Larry Chiagouris

Larry Chiagouris

Lubin School of Business

Larry Chiagouris

One Pace Plaza



Dr. Larry Chiagouris is Professor of Marketing whose research covers branding, digital marketing and integrated marketing communications. He joined the Lubin School of Business in 2002 and serves as the faculty advisor for the Ad Club, a student-run organization. He also serves as the faculty advisor for the Brand Marketing Team. Dr. Chiagouris’s teaching interests include integrated marketing communications, media planning and buying and principles of marketing and regularly teaches courses such as Principles of Marketing, Advertising & Promotion and Media Planning & Buying. Dr. Chiagouris was recently recognized for his work in advertising research by being selected as the Co-Editor of the special 50th Anniversary Edition of the Journal of Advertising Research.

Dr. Chiagouris has served as a journal reviewer for the Journal of Advertising Research since 2002, the Journal of Internet Commerce since 2004 and in the past, has also served as a reviewer for the Journal of Consumer Marketing. Dr. Chiagouris has previously served as a member of the board of directors of prominent industry organizations, including the American Marketing Association and also, the Advertising Research Foundation.

Dr. Chiagouris is frequently asked to provide his opinion on current marketing topics and has been interviewed by The Wall Street Journal, CNN, The New York Times and several other highly respected news organizations over the past 3 years. In 2006, he was the recipient of a United States Department grant to lecture across Europe on the topic “Branding in the New Media Environment”. In 2011, Dr. Chiagouris was asked to construct the sections in the Wiley Encyclopedia for the topics Comparative Advertising and also for Marketing Functions on the Internet.


PhD, City University of New York, New York, New York

Publications and Presentations


Kirk, C., Chiagouris, L., Lala, V., Thomas, J. (2015). How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online?. Journal of Advertising Research. 55(1), 1-14.

Chiagouris, L., Williams, M.A., (2014). If we Build it will they Stay?: User Generated Content and Website Effectiveness. Journal Of Marketing Management. 2(3), 1-17. Read More >>

Brusseau, J., Chiagouris, L., Brusseau, R. (2013). Corporate Social Responsibility: To Yourself Be True. Journal of Global Business and Technology. 9(Spring 2013), 11 plus diagram. Read More >>

Related News and Stories

In the Media

Pace University’s Lubin Professor Larry Chiagouris was featured in WalletHub's piece about VISA credit cards.

Are there any good reasons for people to seek out a Visa credit card in particular?

No, it is not "bad" given Visa is accepted in most places and by more retailers, but some consumers believe that to be sure they can receive credit anywhere and everywhere, it is good to have a "backup" credit card from another bank or financial institution.

In addition, some consumers seek to stagger credit card payments by having more than one credit card.

In the Media

Lubin School of Business Professor Larry Chiagouris was featured speaking about Best Car Insurance in New York:

Why are car insurance prices so different from state to state?

There are important differences from state to state, including the incidence of accidents per mile driven by drivers and the costs of repairing vehicles. These differences account for some variation in insurance costs.