oregon Citizenship U.S.A | Name Lynn Kahle | |
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Fields Marketing, Psychology, Consumer Behavior Doctoral advisor Monte Page, John Berman Known for The Match-up Hypothesis, List of Values, Sports Marketing Books Marketplace Lifestyles in an Age of Social Media: Theory and Methods | ||
Institutions University of Oregon | ||
Lynn R Kahle (born 1950) is an American consumer psychologist at the University of Oregon's Lundquist College of Business, and a marketing expert with a particular focus on social values.
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Life
Kahle grew up in Hillsboro, Oregon, in the Portland metro area and graduated from Concordia College (now Concordia University) in Portland. He then graduated from Pacific Lutheran University in Tacoma, Washington, with a master's degree. He received his Ph.D. from the University of Nebraska and subsequently worked as a post-doctoral fellow at the University of Michigan Institute for Social Research. Kahle joined the University of Oregon in 1983 as a professor teaching in the College of Business. In 1990, he made an unsuccessful run to serve in the Oregon House of Representatives to represent District 43 as a Democrat.
He currently is the Academic Director of the Applied Information Management (AIM) program at the University of Oregon and a professor emeritus from the Lundquist College of Business there. He previously served as President of the Society for Consumer Psychology, which he now represents on the American Psychological Association Council of Representatives.
Kahle developed the List of Values and has subsequently conducted research on values and lifestyles. He served as founding director of the Warsaw Sports Marketing Center and has done extensive research in sports marketing. He has also studied consumption and sustainability, as well as consumption and religion.
Work
Kahle has contributed to many concepts in consumer psychology, including: the match-up hypothesis, the role-relaxed consumer, the role of social values in consumption, attitude-behavior consistency, consumer thought processes stimulus condition self-selection, social media and sports fandom.
Kahle developed Social Adaptation theory, which maintains that people’s cognitive life facilitates their functioning in their social environments. Communications is most effective when it emphasizes connections to a person’s values, attitudes, and lifestyles. Sports marketing, for example, most deeply influences people whose lifestyle emphasizes sports. In social adaptation theory people actively attend to messages that inform their values. Values shape attitudes, which in turn guide behaviors. Social media have encouraged clustering of and interactions among people who share lifestyles and values. This theory has influenced work in marketing communication, global marketing, sports marketing, retailing, and consumer behaviour.
Awards and honors
Kahle has won numerous awards, including the American Marketing Association Lifetime Achievement Award for the Consumer Behavior Special Interest Group, the Stotlar Award for the Sports Marketing Association, the Distinguished Career Contributions to the Scientific Understanding of Sports Business from the American Marketing Association Sports Special Interest Group, and the Stewart Distinguished Professor Award from the University of Oregon.