Dawn Lerman

• Bachelors: B.A. in French Language and Literature, Brandeis University
• Masters: M.B.A. in Marketing and International Business, New York University; M.Phil. in Business, Baruch College, CUNY
• PhD: Business, Baruch College (CUNY)

• The role of language in marketing and consumer behavior
• Psycholinguistic, sociolinguistic and cultural approaches to branding, advertising, and the consumer experience
• Bilingualism and cross-cultural aspects of language processing within a consumer context

• Lerman, Dawn, Rachel Maldonado, and David Luna (in press) “A Theory-Based Measure of Acculturation: The Revised Cultural Life Style Inventory,” Journal of Business Research.
• Lerman, Dawn B. (2007), “Phonology, Morphology, and Semantics: Towards a Fuller Conceptualization of Brand Name Meaning,” Tina M. Lowrey (ed.), Psycholinguistic Phenomena in Marketing Communications, Mahwah, NJ: Erlbaum.
• Sen, Shahana and Dawn Lerman (2007), “Why Are You Telling Me This?  An Examination into Negative Consumer Reviews on the Web,” Journal of Interactive Marketing, 21 (4), 76-94.
• Lee, Julie Ann, Ellen Garbarino and Dawn Lerman (2007), “The Interaction of Country Level Uncertainty Avoidance and Product Uncertainty on Consumer Perceptions,” International Marketing Review, 24 (3), 330-349.
• Lerman, Dawn (2006), “The Relationship Between Consumer Politeness and Complaining Behavior,” Journal of Services Marketing, 20 (2), 92-100.
• Luna, David, Dawn Lerman, and Laura Peracchio (2005), “Structural Constraints in Code-Switched Advertising,” Journal of Consumer Research, 32 (December), 416-423.

Dawn Lerman’s expertise is in the field of consumer behavior with particular emphasis on consumer language processing.  Her work has been published in a variety of academic journals and books and has been presented at both academic and industry conferences.  She is also a member of the editorial board for the Journal of Business Research and International Marketing Review. 

Prior to joining Fordham, Dr. Lerman served as a press attaché in the public relations department of a major political lobby in Paris and as a marketing and business development analyst at The Ferolie Group, a leading New York area food broker.  While at Ferolie, Dr. Lerman managed a number of major brands manufactured by corporations such as Van Den Bergh Foods, Kraft, Apple & Eve, McCormick, and the James River Corporation and played a key role in a variety of new product introductions. 

More recently, Dr. Lerman has served as a consultant in areas related to market research, new product introductions, branding, and marketing strategy development. She also conducts in-house seminars on topics ranging from linguistic considerations in brand communications to the branding of industrial products.