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Dr. Lora Harding

Dr. Lora Mitchell Harding 

Associate Professor of MarketingDr. Lora Harding

E-mail: Dr. Lora Harding



  • Ph.D. - Northwestern University, Kellogg School of Management, Marketing
  • M.S. - Northwestern University, Kellogg School of Management, Marketing
  • B.B.A. - Belmont University, Marketing and Promotions



  • Associate Professor of Marketing, Belmont University
  • Assistant Professor of Marketing, Belmont University
  • Consumer Research Manager, The Buntin Group
  • Account Executive, The Buntin Group



  • Harding, Lora Mitchell (forthcoming), "Keeping Goliath on His Toes: A Case Discussion Method for Increasing Engagement and Individual Accountability in Large Classes," Marketing Education Review, DOI: 10.1080/10528008.2018.1437355.
  • Harding, Lora Mitchell (2018), “Students of a Feather ‘Flocked’ Together: A Group Assignment Method for Reducing Free-Riding and Improving Group and Individual Learning Outcomes,” Journal of Marketing Education, DOI: 10.1177/0273475317708588.
  • Harding, Lora Mitchell, and Mark T. Schenkel (2017), “Brand Advertising in an Access–Ownership World: How Marketing Channels Impact Message Persuasiveness,” Journal of Marketing Channels, 24(1-2), 51-72, DOI: 10.1080/1046669X.2017.1346981.
  • Phillips, J. Mark, Kyle A. Higgins and Lora Mitchell Harding* (2016), “From Old Spice to The Texas Law Hawk: How Inbound Marketing, Content Leadership and Social Media Can Level the Playing Field for Solo Practitioners,” The Journal of Business, Entrepreneurship & the Law, Pepperdine University School of Law, 9(2), 389-409.
    * All authors contributed equally and are listed in reverse-alphabetical order



  • Pride-Ferrell Innovations in Teaching Competition Winner, Society for Marketing Advances Annual Conference, 2017
  • Best Paper in Marketing Education Track, American Marketing Association Summer Marketing Educators’ Conference, 2017
  • Outstanding Teaching Award, Jack C. Massey College of Business, Belmont University, 2017
  • Outstanding Service Award, Jack C. Massey College of Business, Belmont University, 2015
  • Brands and Brand Relationships Accelerator Workshop Grant, Boston University, 2015
  • Haring Symposium Fellow, Indiana University, 2008
  • Graduate Fellowship, Northwestern University, 2005-2011
  • Outstanding Business Student of the Year, Belmont University, 1999
  • Marketing Award of Excellence, Belmont University, 1999
  • Presidential Scholar, Belmont University, 1995-1999



Dr. Lora Harding is an associate professor of marketing at Belmont University. She received her Ph.D. from the Kellogg School of Management, Northwestern University in 2011. In general, her research examines how consumers’ (and students’) motivations, perceptions and feeling states influence their judgment and behavior. This research falls into three main streams: persuasion, student engagement and consumer-brand relationships.

Prior to earning her Ph.D., Dr. Harding worked for eight years as an account executive and consumer research manager at The Buntin Group, a full-service advertising agency in Nashville, Tennessee. Her clients included the United Methodist Church, Odom's Tennessee Pride Sausage, O’Charley’s Restaurants, Tennessee Valley Authority, Purolator oil and air filters, Servpro fire and water damage restoration services, Goodyear tires and Chinet disposable plates.